Pillar 1 — Watch the Money
Past customers contacted.
Seasonal offers.
Reactivation cadence.
Your CRM has a ghost section — customers you helped 2, 3, 5 years ago who haven’t called since. The Outreach Rep brings them back: personalized messages, seasonally triggered, on a cadence you’d never run by hand. The most underutilized revenue stream in any home-services shop.
THE GHOSTS IN YOUR CRM
50-70%¹of your past customers haven’t been contacted in 12+ months. They’re not unhappy. They just stopped hearing from you.
Busy shops focus on new-customer acquisition. The reactivation work — segmenting past customers, writing seasonal touches, sending the messages, handling responses — never gets the time. The data sits in QuickBooks; nobody asks.
The math you’re not running: a $1M–$5M home-services shop has $25,000 to $80,000² in dormant-customer revenue potential sitting in QuickBooks right now. Customers who’d happily call you back — they just need a reason to. See your shop’s dormant-customer potential in the Mirror →
Maximus’s Outreach Rep runs the campaigns you’ve been meaning to run for years. The data was always there — it just needed someone to ask.
WHAT OUTREACH DOES
Four steps from CRM history to booked revenue. The campaign runs while you’re on jobs.
Outreach pulls from your existing CRM data, identifies who’s gone quiet, triggers the right touch at the right moment, and routes responses straight back into your booking pipeline. The work you’ve been meaning to do for years — running on its own.
- 1
Segments your customer history.
Pulls from your CRM — Jobber, Housecall Pro, ServiceTitan, GoHighLevel, FieldEdge, Service Fusion. Identifies dormant customers (no service in 12+ months) by service type, equipment installed, last visit date, and historical ticket value. The list you’ve been meaning to make.
- 2
Triggers seasonal + maintenance touches.
HVAC tune-up reminders before peak season. Plumbing inspections before winter. Recall-eligible equipment notifications. Customer-anniversary touches at the 12-month mark. Each trigger calibrated to that customer’s specific service history — not a blast, a thoughtful nudge.
- 3
Sends personalized SMS or email.
Not “Dear customer” form letters. Real personalization: “Hi Sarah, it’s been 14 months since we serviced your Trane XR16 — peak season is starting and a quick check now beats a 95-degree breakdown call.”The customer’s name, the equipment you installed, the time of year, the specific reason this matters today.
- 4
Routes responses to your team.
Bookings drop straight into your CRM. Questions get a follow-up SMS. Opt-outs are honored permanently (one reply = forever). You see the campaign results in your morning briefing — who responded, who booked, what got recovered.
THE PROOF
$31,247 recovered from one reactivation campaign at Temperature Pros. 800 dormant customers re-engaged, about 50 booked over 3 weeks.
Temperature Pros Orlando deployed Outreach as the third agent in their Maximus team. The starting customer database included roughly 800 past customers who hadn’t been contacted in 12+ months. Service history sitting in QuickBooks, untouched.
The Outreach Rep pulled the full dormant list and worked it across multiple passes: personalized SMS calibrated to each customer’s specific equipment, service history, and seasonal trigger; follow-ups on the ones that didn’t reply the first time. Over 3 weeks: about 50 jobs booked at roughly a $625 average ticket. $31,247 in booked work from customers Nirav had functionally forgotten existed. Zero ad spend. Zero new-lead acquisition cost. Just the existing CRM data, finally being asked.
$31,247
recovered
~800
dormant customers re-engaged
3 weeks
campaign duration · ~50 booked
WHAT REACHING OUT LOOKS LIKE
One personalized message. One customer reply. One booking — in 18 minutes.
The hardest part of reactivation isn’t writing the message — it’s writing 200 personal messages, each calibrated to a different customer’s history, on a Tuesday morning when you’re already running calls. Outreach does that. Here’s a real exchange from Temperature Pros: outbound message to a dormant customer, her reply, the booking — start to finish in 18 minutes.
Outreach — Tuesday, 10:42 AM
“Hi Sarah, it’s Mike at Temperature Pros. It’s been 14 months since we serviced your Trane XR16. Peak summer is starting and a quick tune-up now ($129, applied to any repair) beats a 95-degree breakdown call. Want me to grab a slot for you this week?”
Sarah — Tuesday, 10:58 AM
“Yeah, that’d be great. Wednesday afternoon?”
Outreach — Tuesday, 11:00 AM
“Booked you for Wednesday 1–3 PM with Mike. He’ll text 30 minutes before he arrives. See you then.”
[Booking entered into Jobber. Customer last serviced March 2024. Reactivated revenue: $129 tune-up + estimated $420 follow-on repair likelihood. Operator hours: zero.]
Maximus’s Outreach Rep wrote 199 other versions of this message that morning — each calibrated to a different customer’s equipment, history, and seasonal trigger. The personalization scaled. The operator didn’t have to.
THE BOUNDARIES
Routine reactivation. Automated. Sensitive or non-standard cases come to you.
Outreach handles the standard reactivation work — the messages that just need writing, sending, and routing on time. Anything sensitive — a customer who passed away, a deal outside your standard catalog, a customer who’s opted out 3+ times — gets flagged so you can handle it personally.
✓Outreach handles
- Dormant customer segmentation (12+ months no service)
- Seasonal trigger campaigns (HVAC peak, plumbing winter, etc.)
- Maintenance reminders (last-service anniversary, equipment age)
- Recall-eligible equipment notifications
- Personalized SMS / email outreach (per-customer calibration)
- Response handling + booking-into-CRM
- Opt-out enforcement (one reply = permanent, honored forever)
→Maximus flags for human approval
- Customer asks for a quote outside your standard service catalog
- Customer has unresolved complaint history (flagged from past notes)
- Repeat opt-outs (3+ campaigns ignored — stop reaching out)
- Estate or business changes (sold home, business closed, etc.)
- Commercial accounts with custom outreach terms
- Sensitive cases: deceased customer, ongoing dispute, legal flag
The sensitive conversations stay with you. The 200-message Tuesday morning that needed to happen but never did — that’s the agent’s job now.
Who you’re buying from
Nirav DoshiOwner, Temperature Pros Orlando · CDP partner since 2012
Outreach was the third agent I deployed at Temperature Pros. It was the one I was most skeptical of, because I’d been “meaning to do customer reactivation” for years and never got around to it. The agent ran a single campaign across my full dormant list, about 800 customers, in multiple passes. Three weeks later: roughly 50 booked jobs at a $625 average, $31,247 in booked work from customers I’d forgotten existed. The number that surprised me most wasn’t the dollars. It was how many of them were genuinely happy to hear from us.
You’re not buying a one-man-show. Maximus is built and operated by Complete Data Products — a 35-year-old technology company my brother and I bought in 2012. We’ve shipped AI and data systems for Fortune 500 clients since long before AI was a buzzword. Tech lead Jason Darling has been at CDP for 22 years — predates my ownership; institutional memory you can’t buy. Operations lead Kait Kluz joined 8 years ago when we rebuilt around AI; she’s the person making sure the team ships what we sell. Founding 20 customers get me directly on application and during onboarding; the org is here for everything after.
Frequently asked
Questions contractors ask about Outreach.
How does it know what to send to which customer?
Won't customers feel spammed?
What if a customer asks to opt out?
What CRMs does it pull customer history from?
Can I send via channels other than SMS?
When the ghosts come back to life.
Customers you forgot about. Revenue you didn’t.
Outreach is included in every Maximus subscription — Founding 20 ($497/mo or 8% recovered, whichever’s higher) or Standard ($697/mo or 10%). The math has to work or you don’t pay. 90-day money-back guarantee on the entire team.
Founding 20 — limited·$497/mo or 8% recovered·90-day money-back·48-hour deploy
The data you already had. The customers who already trusted you. Both back to work.
Footnotes
- ¹ 50-70% of past customers uncontacted past 12 months. Aggregated from home-services customer retention benchmarks (similar provenance to /agents v2.1 footnote ¹ + Build G footnote ¹). Range varies by trade, shop size, and existing CRM discipline; 50-70% reflects a commonly-cited midpoint for shops in the $1M–$5M revenue band that lack a systematic reactivation cadence.
- ² $25,000–$80,000 dormant-customer revenue potential per year. Calculation: typical $1M–$5M home-services shop with 500–2,500 past customers × 50-70% dormant rate × estimated 5-10% reactivation conversion × $350–$700 average ticket. Low end ($25K) ≈ smaller shop with conservative conversion. High end ($80K) ≈ larger shop with higher ticket + warmer base. Per-shop number varies with trade, seasonality, and brand strength in market.