Restart conversations with leads that went quiet

The problem

Your old leads are a list of people who already showed interest, and that list is easy to forget. Every business that has been running for a while has one: inquiries that went quiet, quotes that expired, people who asked about a course or a property and then disappeared. They didn't say no. Their timing was wrong, they got busy, or nobody followed up.

Their situation may have changed since. The buyer who was just looking last spring may be ready now. The homeowner who got a quote for a new furnace may still need one. But going through hundreds of old records by hand is nobody's job, so the list sits in the CRM and gets older.

There is also a right and a wrong way to do it. A blast of identical messages to everyone you have ever spoken to annoys people, hurts your sender reputation and can break consent rules. Reactivation has to be selective, relevant and lawful.

What we build

We build reactivation on Cadenza, our lead follow-up system, with Concierge handling every reply.

1. We check consent first. Before any message goes out, we review how the contact details were collected and which rules apply where your customers are. Contacts you can't lawfully message are left out.
2. We clean and segment the list. Duplicates are merged, bad numbers and addresses removed, and past customers separated from people who never bought. Leads are grouped by what they asked about, how long ago and how far they got.
3. Each segment gets its own message. A buyer who asked about two-bedroom apartments hears about two-bedroom apartments, not a generic newsletter. Messages are short, name the original inquiry and ask one easy question.
4. We start small. The first batch goes to a sample of each segment, so we can check replies, opt-outs and wording before sending to the rest.
5. Concierge handles the replies. It introduces itself by name, answers questions, asks a few qualifying questions and books the lead into a call or appointment. People who say "not now" are asked when to check back. People who opt out are never contacted again.
6. Interested leads go to your team. Hot replies trigger an alert to the right person with the conversation attached.
7. Results are attributed. Every booking and sale from the campaign is tagged in the CRM, so revenue from reactivated leads is counted, not estimated.

Reactivation can run once, before a busy season, or as an ongoing track: leads that go quiet enter it automatically after a set period.

How it connects

• Concierge turns a reply into a conversation. Without it, a reactivation campaign creates a burst of replies your team has to work through by hand, often at the busiest time of year.
• Maestro, our workflow automation, handles what follows a booking: a site-visit job, a fresh quote draft, an intake form.
• Reactivation is the last stage of the follow-up system. Instant lead response and quote follow-up catch leads while they're fresh; reactivation catches the ones that slipped through.

For the full playbook, read how to reactivate old leads with AI and the glossary entry on database reactivation.

What we measure

We agree targets for each campaign in advance and report by segment, so you can see which parts of your list are worth messaging again.

• Reply rate by segment. The share of messaged contacts who reply, by segment and channel. Measured from message logs in the CRM.
• Reactivated leads booked into a call or appointment. The number and share of messaged contacts who book. Measured from calendar entries linked to campaign-tagged CRM records.
• Revenue from reactivated leads. Sales closed from campaign-tagged leads, attributed in the CRM. We agree the attribution window with you before launch, so the figure is honest.
• Opt-out and complaint rate. The share of messaged contacts who opt out or complain, by segment. Measured from opt-out records and any complaints logged. It is the check that the campaign stays welcome, and a reason to pause a segment if it rises.