Open your Jobber account right now and sort your customers by last service date. Scroll past the recent jobs, past the ones from last month, and keep going. You'll find dozens — maybe hundreds — of customers who haven't called in six months, a year, or longer. That list is money sitting on the table.
These aren't lost customers. They're dormant ones. The distinction matters. A lost customer actively chose someone else. A dormant customer just forgot about you. Their furnace still needs maintenance. Their drains still clog. Their lawn still grows. They simply haven't thought about scheduling service because nobody prompted them to.
The first step in any reactivation campaign is segmentation. Not every dormant customer should get the same message. Someone who last booked a $200 drain cleaning eight months ago needs a different approach than someone who had a $6,000 HVAC install two years ago. Group your dormant customers by service type, job value, and how long they've been inactive.
Next, craft messages that reference real history. Generic "We miss you!" emails get deleted. But a message that says "It's been 14 months since we serviced the AC unit at your home on Birch Street — with summer approaching, now is a good time to schedule a tune-up" gets attention. It's specific. It's relevant. It shows you remember them.
Timing matters too. The best reactivation messages land when the customer is most likely to need service. A dormant HVAC customer should hear from you in early spring or fall — right before the seasons when their system works hardest. A dormant plumbing customer might respond better to a winter message about frozen pipe prevention.
The follow-up sequence is where most businesses drop the ball. One message isn't enough. Plan for three touches over two to three weeks — an initial email, a follow-up a week later, and a final text message. Each one should add value, not just repeat the ask. Share a maintenance tip, mention a seasonal concern, or reference a limited-time offer.
When this process is automated and powered by your actual Jobber data, it runs every week without your involvement. New customers age into dormancy, get flagged, receive personalized outreach, and either book again or stay on the list for the next cycle. It's a revenue engine built from relationships you already own.
The businesses that do this consistently see 10-20% reactivation rates. On a list of 200 dormant customers, that's 20-40 rebookings — often worth $5,000 to $15,000 in recovered revenue. All from people who were already in your database.
See how Torqe runs these campaigns for your business.
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