A service business sends the same dozen messages hundreds of times a year: we missed your call, you are booked, we are on the way, did the quote come through, would you leave a review, the invoice is due. Written badly they read as a robot; written once, well, and sent at the right moment by the system, they are the most reliable employee you have.
These are the twelve, with the timing and the wording. Replace the names and keep the shape. Every one is under 160 characters where it can be, ends in a question or a link, and sounds like a person.
Lead response
- 01Missed-call text-back (within 60 seconds)
"Hi, it's Dan at Dan's Plumbing, sorry I missed you. Is this about a repair or a quote? Reply here and I'll sort it." Specific, named, one question. The default "we'll get back to you shortly" is close to worthless.
- 02Web form acknowledgement (within 60 seconds)
"Thanks for the request about the water heater, Sarah. We're on it. Is this afternoon or tomorrow better for a look?" Name the job they asked about so it reads as read, not received.
- 03After-hours reply (instant)
"Thanks for reaching out. We're closed until 7am but I've got you first in the queue. If it's an emergency, reply URGENT and we'll call you now." Set the expectation and keep the emergency path open.
Scheduling
- 01Booking confirmation (immediately)
"You're booked: Thursday 14 Nov, 8–10am, with Mike. Reply C to confirm or R to reschedule. See you then." Date, window, name, and a way to change it.
- 02Day-before reminder
"Reminder: Mike is with you tomorrow between 8 and 10. Reply C to confirm or R to pick another time." This is the message that does most of the no-show prevention.
- 03On the way
"Mike has just left the previous job and should be with you in about 25 minutes." Triggered by the crew closing the prior job, not by anyone remembering.
- 04Running late
"Quick update: the job before yours ran long. Mike's new window is 10:30–12. Sorry for the shuffle. Reply if that no longer works." Sent before they have to ask.
Quote follow-up
- 01Day 2
"Hi Sarah, Dan here. Did the quote for the fence come through okay? Happy to walk through the two options. Is this a spring job or sooner?" Ask for a reply, not a decision.
- 02Day 5
"Quick one: we're booking about three weeks out, so if you're hoping to have this done before the party it's worth locking a date. No rush otherwise." Give something useful.
- 03Day 10
"I'll assume the timing isn't right and close this off so you're not chased. The price stands for 30 days if anything changes, just reply here." The message most owners refuse to send and the one that gets the most replies.
After the job
- 01Review request (at job close)
"Thanks for having us today, Sarah. If you've got 30 seconds, a quick review here helps us more than you'd think: [link]. Mike." The technician's name raises the response rate. One reminder three days later for non-responders, then stop.
- 02Invoice with pay link (at job close)
"Here's the invoice for today's work: [link]. You can pay by card there in a couple of taps. Thanks again." Paying should be easier than not paying. Reminders on day 3, 7, and 14 if unpaid, escalating gently.
- 03Renewal / rebook (on the customer's cycle)
"It's nearly a year since we serviced the furnace. Want me to book the autumn tune-up? Reply with a week that suits and I'll sort it. Dan." Timed to the need, not to a marketing calendar.
The rules behind all twelve
- Name a person. "Dan here" or "Mike" at the end. Unsigned texts read as automation even when they are not.
- Name the job. "The water heater," "the fence," "the furnace." Specific proves the message was about them.
- One question or one link. Two asks halve the reply rate.
- Stop when they reply. Every sequence pauses the moment the customer answers. A day-5 message after a day-3 reply undoes everything.
- Get consent and offer an out. Collect the number with permission, honour STOP, and keep marketing messages separate from transactional ones. The compliance basics are not optional.
You are not automating the relationship. You are automating the timing, so the relationship happens on time.
Common questions
What should a missed-call text say?
Who you are by name, that you saw the call, and one question that starts the booking: "Hi, it's Dan at Dan's Plumbing, sorry I missed you. Is this about a repair or a quote?" It should arrive within a minute, because the caller is already dialling the next company.
How many appointment reminder texts should I send?
Three: a confirmation when booked, a reminder the day before with one-tap confirm or reschedule, and an on-the-way text on the day. The day-before message does most of the no-show prevention. More than three reads as nagging.
How do I follow up on a quote by text without being pushy?
Three short messages: day 2 asks an easy question about the quote, day 5 offers something useful like lead times, and day 10 politely closes the file while leaving the price open. Each is specific and about the customer, and the sequence stops the moment they reply.
Can I automate review requests by text?
Yes, and it is the only way they get sent consistently. Send at job close with a direct link and the technician's name, route unhappy customers to a private conversation first, and send one reminder three days later to anyone who did not click. Never incentivise reviews or gate who can leave one.