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How construction companies can turn dormant leads into booked jobs
Most builders leave $100K+ sitting in old quotes. Here’s how to capture it.
Every estimate your team sends out represents time, money, and effort. But if those leads don’t sign immediately, most companies move on and never follow up again.
Over time, your pipeline quietly fills with “not now” leads that go ignored.
Dormant leads are often warmer than brand-new ones. You’ve already earned some trust. The timing just wasn’t right the first time.
This week, we’re breaking down a strategy to re-engage those lost opportunities and turn forgotten quotes into booked projects fast.
Most construction companies focus only on new leads. But here’s what we see inside the businesses we coach:
There are 20–50 quotes sitting in the CRM that went cold
Many of those clients still need the work, they just paused, waited, or ghosted
Reactivating even 10% of them can unlock six figures in new revenue
Instead of chasing more leads, tighten up your existing pipeline.
Why Dormant Leads = Funnel Failure
Your marketing funnel isn’t just about generating new demand it’s about staying top-of-mind with the leads you’ve already paid for.
Here’s the breakdown:
Out of every 10-15 leads per month, maybe 2-3 sign right away
That leaves dozens of warm but unsold leads across the year
Without a nurture funnel, they forget about you and hire someone else
A healthy funnel = consistent follow-up. Without it, your best leads go cold.
The Reactivation Formula
To bring these leads back to life, you need three ingredients:
A token of appreciation - “We know the timing wasn’t right before, here’s something to help now.”
A compelling offer - This could be a free upgrade, a discounted package, or priority scheduling.
A time-sensitive deadline - 3-day, 7-day, or end-of-month urgency forces action.
This isn’t about discounting everything but creating a moment that gets attention and drives decisions.
Campaign Example
Here’s a reactivation offer that doubled booked projects in 30 days:
Subject: Revisit your estimate and get $2,000 in upgrades
Body: “We’re opening up a few fast-track slots this month. If you book your job by [DATE], we’ll include a $2,000 upgrade package free.”
CTA: “Reply here or give us a call to lock in your spot.”
Follow-up: Personal phone call within 24 hours.
This simple message works because it re-positions your original estimate as a renewed opportunity.
Your Action Plan for This Week
You can run a reactivation sprint starting today. Here’s how:
Pull your dormant leads list (12–24 months), focus on high-quality quotes that never closed
Choose your offer, an upgrade, priority slot, or bonus
Send 1 email or text campaign
Follow up with personal calls, this step is essential
We’ve seen this produce results in every type of construction business from remodelers to custom home builders to commercial GCs.
Ready to Turn Dormant Leads into Booked Jobs?
Stop focusing only on chasing new leads.
Construction companies that grow revenue the fastest re-engage old quotes, stay top-of-mind, and build systems that prevent warm leads from slipping through the cracks.
If you’d like a plug-and-play script for reactivating your leads, or the exact email we used for the $2,000 upgrade campaign:
Forward always,
Paul Atherton
CEO and Co-Founder, Highspire