Solar proposal follow-up: SMS and email scripts tested against 60-180 day cycles

Solar proposal follow-up scripts make or break the 60-180 day decision cycle that defines residential solar sales. The wrong script gets ignored, blocked, or generates 1-star reviews. The right script gets replies, surfaces objections, and converts cold quotes into signed contracts months after the original conversation. This is a script library tested across thousands of solar followups in 2026.

Why scripts beat improvisation

Most solar reps default to improvising followup messages. The reasoning sounds good: "every customer is different, so every message should be different." The reality: reps writing fresh messages every time produce inconsistent quality, miss obvious framings, and burn out on the discipline within 30 days.

Scripts solve three problems. First, they enforce minimum quality across the rep team. Second, they let you measure what works (you can A/B test specific phrasing). Third, they remove the writer's-block tax that causes reps to skip followup entirely on busy days.

The scripts below have been tested across cold solar quotes in residential markets in 2026. Modify them for your shop's voice but keep the structure.

Day 3 scripts

SMS - first followup

"Hi [name], it's [rep name] from [shop]. Following up on the proposal I sent Monday. Any questions about the [specific element from proposal: financing, panel choice, production estimate]? Happy to walk through it whenever works."

Why this works: short, names a specific element from their proposal, ends with a low-pressure invitation. SMS reply rates on this template run 35-50% in residential.

Email - first followup

Subject: "Following up on your solar proposal"

Body: "Hi [name],

Just wanted to follow up on the proposal I sent Monday for your [system size] system. Wanted to make sure everything made sense.

Couple things people often have questions about at this stage:
- The financing options and which one fits your situation
- The production estimate and how the [shading or roof orientation specific] factor was calculated
- Install timing and what to expect for permits

Happy to schedule a quick call whenever works for you. Or just reply with whatever's on your mind.

[rep name]"

Why this works: subject line is specific without being clickbait. The three-bullet structure invites the prospect to pick one rather than feeling they need to address everything. The closing offers two response paths (call or reply) so the prospect picks whichever is lower-friction for them.

Day 10 scripts

SMS - objection-surfacing

"Hi [name], wanted to check in on the solar proposal. Most folks at this point are weighing one of: the math without the federal credit, comparing another quote, or timing. Anything I can help with?"

Why this works: explicitly names three common objections, including the post-25D issue. The prospect can reply with which one applies without feeling exposed. Reply rates on objection-surfacing templates run 18-30%.

Email - longer objection-surfacing

Subject: "Quick question on your solar quote"

Body: "Hi [name],

Coming up on a couple weeks since I sent the proposal. Wanted to check in.

Most homeowners I talk to at this stage are working through one of three things:

1. The math without the 25D federal credit, which expired at end of 2025. The economics still work for most homes but the payback math is different. Happy to walk through your specific situation.

2. Comparing against another quote. If you're in this stage, it's worth knowing what to compare. Equipment specs, warranty terms, install timing, and post-install service all matter more than the headline price.

3. Timing and life logistics. Sometimes solar is on the to-do list but other things are louder. Totally fine. Let me know roughly when revisiting makes sense.

Whichever one fits, just reply with a couple words and I'll respond appropriately.

[rep name]"

Why this works: addresses the post-25D issue head-on (which most prospects are silently thinking about), positions you as helpful regardless of which objection applies, ends with a low-effort response invitation.

Day 30 scripts

SMS - market update

"Hi [name], wanted to share something relevant to your solar project. [Utility] just filed for a [X]% rate increase. Changes the math a bit. Want me to send updated numbers?"

(Customize the specific event: utility rate filing, state incentive change, 48E TPO availability, equipment availability shift.)

Email - market update with specific calculation

Subject: "Update relevant to your solar quote"

Body: "Hi [name],

Wanted to send you something relevant to the solar conversation we had last month.

[Utility] filed for a [X]% rate increase, effective [date]. For your home, based on your [tier or usage profile], that's roughly $[amount] more per month on your utility bill.

The original proposal I sent assumed your current rates. With the new rates, the payback math shifts: your monthly savings go up [X]%, the payback period shortens to [X] years, and the 25-year cumulative savings increase by roughly $[amount].

I can send updated numbers if useful. Or if you've already moved forward with another option, no worries at all.

[rep name]"

Why this works: shows up as an advisor, not a salesperson. Real numbers, real implications. Customers who were stalled on the post-25D math often re-engage when a utility rate change shifts the calculation.

Day 60 scripts

SMS - install schedule reference

"Hi [name], we're booking install dates for [season] right now and slots are filling. Wanted to make sure you had the chance to lock something in if you were leaning toward solar. No pressure either way."

Why this works: honest urgency tied to actual install scheduling, not manufactured pressure. Don't fake this. If your install schedule is in fact filling for fall installs, share it. If it's not, skip this template.

Email - the soft revival

Subject: "Checking in on solar - timing question"

Body: "Hi [name],

Couple months since we last talked about solar. Wanted to check in once.

If you're still thinking about it, two timing factors worth knowing:

1. Our install schedule for [season] is roughly [X]% booked. Slots typically run out [X] weeks before the install date.

2. The 48E commercial credit (which can flow through TPO structures) doesn't have the same expiration as 25D, so if cash/loan economics didn't work for you, TPO might be worth a second look.

Or if you've gone with another solution, totally fine to let me know.

[rep name]"

Why this works: gives two real reasons to revisit (install timing, alternative financing structure) without feeling pushy. The off-ramp invitation at the end maintains relationship trust.

Day 90 script - the graceful close

SMS

"Hi [name], been a few months since we talked solar. I want to respect your time. If now isn't right or you've gone with another option, no worries. Reply 'remove' to come off our list. Otherwise I'll check in next quarter."

Why this works: explicit permission to walk away. Some prospects who were going to ignore you forever respond just because the pressure released. Others reply with "actually, things changed, I'm ready to revisit" because the off-ramp gave them permission to come back too.

Common questions about solar followup scripts

How do we customize these for our voice without breaking what works?

Keep the structural elements: specific element references, three-objection framing on day 10, real-information framing on day 30, off-ramp on day 90. Change the wording to match your shop's tone, regional vocabulary, and the formality level your customers expect. The structure carries most of the value.

What about A/B testing different phrasings?

Worth doing if you have enough proposal volume (50+ proposals/month). Test one variable at a time, run the test for 30 days, measure reply rate. The reply rate is the right metric, not close rate (close rate has too much noise from other variables).

Should the cadence change for high-value vs lower-value quotes?

Yes. For systems above $40,000 (luxury residential or commercial-residential hybrid), extend timing: 5/14/45/120 instead of 3/10/30/90. Larger decisions need more patience. For systems below $15,000, compress: 2/7/21/60.

How do we handle prospects who reply with abusive or angry messages?

Stop the cadence immediately. Mark the lead permanently lost in your CRM. Do not reply with anything beyond a brief professional acknowledgment if necessary. Engaging escalates situations that do not benefit your shop.

Can we just put all this in HubSpot or our CRM as automated workflows?

Yes for day 3, 10, 30, 60. The day 90 message benefits from manual review because the rep can decide whether to send the off-ramp or to run an extended cadence based on signals from earlier replies.

What to do this week

Build the day 3 and day 10 scripts into your CRM as templates. Most solar CRMs (Sunbase, Shape, JobNimbus, SurgePV) support templated SMS and email with personalization fields. Set them up as a saved workflow. Run them on every proposal sent going forward.

Add the day 30 and day 60 scripts as semi-automated drafts that your rep approves before sending. The personalization on those (specific utility rate change, specific install timing) benefits from quick human review.

If your reps don't have time to manage even templated workflows, our AI lead followup runs the cadence in the background, customizes each message with the prospect's specific proposal details, and surfaces replies for human handling. The scripts above are exactly the framing the AI uses.