How to Retain More Clients Using Automated Follow-Ups

By Dipa Gandhi

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Completing a service doesn’t mark the end of your relationship with a customer. In fact, it’s just the beginning of what can be a powerful long-term partnership—if you follow up effectively. For service area businesses like roofers, plumbers, and landscapers, customer follow-ups can mean the difference between one-time gigs and long-term, repeat business. Yet, many contractors find that staying on top of follow-ups, amidst the chaos of day-to-day operations, is a challenge.

Let’s face it: juggling job sites, managing teams, and handling billing leaves little room for follow-ups, but ignoring this crucial step can cost you repeat business and valuable referrals. Automation offers a solution, providing a way to stay connected with your customers without demanding more of your already stretched time.

The Cost of Missed Follow-Ups

Think back to a customer you served last year. You might have completed the job to perfection—patched a roof, installed a new HVAC system, or cleaned out their gutters. But without any follow-up, that customer’s next project might be handled by someone else. In an age where reviews and word-of-mouth referrals are critical, failing to reconnect can leave you invisible when your customers need you again.

Let’s consider two electricians. The first sends out a simple automated email a week after each service thanking the customer for their business and offering a coupon for future projects. The second doesn't follow up at all. When that customer’s neighbor asks for a recommendation, who are they more likely to suggest?

Here’s what happens when you don’t follow up:

• Customers forget you, even if your work was stellar.
• You miss out on upselling opportunities.
• Competitors slip in with better-timed offers.
• Potential referrals go untapped.

Turning Follow-Ups into a Growth Strategy

Automation is not about becoming impersonal or robotic—it’s about creating consistency. With simple tools like automated email systems, SMS, or even voice AI, you can ensure your customers feel appreciated and remembered, while also gently nudging them toward future business.

Take the example of a landscaping business. After completing a job, they set up an automated follow-up sequence that sends a thank-you note the day after, followed by a request for a Google Business Profile review a week later, and finally, a seasonal check-in a few months down the line. This keeps the business top-of-mind when the customer needs new services and boosts their online reputation through reviews.

What makes automation work?

• Timing: You reach out to customers at key moments when they’re likely to engage—right after a job or when they’re planning their next project.
• Personalization: Using the customer’s name and referencing their specific service makes automated messages feel more personal.
• Multi-Channel Approach: Emails are great, but a follow-up SMS or even a voicemail can enhance the customer’s experience and increase engagement.

Implementing Automation without Losing the Human Touch

The key to automating follow-ups successfully is finding the right balance between efficiency and personalization. Too often, business owners shy away from automation because they fear it will make their communication feel cold. However, modern tools allow for a personal touch while ensuring no customer is forgotten.

Example: A painting company in Tampa began using an automated SMS system to follow up after jobs. The message is customized with the customer’s name and includes a photo of the freshly painted home, thanking them for trusting the company. Customers loved it! It felt personal, even though it was sent automatically. In fact, they saw a 20% increase in referrals and a significant bump in repeat business within six months of automating their follow-up process.

How to Get Started with Automation Today

1. Choose Your Tools: Platforms like 99 Calls use Twilio for automated text follow-ups, keeping customers engaged without demanding more of your time.
2. Create a Sequence: Decide on key touchpoints—after service completion, for reviews, and seasonal reminders.
3. Test and Tweak: Automation doesn’t mean “set it and forget it.” Monitor the results, adjust the messaging, and test new strategies to ensure your follow-ups are working.
4. Personalize Where Possible: Don’t overlook the power of a customer’s name or specific references to the service you provided.

Automation isn’t about replacing the human element; it’s about enhancing it. By implementing an automated follow-up system, you not only save time but also ensure every customer feels valued and stays connected to your business.

Ideal Construction CRM lays out some great tips on why and how to follow up with your customers.