The verdict in three sentences
For a Dublin HVAC company sending 150 quotes a month and following up on only 20 %, automating follow-ups at day 3 and day 7 by email and WhatsApp typically yields 10 to 20 % more signed quotes. Make (10 to 30 USD a month) or self-hosted n8n (10 to 20 USD of server) with a local setup of 2,000 to 5,000 EUR is enough while the process stays simple. Custom development, at 8,000 to 15,000 EUR with a Dublin agency (market estimate) or from 2,500,000 FCFA (3,810 EUR) with Kolonell, makes sense once you need full sales tracking, rules per customer type and usable history.
Make, n8n or custom: the 2026 numbers
The managing director wants no quote left without news: a follow-up 3 days after sending, a second one at 7 days, then an alert to the salesperson if the customer has not replied. Here are the three routes compared for this volume, with Abidjan figures for reference.
| Criterion | Make | Self-hosted n8n | Custom development |
|---|---|---|---|
| Subscription or server | 10 to 30 USD a month | 10 to 20 USD VPS a month | Hosting 15 to 50 EUR a month |
| Setup (Dublin market estimate) | 2,000 to 4,000 EUR | 3,000 to 5,000 EUR | 8,000 to 15,000 EUR |
| Setup in Abidjan (for reference) | 300,000 to 600,000 FCFA | 400,000 to 900,000 FCFA | from 2,500,000 FCFA (3,810 EUR) with Kolonell |
| Timeline | 1 to 2 weeks | 2 to 3 weeks | 4 to 8 weeks |
| WhatsApp follow-ups | Through the WhatsApp Business API and a provider | Same | Built in, Meta-approved templates |
| Quote tracking view | Google Sheets | Google Sheets or database | Dedicated screen with statuses and history |
| Skills to maintain | Low | Technical, server to monitor | Provider under maintenance contract |
| Limit | Cost rises with operations | Updates and security are on you | Higher upfront investment |
Make and n8n prices are 2026 public list prices. Setup ranges are market estimates. Kolonell custom applications follow our grid: 2,500,000 to 4,000,000 FCFA for a simple app, 4,000,000 to 7,000,000 FCFA (6,100 to 10,670 EUR) for medium complexity.
The follow-up sequence that works
The tool matters less than the sequence. An HVAC quote of 3,000 to 12,000 EUR is often decided by two people, the owner and the bookkeeper or facilities manager, hence short and useful follow-ups.
| When | Channel | Content | Observed response rate (order of magnitude) |
|---|---|---|---|
| Day 0 | Email + WhatsApp | PDF quote with an approval link | 25 to 35 % quick opens |
| Day 3 | Simple question: "Have you had a chance to review the quote?" | 30 to 45 % replies | |
| Day 7 | Validity date reminder, option of a site survey | 10 to 20 % replies | |
| Day 10 | Sales task | Call from the salesperson if no reply | Depends on the rep |
| Day 30 | Seasonal follow-up (before the heating or cooling season) | 5 to 10 % reactivation |
Two rules prevent a spam effect: stop all follow-ups as soon as the customer replies, and use approved WhatsApp message templates. In Ireland, GDPR and ePrivacy rules also require a lawful basis for WhatsApp contact, which an existing quote request usually provides. Utility messages through the WhatsApp Business API cost a few euro cents each, so under 15 EUR a month for 300 follow-ups.
The choice then comes down to thresholds. Below 200 quotes a month with a single quote template, Make is enough. With several branches, quotes coming from field service software and a reporting need, custom work avoids a pile of fragile scenarios.
Mini case study
Ciaran, managing director of an HVAC installer in Dublin, sends 150 quotes a month with an average value of 6,000 EUR and currently signs 30, or 20 %.
- With systematic follow-ups, a cautious 15 % increase in signatures gives 30 x 1.15 = 34.5 quotes, about 4 more a month.
- Average gross margin of 25 %: 4 x 6,000 x 0.25 = 6,000 EUR of extra margin a month.
- Make option: 3,000 EUR setup + about 25 EUR a month subscription and 15 EUR of WhatsApp messages. Paid back in the first month.
- Custom option at 12,000 EUR with quote tracking and a sales dashboard: paid back in about 2 months.
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This scenario is illustrative. It shows that at this volume, the real risk is not following up, whatever the tool.
FAQ
Make or n8n for an SME in Dublin?
Make is easier to pick up and costs 10 to 30 USD a month at this volume. Self-hosted n8n costs 10 to 20 USD of server, but needs someone able to handle updates and security.
Can automated WhatsApp follow-ups be sent without getting blocked?
Yes, through the WhatsApp Business API and Meta-approved templates, with the customer's agreement. Sending from the regular WhatsApp app with a bot exposes the number to a ban.
How many more signed quotes can we expect?
Companies that go from 20 % to 100 % of quotes followed up generally see 10 to 20 % more signatures. The result depends on price, response time and quote quality.
When should we move to custom development?
Beyond 300 quotes a month, with several reps or branches, or when tracking must plug into your invoicing or field service software. Budget 8,000 to 15,000 EUR with a Dublin agency, or from 2,500,000 FCFA with Kolonell, maintenance from 35,000 FCFA (50 EUR) a month.
Is customer data protected?
GDPR and the Irish Data Protection Commission govern this processing. Controlled hosting in the EU and a clear consent basis for WhatsApp are part of the scoping.
Explore our AI and automation offer and our custom web applications.
Let's scope your project. Tell us your quote volume, invoicing tool and contact channels: we will tell you whether Make, n8n or custom development is the right choice, with budget and timeline, through a free quote. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
