ZeroDelay Academy · Field guide

Are roofing estimates followed up—and do accepted jobs retain margin?

Estimate follow-up and job margin are two different questions. Measure whether a documented follow-up happened, then review the direct costs of won jobs without crediting follow-up for wins it may not have caused.

By ZeroDelay · An educational framework, not a customer case study

A question to start with

Are estimates going quiet, or are accepted jobs costing more than the scope allowed?

  1. Step 1

    Audit the estimate handoff

    For estimates sent in one period, record send date, owner, next-contact date, customer response and outcome. Use a consistent follow-up window, such as seven days, as an internal audit rule—not an industry benchmark.

  2. Step 2

    Compare quoted and final scope

    For accepted jobs, track change orders and actual square footage, tear-off, decking and disposal. Keep tax and pass-through charges consistent across comparisons.

  3. Step 3

    Bridge direct job costs

    Subtract actual materials, crew labor, subcontractors, permits and disposal from collected job revenue. This contribution margin is not net profit; overhead and warranty reserves still matter.

Fictional worked example

All figures below are made-up assumptions to show the arithmetic. They are not industry averages, customer data, achieved outcomes or a forecast for your business.

Assumptions

  • Fictional set of 30 estimates sent in a month; 12 have a documented follow-up within seven days, and 6 are accepted. The six acceptances are not attributed to follow-up.
  • For a separate illustrative cost calculation, six completed jobs each collected $12,000 before tax.
  • Per completed job: $4,500 materials, $2,800 crew labor and $1,100 combined subcontractor, permit and disposal costs.
  • Office overhead, marketing, financing, warranty reserve and taxes are excluded.

Simple math

  1. Documented follow-up coverage: 12 ÷ 30 = 40%; 18 estimates have no follow-up recorded within seven days. Missing records do not prove no contact occurred.
  2. Illustrative direct cost per completed job: $4,500 + $2,800 + $1,100 = $8,400. Direct contribution: $12,000 − $8,400 = $3,600.
  3. Across six jobs: 6 × $12,000 = $72,000 revenue; 6 × $3,600 = $21,600 direct contribution. Contribution margin: $21,600 ÷ $72,000 = 30%, before overhead.

What this suggests checking: The follow-up audit identifies a documentation gap, not a causal sales opportunity. The margin calculation is a cost check, not a promised result. Look at actual job-level variance and customer responses before changing process or pricing.

Next checks using your own records

  • Review the 18 estimates with no recorded follow-up: was contact made elsewhere, was a next step agreed, or did the customer decline?
  • Compare estimated and actual material quantities, labor days and change-order approvals on completed jobs.
  • Allocate overhead and warranty reserves before calling the remaining contribution profit.

Want to use your own figures? Try the free Service Business Profit Leak Check. Calculations stay in your browser.