See It in Action
Retargeting past clients is one of the most effective ways to build lasting relationships and drive repeat business.
For construction firms, where client acquisition costs can be high, re-engaging past clients can be a strategic advantage that saves money and strengthens loyalty.
With a Customer Relationship Management (CRM) system in place, construction professionals have powerful tools to reconnect with previous clients in a personalized, targeted way.
But what are the best strategies for using a CRM to keep your firm top-of-mind and bring clients back when they’re ready for a new project?
This article explores practical, data-driven CRM strategies to help you segment your audience, personalize outreach, automate follow-ups, and utilize multi-channel engagement to maximize your retargeting efforts.
Effective retargeting starts with understanding who you’re targeting.
A one-size-fits-all approach doesn’t work for retargeting past clients; instead, segmenting your audience within your CRM allows you to create tailored campaigns that speak directly to each client’s unique needs and preferences.
You can deliver more relevant and engaging messages by categorizing past clients based on factors like engagement level, project type, or purchasing behavior.
Your CRM can capture and organize valuable data on past client behavior, helping you build detailed audience segments.
Consider segmenting clients by their engagement history—such as clients who haven’t interacted with your firm in over a year versus those who regularly check in for updates or inquire about new services.
For example, high-value clients who have commissioned large-scale projects may appreciate early access to exclusive offers, while one-time clients might respond better to general re-engagement campaigns.
By creating distinct segments, such as high-value clients, inactive clients, or one-time clients, you can make your outreach more targeted and effective.
Tailoring your approach to each segment’s needs and preferences can improve engagement and, ultimately, increase the likelihood of repeat business.
Segmenting your clients effectively requires leveraging your CRM's data to create precise, data-driven audience lists.
For instance, your CRM can help track metrics such as project completion dates, client feedback, and interaction frequency.
With this data, you can identify which clients may be due for a follow-up or who might benefit from a targeted offer based on their past project types.
Statistics show that segmented campaigns can lead to 20% higher re-engagement rates, as clients are more likely to respond to personalized messaging that speaks to their unique experiences with your firm.
Using CRM data in this way ensures that each outreach effort feels tailored, relevant, and valuable to the client, helping you stand out in a crowded market.
Many CRM platforms integrate with advertising and email marketing tools, allowing you to expand your retargeting efforts across multiple channels.
Integrating your CRM with platforms like Google Ads or Facebook Ads, for example, enables you to create retargeting ads that directly reach specific segments of your audience.
For clients who may not respond to emails, a well-timed social media ad or Google display ad could serve as a reminder of your firm’s services.
This cross-platform approach increases your chances of reconnecting with past clients and ensures that your brand stays top-of-mind across their preferred channels.
A multi-channel strategy powered by CRM integrations maximizes visibility and reinforces your firm’s message at different touchpoints.
Audience segmentation isn’t a one-time activity; clients' needs and preferences may shift as they engage with your firm.
Make it a habit to Update client segments within your CRM regularly to ensure that your audience lists remain accurate and relevant.
For example, an inactive client may re-engage and move into a high-value segment after completing a new project.
By keeping your CRM data current, you can adjust your outreach strategies accordingly, delivering messages that reflect each client’s evolving relationship with your firm.
This level of attention shows clients that you value their business, creating a foundation for stronger, longer-lasting connections.
Personalization is key to making past clients feel valued and remembered.
Using CRM data, construction firms can create tailored messages that acknowledge each client’s unique preferences and project history.
Personalized messaging improves engagement rates and strengthens the client’s emotional connection with your firm, increasing the likelihood of repeat business.
With CRM systems, construction firms can use dynamic content to create messages that are unique to each client.
For instance, if a past client recently completed a residential renovation project, your CRM can help you tailor follow-up offers for complementary services, such as landscaping or maintenance packages.
Dynamic content can also adjust based on client behavior; if a client frequently browses commercial projects on your website, targeted messages showcasing similar projects or related services can capture their attention.
By delivering content that aligns with a client’s specific interests, you increase the chance they’ll see your firm as the right choice for future projects.
One effective way to re-engage past clients is to set up follow-up campaigns for project milestones or anniversaries.
For example, sending a congratulatory message on the anniversary of a project’s completion, along with an offer for a related service, can remind clients of your firm’s role in their success.
This approach keeps your brand top-of-mind and shows clients that you’re invested in their long-term satisfaction.
Statistics indicate that personalized follow-up campaigns result in 14% higher click-through rates, proving the effectiveness of this approach.
Recognizing key moments in a client’s journey creates a more memorable and meaningful connection that encourages repeat engagement.
Another powerful personalization tactic is referencing past projects in your outreach.
Your CRM’s historical data enables you to remind clients of successful projects they’ve completed with your firm.
For instance, if a client was particularly satisfied with a commercial build-out, mentioning this project in a follow-up message reinforces their positive experience.
This personal touch makes clients feel valued and can reignite their interest in working with your firm on future projects.
Referencing past collaborations also reminds clients of your expertise, positioning your firm as a trusted partner for upcoming opportunities.
Automation is a game-changer for CRM-driven retargeting. It allows construction firms to consistently engage past clients without overwhelming their teams with manual tasks.
Setting up automated triggers and follow-ups ensures that your firm remains visible to clients, even when direct outreach isn’t feasible.
Automated retargeting keeps your brand top-of-mind and demonstrates a proactive approach to client engagement.
Automated triggers are one of the most effective ways to initiate retargeting campaigns without constant manual input.
For example, you can configure your CRM to automatically send a follow-up email if a client hasn’t engaged in a certain timeframe—such as three, six, or twelve months.
These automated messages can include reminders of your services, updates on your latest projects, or special offers to re-engage inactive clients.
Research shows that automated retargeting campaigns can increase response rates by up to 400%, making this a valuable tactic for maintaining client relationships.
Some services may be seasonal for construction firms, like maintenance, inspections, or renovations timed for specific weather conditions.
Automation allows you to schedule these reminders in advance so clients receive timely notifications about services they may need.
For example, you can set up a reminder for clients who completed projects in the spring to return for inspections or maintenance the following year.
This kind of proactive outreach positions your firm as a reliable partner, helping clients manage their projects while keeping your services in mind.
Automation is useful for more than sending messages. It streamlines performance tracking, allowing you to refine your retargeting efforts over time.
Your CRM can automatically gather data on metrics like click-through rates, open rates, and conversion rates for each retargeting campaign.
Analyzing these metrics lets you identify which strategies work best and make data-driven adjustments to improve engagement.
For instance, if an automated campaign targeting past clients sees high engagement, you may choose to replicate or expand it.
CRM automation ensures consistent and reliable performance monitoring, providing your team with actionable insights without adding extra work.
Retargeting past clients isn’t just about reconnecting—it’s also an opportunity to increase revenue through cross-selling and upselling.
Using CRM insights, construction firms can identify complementary services or upgrades that might interest previous clients based on their past projects.
This approach boosts sales and enhances the client’s experience by offering valuable, relevant options.
CRM data can reveal valuable insights into each client’s project history, allowing your team to identify services that complement their previous work.
For example, if a client previously commissioned a residential renovation, consider offering them additional services like landscaping, energy-efficient upgrades, or routine maintenance.
By positioning these offerings as logical extensions of the work they’ve already completed, you make it easy for clients to see the value in continuing their relationship with your firm.
This type of targeted cross-selling demonstrates your firm’s understanding of their needs, increasing the likelihood of repeat business.
Upselling presents clients with options that enhance their initial purchase or project outcome.
For example, if a past client invested in a commercial office renovation, your CRM might reveal they’re due for an HVAC upgrade or lighting improvements.
Reaching out to offer these specific upgrades shows that your firm proactively supports their evolving needs.
Statistics indicate that upselling to existing clients is often easier and more profitable, with past clients being 60%-70% more likely to convert on upselling offers than new leads.
This strategy increases revenue and positions your firm as a long-term partner invested in the client’s success.
To make cross-selling and upselling even more attractive, consider offering exclusive discounts or packages for returning clients.
Your CRM can be set up to trigger discounts for clients who reach certain milestones, such as the anniversary of their initial project or their third service engagement with your firm.
For instance, a client who completed a large project with your firm could receive a 10% discount on future upgrades.
These exclusive offers show appreciation for their loyalty and give them a compelling reason to choose your firm over competitors when they need additional services.
In today’s digital landscape, clients are active on multiple platforms, from email to social media.
Using a multi-channel approach allows your firm to reach past clients on the channels they’re most engaged with, reinforcing your brand presence and increasing the chances of reconnecting.
Maintaining consistent messaging across multiple platforms ensures that your retargeting efforts remain cohesive and effective.
Email remains one of the most powerful tools for CRM-driven retargeting, particularly when personalized.
You can craft customized email campaigns that address specific client segments and preferences through CRM segmentation.
For example, send a tailored email to high-value clients, introducing them to exclusive services or upcoming projects that might interest them.
Personalized emails have 29% higher open rates and 41% higher click-through rates, making email an essential channel for reconnecting with past clients.
Social media platforms like LinkedIn, Instagram, and Facebook offer additional touchpoints for reaching past clients.
Many CRMs can integrate with social media, enabling your firm to run targeted ads and track client engagement.
For instance, a LinkedIn post showcasing a recent successful project could catch the attention of past clients who may be considering similar work.
Social media lets your firm stay visible without intruding, reminding clients of your expertise and availability whenever they scroll through their feeds.
In addition to organic social media efforts, consider using paid ads on platforms like Google Ads and Facebook Ads to reach past clients directly.
Integrating your CRM data with these advertising platforms allows you to create highly targeted ad campaigns that reach clients based on their specific interests and project history.
For example, an ad promoting your latest residential construction services could be targeted specifically at clients who completed residential projects with you in the past.
Paid ads allow you to place your firm’s message in front of clients when they’re likely to consider new projects, increasing the effectiveness of your retargeting efforts.
Consistency is key to successful multi-channel retargeting.
While each platform has its tone and style, your core messaging should remain unified across email, social media, and paid ads.
For instance, if you’re promoting a special offer on LinkedIn, ensure that your email communications and Google Ads reflect the same offer and call to action.
A consistent approach reinforces your brand identity, helping clients recognize and remember your firm wherever they see your messages.
Consistent cross-channel messaging can boost engagement, making it a highly effective approach for retaining client interest.
In a competitive industry like construction, exclusive offers and loyalty programs can be powerful tools for encouraging repeat business.
By recognizing and rewarding past clients, you increase the likelihood of future projects and build a reputation as a client-focused firm.
Using your CRM to manage these programs ensures that rewards and offers are timely, relevant, and personalized.
One way to make past clients feel valued is to invite them to exclusive events or give them early access to new services.
For instance, if your firm is hosting a webinar on construction trends or showcasing a new project, you could send a special invitation to past clients.
This approach positions your firm as a thought leader and reminds clients of your expertise and commitment to industry advancements.
Exclusive invitations foster a sense of importance and appreciation, encouraging clients to engage with your brand continuously.
Another effective strategy is to provide discounts or incentives specifically for returning clients.
For example, a client who completed a large-scale project with your firm might receive a discount on future upgrades or maintenance services.
Your CRM can automate the process by tracking client engagement and triggering discount offers when certain milestones are reached, such as a project’s completion anniversary.
Repeat clients are likely to spend more than new clients, making loyalty discounts a valuable investment in long-term client relationships.
If your firm frequently works with repeat clients, consider implementing a tiered loyalty program that offers increasing benefits based on engagement level.
For instance, clients who complete multiple projects or refer new clients could move up tiers and receive greater rewards, such as priority booking, additional discounts, or personalized service packages.
A CRM system allows you to manage and track these loyalty tiers seamlessly, ensuring that each client receives benefits aligned with their level of engagement.
This structured approach to loyalty not only incentivizes repeat business but also encourages clients to deepen their relationship with your firm over time.
Sometimes, the simplest gestures have the most impact.
A personalized thank-you message or a small token of appreciation—such as a gift card or branded merchandise—can leave a lasting impression on past clients.
Your CRM can help you track milestones like project anniversaries or major achievements, prompting your team to send these tokens of appreciation at just the right time.
By personally acknowledging your clients’ loyalty, you strengthen their connection to your firm and increase the likelihood of future collaborations.
Effectively retargeting past clients is essential for building strong, lasting relationships and driving repeat business in the construction industry.
However, managing this process manually can be time-consuming and prone to inconsistencies.
That’s where ProjectMark comes in. As a CRM platform designed specifically for the construction industry, ProjectMark provides the tools to segment your audience, personalize outreach, automate follow-ups, and track campaign performance—all in one place.
With ProjectMark, construction firms can implement data-driven retargeting strategies that enhance client loyalty, improve engagement, and boost revenue.
Ready to see how ProjectMark can transform your client engagement strategy? Get a demo today and discover the difference a construction-focused CRM can make for your firm.
