20 Days to Close: A Simple System to Follow Up With Leads

Following up with leads consistently is one of the hardest things for cleaning business owners to stay on top of — especially when you’re wearing every hat in the business. Before automation tools like Service Autopilot, I needed a visual way to stay accountable and make sure no lead slipped through the cracks.

This system, “20 Days to Close,” helped us close more clients and stay organized using nothing more than a whiteboard and sticky notes.

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Step 1: Set Up Your Follow-Up Board

Use a whiteboard (or shared spreadsheet if you work virtually) with columns for each follow-up stage.

• Write each lead’s name and the date they came in on a sticky note.

• Move the sticky note from column to column as you complete each follow-up.

• Adjust your timing if your estimates expire in more or fewer than 20 days.

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Step 2: Follow the Day-by-Day System

Day 1 — Send the Quote

• Log the client name and date on your board.

• Send your quote by email.

Day 2 — Wait 24 Hours, Then Call

• Check if they received your quote.

• Ask if they have questions or need clarification.

Day 3 — Wait 24 Hours, Then Send a “Check-In” Email

• Keep it friendly and simple: “Just checking in to make sure you received our quote!”

Day 5 — Send an “About Us” Email

• Share your story, how long you’ve been in business, and why you clean.

• Add something personal or community-focused to build connection.

Day 7 — Send a “Social Proof” Email

• Include reviews, testimonials, or links to your Facebook or Google Business page.

• Let your happy clients do the convincing for you.

Day 10 — Send an “Offer” Email

• Create urgency or add value:

  • “Book today and we’ll include a free refrigerator clean.”

  • “Sign up for recurring service and get 10% off your first visit.”

Day 11 — Follow Up With a Call

• Ask if they saw your offer email.

• Answer any final questions or hesitations.

Day 18 — Final Call (Estimate Expiring Soon)

• Let them know their quote is about to expire (e.g., “Your estimate expires in two days — would you like to secure your spot?”).

Book → Move Sticky to the “Booked” Column

• Once they schedule, celebrate the win and move them to “Booked!”

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Step 3: Add Three Touch Points

To increase conversions, reach out in three ways:

• Email — formal and detailed.

• Text — quick and casual reminders.

• Call — personal and engaging.
  Using all three ensures you connect with every type of lead.

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Important Notes

• This system works even without software — all you need is a whiteboard and consistency.

• If you prefer digital tracking, use a shared spreadsheet to collaborate with your VA or office manager.

• Don’t stress about exact timing; just move the stickies as you complete each step.

• I have email templates for each stage (check-in, about us, offer, and social proof) — feel free to reach out for ideas!

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✅ Done!
You’ve now got a complete, repeatable system to follow up on leads and close more sales — even if you’re not using automation yet. Start small, stay consistent, and watch your close rate climb as you build better habits.