Lost Lead Reactivation
Purpose: Leads marked Lost are the cheapest pipeline we have — they already know us, we already have their property details, and their roof did not fix itself. This doc covers who to reactivate, when, and what to say. Marcus owns the list; Rosa runs the sends.
Which lost leads are worth reactivating
The Lost reason logged in GHL decides everything. This is why we insist on logging a reason, per GoHighLevel CRM Rules.
| Lost reason | Reactivate? | When |
|---|---|---|
| Went dark after estimate | Yes | 60 days, then seasonally |
| Timing / "not this year" | Yes | At the timeframe they named, or next season |
| Went with another contractor | Yes, gently | 10-12 months later (workmanship issues surface by then) |
| Price | Yes | Next season, or when we run a legitimate scheduling opening |
| Repeat no-show | Yes, once | 90 days, single touch |
| Bad fit / out of area / not our work | No | Never — the reason has not changed |
| Asked us to stop contacting | No | Never, full stop |
The seasonal sweeps
Twice a year, Marcus pulls the reactivation list and Rosa runs the sends:
- Early spring (March): roofing and exterior leads lost over the winter. Storm season is coming and they know it.
- Early fall (September): the "before winter" sweep — open estimates and dark leads from summer. Also the natural window for remodel leads who said "after the holidays" the year before.
Each sweep is one text or email plus one call for the higher-value leads (old estimates over ~$15k, partner referrals). Not a barrage.
What to say
The tone is a neighbor checking back in, not a company chasing a quota. Reference something real from their file — the estimate, the issue Tara saw, the timeline they mentioned.
Dark-after-estimate, 60 days:
"Hi, it's Marcus at Summit Home Services. We looked at your roof back in the spring and I know life gets busy — no pressure at all. If it's still on your list, the estimate's in your inbox and we're happy to refresh it if anything's changed. If you went another way, no hard feelings, just let me know and I'll close the file."
Seasonal, timing-based:
"Hi, Rosa here from Summit. When we talked last fall you mentioned wanting to deal with the siding this year. We're building the summer schedule now, so if you'd like Tara to take a fresh look, this is a good window before it fills up."
Went-elsewhere, 10-12 months:
"It's Marcus from Summit — you talked with us about your roof last year before going with another company, which is completely fair. Just checking in: if everything's holding up well, that's genuinely good to hear. If anything's nagging at you, we're happy to take a look, no charge."
Never: fake urgency, invented discounts, "we noticed you didn't respond" guilt. If we have a real scheduling opening or a real price consideration, say the real thing — and remember discounts over 5% need Tara or Dave's approval, per Pricing and Estimating Rules.
Handling responses
- Any reply moves the card out of
Lostand back into the working pipeline at the stage that matches reality (usuallyContactedorEstimate Scheduledif they want a fresh visit). - Old estimates over 90 days get refreshed by Tara before we treat any number as live. Material costs move.
- "Stop contacting me" gets honored immediately and permanently — tag the record so no future sweep picks it up.
What this is not
Reactivation is not a substitute for working the Estimate Follow-Up cadence properly the first time. If the same names keep showing up on the reactivation list, the leak is upstream.
Related
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