Lost leads aren't dead leads. A homeowner who requested an HVAC quote three months ago might be ready now because their system finally broke, their tax refund came through, or summer heat made AC repair urgent. A restaurant inquiry that went nowhere in February might convert in April when they're planning a birthday party.
Most service businesses give up after one or two follow-ups. Someone requests information, you send a quote, they don't respond, and you move on. Meanwhile, your competitors keep following up and book the job you quoted.
The challenge is knowing when to reach back out and what reason to give for contacting them. Follow up too aggressively and you seem desperate. Wait too long and they've already hired someone else or forgotten they even inquired. Contact them without a good reason and they ignore you.
This guide focuses on timing windows and triggering events that maximize response rates when re-engaging service leads that went cold.
Before you can re-engage effectively, understand why people stop responding after requesting quotes or information.
Not urgent yet: Their AC is making noise but still works. The pest problem is minor. Their current cleaning service is mediocre but not terrible enough to switch. They're researching ahead of when they actually need service.
Price shopping: They requested quotes from five companies. Yours arrived third. They're comparing options and haven't decided yet. They didn't ghost you specifically, they're just taking time to decide.
Life got busy: They meant to respond but work got crazy, kids got sick, or something more urgent came up. Your quote is sitting in their email or they saved your number but haven't called back.
Went with someone else: They hired a competitor. Maybe cheaper, maybe faster availability, maybe a friend recommended them. The job is done.
Never serious: They were just curious about pricing, doing research for someday, or their landlord won't approve the work. These weren't real leads.
Your re-engagement strategy should differ based on the reason. Not-urgent-yet and busy leads are absolutely worth persistent follow-up. Price shoppers need a reason to choose you specifically. Competitor situations might turn into future opportunities. Never-serious leads should be removed from active follow-up.
Different time windows require different approaches for service businesses. Here's what to try at each interval.
When to use: Lead requested quote, estimate, or information in the last 2-4 weeks but never responded.
Why this timing: Recent enough that they definitely remember inquiring. Early enough that they probably haven't hired anyone yet.
SMS approach: "Hi [Name], sent you an HVAC quote a few weeks ago. Did you still need that repair, or did you get it handled? Either way, let me know. Reply YES if still needed or call [number]."
Why this works: Acknowledges time passed without being passive-aggressive about it. Gives them easy out if they're not interested. Shows you actually care about helping, not just making a sale.
Expected response rate: 20-30% for genuine inquiries. Many respond just to clarify status, which reopens conversation.
Real scenario (plumbing): Homeowner requested quote for water heater replacement three weeks ago. Life got busy, they forgot to respond. Your text reminds them the water heater is still old and could fail anytime. They reply asking about availability next week.
When to use: Lead went cold 1-2 months ago, and there's a logical reason why service is becoming more urgent now.
Why this timing: Enough time passed that re-contact doesn't feel pushy, but seasonal factors create natural urgency.
SMS approach (HVAC in late spring): "Hi [Name], we quoted your AC repair in March. It's getting hot out there. Still running okay, or time to get that fixed before summer? We have slots this week: [link]"
SMS approach (pest control in spring): "[Name], requested info on mosquito treatment a couple months ago. Mosquito season is here. Still interested? Early treatment works best: [link] or reply YES."
Why this works: Natural seasonal relevance provides legitimate reason for contact. Creates urgency through external factors (weather, seasons, timing) rather than pushy sales tactics.
Expected response rate: 15-25% when seasonal relevance is genuinely strong and timing is right.
Real scenario (lawn care): Homeowner asked about lawn treatment in February when grass was dormant. You follow up in April when grass is actively growing and weeds are appearing. Perfect timing for service.
When to use: Lead went cold 3 months ago after some interaction (quote sent, phone conversation, site visit completed).
Why this timing: Long enough that circumstances might have changed. Tax refunds arrived, home equity loans came through, summer savings accumulated. Budget issues from three months ago might be resolved.
SMS approach: "Hi [Name], been 3 months since we talked about [service]. Wanted to check: still on your to-do list, or did you get it handled? Either way, let me know so I stop bugging you if you're all set."
Why this works: The explicit "stop bugging you" creates permission to respond honestly. Many people feel guilty about not responding to quotes. This removes that guilt and makes responding easier.
Expected response rate: 12-18%. Lower than earlier windows but catches situations where budget or timing was the only issue.
Real scenario (home remodeling): Homeowner got kitchen quote in January but couldn't afford it then. By April, they received bonus or tax refund. Your check-in arrives exactly when they have money available.
When to use: Lead went cold 4 months ago, no response to earlier attempts.
Why this timing: Final attempt before removing from active follow-up. Catches very long decision cycles (major home projects, expensive services, situations requiring financing).
SMS approach: "[Name], last message from me about [service]. Still interested? Reply YES. Already handled? Reply NO. Otherwise I'll assume timing's not right and stop following up. Thanks either way!"
Why this works: Creates explicit deadline. Binary choice makes responding easy. Shows respect by offering clear opt-out.
Expected response rate: 8-12%. Low percentage but worth one final attempt.
What happens after 120 days: Move to seasonal reminders only (once or twice yearly when service is naturally relevant). Remove from regular follow-up. They'll call when ready if you stay visible.
Understanding SMS marketing automation strategies helps structure these time-based follow-ups efficiently for service businesses.
Calendar-based windows work, but event-based triggers often perform better because they provide specific reasons for contact.
What triggers contact: Storms, temperature extremes, seasonal changes that make your service urgent or relevant.
Why this works for service businesses: Weather creates immediate need. AC breaks during heat wave. Pipes freeze during cold snap. Storm damage requires repairs. Timing is everything.
SMS examples:
HVAC (during heat wave): "[Name], heat wave this week. That AC system we quoted still working okay? We have emergency slots if you need us: [number]"
Roofing (after storm): "Hi [Name], storm last night was rough. Still need that roof inspection we discussed? Free assessment for storm damage: [link]"
Plumbing (before freeze): "[Name], hard freeze coming this weekend. Still need those exposed pipe repairs? Prevent freeze damage: [number]"
Timing note: Send within 24-48 hours of weather event when need is most acute.
Expected response rate: 25-35% when weather directly impacts their specific service need.
Real scenario: Homeowner got AC quote in March when system was barely working. You follow up during first heat wave in June when that barely-working system is now failing completely.
What triggers contact: Predictable seasonal needs that every homeowner faces annually.
Why this works: You're not randomly following up. You're reminding them about service they actually need at exactly the right time.
SMS examples:
Pest control (spring): "[Name], requested mosquito treatment info last year. Season's starting. Book now for best protection: [link]"
HVAC (fall): "Hi [Name], winter's coming. Still need that furnace tune-up we discussed? Pre-winter slots available now: [link]"
Gutter cleaning (fall): "[Name], leaves are falling. Ready to schedule that gutter cleaning? Before winter rain hits: [number]"
Lawn care (spring): "Spring's here! Still need that lawn treatment plan we quoted? Early treatment = better results: [link]"
Timing note: Send 2-4 weeks before peak demand season when you still have availability but need is becoming apparent.
Expected response rate: 18-28% for leads who inquired about seasonal services previously.
What triggers contact: Limited-time discounts, seasonal promotions, or slower periods when you offer deals to fill schedule.
Why this works: Price matters for service businesses. If budget was an objection, a promotional discount might tip the decision.
SMS examples:
General service: "[Name], filling our schedule for next week. 15% off [service] if booked by Friday. Still interested? Details: [link]"
Slow season promotion: "Hi [Name], quoted your [service] a few months ago. Winter special: 20% off through month-end. Ready to book? [link]"
Timing note: Only use if you're actually running promotion. Don't manufacture fake urgency. That damages trust.
Expected response rate: 15-22% when promotion addresses known price sensitivity.
Warning: Don't constantly discount. It trains customers to wait for deals and devalues your service. Use selectively for genuine slow periods.
What triggers contact: Unexpected cancellation creates opening in your schedule.
Why this works: Turns your problem (cancellation) into their benefit (faster service availability).
SMS example: "Hi [Name], unexpected opening next Tuesday for [service]. Remember you requested quote a while back. Want the slot? First YES gets it: [link] or reply."
Timing note: Send same-day or day before opening. Creates genuine urgency.
Expected response rate: 12-20% for same-day or next-day availability offers.
Best for: Services with scheduling challenges where fast availability is valuable (HVAC emergency service, popular hair stylists, in-demand contractors).
What triggers contact: You expand service area to cover their location or add service capability you didn't offer when they inquired.
Why this works: Their original inquiry couldn't be fulfilled. Now it can.
SMS examples:
Service area expansion: "[Name], you're now in our service area! We've expanded coverage. Ready to schedule that [service] we discussed? Available next week: [link]"
New capability: "Hi [Name], now offering [service] we couldn't provide when you asked. Ready to schedule? [link] or call [number]"
Timing note: Send within 2 weeks of expansion or new capability launch.
Expected response rate: 20-30% when they genuinely wanted your service but couldn't get it before.
Service businesses can follow up more persistently than B2B because buying cycles are shorter and needs are concrete.
Maximum frequency by channel:
SMS: Once per time window (30, 60, 90, 120 days) plus legitimate event triggers. SMS for service businesses should be timely and relevant, not constant.
Email: Once per week during active follow-up (first 30 days), then monthly. Email can carry more detail about services, projects, and options.
Phone calls: For high-value projects only (kitchen remodels, whole-house HVAC, major repairs over $5,000). One call every 2-3 weeks maximum.
Combining channels effectively:
Week 1: Email with detailed quote and service information Week 2: Nothing (let them think) Week 3: SMS quick check-in Week 4-6: Nothing Week 7: Email with different angle (customer testimonial, seasonal relevance) Week 9: SMS permission request ("still want me checking in?")
This feels persistent without being annoying because gaps exist and channels vary. For comprehensive follow-up approaches, explore text message marketing examples specific to service businesses.
When to stop entirely:
After 120 days with no response, move to seasonal reminders only (twice yearly when service is naturally needed). Remove from weekly or monthly follow-up. They know how to reach you when ready.
Exception: Very high-value projects (whole-house renovations, major landscaping, expensive installations) may warrant longer follow-up (6-9 months) but frequency should decrease significantly.
This technique works exceptionally well for service businesses because homeowners feel guilty about not responding to quotes.
Standard follow-up (low response): "Hi [Name], following up on the HVAC quote. Ready to schedule?"
Permission-based follow-up (higher response): "Hi [Name], sent you that HVAC quote a few weeks back. Don't want to bug you. Quick question: want me to keep checking in occasionally, or should I take you off my list? Either is totally fine."
Why this works for service businesses:
Acknowledges you've followed up (they know this, pretending otherwise is weird).
Removes guilt about not responding to quote (main reason homeowners ignore follow-ups).
Binary choice makes responding easy.
Shows you're not desperate for their business.
Response patterns:
"Take me off list" (15-25%): They hired someone else or decided not to do the work. You just saved time.
"Keep checking in" (35-45%): They still intend to do the work but timing's not right. You have permission for future contact.
"Actually, let's schedule now" (20-30%): They meant to call back but forgot. Permission question prompts action.
No response (remaining): You can confidently stop active follow-up knowing you gave clear opt-out.
SMS version: "[Name], been a couple months since we quoted your [service]. Still planning to do this eventually, or off your radar? Reply YES (still planning) or NO (not doing it). Either way is fine, just want to stop bugging you if you're not interested."
Expected response rate: 50-65% respond to permission request versus 12-18% to standard follow-up.
Real scenario (salon/spa): Client inquired about monthly facial membership three months ago but never booked. Your permission text gets response: "Yes! Keep reminding me. Just busy but definitely want to start." Now you have explicit green light to follow up.
Different service businesses have different natural decision timelines.
HVAC, Plumbing, Electrical: Urgent when broken, can wait months when just planning preventive maintenance. Follow up aggressively during weather extremes. Patient follow-up during mild seasons.
Home Remodeling, Contractors: Long decision cycles (3-6 months common). Budget planning, financing, contractor research all take time. Longer follow-up windows appropriate. Quarterly check-ins reasonable.
Pest Control, Lawn Care: Seasonal urgency. Spring is buying season. Fall is planning season. Winter follow-ups get ignored. Time your outreach to seasonal needs.
Salons, Spas, Personal Services: Shorter decision cycles but lower urgency. Follow up at 30 and 60 days, then move to monthly reminders. Birthday month trigger works very well.
Restaurants, Catering: Event-driven. Follow up based on event date (wedding, party, meeting). If event passed, they're not booking. If event hasn't happened, timing might still work.
Cleaning Services: Medium urgency. People want it but procrastinate. 30, 60, 90-day follow-up works. Seasonal triggers (spring cleaning, pre-holiday) boost response.
Adapt your timing windows and triggers to your specific industry's buying patterns.
Turn these concepts into working follow-up system.
Step 1: Categorize your cold leads
Group by:
Step 2: Create message templates
Write templates for each timing window and your most common services. Keep SMS messages to 1-2 sentences with clear call-to-action. Include business name so they know who's texting.
Step 3: Set up seasonal triggers
Build calendar alerts for weather-dependent and seasonal services. When heat wave hits, your system identifies all cold AC leads for immediate follow-up. When fall arrives, all gutter cleaning and furnace leads get reminders.
Step 4: Automate with personal touch
Use automation to schedule messages at right timing windows, but review before they send. Add specific details about their situation. Verify the trigger is genuinely relevant to them.
Step 5: Track and refine
Measure response rate by:
Double down on what works. Stop doing what doesn't.
For comprehensive automation setup, review automated SMS marketing implementation for service businesses.
Not every inquiry converts. Here's when to stop active follow-up.
Stop active follow-up if:
Four months passed with no response to multiple attempts. They've had plenty of opportunity if they're actually interested.
They told you they hired someone else. Unless it's a recurring service, they're done.
You discover the inquiry was for rental property they don't own or project they can't afford. They weren't qualified.
They asked you to stop contacting them. Honor this immediately and remove from all follow-up.
Keep following up if:
They responded to permission request saying "keep checking in." You have explicit green light.
It's a high-value project ($5,000+) and less than 6 months have passed. These have longer decision cycles.
Seasonal factors mean timing wasn't right when they inquired. HVAC quote in spring might convert in summer heat.
The seasonal reminder alternative:
Instead of giving up entirely, move to twice-yearly seasonal reminders. Spring reminder for summer services, fall reminder for winter services. No active follow-up between these seasonal touches. Many leads eventually convert when timing improves.
Pull your lost leads from the last 4 months. Sort by how long since they inquired. For leads in the 30-60 day range, send the "still need this?" message this week. For leads in the 90-120 day range, send the permission-based message. Set up seasonal triggers for your weather-dependent services. Track response rates over the next 30 days.
Most service businesses convert 10-18% of cold leads through systematic re-engagement timing and triggers. That's revenue sitting in your CRM waiting for the right timing and message.
Ready to engage lost leads with better timing and trigger strategies? Start your free trial with Sakari and build your service business lead re-engagement sequences today.