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Database reactivation is a structured campaign that goes back to the old leads already in your CRM (past inquiries, unsold estimates, aged internet leads, no-shows) and books the ones still in the market as appointments. Today it's usually done by two-way text, with AI handling the conversations and your team running the appointments.
Which leads go into a reactivation campaign?
| Business | Typical pools |
|---|---|
| Home improvement | Unsold estimates, inquiries that never booked, no-shows, platform leads, home show leads |
| Home services | Big-ticket estimates from service calls, lapsed maintenance members |
| Car dealers | Aged internet leads, unsold showroom traffic, third-party leads, service customers |
| Auto finance | Stalled applications, approved but not completed |
How does a campaign run?
- Export and clean the leads: names, mobile numbers, what each person asked about, lead source.
- Check consent and remove opt-outs. See texting old leads and the TCPA.
- Segment by age and stage, and write a specific first message for each.
- Send in batches inside quiet hours, and handle every reply quickly.
- Book appointments into your calendar with notes.
- Follow up non-responders two or three times, then stop.
What should you measure?
- Reply rate: replies ÷ leads messaged.
- Appointment rate: appointments ÷ leads messaged.
- Show rate and close rate on reactivated appointments.
- Revenue from reactivated jobs.
- Opt-out rate, to keep an eye on message quality.
For reference, Cloudy2Clear, a UK misted double glazing repair franchise, saw a 64% reply rate and 673 appointments from 6,769 old leads with Setterly. That's a UK campaign and one business's result.
How does it compare with buying new leads?
New leads cost money whether or not they book; old leads are already paid for. Reactivation doesn't replace new leads, but it usually lowers your blended cost per booked appointment. See new leads vs old leads.
Who runs it?
You can run it in-house if someone has time to answer every reply fast, including evenings. Or you can use a service. Setterly runs database reactivation for you by two-way AI text. You pay per booked appointment. There is no setup fee and no retainer. CRM integration is optional for a one-off fee. See lead reactivation for contractors or for car dealers.
What's the takeaway?
Your CRM is full of people who already raised their hand. Database reactivation gives them a proper, respectful second conversation and books the ones who are ready.
Frequently asked questions
What is database reactivation?
A structured campaign that re-engages old leads in your CRM and books the ones still in the market as appointments.
Is database reactivation the same as lead reactivation?
Yes, the terms are used interchangeably. Database reactivation emphasizes working the whole CRM.
How old can the leads be?
Commonly a few months to a couple of years, depending on the trade and consent.
What reply rate should I expect?
It varies by trade, lead age and message quality. Measure reply, appointment and opt-out rates on your first batch.
Sources
Works for: Roofing, Windows and doors, Car dealerships, Auto finance