The problem with new leads
Pia Vargas has been running a roofing business in Manchester for 11 years. For most of that time, she treated every year like year one — running ads, knocking on doors, chasing fresh enquiries. The customer database she had built up over a decade sat in an old spreadsheet, untouched.
When she joined NextFlow in September 2025, she imported those 340 past customers as the first thing she did. Within a week, she had sent a reactivation message to every customer who had not been in touch for more than 18 months.
What happened
74 of the 340 past customers responded. 28 booked jobs. Total pipeline value from that one campaign: £84,000. Cost: zero, beyond the time to write one message. The average new-lead cost for the same pipeline value via Google Ads would have been over £6,000.
I spent 10 years building a customer list and never looked at it. That is where the money was the whole time.
Pia Vargas, Vargas Roofing
The system now
Pia now runs a quarterly reactivation campaign to any customer she has not heard from in 12+ months. She also has an automated thank-you message that goes out 2 weeks after job completion, asking for a Google review and a referral. New-lead ad spend is down 60%.
- Import all past customers on day one
- Segment by job type and recency
- Run a reactivation message quarterly
- Automate the post-job referral ask
- Track LTV per customer, not just revenue per month