LuminaryIQ
The "Dead Lead Reactivation System"
You've Already Paid for These Leads. Most of Them Haven't Booked Yet.
Every quote you sent that went quiet.
Every customer you haven't heard from in 3-18 months.
Every lead who called once, got busy, and never came back.
They're still in your system and most of them still need what you offer. We reach back out to them — at the right time, with the right message — and turn them into booked jobs.
Most home service companies are sitting on $50K–$200K of old leads.
15–30% of those "dead" leads will book right away with proper follow-up—this can make it 20x cheaper than acquiring new leads.
How Much is Missing Follow-Up Costing You?
That number represents revenue you've already done the hardest part of acquiring—getting someone's interest.
The only thing that didn't happen was a timely, relevant follow-up. That's what we fix.
Move the sliders to match your business — see your number in real time.
in List
Books 20%
A Different Way to Look at This
Your Database Isn't a List of Lost Leads.
It's a List of Customers Waiting For You To Contact Them.
Here's what most business owners believe:
If someone didn't book... they weren't interested.
But that's a costly mistake.
Most of the time, they WERE interested. They just got distracted.
Got a competing quote.
Ran out of time.
Or never heard from you again after that first call.
The difference between a "lost lead" and a paying customer...
Is usually ONE well-timed message.
Because people's lives move in cycles.
The homeowner who got a roofing quote in April and went quiet? They might be thinking about it again in September.
The HVAC customer you quoted two summers ago? They've had two MORE winters since then.
If you're not in front of them when that moment comes...
Someone else will be.
That's why reactivation works.
You're not starting from scratch. You're not cold calling strangers.
You're resuming a conversation with someone who already raised their hand.
They already KNOW you.
They already trust you enough to reach out once.
All you're doing is reminding them you still exist...
At the exact moment they need you again.
And when you do that consistently...
Your "dead" CRM becomes one of your most profitable assets.
What We Do
A Conversation, Not a Campaign. There's a Difference.
Most businesses that try to reactivate cold leads do it wrong.
They send a bulk email that LOOKS like a bulk email.
Or a generic SMS blast that screams "automated marketing."
People ignore it. Or worse... they opt out and you lose a contact.
Our system works differently.
It reaches out conversationally. One contact at a time.
The message doesn't FEEL like a campaign.
It feels like a follow-up from someone who actually remembered them.
That's not an accident.
We write the messaging specifically for YOUR business and YOUR customer base.
The system handles the outreach and the responses.
You just see booked jobs appear on your calendar.
And here's what it DOESN'T touch:
Your current operations. Your team's workflow. Your existing software.
It works on TOP of what you already have.
No disruption. No learning curve. No added work for your team.
Giving you more jobs... from leads you've already paid to acquire.
Is This For You?
The Longer You've Been in Business, the More This Is Worth to You
The value of reactivation scales with the size and age of your contact list.
If you've been running for three or more years with a CRM...
Even a basic one...
There's almost certainly recoverable revenue in there.
This is particularly effective for businesses where:
→ The average customer has a recurring or repeat need
→ You've run quote-heavy periods that generated contacts who never converted
→ You have past customers who haven't been back in 12+ months
If you're not sure whether your call volume warrants this, the calculator above will give you a fast answer.
Industries This WOrks Best With
Ideal Client Profile
→ Doing $1M–$20M in annual revenue
→ Already generating leads (but struggling with follow-up)
→ Has a CRM with at least 12 months of contact history
→ Ready to implement systems (not just "collect ideas")
If that sounds like you...
Let's talk.
THE PROCESS
We're Usually Reaching Out to Your First Contacts Within a Week
Step 1: We Audit Your List
We look at what you have—how many contacts, how old they are, what they originally inquired about. This shapes the sequencing and the messaging.
Step 2: We Write and Build
We create the dynamic conversational reactivation sequences specific to your business and customer base. You review and approve it before anything goes live.
Step 3: The System Goes to Work
The system begins reaching out in a measured, compliant way—not a blast, but a steady, systematic follow-up process. Responses are handled. Bookings are made. You see the results.
Step 4: We Refine
We monitor response rates, opt-outs, and conversion, and adjust the approach based on what's working. This isn't a set-and-forget tool—we stay on it.
Who Builds This
Meet the Team
Karoleen Decastro
Co-founder, Growth Consultant & Technical Lead
Former User Experience Director at Remedy Partners (now part of CVS Health), Former Associate Design Director at McKinsey & Company
In 2008, I started designing for small and local businesses to get their branding and marketing off the ground.
My projects spanned web design, SaaS and app development, lead management, and CRM architecture.
Later, I spent years working with tech startups in NYC, and Fortune 100-500 companies as an Associate Design Director at McKinsey & Company.
I built software, clarified positioning, and designed systems that helped my clients scale without adding bloat.
My superpower and passion are in systems thinking: taking complex, messy operations...
And turning them into clean, automated workflows that actually move the needle.
In 2019, I branched out on my own, eventually started LuminaryIQ, and have been helping businesses thrive ever since.
Everything I design and deliver is meticulously crafted to fit seamlessly into your existing workflow...
Remove the guesswork for you and your team...
And make running your business that much easier...
Without adding more to your plate.
Jon Martin
Co-founder, Revenue Recovery Strategist
Former CPA, Former Assistant Director of Finance at Fortune 10–50 companies like Warner Bros. Discovery, HBO, AT&T, and Time Warner
After leaving construction I became a CPA.
And spent years as Assistant Director of Finance at Fortune 10–50 companies like Warner Bros., Discovery, HBO, AT&T, and Time Warner.
After my corporate finance career, I moved into direct response marketing and revenue recovery...
Working with some of the biggest names and companies in the DR space.
I don't just think like a typical marketer...
I think like a finance guy.
Which means when I look at your business...
I'm not looking for "creative campaigns" or "brand awareness plays."
I'm looking for where revenue is leaking.
And how to plug those leaks with systems that run automatically.
Today, I run revenue recovery systems for online businesses...
Helping them pull predictable cash from leads they've already paid to acquire.
That's the lens I bring to every local service engagement.
From Past Clients
What It's Like to Work With Us
No matter what solution we come to the table with, our goal is always the same: Help our clients grow with...
✅ High-Performing ✅ User-friendly ✅ Ethical ✅ Human-Centered
tools & strategies so they can do the work they do best.
Rich Schefren, Founder & CEO - Strategic Profits
One of the world’s top online business experts. Coached Russell Brunson, Ryan Deiss, and other top business gurus.
"[Jon] helped this company go from around $40 to $80 million... It's no wonder why this company was able to grow so much so fast, because of elements like this that were working on their behalf that you put in place. So props to you."
"We would strongly recommend giving Karoleen's services a try. You won't regret it!!"
—Mike Sala, Founder/CEO of Solepack, physical therapist
It was truly a great experience working with Karoleen on some of our most recent campaigns-more specifically during our holiday sales event. Before her guidance, [we were] not very structured.
Karoleen was patient and understanding of our company's needs and had a thorough grasp of our overall brand's feel and identity. That's one of the biggest and hardest challenges to connect on with other businesses at times BUT was no problem here. She's very personable to collaborate with and that is readily apparent in all of her work!!
Moving forward, we will definitely build upon and implement all the techniques that we learned to capture and engage our audience. Providing structure, well thought out communication and sound strategy is something that we highly valued.
We would strongly recommend giving Karoleen's services a try. You won't regret it!!
Sean Ferres, 2-Comma Award, Alex Hormozi #1 Affiliate ($100M Leads 2023)
@seanferres
"Roughly about a 50% lift in enrollments just from this system running in the background. Coolest part is that I was actually on holiday in Finland over Christmas, and most of my team was off as well. I was just waking up to Stripe $4K notifications, which was pretty cool."
Jon Paul Crimi, Breath with JP
@jonpaulcrimi
"Pretty incredible to come back from vacation, having your phone turned off for a week and to have made in 5 days what I would've made in a month."
"She was an absolute godsend just when I needed it most!"
—Amy, Trauma Recovery Coach
I found myself in the amazing position of kicking off a dream-come-true opportunity to teach a course that I knew was going to help countless people and catapult my business to the next level. And I was at a complete loss on how to close, even with a warm audience.
Enter Karoleen. She was an absolute godsend just when I needed it most!
Her trauma training, corporate background and insightful creativity was a game changer and took all the pressure off. Karoleen was so easy to work with, especially in the middle of a busy launch. She held my hand the entire time, asking penetrating questions I never would have considered, then worked her magic in the background.
What she crafted for my launch beautifully communicated exactly what people could expect going through the course and why now is the right time for them.
I cannot recommend Karoleen enough! This is an instance where it’s far more profitable to let the professional do her thing, knowing that she will deliver top-notch, help you see your own products in a whole new way and open up your calendar so you can focus on what most needs your direct attention.
GOOD QUESTIONS
What People Usually Ask Before They Start
These contacts are really old. Are they even worth reaching out to?
Often yes—particularly past customers. People's circumstances change. A homeowner who wasn't ready to replace their roof two years ago might be ready now. The cost of finding out is low. The cost of not trying is the entire potential value of that list.
Will this process annoy customers?
Done poorly, it can. Done the way we do it—conversational, relevant, timely, and with a clear and compliant opt-out—the response tends to be much warmer than people expect.
What if I don't have a proper CRM—just a spreadsheet or an old email list?
We work with what you have. A spreadsheet of past customers is enough to start. We help you structure it for the system.
How is this different from the email marketing I already do?
SMS has significantly higher open rates than email—consistently above 90% in most studies, compared to 20–30% for email. More importantly, the conversational format of our approach produces a fundamentally different kind of response than a newsletter or promotional email.
What does success look like?
Even a small percentage of a large cold list converting to booked jobs can make a big difference. For most businesses, even a 5–10% reactivation rate on a list of several hundred contacts represents meaningful revenue—often enough to cover the cost of the system several times in the first campaign alone.
Do I need to worry about SMS compliance?
Short answer: No. We handle it.
SMS marketing is regulated: Consent requirements, opt-out handling, messaging frequency limits.
We build ALL of that into how the system operates.
Contacts who opt out are removed immediately and permanently. Messaging follows carrier guidelines.
You're covered.
This isn't a small thing: Businesses that run SMS campaigns without proper compliance infrastructure face real carrier filtering issues.
(Which means your messages don't get delivered... and you don't even know it's happening.)
We handle it so you don't have to.
Ready to Start
Stop Letting Past Leads Go to Waste.
Let's Find Out What's Sitting in Your System.
You've already paid to acquire your leads.
The only thing missing was the follow-up.
Let's fix that.
Book a free 30-minute Operations Review.
We'll look at your contact list, talk through what a reactivation sequence would look like for your specific business, and give you a realistic picture of what's recoverable.
No obligation. If it's a fit, we'll tell you. If it isn't, we'll tell you that too.
We keep our client work focused. Availability is limited.
No blasting your list without your approval. Everything goes through you before it goes to your customers.
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