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I want to tell you about the most profitable marketing campaign we've ever run. It didn't involve a single new lead. Not one cold prospect. Not one ad click from a stranger.
It started with a number: 2,800. That's how many past service customers this HVAC company had sitting in their database. People who had already hired them, already trusted them, and already had their contact information on file. Nobody had reached out to any of them in over a year.
This company was spending thousands per month on new customer acquisition. Google Ads, door-to-door canvassing, referral incentives — the usual playbook for growing an HVAC business. And it was working, sort of. They were growing. But the cost per new customer kept climbing, and the feast-or-famine cycle never really went away.
When we looked at their business, the first thing we noticed wasn't their ad performance or their website. It was the 2,800 contacts gathering dust in their CRM. Past customers who needed seasonal maintenance, equipment upgrades, emergency repairs — people who would absolutely hire them again if someone just asked.
The most expensive lead is the one you already paid to acquire — and then never contacted again.
We deployed a three-part email and SMS strategy targeting those dormant contacts:
Over the engagement period, the dormant contact reactivation generated:
These weren't cold leads. These were people who already knew the company, already trusted their work, and just needed a reason to call. The emails gave them that reason.
Every home services business — roofers, plumbers, electricians, landscapers, general contractors — has a version of this goldmine. The number might be 500 or 5,000, but the pattern is the same: past customers who loved your work and haven't heard from you since the invoice.
The math is simple. If you've been in business for 5+ years and do quality work, you have hundreds of contacts who would hire you again. At an average job value of $5,000-$15,000, reactivating even 20-30 of those contacts per year is $100K-$450K in revenue from people you've already paid to acquire.
The $186K didn't happen overnight. But it also didn't take years. And once the system was built, it continued generating revenue with minimal ongoing effort — because that's what systems do.
Pull up your CRM, your QuickBooks, your filing cabinet — wherever your past customer data lives. Count the contacts. Think about how many of them need your services right now and haven't heard from you. That number, multiplied by your average job value, is the revenue sitting on your table. We just help you pick it up.
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