Episode 1944 – Using Your CRM to Squeeze More Sales out of Customers (Builder Prime)

New FCC/TCPA regulations taking effect this month restrict how businesses can contact leads from aggregators, making it critical to maximize your existing database before the changes hit.

Segment past customers into groups: repeat-business targets, referral sources, one-project-done customers ripe for expansion, and fence-sitters (e.g. the buyer who took 5-10 windows instead of the full 20).

Re-engagement should be contextual, not generic: project-anniversary messages, follow-up inspections, and personalized thank-you gifts or handwritten notes tied to something the customer mentioned (a kid's hobby, a sport, the season).

Use collected job data to anticipate the next project and 'future-proof' sales, for example a 20-year window-replacement follow-up system triggered off the install date.

Geographic targeting lets you market to storm/hail/snow-damaged neighborhoods; empower your team to collect and update site data so you can run targeted campaigns and cross-sell (roof damage plus damaged windows).

Customers forget you within seconds of a job ending because they don't care once their problem is solved, so consistency and frequency of contact is where the real money is made.

Rich's recommended cadence: physical mail monthly-to-quarterly plus email/text in the off months, kept contextual; and run consistent rehash on unsold jobs (get feedback on price/timing/experience, then address it) since Builder Prime can automate all of it. Their text speed-to-lead is ~80% faster (seconds vs minutes), with AI in beta going GA next year.