How do you turn past clients into your best source of new work?
Written by Andy Kruger
BuildSOS CEO3 min read
The short answer
Use a CRM to track every job, then mine that history two ways: targeted upsells to past clients (that roof you fixed after hail last year is a lead for impact windows now), and a simple referral program that rewards clients for sending you new business. Both run on autopilot once they’re set up. Neither requires you to be a salesman.
Data-driven upselling
Every job you’ve done is data. Look back at a year of work and patterns jump out fast: a whole neighborhood with aging roofs, a subdivision with the same structural weak point. That’s not trivia. That’s your next campaign.
A CRM makes this practical instead of something you’d have to remember manually. Track what you did for a client, and let it prompt you when a related upgrade makes sense. Did you repair a roof after a hailstorm? A year later, that’s your cue to reach out about impact-resistant windows.
Keep the tone helpful, not salesy. “We were thinking of you and wanted to let you know about a product that could save you money on your insurance” lands very differently than a cold pitch. This kind of targeted, relevant offer converts because it’s actually useful, not because it’s aggressive.
Building a referral program that works
Give clients a real reason to send you business instead of just hoping they will: a gift card, a discount on future work, a free annual inspection. The specific reward matters less than the consistency.
The best referral programs are simple enough that they don’t need explaining. If a client has to ask how it works, it won’t work.
Your CRM handles the mechanics: track who referred whom, automate the thank-you, automate the reward. No sticky notes, no forgetting who sent you that lead.
This compounds past the individual sale. When homeowners talk about the upgrades you’ve done, roofs, decks, safer homes, they inspire their neighbors to do the same. One referral becomes two, then ten, and a whole block gets more prepared for the next disaster.
Frequently asked
What’s the simplest CRM to start with?
Start with whatever free tier you can set up in an afternoon. The tool matters far less than actually using it consistently.
How big should a referral reward be?
Big enough to feel like a genuine thank you, small enough to sustain without cutting into your margin. A gift card or a modest service discount both work well.
Should I ask for testimonials the same way I ask for referrals?
Yes, and the same rule applies: ask after a genuine win, never pay for it, and let your CRM automate the request so it doesn’t fall through the cracks.
About the author
Andy Kruger
Andy Kruger is CEO of BuildSOS, author of When the Storm Comes, and sits on multiple boards and advisory groups shaping disaster resilience policy and research.
About Andy