Why it matters
Most home service companies are sitting on $100,000 to $500,000 or more in open estimates at any given time. Not theoretical — real jobs, real customers, real addresses. People who already called, already had you out, already received your price.
Real numbers from real calls:
- $700,000 in open estimates — Wingman Heating + Cooling
- $300,000 to $400,000 — Russell Landscaping
- $162,000 — Garage Experts
- $200,000 in open estimates, all followed up manually — Gray Electric & Plumbing
- $1,000,000+ year-to-date — Premier Electrical Services
Why do estimates go cold? Almost never because the customer chose a competitor. Usually because life got in the way — a work emergency, a family situation, waiting on a paycheck. They're not saying no. They're saying "not right now," and that turns into "completely forgot" if nobody follows up.
How to calculate your open estimate pipeline
- Pull all estimates from the last 90 days still in "sent/pending" status
- Count how many haven't converted
- Multiply by your average job value
Example: 80 open estimates × $2,500 average = $200,000 sitting in your system. At a 15% recovery rate, that's $30,000 in recoverable revenue every quarter.
Recovery rate benchmarks by trade
- HVAC maintenance/tune-up: 15 to 25%
- HVAC replacement/install: 10 to 20%
- Roofing: 10 to 18%
- Plumbing/electrical repairs: 15 to 25%
FAQ
What percentage of estimates should close?
35 to 60% for home services depending on trade and ticket size. Below 35% usually signals a follow-up problem, not a pricing problem.
How long before an open estimate is effectively dead?
Highest recovery rates within 30 days. After 90 days it drops, but large-ticket estimates (roofing, equipment replacement) can still close much later with the right touchpoint.
What's the best way to follow up on a quote?
SMS first. 98% open rate vs. 20 to 25% for email. Keep it short and conversational. Follow up with a call only after SMS confirms interest.
Should I be embarrassed to follow up on a 60-day-old estimate?
No. Most homeowners forget, not decide. A well-worded follow-up 30 to 60 days out is welcomed more often than it's resented. The worst that happens is they say they already went with someone else — now you know.