Stop Chasing New Leads and Start Talking to Your Old Customers
If you’re running a business in Brisbane—whether you’re an electrician in Coorparoo, a lawyer in the CBD, or you run a boutique shop in Paddington—you know that finding new customers is expensive. You’re likely paying for Google ads, Facebook posts, or perhaps even local flyers.
But here is the truth that most marketing agencies won’t tell you: the cheapest money you will ever make is from the people who have already bought from you.
I see so many business owners sitting on a goldmine—a list of hundreds or thousands of people who have used their services before—and they do absolutely nothing with it. They let those names sit in a spreadsheet or a software program gathering digital dust.
In this guide, I’m going to show you how to wake up those 'sleeping' customers and turn them into bankable sales. We call this a re-engagement campaign, but you can just think of it as a 'win-back' strategy. It’s about reminding people you exist before they go and hire your competitor.
Why Your Old List is Worth More Than New Leads
Think about the last time you needed a plumber. If you had a guy come out a year ago who did a decent job, but you’ve forgotten his name, you’re going to go back to Google. You’ll click the first ad you see, and that plumber is going to pay $30, $50, or even $100 just for your phone call.
Now, imagine if that first plumber had sent you a quick, friendly note three months ago. You’d have his number right there. He wouldn’t have to pay Google a cent to get your business again.
When you win back old customers, you are skipping the most expensive part of business: the introduction. They already trust you. They know your work. All you have to do is show up at the right time.
The Three Ways to Wake Up Your Customers
There isn’t just one way to do this. Depending on your business, some methods will work better than others. I’ve broken these down into three main approaches: The 'Soft Hello', The 'Big Offer', and The 'Feedback Loop'.
1. The 'Soft Hello' (Low Pressure)
This is the most common approach and it works brilliantly for professional services like accountants, real estate agents, or even gardeners. You aren't trying to 'sell' anything aggressively. You are just poking your head in the door to say, "Hi, we're still here if you need us."
How it works: You send a helpful tip or a local update. The Goal: To stay 'top of mind' so when they need your service, they think of you first. Example: A mechanic sending a reminder about winter car safety.
2. The 'Big Offer' (Direct Sales)
This is for when you want results now. If the phone isn't ringing and you need to fill the diary for next week, this is the hammer you use.
How it works: You offer a specific, time-limited discount or a 'bonus' service for returning customers only. The Goal: To get them to book a job or buy a product immediately. Example: A carpet cleaner offering "Book two rooms, get the hallway free this week only."
3. The 'Feedback Loop' (The Sneaky Win)
This is my favourite because it doesn't feel like marketing. You reach out and ask for their opinion on how you did last time or what services they'd like to see in the future.
How it works: A short email asking for a review or a quick piece of feedback. The Goal: It starts a conversation. Once they reply, you can offer to help them with their next project. Example: A renovator asking, "How is the kitchen holding up? We're looking at adding outdoor deck services—would that be of interest?"
Comparing the Costs: What is it Going to Set You Back?
I promised to be honest about money. Most 'marketing experts' will try to get you onto expensive software that costs hundreds a month.
If you have a small list (under 500 people), you can often do this for free or very cheap. However, as you grow, you need to look at email platform costs because some 'free' tools end up costing you more in lost sales because your emails end up in the junk folder.
DIY Approach: Cost is $0 + your time. You can send individual BCC emails, but it’s slow and you can’t see who opened them. Basic Software: $20 - $50 per month. This lets you see who clicked and who is actually interested. Professional Managed: $500 - $1,500. This is where you hire an agency like us to write the words, set up the system, and just send you the leads.
How Long Until the Phone Rings?
The best part about talking to your old customers is the speed. Unlike SEO, which can take months to show results, an email to your old list usually gets the phone ringing within 24 to 48 hours.
I’ve seen a Brisbane landscaping business send one 'win-back' email on a Tuesday morning and have their entire following week booked out by Wednesday afternoon. That is the power of a list that already knows you.
What Most Businesses Get Wrong (And How to Avoid It)
Most people fail at this because they make it all about them. They send a boring newsletter that says "We've been in business for 20 years and we just bought a new truck."
Nobody cares about your new truck.
They care about their own problems. To get results, you need to send better emails that focus on the customer. Instead of talking about your truck, talk about how you can fix their leaking tap or save them money on their tax return.
Common Mistakes to Avoid:
1. Being too 'salesy': Don't scream at them. Be a helpful human. 2. Sending too often: Once a month is plenty for most local businesses. Don't become a pest. 3. Bad formatting: If your email looks like a mess on a smartphone, people will delete it. Most people in Brisbane check their emails while waiting for coffee or sitting on the train—make sure it's easy to read on a small screen.Your Action Plan: What to Do First
If you want to make some money this week, here is exactly what I would do:
1. Export your customer list: Get every email address from your invoicing software or your phone contacts into one spreadsheet. 2. Clean it up: Remove anyone you know has moved away or who was a nightmare to work with. You only want the good ones back! 3. Write a '9-word email': This is a famous trick. Send an email with the subject line "Quick question" and the body: "Are you still looking for help with [your service]?" That's it. No logos, no fancy graphics. 4. Hit send: Send it to 20 people at a time and see what happens.
Ready to Get Results Without the Headache?
Look, I know you're busy. You’re out on site, you’re meeting clients, or you’re managing staff. You might not have the time to sit down and figure out email software or write the perfect sales pitch.
That’s where we come in. At Local Marketing Group, we don't care about fancy awards or technical jargon. We care about one thing: making sure your phone rings with profitable customers.
We’ve helped dozens of Brisbane businesses turn their old, forgotten databases into consistent streams of new work. If you want us to handle the tech, the writing, and the sending so you can just focus on doing the jobs, we should talk.
Contact Local Marketing Group today and let’s see how much money is hiding in your old customer list.