---
id: "claim-old-leads-better-than-new"
type: "claim"
source_timestamps: ["00:14:06", "00:14:38"]
tags: ["lead-generation", "marketing-strategy"]
related: ["concept-database-reactivation"]
confidence: "high"
testable: true
speakers: ["JP Middleton"]
---
# Old leads are better to target than new leads when starting out

## Claim
When an agency first starts working with a client, running a **database reactivation campaign on old, dormant leads is vastly superior** to running ads for new leads. Old leads already have brand awareness and intent, making them much easier and cheaper to convert into immediate cash flow.

## Confidence (as stated)
High — testable.

## Expert Re-Assessment
- **Strongly supported** by CRM and retention literature.
- Common benchmarks: existing/lapsed customers are 40–70% more likely to buy than cold prospects and cheaper to reach.
- Reichheld's loyalty research underpins why retention/reactivation economics dominate cold acquisition for short-term ROI.
- **Caveat**: "Vastly superior in all cases" is too broad. If the client has a tiny or non-existent database, the play doesn't apply. As a **first engagement offer**, however, the strategy is **strongly supported** by both practice and underlying economics.

## Related Notes
- Concept: [[concept-database-reactivation]]
- Quote: [[quote-old-clients]]
- Execution: [[action-day-3-reactivation-campaign]]