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How your construction company can turn dormant leads into jobs
Your next jobs are hiding in past calls & emails. Here’s how to bring them back.
Last time, we walked you through how to build your marketing strategy.
This week, we’re moving to step 2:
👉 Getting work on the board quickly.
There are two buckets of work you can go after:
1️⃣ Top-of-funnel opportunities — Facebook, Instagram, SEO, billboards, job site signs, sponsorships. All about building general awareness.
2️⃣ Dormant leads — people who already know you (or know of you) and just need a nudge to say yes.
Today’s newsletter is all about bucket #2 and why these leads can turn into projects fast.
Speed to lead is still everything
Prospects are 9x more likely to close if you reach them within 5 minutes of re-engaging (Insynth research).
Doesn’t matter if it’s a call, text, or email, act fast.
Because here’s the truth: leads don’t “go dead” because of price. They go dead because of timing.
1. Call Past Clients (They already trust you)
Your past customers are your easiest wins.
Pick up the phone: “How’s the kitchen holding up?”
Ask: “Thinking about adding phase two this year?”
Use seasonal excuses: “It’s spring, perfect time to look at that deck addition.”
Stay top of mind, and you’ll uncover follow-up projects they’ve been quietly planning, or referrals to friends who need work.
2. Revive Dead Leads
Every contractor has them:
The lead that “went with another contractor”
The one who ghosted you
The one who said “not now”
Call them all.
✅ “How did that project go?” (if they went with someone else)
✅ “Are you still planning to do the project?” (if they didn’t)
Why this works: we’ve seen dozens of jobs move ahead from “dead” leads, sometimes years later. Call 40 people → land 2–3 jobs.
3. Build a Referral Program that Actually Works
Not the cheesy “free TV if you refer us” type. Construction projects are high-ticket and long-cycle.
Here’s what works instead:
For realtors: Offer a 1% referral fee for projects that move ahead.
Would you like our Realtor Referral Program Agreement?
We’ve seen construction companies add $20K+ jobs by giving realtors a simple 1% referral agreement and we built a clean template you can copy just by clicking Yes below. (Or simply reply to this email with 'template' and we will send it over.)For everyone else: Don’t offer cash. Instead:
Send gift cards for introductions
If the project goes ahead, send them (and their partner) for a generous dinner
The key? Stay top of mind for years after the job ends.
Birthday cards, Christmas cards
Occasional check-in calls
A quarterly newsletter that adds value
🏡 Residential tip: Host a project party when a big job is done. Invite neighbors and prospects to see the finished work. It’s social proof + referrals in one.
Why This Matters
We know construction companies that spend almost nothing on marketing, yet they’ve grown into juggernauts.
How?
They call past clients
They revive cold leads
They build referral machines
Do this consistently, and you’ll win work fast without waiting months for SEO or ads to kick in.
Forward always,
Paul Atherton
CEO and Co-Founder of Highspire