AI Follow-Up Manager
How to Follow Up with Old Leads That Went Cold
Send one re-engagement message referencing the original enquiry, acknowledging that time has passed, and offering a clear next step. Keep it short and make it easy to say yes. Old leads that respond to re-engagement messages are often further along in their decision than they were originally — they just hadn't found a contractor yet.
The re-engagement message formula: acknowledge the gap without over-explaining it, reference the original enquiry specifically, provide a clear easy action. 'Hi Mark — I know it's been a few months since you asked about the deck project. If you're still planning to move forward this season, we'd love to help. Here's a link to book a quick call: [link].' Three sentences. Direct. Easy to act on.
Why cold leads still convert: many people who enquire about a service project in spring are still in the market six months later. The project didn't go away — the timing wasn't right, they got busy, the quote process felt overwhelming, or they couldn't get the three quotes they wanted before making a decision. A re-engagement message that arrives in fall for a spring lead catches them at a moment when the project is top of mind again.
For a service business with 6–12 months of old leads in a spreadsheet or CRM, a single re-engagement campaign sent to all of them typically produces 5–15% positive responses. Those responses are warm leads who need minimal follow-up before booking — they've already been through the initial consideration phase.
Common questions
12 months is the practical upper limit for most service businesses. Beyond that, the original project is likely resolved (done by a competitor, deferred indefinitely, or abandoned). Within 12 months, re-engagement is worth attempting once — leads who've gone a year without booking are worth one more touch, not a full sequence.
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