The short answer
At ACE, we take your list of estimates that never closed, clean it, and send each homeowner a personal offer from your company. They can unlock a real gift card for watching a short video, like an update on what's changed since your estimate. Homeowners who engage are the ones worth calling. You pay rewards only when someone actually takes the step.
Why estimates go quiet
Most lost estimates aren't lost to a competitor. They stall:
- The timing wasn't right. Money was tight, or the roof could wait one more season.
- They were waiting on something. An insurance answer, a spouse, a second quote.
- Life got busy. Nobody followed up twice, so the conversation ended.
That's why an old estimate is worth more than a cold lead. The need is real, the trust is started, and the homeowner already knows what you'd charge.
Step 1: Pull and clean the list
Start with every estimate from the last two or three years that didn't turn into a job.
- Gather everything. Your CRM, spreadsheets, old emails, even paper files.
- Clean it. People move and numbers change. We verify phones and emails and scrub phones against Do Not Call lists, so you only reach real, reachable people.
- Enrich it. ACE Data can add details to each record and flag homeowners who are showing fresh signs they're researching roof work again. Start with those.
- Remove anyone who asked not to be contacted.
Calling, texting and emailing old leads have their own rules, like the TCPA and Do Not Call. ACE reviews outreach rules with each business, and you should confirm with your own attorney.
Step 2: Give them a new reason to look
"Just following up on your estimate" gets ignored. Give them something:
- Watch. The homeowner gets a personal offer by mail, text or email and watches a 60-second video. Make it fresh: what's new with your company, the warranty, financing options or how long the storm season ran.
- Earn. A real gift card unlocks when they finish, for example $20.
- Re-book. Where it's allowed, a bigger reward can unlock when they book an updated inspection, for example another $30.
In Florida, the inspection step isn't used. Florida law (Fla. Stat. 489.147) bars roofing contractors from offering anything of value for a roof inspection or an insurance claim, so ACE's Florida campaigns reward only watching your video. We review every campaign before launch, and you should confirm with your own attorney.
The reward is never tied to an insurance claim, a deductible or whether the homeowner hires you.
Step 3: Use more than one channel
Old contact info goes stale, so reach out a few ways:
- Roofing direct mail to the address on the estimate. The house didn't move, even if the phone number changed.
- Text and email to the cleaned list, from your own accounts, after you approve the contacts and the message.
- Retargeting ads to homeowners who start your video but don't finish.
Step 4: Call the hand-raisers fast
When a homeowner watches your video, you know they're still interested. Call within minutes. Lead with the history: "We put together an estimate for your roof last spring. Wanted to see where things stand."
Have the old estimate in front of you. Know what's changed, like materials or availability, and be ready to update the number.
Step 5: Make it a habit
Don't let estimates go quiet again. Set up automatic follow-up for every new estimate that doesn't close in 30 days, and re-run the old-estimate list each season. It costs far less to reopen a warm conversation than to start a cold one.
What we've seen
In a typical ACE roofing campaign, about 9 in 100 homeowners who receive the offer activate it, and engagement across our campaigns has ranged from about 5% to 28%. Old estimates often respond well because the homeowner already knows you. Good Faith Roofing is one of the roofing companies running ACE campaigns. These are past results, not a promise for your market.
When this isn't the right fit
- You only have a handful of old estimates. Just call them yourself.
- Your old estimates are all from years ago with no address. There's nobody to reach.
- You don't have time to call back. The homeowners who re-engage need a fast reply.
Still building your pipeline? Compare other roofing lead sources.
Frequently asked questions
How do I follow up on old roofing estimates?
Clean the list first, then send each homeowner a fresh reason to re-engage, like a short video with a reward for watching. Call the ones who respond.
How long is an old roofing estimate worth following up on?
Estimates from the last two or three years are worth a try. The roof hasn't gotten younger, and the homeowner already knows you.
Can I text old roofing leads?
Texting has its own rules, like the TCPA and Do Not Call. ACE scrubs lists and sends from your accounts after you approve. Check the rules with your attorney.
What should I say when an old lead calls back?
Lead with the history. Mention the estimate, ask where things stand, and be ready with an updated price.
Does this work in Florida?
Yes, with the reward only for watching your video. Florida bars roofers from offering anything of value for an inspection or insurance claim.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
Add fresh homeowners to your pipeline too. On a free 15-minute call, we'll pull 50 homeowners in market for roofing in your area, live while you watch, scrubbed against Do Not Call lists. You keep the list. Claim your free 50