Lead reactivation
Bring past customers back before they call someone else
Once or twice a year, the records that aged out get worked again, with different messaging on each pass.
Every service business is sitting on a list it never touches. Quotes that went cold months ago, and customers who bought once and never heard from you again. Nothing is wrong with those records. They just have no event attached to them, so nothing in a normal follow-up system ever fires on them.
53%
Fifty three percent of contractors now put existing customer value ahead of new acquisition, against thirty one percent who still weight new acquisition higher.
87.5%
Eighty seven point five percent of top revenue contractors run a program that brings past customers back, against sixty eight point seven percent of everyone else.
6 to 12 mo
Old quotes and past customers get worked again every six to twelve months, with different wording on each pass, so nobody gets the same message twice.
Sorted by what each person is actually owed.
74 quote follow ups going out from your number.
A quote from last spring, reopened.
Why does it run on a cycle instead of an event?
Because there is no event. Nobody filled out a form and nobody called. The trigger is the calendar.
A pass runs every six to twelve months, and the list refills on its own in between as more quotes age past the follow-up window and more customers cross the interval where service comes due again. Each pass is written differently, because the same message twice to the same person is how a business gets reported.
This is the only tool in the system that doesn't fire on something the customer did. The other four react to an event. This one goes looking.
What a pass actually sends
One message. Short, specific, and anchored to when they last dealt with you.
Hi Dana, Mike at Redline Plumbing. We put your water heater in back in spring of 2024. Those are due for a flush around the two year mark. Want me to get you on the schedule?
It names the job and roughly when it happened
Naming the water heater and putting a season on it is what separates this from a blast to an old list.
It carries the business name and an opt out
A message to somebody who hasn't heard from you in two years is exactly the message that gets reported when it arrives anonymous.
No two passes read the same
The same message twice to the same person, a cycle apart, is how a business gets reported instead of remembered.
What is actually in the list?
Two kinds of records. A quote that went cold months ago, after the follow-up sequence on it ended. And past customers whose service is due again on a normal interval.
Both are people who already know who you are. That is the entire difference between this and advertising to strangers. It runs on your own customer records only. Nothing is purchased, nothing is scraped, and nobody is in it who never contacted you in the first place.
What decides whether it works?
The condition of your records, and the first pass is where that gets found out.
Years of jobs leave disconnected numbers, typos, people who moved, and customers who already asked to be left alone. Sending into that without checking it first is how a business ends up filtered and harder to reach for everybody, including the customers it is trying to keep. Before a pass goes out, the list is checked against opt outs and known bad numbers and addresses, and the send runs in batches rather than all at once, so a problem surfaces on the first batch instead of the last.
Worth being plain about: the first pass on a list is a discovery run as much as a campaign. What comes back tells you what condition your records are in, and that is worth knowing on its own. The second pass is written against what the first one showed.
What do owners ask before turning this on?
Straight answers, in the order people actually ask them.
What if a number is disconnected?
It comes out of the list rather than being retried. Dead records get removed, not re-sent.
What if they reply STOP?
Honored immediately and permanently for that number across everything, including review requests.
What if they reply annoyed?
It always lands with you, never with an automation. Somebody irritated at being contacted is a record that should come off the list, and answering personally is the only way that happens.
What if they already came back on their own?
Active customers and open jobs are always held out of a pass. Only aged records get worked.
What if they were in the last pass?
They never get the same ask twice. Anyone contacted on the previous pass is either held out this time or written to differently.
What if nothing comes back?
Even a pass with no replies still gives you something. It usually means the records are thinner or older than expected, and that shapes what the next pass looks like.
Does it contact strangers?
No. These are your records and nothing else. Nothing bought, nothing scraped, no list from anywhere else.
Does it run monthly?
No. Twice a year at most, by design. A list worked harder than that stops being a list.
Does it handle a live quote?
No. A quote you sent last week belongs with email follow-up.
Does it discount your way back in?
No. Whether a pass carries an offer is entirely your call. A reason to come back isn't the same thing as cutting your price.
When does the first pass run?
It waits on carrier registration, which is outside our control, so no date gets promised that isn't ours to keep.
Will this annoy people who already forgot about me?
Some of them, and that is a normal outcome, not something to worry about. The bigger risk runs the other way: a customer forgets your name and hires whoever shows up in search when the next thing breaks.
How big does my list need to be?
It runs on whatever you have. Size matters less than whether the records carry a working number and enough job detail to say something specific; a list of names with no job history behind them can't produce a message worth sending.
How many past customers haven't heard from you in a year?
The free teardown looks at your Google profile, your site, your form, and how an after hours call gets handled, and where your repeat work is coming from now. It runs on public information, nothing is requested from you, and it is delivered on a call.