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Find out what your past-customer list is quietly worth.

Most local service businesses treat every job as a one-time transaction. This estimates what a simple reactivation sequence — and a recurring-plan offer — could be worth if you actually worked the list you already paid to build.

Works for any local service business No email required to see your number Takes 2 minutes

Your numbers

Use rough numbers from your CRM, invoicing tool, or a gut estimate. Direction beats accounting precision.

Anyone who's paid you in the last 1–3 years
Revenue per booked job
% of your list you've actively reached out to — not just invoiced (industry typical: ~20%)
% of customers on a standing plan (industry typical: ~8%. Enter 0 if you don't offer one)
Advanced: reactivation & recurring assumptions
Conservative: 8% · Realistic: 12% · Strong system: 20%
Typical: 10–20%. Set to 0 if you don't offer a recurring plan.
Typical: 2–4 service visits/year at your average job value
Why this matters

You already paid to acquire these customers. Most never hear from you again.

Every local service business spends money getting new leads. Almost none of them spend anything getting old customers back — even though those customers already trust you, already know your pricing, and cost nothing to re-acquire. A one-time job is a transaction. A past customer who books again, refers a neighbor, or moves onto a recurring plan is a much cheaper unit of revenue than the next Google Ads click.

What this estimator does not model

This tool covers two levers: reactivating dormant customers and converting a share of them to a recurring plan. It doesn't model referral value, review generation, or the missed-lead and quote-follow-up leaks covered by the Lead Leakage Calculator. The Revenue Recovery Audit reviews both tools' territory together, plus reviews, Google Business Profile, and tracking.

Common questions

What counts as a "dormant" customer?
Anyone who's paid you before but hasn't heard from you — a call, text, email, or offer — in the last 12 months. Most local service businesses have never contacted the majority of their past customers a second time.
What if I don't offer a recurring or membership plan?
Enter 0 for your current recurring rate and 0 for the recurring-conversion assumption. You'll still get an accurate estimate of the one-time reactivation value — adding a simple recurring offer is usually the next lever, not a requirement to start.
How is this different from the Lead Leakage Calculator?
The Lead Leakage Calculator estimates revenue lost from new leads that come in and don't close. This tool estimates revenue sitting in customers you already booked once — a separate, often larger, and much cheaper opportunity to go after.
Do I need new software to act on this?
Usually not. A short text or email sequence, sent manually or through a tool you likely already have, closes most of the gap. The breakdown PDF includes a 4-touch sequence you can send starting today.