Free calculator
Lead Reactivation Calculator
Most operators have revenue sitting in two lists nobody is working: leads who got a quote and never bought, and customers who haven't bought in a while. A reactivation campaign goes back to them. Estimate what one campaign could return.
Old lead value
$25,000 to $150,000
From one campaign: 2,000 reachable old leads at $2,500 each
| Cautious (0.5%) | about 10 customers · $25,000 |
| Middle (1.5%) | about 30 customers · $75,000 |
| Braive's planning benchmark (3%) | about 60 customers · $150,000 |
3% is Braive's own planning benchmark from its reactivation campaigns, not an industry statistic.
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What is database reactivation?
Database reactivation means going back to contacts already in your CRM or spreadsheets, like people who asked for a quote and never bought or customers who haven't bought in a while, with a campaign built to start new conversations. It works the leads you already paid to get.
What's the difference between lead reactivation and customer reactivation?
Lead reactivation goes after people who never bought. Customer reactivation, sometimes called win-back, goes after people who bought before. Same idea, different list, and different response rates.
How much are my old leads worth?
Multiply the leads you can still reach by the share likely to buy, then by your average job value. A roofing company with 2,000 old leads and a $12,000 average job would book about 30 jobs, or $360,000, if 1.5% of the list bought.
What reactivation rate should I expect?
Braive plans around 3% of old leads becoming paying customers. That is our own benchmark from the reactivation campaigns we've run, not an industry statistic, and individual campaigns have come in above and below it. We don't publish a benchmark for past customers, so the calculator shows scenarios for that list.
How does Braive run a reactivation campaign?
We start with compliance, because texting a list needs registered, consented messaging before anything goes out. Then we write the offer with you, load an AI-led text sequence that works the list, and hand warm leads to your team to close. You also get a report on who engaged, who didn't, and which contacts were bad.
How big does my list need to be?
Braive works with lists of 1,000 or more contacts and jobs worth $1,000 or more. Smaller lists can still be worth working. The calculator shows what yours could return.
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Josh Shaner runs Braive. Pick a time and bring your numbers.