How to Turn Old Leads into New Customers (Without Being Annoying)
Written by Solenery
2 min read
Introduction
Every net-zero contractor has a list of leads that went cold—people who filled out a form, booked a call, or asked for a quote but never converted. To re-engage solar leads in Canada, the good news is that these “old” leads aren’t dead; they’re just waiting for the right timing, message, or trigger to act.
This guide shares how to re-engage cold solar, heat pump, or EV charger leads without spamming, by using Canadian timing, value-driven emails, and smart CRM automation.
1. Why Leads Go Cold (And What to Do About It)
Before hitting “send,” it helps to understand why leads disappear:
- They were curious, not ready. Timing wasn’t right—maybe they were just exploring.
- They got overwhelmed. Permits, incentives, or technical jargon can be intimidating.
- They didn’t see ROI clearly. Price shock with no context? Easy to walk away.
Re-engagement tip: Focus your messaging on new value, not reminders. “Here’s how 2025 rebates changed” is better than “Still interested?”
2. Segment Your Cold Leads Into Buckets
Not all cold leads should get the same follow-up. Use your CRM to sort them into categories:
| Segment | Trigger Message |
|---|---|
| Inquired over 90 days ago but never booked | “Wondering what’s changed since we last spoke?” |
| Got a quote but never responded | “Let’s revisit your savings now that new rebates are live.” |
| Ghosted post-call | “Missed you last time—want to pick this back up?” |
| Downloaded content but never engaged | “Still exploring? Here’s a new guide we just launched.” |
Canadian Tip: Reference local news (e.g. Hydro One rate hikes, BC rebate increases) to add urgency.
3. Use a Friendly, Value-Driven Email Sequence
Send a re-engagement sequence spaced out over 10–14 days:
Day 1 – Rebates Update
“Ontario just released new rebates—want a 1-minute summary of what you qualify for?”
Day 5 – Mini Calculator/Tool
“Try our free solar savings calculator—it takes 30 seconds and shows your potential payback.”
Day 10 – Personal Invite
“Would you be open to a quick call this week? No pressure—just clarity.”
Keep tone light, helpful, and non-pushy. Your goal is to offer next-step value, not demand answers.
4. Layer in Seasonal Triggers and Timely Nudges
Canadian climate offers natural campaign anchors. Try re-engagement around:
- Spring cleaning: “Now’s the best time to prep your home for summer savings.”
- End of summer: “Heat pumps work great in winter—install now before the cold sets in.”
- End of year: “Maximize your 2025 rebates before they expire.”
Bonus: Mention timelines like “Permit approvals take 4–6 weeks in Toronto, so now’s a smart time to get started.”
5. Tools & Templates to Use
No need for fancy tech. Here’s how to re-engage efficiently:
| Tool | Use |
|---|---|
| Brevo or Mailchimp | Schedule your email campaigns with custom triggers |
| HubSpot/Notion CRM | Tag leads by inactivity and add them to re-engagement workflows |
| ChatGPT | Write friendly, value-based email copy in seconds |
| Google Sheets + Zapier | If you’re doing this manually, automate status changes to trigger emails |
Template subject lines to try:
“You asked about solar in June—here’s what’s new in 2025”
“Still curious about clean energy upgrades?”
“We did the math: Your 10-year savings = $18,500”
Conclusion
Your cold leads aren’t lost—they’re just waiting for the right moment. By segmenting smartly, offering fresh value, and aligning with seasonal timing, you can turn “not now” into “let’s do it.” Best of all? It costs a fraction of chasing new leads.
Clients are looking for experts like you—make sure they can find you.