Lead Reactivation Benchmarks
How often do dormant leads come back? Here's what the industry data shows. Use these benchmarks to set realistic goals and identify improvement opportunities.
Dormant Lead
No customer activity for 60+ days after initial contact or last interaction.
Reactivated
Customer responded to outreach and booked a service after being dormant.
Reactivation Rates by Trade
Average percentage of dormant leads that convert when reactivated, by industry.
| Trade | Avg. Rate | Days to Convert |
|---|---|---|
| HVAC | 12.4% | 14 |
| Plumbing | 9.8% | 21 |
| Electrical | 8.3% | 28 |
| Roofing | 6.2% | 45 |
| Garage Doors | 11.5% | 12 |
| Pool Services | 15.8% | 18 |
| Landscaping | 14.2% | 16 |
| Pest Control | 18.5% | 10 |
Trade-Specific Insights
HVAC
12.4%Maintenance reminders drive highest reactivation. Emergency repair leads respond fastest.
Plumbing
9.8%Quote follow-ups most effective. Water heater leads have highest close rates.
Electrical
8.3%Panel upgrade leads show highest lifetime value. Safety-focused messaging works best.
Roofing
6.2%Higher job value justifies longer follow-up cycles. Storm-related urgency drives conversions.
Garage Doors
11.5%Fast response critical. Security and convenience messaging resonates.
Pool Services
15.8%Highly seasonal. Pre-season outreach 6 weeks early shows best results.
Channel Effectiveness
Which outreach channels drive the highest reactivation rates?
SMS
BestBest time: 10am-12pm, 2pm-4pm local time
Best time: Tuesday-Thursday, 9am-11am
Phone
Best time: Tuesday-Thursday, 10am-12pm, 2pm-4pm
Multi-Channel Outreach Is Best
Contractors using coordinated SMS + Email + Phone sequences see 2.3x higher reactivation rates than single-channel approaches. The optimal cadence is 6-8 touches over 3 weeks.
Timing Matters
How lead age affects reactivation success.
Key insight: Leads contacted within 90 days of going dormant are 10x more likely to reactivate than leads over 2 years old. Don't wait—the longer you delay, the harder it gets.
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HVAC lead reactivation averages 12.4%
Based on aggregated industry data. HVAC represents the highest rate among traditional trades.
Source: Suparev Benchmarks (February 2026). https://suparev.com/benchmarks#stat-hvac-reactivationSMS achieves 2.3x higher response rate than email for dormant leads
Multi-channel analysis shows SMS outperforms email (16.5% vs 7.2% reactivation rate) across all trades.
Source: Suparev Benchmarks (February 2026). https://suparev.com/benchmarks#stat-sms-responsePest control leads reactivate at 18.5% — highest of all trades
Subscription-based service models drive higher reactivation rates compared to one-time service trades.
Source: Suparev Benchmarks (February 2026). https://suparev.com/benchmarks#stat-pest-control-rateLeads contacted within 90 days are 10x more likely to reactivate
Dormancy period significantly impacts success rate. Fresh leads convert at 18% vs 1.8% for 2+ year old leads.
Source: Suparev Benchmarks (February 2026). https://suparev.com/benchmarks#stat-90-day-windowMulti-channel outreach achieves 2.3x higher reactivation than single channel
Coordinated SMS + Email + Phone sequences outperform any single-channel approach.
Source: Suparev Benchmarks (February 2026). https://suparev.com/benchmarks#stat-multi-channelRelated Tools & Solutions
Beat These Benchmarks
Suparev's AI-powered reactivation achieves 2-3x industry average rates. See what we can do for your business.