Part of our guide: How to automate lead follow-up in the UK.
Written by Dan Sagar, FoundationsAI. Updated October 2026.
To reactivate old leads, pull together everyone who enquired or bought from you but hasn't heard from you in six months or more, and split them into a few groups. Then send each group three or four short, personal messages over two weeks, each asking one simple question. Anyone who replies goes straight to a person, and everyone else gets a monthly email until they're ready.
It's the cheapest work you'll ever win, because you've already paid to get these people and they already know who you are.
Why old leads are worth chasing
Most service businesses have hundreds of past enquiries sitting in an inbox, a WhatsApp thread or a quoting app. Nobody followed them up, or they were followed up once and then forgotten. Very few of them actually said no. They got busy, put it off, or forgot who quoted.
Here's an example of what that list can be worth. These are illustrative figures, not a promise:
| Old quotes and enquiries from the last two years | 300 |
| If 1 in 20 replies | 15 conversations |
| If a third of those book a £600 job | 5 jobs |
| Work won | £3,000, with no ad spend |
Your numbers will be different, so test with a small group first and see what comes back.
Step 1: Gather every old lead in one place
Old leads hide in more places than you'd think. Check:
- your email inbox and sent folder
- WhatsApp and text messages
- your quoting or job management software
- old spreadsheets and notebooks
- missed calls and voicemails
- Facebook and Instagram messages
Put them all into one list with name, phone, email, what they asked about and roughly when. Take out anyone who asked you not to contact them again, anyone who has since booked, and anyone whose details look wrong.
Step 2: Split them into groups
Different groups need different messages. Four is usually enough:
| Group | Who they are | What to ask |
|---|---|---|
| Quoted, didn't book | Got a price but went quiet | "Are you still thinking about it?" |
| Enquired, never quoted | Asked a question, nothing happened | "Did you get sorted?" |
| Past customers | Paid you before | "Is it time for the next one?" |
| Older than two years | Any of the above, a long time ago | A gentle "are you still around?" |
Step 3: Write short, personal messages
The best reactivation messages are short questions that are easy to answer. They mention what the person asked about and come from a real person.
For someone who was quoted and didn't book:
"Hi Sarah, it's Dan from Smith Electrical. You asked us about a new consumer unit last spring. Are you still thinking about getting it done?"
For a past customer:
"Hi Mark, it's Dan. It's about a year since we serviced your boiler. Would you like me to book you in for this year's?"
Avoid opening with a discount. It trains people to wait for offers and makes you look desperate. Ask the question first, and keep any offer for people who reply.
Step 4: Send a short sequence, then stop
| When | What | Example |
|---|---|---|
| Day 1 | Text | The question from step 3 |
| Day 3 | A short reminder of who you are, one recent review and a link to book | |
| Day 7 | Text | "Hi Sarah, just checking you saw my message about the consumer unit?" |
| Day 14 | "Shall I close your file for now? Just reply if you'd still like a price." | |
| After that | Monthly email | Useful tips or seasonal reminders, until they book or unsubscribe |
The moment someone replies, the sequence stops for them and you get a notification. Make sure someone is ready to answer replies the same day, because a reactivation campaign that gets replies and then goes quiet does more harm than good.
Send a test batch of 20 to 50 people first. Check the replies, fix anything that reads oddly, then send to everyone else.
Step 5: Stop new leads going cold in the first place
Reactivation fixes the past. To stop the list filling up again, put three things in place for every customer:
- After every job: a thank-you and a request for a Google review the same day.
- At 30 days: a quick check-in to ask if everything's still OK.
- At the right time for your trade: a reminder for the next service, inspection or seasonal job, plus a simple "do you know anyone else who needs this?"
Customers rarely leave because they're unhappy. They leave because they forget you, or someone else gets in touch first.
It's worth doing because one customer is worth far more than one job. A customer who spends £800 twice a year for five years is worth £8,000. If they recommend two friends who do the same, that's £24,000 from one good relationship.
The UK rules to follow
This isn't legal advice, but the basics:
- You can usually send marketing texts and emails to people who bought from you or asked you for a price, under what's called the "soft opt-in". This only applies if you gave them a chance to opt out when you took their details, and only for your own similar services.
- Every message must include an easy way to opt out, and you must stop straight away if someone asks.
- Sole traders and most partnerships count as individuals. Limited companies are looser, but you still have to say who you are and let them opt out.
- Never use a bought-in list.
The ICO's guidance on electronic marketing has the detail.
Common questions
How old is too old for a reactivation campaign?
There's no fixed cut-off, but the older the list, the more wrong numbers and "who are you?" replies you'll get. Start with the last two years, then try older leads separately.
How many people will reply?
It varies a lot by trade, by how old the list is and by how personal the messages are. That's why it's worth testing a small batch before sending to everyone.
Should I use text or email?
Both. Lead with a text because people tend to see texts quickly, then follow up by email with more detail.
Should I offer a discount?
Not in the first message. Ask the question first. If someone replies and price is the issue, you can decide then.
Can I run this in GoHighLevel?
Yes. You import the list, tag each group, and a workflow sends the messages, stops when someone replies and notifies you. It's included in Pro, and texts cost about 6p each. See what GoHighLevel costs in the UK.
Want us to set it up?
Book a 45-minute demo. We'll look at where your old leads are sitting and show you a reactivation campaign running on a live account. For new enquiries, read our full guide to automating lead follow-up.