Solar Lead Follow-up Cadence That Converts

Most solar leads don't close on the first contact. They close on the third, or the fourth, or on a quiet Tuesday when the customer gets their electricity bill and finally decides enough is enough. The EPC that was consistently in their WhatsApp inbox gets the deal. The one that sent a proposal and disappeared gets nothing.

The 2-7-14-30 Follow-up Cadence is a proprietary framework built from analysing thousands of solar lead journeys in India. It identifies four specific touchpoints, at Day 2, Day 7, Day 14, and Day 30 after proposal send, that collectively account for 72% of all converted solar deals in our customer base.

This guide gives you the exact messages, WhatsApp templates, call scripts, and email fallbacks, for each touchpoint. These aren't generic "follow-up" messages. Every template is calibrated for the Indian solar buyer's decision timeline and uses the PM Surya Ghar subsidy as a natural source of urgency.

For the full lead management system that this cadence sits inside, see the pillar guide on how to manage solar leads, the complete Indian installer guide.

Why 2-7-14-30, the data behind the cadence

The 2-7-14-30 cadence is not arbitrary. It maps to four distinct decision states that Indian residential solar buyers pass through after receiving a proposal.

According to JMK Research's 2025 India Solar Market Report, 78% of residential solar purchasing decisions are made within 21 days of first vendor contact. MNRE's PM Surya Ghar operational data confirms that vendor responsiveness, how quickly an empanelled EPC responds to an inquiry and submits the application, is one of the key variables in subsidy utilisation rates across DISCOMs. The 2-7-14 cadence covers the entire active decision window. Day 30 is the "late decider" window, buyers who need a salary cycle or bonus to commit, or who were close but got distracted.

Day 0, Sending the proposal (the setup for Day 2)

The Day 0 proposal send is not just a PDF delivery, it's the setup for the entire follow-up sequence. How you send the proposal determines whether the Day 2 message feels like a natural continuation or an intrusive interruption.

Day 0 WhatsApp message (accompanying the proposal PDF):

"Hi [Customer name], great meeting you at [address] today! I've put together your solar proposal as discussed, it covers the [X kW] system we discussed, the PM Surya Ghar subsidy calculation, and your estimated monthly savings.

Key numbers: System: [X kW] | Subsidy: ₹[amount] | Your net cost: ₹[amount] | Payback: [X] years

The full details are in the PDF attached. Please have a look when you get a chance, happy to answer any questions., [Rep name], [Company name]"

The "key numbers" line in the message is critical, it puts the headline financial case directly in the WhatsApp message body so the customer sees it without even opening the PDF. This increases PDF open rates by 40%, per QuickEstimate platform data.

For the full 60-second proposal creation workflow, see how to make a solar proposal PDF in 60 seconds.

Day 2, The curiosity window (WhatsApp message + call option)

Why Day 2: The customer has had 48 hours to read the proposal. Their questions are forming but haven't crystallised into objections yet. Day 2 is the best moment to invite questions, you're helpful, not pushy, and you reach them before the comparison shopping intensifies.

Day 2 WhatsApp template:

"Hi [Name], I wanted to check if you had a chance to look at the solar proposal I sent on [day]. If you have any questions about the numbers, the subsidy calculation, the yield estimate, or the DISCOM (electricity board) application process, I'm happy to walk you through it.

Also: if your electricity bill from [DISCOM name] is different from what we estimated, share it with me and I can update the savings calculation., [Rep name]"

Why this works: The bill mention is a concrete action item, it invites the customer to share something, which creates a two-way exchange that moves them from passive reader to active participant. Customers who share their bill have a 3× higher close rate than customers who don't engage at Day 2.

Day 2 call script (if the customer opened the proposal but hasn't replied to WhatsApp):

"Hi [Name], this is [Rep name] from [Company]. I sent you the solar proposal on [day], just wanted to check if you had a chance to review it and if you had any questions about the system or the PM Surya Ghar subsidy calculation.

[Pause, let them talk]

[If they have questions]: "Happy to go through that right now, let me pull up the proposal..." [If no questions yet]: "No problem at all. I'll send you a quick note later this week with some information about the subsidy application timeline in [area]. Take your time."

Day 7, The comparison window (value-add message)

Why Day 7: By Day 7, most residential solar buyers have collected 2–3 quotes. They're in comparison mode, looking for a reason to choose one vendor over another. Price is the most obvious differentiator, but it's the wrong one to compete on. The Day 7 message adds information value that competitors haven't provided.

Day 7 WhatsApp template, subsidy urgency angle:

"Hi [Name], following up on the solar proposal I shared last week. A quick note: the PM Surya Ghar Muft Bijli Yojana portal has limited slots for empanelled vendors in each DISCOM area, once a vendor's quota fills, new applications for that vendor are paused until the next quarter.

[Company name] is currently empanelled with [DISCOM name]. If you'd like to submit your application before the quota fills, we can process it as soon as you confirm the booking.

Happy to check the current availability and send you the portal registration link. Just reply 'yes' and I'll look it up., [Rep name]"

Day 7 WhatsApp template, social proof angle (for areas where you have recent installs):

"Hi [Name], I wanted to share something useful, we recently commissioned a [X kW] system for a family in [same locality/area] who was in a similar situation to yours (₹[similar bill] electricity bill, [similar roof size] sq ft available).

Their final cost after subsidy was ₹[net cost], and they received the PM Surya Ghar subsidy in [X days]. I can connect you with them if you'd like to ask about their experience., [Rep name]"

Day 7 call script (for warm leads who opened the proposal 2+ times):

"Hi [Name], I wanted to follow up with something specific about your proposal. In [their DISCOM area], the net metering application window typically takes [X weeks] to process, if you want your system commissioned before [festival/season/month], this week is actually the right time to confirm the booking and start the DISCOM paperwork.

[Pause]

I can send you the checklist of documents needed for the PM Surya Ghar application, it's straightforward, just Aadhaar, electricity bill, and ownership documents. Want me to send that now?"

Day 14, The decision gate (last-call message)

Why Day 14: By Day 14, a customer who is going to buy within this cycle has usually made their decision or is on the verge of it. Those who haven't are either genuinely busy, genuinely undecided, or have already gone with a competitor and are too polite to say so. The Day 14 message creates a soft close, a natural endpoint that forces a decision without pressure.

Day 14 WhatsApp template:

"Hi [Name], I'm reviewing my open proposals this week and wanted to check in one last time about the [X kW] solar system for [address].

If you'd like to move forward, I can have a contract ready today and we can start the DISCOM and PM Surya Ghar application process this week.

If the timing isn't right now, no problem at all, I'll close this file and can reopen it whenever you're ready. Just say the word., [Rep name]"

Why this works: The "I'll close this file" language creates soft urgency without pressure. It signals that you have other customers waiting, that you respect their time, and that you're not going to chase them forever. Paradoxically, this often prompts a response from customers who were on the fence, the prospect of losing access to the quote motivates action.

Day 14 email fallback (for customers who haven't replied to WhatsApp):

Subject line: "Your solar proposal, quick question from [Rep name]"

"Hi [Name],

I've been reaching out over the past two weeks regarding the solar proposal I sent for your [address] property. I wanted to check in one last time before closing the estimate.

If you'd like to proceed: [booking link or "reply to this email and I'll send the next steps"]

If the timing doesn't work right now: no worries at all, I'll archive the proposal and you can reach me at [phone] whenever you're ready.

The PM Surya Ghar subsidy amount in the proposal (₹[amount]) is valid until [date/quarter end]. Happy to provide an updated quote anytime.

Best regards, [Rep name] | [Company name] | [Phone]"

Day 30, The re-engagement (budget-cycle revival)

Why Day 30: Some customers genuinely need a month. They received your proposal at the wrong moment, salary was short, the family was travelling, they were mid-renovation. By Day 30, circumstances have often changed. The Day 30 message is your final systematic touchpoint before moving the lead to long-term nurture.

Day 30 WhatsApp template:

"Hi [Name], it's been a month since I sent you the solar proposal for [address]. I wanted to quickly check in, sometimes the timing just doesn't work initially and circumstances change.

The PM Surya Ghar subsidy (₹[amount] for your [X kW] system) is still active. If you'd like an updated proposal with the current pricing, I can have it ready in a few minutes.

No pressure either way, just let me know if you'd like to revisit., [Rep name], [Company name]"

The long-term nurture list: Leads that don't respond to Day 30 should move to a monthly newsletter or WhatsApp broadcast, once a month, a brief update (new PM Surya Ghar news, a recent installation highlight, or a tariff change from the relevant DISCOM). This keeps your brand in front of the customer for the eventual moment when they're ready to decide.

For the subsidy context that makes Day 7 and Day 30 messages compelling, see what is PM Surya Ghar Yojana and the guide on PM Surya Ghar vendor registration for EPCs. The PM Surya Ghar National Portal updates vendor quota and application status in real time, checking it before the Day 7 message gives you genuinely fresh, credible urgency language for each lead.

How to personalise the cadence by lead temperature

Not all leads follow the same path. The 2-7-14-30 cadence is the default, but the tempo and intensity should vary by lead temperature.

The objection templates, what to say when they reply

The follow-up cadence will generate replies, and not all of them are "yes." Here are the three most common objection replies and the exact WhatsApp response to each.

Objection reply 1: "The price is too high"

"Hi [Name], I understand, solar is a big investment. Let me break it down differently:

After the ₹[subsidy] PM Surya Ghar subsidy, your actual outlay is ₹[net cost]. On a 5-year solar loan at 7% (which [bank name] offers for empanelled installers), that's ₹[EMI]/month.

Your electricity bill saving is approximately ₹[saving]/month, so from Day 1 of the EMI, you're actually cash-flow positive. The system is paying for itself while you use it.

Would it help if I called you to walk through the numbers in detail? Takes 10 minutes."

Objection reply 2: "I want to get one more quote"

"Of course, please do, it's the right thing to compare. A few things to check in any other quote: (1) Is the panel DCR-compliant for PM Surya Ghar subsidy? (2) Is the installer MNRE-empanelled? (3) What's the disbursement timeline for the subsidy in your DISCOM area?

All three affect the actual cost you'll pay, not just the headline price. Happy to help you evaluate any other quote you receive, just share it with me."

Objection reply 3: "We'll decide after Diwali / after the monsoon / next quarter"

"Absolutely, timing matters. One thing to keep in mind: PM Surya Ghar vendor quota allocations from [DISCOM name] run in [quarterly] cycles. A booking confirmation before [date] locks in your place in the queue for the current cycle.

If you book after [date], you might start the DISCOM process in the next cycle, which could push your commissioning by [X weeks/months]. I'll send you a reminder as we get closer to the cutoff, no pressure in the meantime."

For more on handling objections in the proposal itself, see solar proposal best practices and showing ROI in a solar proposal. The IREDA solar loan scheme is the specific financing product to reference when handling "too expensive" objections, quoting IREDA's official 7% rate gives the customer credible, government-backed financing context. The CEEW solar consumer research confirms that financing availability is the second most common barrier after initial price perception.

How to pair this cadence with the broader lead management system

The 2-7-14-30 cadence is the Follow-up layer (Stage 4) of the 6-Stage Solar Lead Machine. It only works well when Stages 1–3 are solid:

• Stage 1 (Capture): The lead must be in your CRM with a WhatsApp number before Day 0. A lead that exists only in a rep's personal phone cannot have automated follow-up.
• Stage 2 (Qualify): The cadence should only run on leads with a 3/4 or 4/4 qualification score. Running 30 days of automated messages on an unqualified lead (tenant, tiny bill) wastes your WhatsApp API quota and annoys unready customers.
• Stage 3 (Propose): The Day 0 message and the proposal must be sent together, the cadence is anchored to the proposal send date. A proposal sent without the accompanying WhatsApp message loses 40% of its Day 2 follow-up effectiveness.

For the complete system, see how to manage solar leads, the complete Indian installer guide. For the best practices that govern this cadence as a whole, see solar lead management best practices for Indian installers.

For the WhatsApp-specific template library (including additional templates for festivals, DISCOM-specific messages, and referral templates), see the dedicated guide on WhatsApp templates for solar follow-up.

How QuickEstimate fits

Rohit used to spend 30–40 minutes every day manually following up on open proposals, checking who hadn't replied, composing individual WhatsApp messages, trying to remember which customer was on which stage. He was handling 15–20 active proposals and the admin work was eating his mornings.

With QuickEstimate's follow-up automation:

• WhatsApp Integration, The 2-7-14-30 cadence runs automatically once a proposal is sent. Each message is personalised with the customer's name, system size, and rep name. Rohit's reps are notified when customers reply, but they don't have to remember to send the messages.
• Lead Management, Every lead card shows which touchpoint the customer is on, when the next message is scheduled, and whether they've replied. Priya can see this across the full team pipeline at a glance.
• Proposal Generator, The Day 0 proposal PDF is generated in 60 seconds and sent with the key-numbers WhatsApp message in one tap, the cadence anchor is set automatically at proposal send time.
• Reports & Analytics, Track reply rate by message day, conversion rate by touchpoint, and time-to-close to identify which parts of the cadence are working and where leads are dropping off.

Start the full automated cadence free at QuickEstimate, 10 proposals per month, no credit card.

What to do this week

Three things that activate the 2-7-14-30 cadence for your active pipeline immediately:

1. 1

   Manually run the cadence on your 5 most recent open proposals today

   Without automation, do it manually this week. Find the 5 proposals sent in the last 14 days with no follow-up. Send the appropriate message (Day 2, 7, or 14 based on how many days have passed) to each. You will get at least 2–3 replies by tomorrow.

2. 2

   Write and save your 5 message templates in WhatsApp Business

   Take the Day 0, Day 2, Day 7, Day 14, and Day 30 templates from this guide and save them as WhatsApp Business quick replies. Even before automation, saved quick replies cut message-composition time from 5 minutes to 30 seconds per message.

3. 3

   Set up automation for the next proposal you send

   Configure the first automation rule in your CRM: "When proposal is sent, schedule Day 2 follow-up for 10:30 AM two days later." Run this for your next 5 proposals and compare the reply rate to proposals where you followed up manually (or didn't). The data will tell you whether to expand the full 4-touchpoint automation.

Frequently asked questions

What is the 2-7-14-30 solar follow-up cadence?

The 2-7-14-30 cadence is a four-touchpoint follow-up sequence sent after a solar proposal is delivered. Day 2 is a curiosity-window check-in that invites questions. Day 7 is a value-add message during the customer's comparison phase, typically featuring a subsidy urgency angle or local reference customer. Day 14 is a soft last-call message that prompts a decision. Day 30 is a re-engagement for late deciders and budget-cycle buyers. Collectively, these four touchpoints account for 72% of converted solar deals in QuickEstimate's platform data.

How do I personalise follow-up messages for solar leads?

Personalise at three levels: the customer's name and system size (always), the DISCOM (electricity board) name for their area (from PIN code), and the PM Surya Ghar subsidy amount specific to their system size. Additional personalisation, reference to the neighbourhood, similar completed installations, the customer's specific electricity bill, significantly increases reply rates. QuickEstimate injects all these variables automatically from the lead record.

Should I call or WhatsApp for solar follow-up in India?

WhatsApp is the primary channel for all four touchpoints. Call the customer at Day 7 only if they opened the proposal more than once (read receipt signal), which indicates high intent. For Day 14, use WhatsApp first and email as a fallback if there's been no WhatsApp engagement. Never make cold calls before sending a WhatsApp message first, pick-up rates for unannounced calls are under 20% for solar in India.

How long should I follow up before giving up on a lead?

Run the full 2-7-14-30 cadence on all qualified leads. After Day 30 with no response, move the lead to a monthly re-engagement list (one message per month). Set a 6-month archival policy: leads with no engagement after 6 months are archived but not deleted. Some Indian solar buyers are 3–6 month decision cycles, especially in states where PM Surya Ghar application timelines are long.

What is the best time to send follow-up WhatsApp messages?

10–11 AM and 5–6 PM on weekdays have the highest open and reply rates for residential solar buyers in India. Avoid Monday mornings (customers are catching up on work), Friday afternoons (pre-weekend wind-down), and all weekend sends. The Day 7 message performs best at 5 PM on a Thursday, buyers are in a reflective end-of-week mindset.

Can automated messages close solar deals, or do I need human follow-up?

Automated messages open conversations, humans close deals. The Day 2 and Day 7 automated messages generate replies; the rep's response to those replies is where deals are won or lost. Automation ensures every lead is contacted; human follow-up is required for objection handling, price negotiation, and relationship-building. The two work together, not instead of each other.

How do I handle leads who explicitly say they're not interested?

Respect the opt-out. Move them to a "not interested" status in your CRM, stop all follow-up immediately, and ask one closing question: "Is there anything specific that made this not the right fit? It helps me improve our proposals." The feedback is genuinely useful, and the graceful exit leaves the door open for a future referral or re-inquiry.