How to Re-Engage Old Leads & Past Clients
Real-world strategies from NAFIC members—organized into 6 practical approaches
We asked NAFIC members: “What’s your go-to way to re-engage old leads or past clients?”
In a fraternal financial practice, old leads and past clients are rarely “dead files.” More often, they’re good people whose timing, priorities, or circumstances just weren’t quite right the last time you spoke. Re-engaging them—professionally and respectfully—is one of the highest-ROI activities you can do.
Start with a genuine, agenda-free check-in
Some of the best re-engagement conversations don’t start with products—they start with simple, human connection.
“Clients like to know you care... I love to call and just say hello without an agenda...” — John Ruffo
“Good morning. It’s been a while and I would like to catch up and reconnect... Would you prefer Teams or in person?” — Sal Filippelli
These touches work because they are relational, not transactional. You’re reminding them you’re still in their corner.
Use a steady contact rhythm, not a one-time blast
Most old leads didn’t say “no forever”—they said “not right now.” A light-touch rhythm keeps you present.
“Regular, 4 times per year mailings. A phone call at least once per year with an offer to meet.” — Stephen Melancon
“I still like to use a short letter... if the prospects are dated.” — George Malmstrom
A simple annual pattern—quarterly touches plus at least one personal call—keeps you on their radar without overwhelming them.
Match their preferred channel and meet them where they are
Re-engagement feels more natural when you show up in the ways they already like to communicate.
“The way I do it depends on how we have communicated in the past... texting, email, or phone... seeing someone at council meetings or even at Mass...” — Richard Vosler
When you honor how they communicate, you remove friction and make it easier for them to say “yes” to a quick conversation or review.
Offer a clear, value-driven reason to reconnect
A generic “just checking in” can work, but a specific client-focused reason to talk is even stronger.
“It’s a good time to review your policies...” / “The standard for identifying beneficiaries has changed...” — Joe DeMarco
Framing your outreach around protection and compliance keeps the focus on their best interests.
Use soft follow-up language that respects their timing
A clear expectation can keep the door open without making people feel pressured.
“Please know that I will professionally follow-up with you two to 3 times... If I do not hear back from you, that’s okay... when it does become a priority, please know that I welcome your contact...” — Jeffrey Huenniger
This removes guilt from both sides: you’ll follow up, it’s okay if they’re not ready, and the door stays open.
Build a simple system so nothing slips through the cracks
The difference isn’t personality—it’s process. Even a basic tracker turns “someday” into action.
“I also have a file follow up system... so I know when certain people have requested a call back and I’ll do that.” — Richard Vosler
Keep it simple: last contact date, promised follow-up date, preferred channel—then block a weekly re-engagement power hour.
Final Thought
Old leads and past clients are one of the warmest pipelines in a fraternal practice. Combine genuine check-ins, a steady rhythm, channel-matching, clear reasons to reconnect, soft follow-up language, and a simple system—and re-engagement stops feeling awkward and starts feeling like ongoing service.
Thanks to all who contributed—especially those quoted:
Joe DeMarco • Stephen Melancon • George Malmstrom • Sal Filippelli • John Ruffo • Jeffrey Huenniger • Richard Vosler
|