Why “Checking In” with Past Customers Beats Chasing Cold Leads—Every Single Time
Quick question: When was the last time you followed up with someone who already paid you?
If you had to think about it for more than five seconds, you’re sitting on the fastest path to your next sale. Here’s the kicker: A revived past customer is up to 14x more likely to buy again than a cold lead. (Source: Marketing Metrics)
It sounds almost too simple: Emailing just 5 past customers each week. Not cold-calling all day or launching some shiny ad campaign. Just typing out a quick note and hitting send.
But here’s what most in home services don’t realize: The biggest wins are almost always hiding in neglected relationships with people who already chose you once.
What REALLY Happens When You Email Your Past Customers?
- You jump to the front of their mind—just as they consider a new project.
- You find out about issues you can solve.
- You get referrals (when you aren’t even asking).
- You get real, candid feedback that levels up your business.
All from a personal, helpful email. Just 5. Easy, right?
The “5 Past Customer” Playbook—Step-By-Step
1. Make It Personal, Not Promotional
This is not a newsletter. Your subject line should read like it’s coming from a friend. Example:
- Subject: Just Checking In—How’s the new AC working out?
Don’t sound like a mail merge. Remember—these folks trust you already.
2. Keep It Super Short (2-4 Sentences is Perfect)
Instead of pitching, try:
Hi Jenna,
Just wanted to check in now that it’s been a few months since we installed your new garage door. Hope everything is running smoothly—let me know if there’s anything you need!-Sam
3. Ask a Real Question
People want to feel remembered, not sold to. Ask about their experience, not about upsells:
- “Is there anything we could’ve done better?”
- “Has the AC made it easier to get the kids to sleep?”
- “Any issues I can help you with?”
Why Only 5?
Because “doable” beats “perfect” all day long. Emailing everyone sounds smart. But you’ll put it off, feel overwhelmed and do nothing.
Five is enough to be consistent, but small enough that you’ll actually make it a habit.
What If They Don’t Respond?
Honestly, it doesn’t matter. You’re planting seeds. Many will reply gratefully. Some will not. Others will remember you weeks later and reach out.
Real Home Service Results—Not Just Theory
Let’s look at a real-world example:
- HVAC company in Ohio sent 10 “just checking in” emails per week for a month
- Results: 5 new service calls, 2 family referrals and 4 testimonials to use in future marketing
- Total time spent: Under 2 hours for the entire month
That’s ROI nothing else can touch.
It’s Not Just Maintenance—Think Bigger
This approach isn’t just for tune-ups. Whether you’re in plumbing, lawn care, cleaning or remodeling, follow-ups prompt customers to bring up new projects they’ve put off.
When you check in, you often hear:
- They’re ready for something new (“Actually, we want to finish the basement…can you help?”)
- They had a tiny issue but didn’t want to “bother you”—fixing it now wins them for life
- “Hey, my neighbor needs someone—can I give her your info?”
Common Excuses That Are Costing You Money
“But They’ll Reach Out If They Need Me…”
Are you sure? Most people won’t go scrolling their inbox for your old invoice. If you’re not in their face, they’ll forget—even if you did great work.
“I Don’t Want to Annoy My Customers”
You aren’t. A genuine, brief note gets thank yous. Canned blasts get ignored. Personal beats perfect. Always.
“I Don’t Have Time”
Tracking down cold leads and quoting “price shoppers” burns far more time…with weaker payoff. Five emails a week is less than one sitcom episode.
How to Do It Without Sounding Salesy
Do
- Use their first name
- Reference their actual service/job
- End with an open invitation (“Let me know if anything comes up”)
Don’t
- Ask for sales or reviews in the same email
- Include links or offers—keep it low key
- Send generic “We value your business!” notes
Think: A helpful nudge, not an awkward pitch.
Not Magic—Just Reps and Consistency
The truth? This won’t spike your revenue overnight. Some weeks, you’ll just get a nice reply. Some weeks, you’ll land an unexpected job. Every week, you build a fence around your best source of business—your own happy customers.
Those quick notes add up. Over a year, that’s 260 meaningful check-ins. If only 10% rebook, that’s 26 extra projects—without paying Facebook, Google or lead platforms a dime.
The Bottom Line: “Be There” Is the Only Competitive Advantage Left
Everyone claims to have great service. You prove it (quietly) by showing up, asking questions and being helpful even when there’s nothing to sell today.
Here’s What To Do Next:
- List 5 customers you haven’t spoken with in 90+ days.
- Write each a brief, personalized email (no pitch).
- Repeat next week.
- Track what happens (calls, referrals, good vibes).
That’s it. No complicated funnel. No bots. Just real, human follow-through—done consistently.
Final Thought: The Easiest Opportunity Is the One You Already Earned
Chasing after cold leads is addicting. But it’s also exhausting. Your most profitable, enjoyable growth almost always comes from treating your past customers like actual people, not just tickets in your system.
There’s nothing fancy about it. There’s also nothing that works better.
This week—email five past customers. Watch what happens.