Every contractor has a goldmine they’re ignoring: the list of people who already raised their hand.
Old estimates that never closed. Leads who called once and went quiet. Customers you did great work for two years ago and haven’t talked to since. You already paid to get these people. Reactivation is how you get paid back.
This post explains how a reactivation campaign works, gives you five text campaigns you can copy, and covers the consent rules so you don’t create a legal problem while you’re filling your schedule.
What a reactivation campaign is
A reactivation campaign is a short series of messages to people in your database who haven’t booked recently, built to start a conversation. Not to sell in one text. Just to get a reply.
The idea isn’t new. Marketer Dean Jackson made it famous with the “nine-word email”: one short question sent to old leads, like “Are you still looking for a house in Georgetown?” It works because it reads like a personal note, not a promotion, and it takes two seconds to answer. The shorter the text, the more replies you get.
Who to send to
Pull these lists from your CRM, invoices or phone:
- Estimates that didn’t close in the last 6-18 months
- Leads who never booked (called, texted or filled out a form)
- Past customers who haven’t booked in 12+ months
- Recurring customers who canceled (lawn, pest, pool, cleaning)
Before you send anything, check one thing: do you have permission to text each person?
The consent rules (read this before you hit send)
Texting people who didn’t agree to it is how a good idea turns into a lawsuit. This isn’t legal advice, but here’s the general picture:
- Marketing texts sent with automated tools generally require prior express written consent under the Telephone Consumer Protection Act (TCPA). That’s typically a checkbox or signed agreement where the person agreed to receive marketing texts from your business.
- A 2025 court decision removed the FCC’s stricter “one-to-one” consent rule, but texting platforms and carriers may still have their own requirements. Follow your provider’s rules.
- Register your texting (A2P 10DLC) through your provider, or carriers will filter your messages.
- Every campaign needs an opt-out, like “Reply STOP to opt out,” and you must honor it immediately.
- No consent? Use email or a call instead, or send a mailer, and start collecting text consent on every new estimate and booking form.
If you’re not sure whether your list has the right consent, ask an attorney before sending.
Five reactivation campaigns you can copy
Keep each one personal and short. Send in small batches so you can reply to everyone quickly.
Campaign 1: The “still looking?” question (old estimates)
“Hi [Name], it’s [Your Name] with [Business]. Are you still thinking about getting your [job] done this year?”
Campaign 2: The seasonal reminder (past customers)
“Hi [Name], it’s [Business]. [Season] is coming up, which is the best time for [service] before [weather/problem]. Want me to get you on the schedule? Reply STOP to opt out.”
Campaign 3: The schedule opening
“[Name], we had a [day/week] open up on our schedule in [Town] and thought of your [job]. Want me to hold it for you? Reply STOP to opt out.”
Campaign 4: The canceled recurring customer
“Hi [Name], it’s [Business]. We miss taking care of your [lawn/home]! If you’d like us back this season, I’ll make it easy to restart. Want me to send over options? Reply STOP to opt out.”
Campaign 5: The referral ask (happy past customers)
“Hi [Name], it’s [Your Name] from [Business]. We’re booking [service] in your area this month. If you know a neighbor who could use us, I’d really appreciate the referral. Reply STOP to opt out.”
How to run it
- Clean the list. Remove people who opted out, bad numbers and anyone without the right consent.
- Send in batches of 50-100. Big blasts create more replies than you can answer quickly.
- Reply within minutes. Treat every reply like a new lead. A fast reply books the job.
- Book the appointment in the conversation. Offer two specific times instead of “when works for you?”
- Follow up once. If there’s no reply after 3-4 days, one short follow-up is fine. Then stop.
- Track results: messages sent, replies, appointments, jobs, revenue.
Your reactivation checklist
- Lists pulled: old estimates, old leads, past customers, canceled recurring
- Consent checked for every number you’ll text
- Texting registered (A2P 10DLC) with your provider
- Every message includes an opt-out
- Batches small enough to reply within minutes
- Replies booked with two specific time options
- Results tracked through to revenue
What reactivation looks like when it works
One of our clients turned a cold list into $18K+ in revenue with a reactivation campaign. You can read how we did it. The pattern is always the same: short messages, fast replies, and booking the job in the conversation.
Our Revenue Campaigns load your list, send pre-built reactivation and seasonal campaigns with opt-out handling built in, and drop every reply into your app so you can book it on the spot.
Related reading
- How to Follow Up After an Estimate: Texts and Emails That Close
- Speed to Lead: Why the First 5 Minutes Decide Who Wins the Job
- How Much Does It Cost to Get a New Customer? A Plain-English CAC Guide
- Seasonal Marketing Ideas for Home Service Businesses
- Email Marketing for Contractors: What to Send, How Often, and the Rules