Question 1

What is database reactivation for contractors?

Accepted Answer

Database reactivation means reaching out to past customers who haven't contacted you in 6-24+ months. These customers already know, like, and trust you—they just forgot about you or haven't had a need.
        A reactivation campaign reminds them you exist and gives them a reason to book.
        Real example: One HVAC company sent emails offering $69 system checks to dormant customers. Results:
        
          101 bookings
          $38,000 in direct revenue
          Plus $29,000 in upsells from issues discovered during checks
          Total: $67,000 from one email campaign to existing customers

Question 2

Why is reactivating old customers cheaper than finding new ones?

Accepted Answer

Cost comparison:
        New customer acquisition:
        
          $75-500 per lead (advertising, SEO, referral fees)
          Not all leads convert—actual cost per new customer often $200-600
        
        Reactivating past customer:
        
          $1-10 (email/text campaign cost)
          They already trust you—conversion rates 5-10x higher than cold leads
        
        Math: If you have 1,000 past customers and reactivate 10% (100 jobs) at $2 per contact, your cost per job is $20. Compare that to $200-600 for new customers.
        Your database is an underutilized gold mine.

Question 3

How often should I contact past customers?

Accepted Answer

2-4 times per year minimum, through mixed channels:
        
          Seasonal campaigns: Spring AC tune-up offer, fall heating check, winter pipe protection tips, summer efficiency tips
          Birthday/anniversary: Personal touch with small offer ("Happy birthday! Here's 15% off your next service")
          Promotional: Slow season specials, new service announcements
          Educational: Maintenance tips, efficiency advice, new technology information
        
        Timing: Don't contact same customer more than monthly. Space campaigns 6-8 weeks apart minimum.
        Customers who hear from you regularly are 3-5x more likely to call you vs. searching Google.

Question 4

What's the difference between database reactivation and regular marketing?

Accepted Answer

Target and trust:
        Regular marketing:
        
          Targets strangers who don't know you
          Requires convincing them to trust you
          Higher cost, lower conversion
        
        Database reactivation:
        
          Targets people who already chose you and had a good experience
          Trust exists
          Lower cost, higher conversion
        
        They're different strategies for different goals:
        
          Reactivation: Extract more value from existing relationships. Lower cost, higher ROI.
          Marketing: Build new relationships and expand customer base. Higher cost, essential for growth.
        
        Best contractors do both—but many neglect reactivation entirely, leaving easy money on the table.

Question 5

What's the best way to reactivate past customers?

Accepted Answer

Multi-channel outreach with a specific offer:
        Text message (highest open rate, 98%):
        "Hi [Name], it's [Company]. It's been a while! We're running a $69 system check special this month. Want me to schedule yours? Reply YES or call us at [number]."
        Email (more detail, include images):
        Subject: "[Name], we haven't heard from you in a while"
        Body: Problem-focused hook, specific offer, clear CTA, easy booking link.
        Phone call (highest conversion, most effort):
        Personal check-in, mention specific past service, make offer.
        Direct mail (stands out, slower):
        Postcard with seasonal offer, works well for older demographics.
        Best results: Combine 2-3 channels over 7-14 days. Text day 1 → Email day 3 → Call day 7 → Text day 10.

Question 6

What offers work best for database reactivation?

Accepted Answer

Offers with clear value and low barrier to entry:
        Winners:
        
          Discounted tune-up/inspection ($49-99 value presented as $149 value): Low commitment, gets tech in door, leads to upsells
          Free diagnostic with any repair: Removes "what will it cost just to look?" objection
          Priority scheduling for past customers: VIP status, skip the wait
          Loyalty discount (15-20% off for returning customers): Thanks them for past business
          Seasonal urgency ("Before summer hits..."): Time-bound reason to act
        
        Losers:
        
          Generic "we miss you" with no specific offer
          High-commitment offers (full system replacement pitch)
          Anything that feels like bait-and-switch

Question 7

How do I segment my customer database for reactivation?

Accepted Answer

Segment for more relevant messaging:
        By recency:
        
          6-12 months dormant (warm, easy to reactivate)
          1-2 years dormant (need more compelling offer)
          2+ years dormant (may need to rebuild relationship)
        
        By service type:
        
          Repair customers → "Time for a tune-up to prevent future repairs."
          Installation customers → Maintenance plan pitch
          Maintenance customers (lapsed) → "We miss seeing you!"
        
        By equipment age:
        
          Systems 8-10+ years → Replacement conversation opportunity
          Newer systems → Maintenance focus
        
        By spend level:
        
          High-value customers get personal phone calls
          Lower-value get automated campaigns
        
        Different segments get different messages and offers.

Question 8

How do I write reactivation messages that actually get responses?

Accepted Answer

Formula that works:
        
          Personal greeting with their name
          Reference to past relationship: "We serviced your AC back in 2022..."
          Reason for reaching out: Season change, time since last service, special offer
          Specific offer with clear value: "$69 tune-up (regular $149)."
          Easy response mechanism: "Reply YES" or "Click to book."
          Urgency (optional): "Offer valid through [date]" or "Limited openings this week."
        
        Example:
        "Hi [Name], this is [Company]. We serviced your furnace about 18 months ago—just wanted to reach out before winter hits. We're offering past customers a $59 heating tune-up this month. Want me to put you on the schedule? Reply YES or call [number]."

Question 9

Can AI automate database reactivation for contractors?

Accepted Answer

Yes—this is a major use case.
        AI capabilities:
        
          Outbound calls: AI calls past customers, has natural conversation: "Hi, this is [Company]. We serviced your home in [year]. Wanted to reach out about a tune-up special we're running..."
          Handles responses: Books appointment directly if interested
          Handles objections: "Not right now" → "No problem, when would be better to check back?"
          Follow-up: If no answer, sends text and tries again later
          Logs everything: Conversation recorded, outcome tracked, notes in CRM
        
        This is the outbound capability that differentiates full-service AI (AutoRev) from answering-only services (Eden, My AI Front Desk).
        One campaign to 500 past customers can generate 50-150 bookings—automatically.

Question 10

How do I set up automated reactivation campaigns?

Accepted Answer

Setup process:
        
          Export customer list from your CRM/field service software
          Clean the data: Remove bad phone numbers, duplicates, do-not-contact
          Segment: Group by recency, service type, etc.
          Write messages: 3-5 touchpoints over 10-14 days
          Set up in automation tool: Configure sequence, timing, response handling
          Test: Send to small group first, measure results
          Scale: Roll out to full list
        
        Tools: Podium, Hatch, ServiceTitan Marketing Pro, Housecall Pro campaigns, or AI-powered outbound like AutoRev.
        The key is automation—manual outreach doesn't scale, and you'll stop doing it when you get busy.

Question 11

What results should I expect from a reactivation campaign?

Accepted Answer

Benchmarks:
        
          Response rate: 10-20% of recipients engage (reply, click, call)
          Booking rate: 30-50% of responders book an appointment
          Net booking rate: 3-10% of total list books (100 contacts → 3-10 appointments)
          Average value: $150-500 per reactivation appointment (tune-ups, repairs)
          Upsell rate: 30-40% of tune-ups lead to additional work
        
        Example:
        
          1,000 dormant customers × 5% booking rate × $250 average = $12,500 revenue
          Plus 35% upsell rate at $500 average = additional $4,375
          Total: ~$17,000 from one campaign
        
        Run seasonally (2-4x/year) for $50,000-100,000+ annual revenue from database alone.

Question 12

What's the lifetime value of a contractor customer?

Accepted Answer

$10,000-50,000+ depending on service type:
        
          Initial job: $500-5,000
          Annual maintenance: $150-300/year × 10+ years = $1,500-3,000
          Future repairs: $500-2,000 every few years over equipment lifetime
          Replacement projects: $5,000-15,000 (AC, furnace, water heater, etc.)
          Add-on services: If you do HVAC and plumbing, cross-sell opportunities
          Referrals: Satisfied customers refer 2+ others, each with their own LTV
        
        Conservative estimate: A happy customer generates $10,000-15,000 over their lifetime.
        This is why missed calls and lost customers hurt so much—you're not losing $400, you're losing $10,000+.

Question 13

How do I turn one-time customers into repeat customers?

Accepted Answer

Systematic relationship building:
        
          Deliver excellent first experience: Foundation of everything
          Collect contact info and permission to communicate: Email, text opt-in
          Send post-service follow-up: Thank you, request review, offer maintenance plan
          Add to regular communication: Seasonal reminders, maintenance tips, offers
          Offer membership/maintenance plan: Guaranteed annual revenue, sticky relationship
          Track and personalize: Know their equipment age, past services, preferences
          Be easy to reach: They should never wait more than a few seconds to get a response
        
        The goal: When they need any service you provide, you're the first and only call they make.

Question 14

Should I offer a membership or maintenance plan?

Accepted Answer

Yes—for most contractors, maintenance agreements are essential.
        Benefits for you:
        
          Predictable recurring revenue
          Smoother seasonal cash flow
          Built-in upsell opportunities (find issues during tune-ups)
          Customer lock-in (they're less likely to call competitors)
        
        Benefits for customers:
        
          Lower cost than pay-per-visit maintenance
          Priority scheduling
          Discounts on repairs
          Peace of mind
        
        Pricing: Typically $150-300/year for residential. Offer monthly payment option ($15-25/month) to reduce sticker shock.
        Membership customers have 60-80% retention rates and 2-3x higher lifetime value than one-time customers.

Database Reactivation: Turn Past Customers into Revenue

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Understanding Database Reactivation

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Automation and AI

Long-Term Value

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