Revvive/Resources/Playbook

How to revvive a dead lead.

11 field-tested plays that turn the leads already sitting in your CRM into showroom appointments. Each play: the trigger to watch, the exact first text to send, and the data you need to run it. The full playbook is below, no email required. Want the designed 5-page PDF for your sales meeting? Grab it on the right.

What is dormant lead reactivation?

Dormant lead reactivation (also called dead-lead revival or database reactivation) is the practice of re-engaging leads already sitting in a dealership's CRM, the ones that went silent 90+ days ago, with a specific and timely reason to buy: an inventory match, a price drop, a maturing lease, or new equity. Because these leads were already paid for, every recovered deal carries near-zero acquisition cost.

What's inside · it fires when…
01
Dormant-Time Outreach
a lead goes quiet, no-shows, or said "not yet"
Time-based02
New Inventory Matching
a VIN matching an old inquiry lands on your lot
Inventory03
Price-Drop Alerts & Sales Events
a VIN they viewed drops in price
Pricing04
Behavioral Re-engagement
they revisit your site or re-open your emails
Intent05
Incentive & Rate-Change
a new rebate, APR drop, or trade-value spike
Intent06
Anniversary & Life-Event
a purchase anniversary or life change hits
Time-based07
Equity Mining
payoff drops below live trade value
Ownership08
Lease-Maturity Outreach
a lease ends in 90–120 days
Ownership09
Recall & Warranty Expiration
an open recall or expiring factory warranty
Ownership10
Conquest & Win-Back
a customer defects, or conquest cash appears
Competitor11
Service-to-Sales Conversion
a big repair estimate meets positive equity
Service drive

Every play: a trigger, a 4-step flow, a word-for-word opening text, and a data checklist. The first three run on nothing but your CRM notes.

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The complete field guide

The 11 plays, in full.

01 Dormant-Time Outreach

Time-based

Light, conversation-only re-engagement that runs off notes you already have. Four variants: pull the one data point you have, map it to the message, route any reply to a rep.

Trigger

Time since last contact passes 30–60 days, a ghosted thread, a no-show, or a "not yet" recheck date arriving.

The play
  1. Export every lead 90+ days cold from your CRM
  2. Sort each into a variant: still-looking, ghosted, no-show, or "not yet"
  3. Send the matching script below
  4. Route any reply straight to a rep
Still-looking check-in
Time since last contact passes 30–60 days
Hey John, it's Sarah at [Store]. Are you still looking for a CX-5, or exploring other options?
Re-engage after ghosting
They engaged, then went silent mid-conversation
Hey John, haven't heard from you in a while. Two CX-5s in your spec just landed, want a look before the weekend?
Missed-appointment recovery
A booked visit turned into a no-show
Hi John, we missed you Saturday! The Civic you booked is still here. Want to grab another time this week?
Future-buyer recheck
They said "not yet" and the recheck date arrives
Hi John, you mentioned spring might be better timing. Trade values are strong right now, want fresh numbers?
You'll need
Last-contact dateVehicle interest / notesObjection historyAppointment reasonRecheck date

02 New Inventory Matching

Inventory

Past leads who inquired about a vehicle or type that just landed on your lot.

Trigger

A new VIN enters inventory matching a stored lead interest, wishlist, or prior browsing.

The play
  1. Match new VINs to stored lead interest
  2. Send the prioritized match list to a rep
  3. Reach out with the specific vehicle
  4. Alert the rep the moment the lead engages
Say this
Hi James, you asked about a 4Runner TRD back in spring. One just came in: 2024, low miles. Want to see it before it goes up online?
You'll need
Stated vehicle interestBrowsing / VDP historyVIN-level inventory feedContact + opt-in status

03 Price-Drop Alerts & Sales Events

Pricing

Past shoppers of a specific VIN whose price just dropped. Re-engaging demand you already paid for.

Trigger

A price change on a VIN a known shopper viewed or inquired about, or a sales event on that model.

The play
  1. Detect the VIN price change
  2. Match it to prior viewers and inquiries
  3. Send a personalized text or email
  4. Route the re-engaged shopper to a rep
Say this
Good news, the Tucson you looked at just dropped $1,500. It's still on the lot. Want me to hold it for a test drive this week?
You'll need
Per-VIN price historyShopper-to-VIN mappingContact + opt-in status

04 Behavioral Re-engagement

Intent

Dormant leads who raise their hand again digitally: site revisits, VDP views, email re-opens.

Trigger

A digital behavior event: site revisit, VDP view, email click, or trade-tool use.

The play
  1. De-anonymize the returning visitor
  2. Match them to the existing lead record
  3. Fire a real-time rep alert
  4. Reach out while intent is hot
Say this
Hi Tom, saw you were back looking at the Silverado. We've got two in stock right now. Want me to pull them aside so you can compare?
You'll need
Website / VDP activityEmail open / click eventsIdentity resolutionLead record match

05 Incentive & Rate-Change

Intent

Dormant leads re-opened by a new rebate, 0% APR, rate drop, trade-value spike, or tax season.

Trigger

A change in incentives or financing on a wanted model, a trade-value spike, or the calendar.

The play
  1. Detect the incentive / rate / value change
  2. Filter dormant leads by model and segment
  3. Run a targeted micro-campaign
  4. Route responders to a rep
Say this
Hi Lee, the Tacoma you wanted now qualifies for $3,000 bonus cash plus 0% APR this month. Want me to lock in a quote before it changes?
You'll need
OEM / lender incentivesRate / APR changesTrade-value trendsDormant model interest

06 Anniversary & Life-Event

Time-based

Owners hitting a purchase or service anniversary, or a known life event: new driver, growing family, a move.

Trigger

A purchase or service anniversary date, or a life-event signal.

The play
  1. Flag anniversary / life-event records
  2. Send a personalized check-in, not a hard pitch
  3. Tie it to a relevant offer
  4. Hand hot responses to a rep
Say this
Hi Alex, happy 3-year anniversary with your Outback! You're right in the sweet spot to trade while values are strong. Want a quick look at the numbers?
You'll need
Purchase dateService history datesLife-event signalsCurrent equity position

07 Equity Mining

Ownership

Owners with positive equity who can upgrade at a similar or lower payment, with a fresh warranty.

Trigger

Loan-to-value crosses a positive-equity threshold (payoff vs. live trade value).

The play
  1. Auto-flag equity-positive owners; watch-list the negative
  2. Rep call / text with value framing
  3. Send a side-by-side payment comparison
Say this
Hi Maria, trade values for your Highlander are high right now. You could move into a newer one for about what you pay today. Want the numbers?
You'll need
Loan payoff (DMS)Live trade valueYear / make / mileagePayment & rate

08 Lease-Maturity Outreach

Ownership

Lessees approaching lease-end, captured before a competitor gets them.

Trigger

Lease maturity date. Begin outreach 90–120 days before lease end.

The play
  1. Identify leases maturing in 90–120 days
  2. Early awareness touch, then a personalized payment offer
  3. Return-logistics touch (mileage / fees)
Say this
Hi Dev, your Camry lease ends in October. I can show you what your next one looks like and help you avoid any mileage charges. Free Thursday?
You'll need
Lease maturity dateLease terms / paymentMileage vs. allowanceNew-lease incentives

09 Recall & Warranty Expiration

Ownership

Lapsed customers brought back by an open recall or expiring warranty. A legitimate, urgent reason to reach out.

Trigger

An open recall on the VIN, or an approaching factory-warranty expiration.

The play
  1. Match VINs to open recalls / warranty end dates
  2. Multi-channel scheduling outreach, keeping the safety fix separate from sales
  3. Convert the visit if equity supports it
Say this
Hi Sara, there's an open recall on your Pilot. It's a free fix, let's get you scheduled. While you're in we can do a quick complimentary checkup.
You'll need
VIN recall statusWarranty end dateContact (recalls are DNC-exempt)

10 Conquest & Win-Back

Competitor

Customers who defected to a competitor or independent shop, plus competitor-brand owners with conquest cash on the table.

Trigger

Attrition (no visit in X months), a competitor lease near maturity, or available conquest cash.

The play
  1. Identify lapsed / conquest targets
  2. Address the original pain point; lead with bonus / loyalty cash
  3. Personalized win-back outreach
Say this
Hi Priya, we'd love to earn your business back. There's $3,000 conquest cash on the model you wanted, and I'll make the process painless this time.
You'll need
Last visit / purchaseReason-for-lossCompetitor lease-endConquest incentives

11 Service-to-Sales Conversion

Service drive

Service-drive visitors, especially equity-positive owners facing a big repair, turned into sales opportunities.

Trigger

A service appointment or open repair order, combined with an equity check.

The play
  1. Flag qualifying customers at check-in
  2. Run a quick equity audit
  3. Make a soft "vehicle audit" offer
  4. Service-to-sales handoff
Say this
While your CR-V is in for the transmission estimate, you're actually in a great spot to trade. A newer one could cost less than the repair. Worth 5 minutes?
You'll need
Service appt / RO dataRepair cost estimateEquity positionVehicle age / mileage
Stacking triggers

Which plays work together?

Plays 04 + 05

A returning visitor plus a fresh incentive is the hottest re-open signal in this book. Send within the hour.

Plays 02 + 03

Match the VIN first; if they don't bite, the price-drop alert on that same VIN is your second swing.

Plays 07 + 08

Positive equity plus a maturing lease is the cleanest upgrade conversation a rep can open.

How do you start this week? The 7-day starter.

  1. Export every lead 90+ days cold from your CRM.
  2. Sort each into a Play-01 variant: still-looking, ghosted, no-show, or "not yet."
  3. Send 20 texts a day per rep using the Play-01 scripts above.
  4. Match this week's new inventory and price drops against the list (plays 02–03).
  5. Track replies, appointments, and shows in a simple sheet.
  6. Whatever converts, double down. Then add the deeper plays.

Field note: text only leads with valid opt-in consent (TCPA / A2P 10DLC in the US, CASL in Canada). Safety-recall outreach is exempt from DNC; keep it separate from sales messaging. Example scripts are illustrative; swap [Store] for your dealership name.

Or skip the manual work

Revvive runs all 11 plays for you.

It watches your CRM, DMS, inventory, and market data for every trigger in the playbook, writes the outreach in your store's voice, and books the test drive.

Book a demo →See how it works ↘