The shape of the flow
Enquiry (call, form or Google Business message) → instant reply → survey or site visit booked → quote sent → follow-up → job booked → job done → review and referral. Six pipeline stages, following the pipeline design rules, with automations on every move. The owner's phone stays in their pocket; the CRM does the chasing.
Catch every call
Missed-call text-back fires within seconds from the same number the customer dialled: "Sorry we missed you, this is James at RoofRight. How can we help? Reply here or book a free inspection: [link]". Form submissions and Google Business messages get the same instant treatment. After hours, a voice agent can take the basic details and book the inspection. The goal is that no enquiry ever waits until the van gets back.
Quote follow-up
Quotes go out from GoHighLevel so the "sent" event is tracked. If there's no reply, a text on day one ("Did the quote come through okay, Sara? Happy to walk you through it"), an email on day three with a relevant before-and-after photo, and a final text on day seven. Every message stops the moment the customer replies or accepts. Trades that add this sequence typically see a quarter to a third of "silent" quotes come back.
A small deposit on acceptance, taken through a payment link in the same thread, locks the job in and cuts cancellations. See payments inside the flow for the setup.
Job reminders and updates
The day before the job: a reminder with the arrival window, the technician's first name, and what the customer needs to do (clear the driveway, be home for access). The morning of: "Mike is on his way, arriving between 9 and 10." Follow the same pattern as appointment reminders; the failed visit is the trade's no-show.
After the job
The day after completion, a review request routed as in the review article, so problems reach you before Google. A month later, a referral message with a simple incentive. A year later for seasonal trades, a maintenance reminder. Past customers are the cheapest leads a trade will ever get, and the CRM is what remembers them.
Numbers to watch
Monthly: median first-response time (under a minute automated, under fifteen minutes human), quotes sent to jobs won, review count and rating, and revenue by first-touch source from UTM tracking. Four numbers, one page, and the owner knows exactly where the business stands.
Key takeaways
- Missed-call text-back is the single highest-return automation for a trade.
- Quote follow-up on days 1, 3 and 7 recovers a large share of quotes that would otherwise go silent.
- Job-day reminders with the technician's name and arrival window reduce failed visits.
- Ask for a review the day after the job, and a referral a month later.
- Watch first-response time, quote-to-win rate and review count monthly.