Most installer follow-up fails for a simple reason: it depends on someone remembering. The owner means to check in on Thursday's proposal, then a no-heat call comes in. Automation fixes that, but only if each message is triggered by something real, stops when a human takes over, and respects Canada's anti-spam rules. This guide gives you five recipes you can build in almost any CRM or field-service tool.
Before you automate: consent
Answer first: no consent record, no commercial message.
The CRTC's guidance on Canada's Anti-Spam Legislation applies to commercial electronic messages, including texts and emails. In plain terms: you need the recipient's consent, either express or implied in situations the law allows; every message must identify who sent it; every message needs a working way to unsubscribe; and you need to be able to prove consent. Personal information you collect is also covered by privacy law, such as PIPEDA in most provinces.
In your system, that means three fields on every contact: consent type, consent source (for example, "requested quote by phone") and consent date. It also means opt-outs that apply instantly across every sequence. This is a summary, not legal advice; ask a lawyer if your situation is unusual.
Recipe 1: Quote follow-up
Answer first: the highest-value sequence for most installers, because it touches proposals already in hand.
- Trigger: proposal status changes to "sent".
- Stop rules: proposal signed, homeowner replies, staff mark "in conversation", or opt-out.
- Timing: day 2, day 6, day 13.
Sample messages (replace the placeholders):
Day 2, text: Hi [First name], it's [Estimator name] from [Business name]. Just checking the proposal came through OK. Happy to answer anything about the options or the [Program name] estimate. Reply STOP to opt out.
Day 6, email: Subject: Your heat-pump options from [Business name]. A short note on the three options, with a single line on what most homeowners in [City] choose and why. End with a direct number and an unsubscribe link.
Day 13, text: Hi [First name], [Estimator name] again. Prices and program notes on your proposal are valid until [Date]. Want me to hold an install slot? Reply STOP to opt out.
The last message gives a real reason to decide (the expiry date in your proposal), not invented urgency.
Recipe 2: Missed-call reply
Answer first: a fast text after a missed call keeps the caller from dialling the next company.
- Trigger: inbound call not answered.
- Stop rules: caller replies, staff call back, or opt-out.
- Timing: within a couple of minutes, then a staff callback task.
[Business name] here, sorry we missed your call. We're probably on a job. What can we help with? A heat-pump quote, service, or something else? Reply STOP to opt out.
Check whether a missed call alone gives you a basis to text under CASL in your circumstances; many installers treat the caller's inquiry as the basis, but confirm with your own advice. For a deeper look at this single recipe, CallText.chat covers missed-call text-back in detail.
Recipe 3: Rebate status updates
Answer first: proactive updates cut the "where's my rebate?" calls that eat office time.
- Trigger: rebate tracker stage changes (see the rebate tracker blueprint).
- Stop rules: job reaches "paid", or opt-out.
- Messages: one short update per stage.
Hi [First name], quick update from [Business name]: your [Program name] paperwork was submitted on [Date]. The administrator usually takes [typical time, if published] to respond. We'll let you know when we hear back.
Only state processing times the administrator publishes. If none are published, say "we'll update you as soon as we hear".
Recipe 4: Maintenance reminder
Answer first: an annual reminder turns one install into a long-term customer.
- Trigger: install anniversary, minus three weeks.
- Stop rules: service booked, reply, or opt-out.
- Timing: one email, one text a week later.
Hi [First name], it's about a year since we installed your heat pump at [Street]. An annual check helps keep it running well. Reply or call [Business phone] to book a visit. Reply STOP to opt out.
Time the reminders away from your busiest weeks so the crews can actually take the work.
Recipe 5: Review request
Answer first: ask once, remind once, then stop.
- Trigger: job status "closed and paid".
- Stop rules: review link clicked, reply, or opt-out.
- Timing: day 1 and day 7.
Thanks for choosing [Business name], [First name]. If you were happy with the install, a short Google review helps other homeowners in [City] find us: [Review link]. Reply STOP to opt out.
Never offer anything in exchange for reviews, and never ask only happy customers through one channel while routing unhappy ones elsewhere. Platforms have their own rules on review solicitation, and you should read them.
Timing table
Answer first: here's the whole system on one page.
| Sequence | Trigger | Messages | Window |
|---|---|---|---|
| Quote follow-up | Proposal sent | 3 | About two weeks |
| Missed-call reply | Unanswered call | 1 plus callback task | Minutes |
| Rebate status | Stage change | One per stage | Until paid |
| Maintenance | Install anniversary | 2 | Three weeks |
| Review request | Closed and paid | 2 | One week |
Mistakes that cost installers
Answer first: almost all automation damage comes from a handful of avoidable errors.
- No stop rules. A follow-up arriving after the customer signed tells them nobody is paying attention.
- One sequence for every lead. A service customer and a heat-pump buyer need different messages.
- Messages that sound like ads. Short, specific and signed by a real person works better.
- Sending without consent fields. If you can't show consent, don't send.
- Never reviewing results. Check reply, opt-out and conversion rates monthly, and rewrite what isn't working.
Building it
Answer first: start with recipe 1, run it for a month, then add the next.
Building all five at once usually means none get tested properly. Start with quote follow-up, measure proposal-to-signature rate against your baseline, then add missed-call reply and rebate status. If you'd like help with the build, see our marketing automation service, or check pricing to see which plan includes CRM integration.
Frequently asked questions
Text or email: which works better for follow-up?
For short, time-sensitive messages such as missed-call replies and quote check-ins, text usually gets a faster response. For longer content such as proposal links or maintenance details, email is clearer. Many sequences use both.
How many follow-ups are too many?
For a quote, two or three after sending is plenty. After that, move the lead to a long-term nurture list or close it. Persistent messaging past that point mostly creates opt-outs.
Should automated messages come from a person's name?
Yes, if that person really will answer a reply. A message signed by the estimator who visited feels natural. Signing as someone who never sees replies breaks trust.
What if a customer replies 'stop'?
Your system should record the opt-out immediately and stop all commercial messages to that contact. Test this before going live, because it's an area where mistakes are costly.