What are your old leads actually worth?
Drag the sliders to match your business, or start from an industry preset. This is the revenue quietly sitting in leads you already own. Free, no signup, shareable.
Start from an industry preset (illustrative defaults, adjust to your numbers) or go straight to the sliders:
Your numbers
Likely range at 2% to 4% booking: £50,000 to £100,000
Typical reactivation campaigns book 1-3% of a cold list; results vary with list age and quality.
For scale: buying the same 150 meetings at typical £150 to £350 per-appointment rates would cost £22,500 to £52,500. These leads are already in your CRM. The list is a sunk cost.
Illustrative modelling, not a quote or a guarantee. Real results depend on your list, market, and offer.
Got a reactivation win already? Turn a win into a case study
How the calculator works
The Dead Database Calculator multiplies four factors: the number of cold leads in your CRM, the share of those leads a reactivation campaign books into a meeting, the share of meetings you close, and your average customer value. Leads times booking rate gives meetings; meetings times close rate gives customers; customers times value gives recoverable revenue. So 5,000 dead leads at a 3% booking rate produce 150 meetings, a 25% close rate turns those into 37 customers, and at £2,000 each that is roughly £75,000. The booking rate is the assumption that matters most, so the calculator shows a band at one percentage point either side of your setting. Typical reactivation campaigns book 1% to 3% of a cold list, and results vary with list age, data quality, and offer strength. Every figure is illustrative, not a promise.
Why audit your dead database before buying new leads
Most firms respond to a quiet pipeline the same way: spend more at the top. New ad campaigns, bought appointments, another lead vendor. All of it costs money before it produces anything, and all of it targets strangers who have never heard of you. Meanwhile the CRM holds hundreds or thousands of people who already raised a hand once. They asked for a quote, booked a consultation that went nowhere, or started an application and stalled. You paid to acquire every one of them, and then the follow-up stopped.
Those leads went cold for reasons that expire. Timing was wrong. Rates were painful. Life got busy. A mortgage enquiry from the 2022 to 2023 rate spike is a good example: many of those borrowers are now coming off fixed deals and back in the market, sitting forgotten in a broker's CRM. The person has not stopped needing the service. They have simply stopped being contacted.
The economics favour the list you already own. There is no media spend to fund, no data to buy, and no cold-audience trust gap to bridge. A previous enquirer already knows your name, which is why reactivation replies tend to arrive within days of a campaign starting rather than months. Auditing that list first tells you, for close to nothing, whether you even need to buy new leads this quarter or whether the cheaper meeting is already in your database.
An honest audit also protects you from wishful thinking. Some lists genuinely are dead: too old, badly captured, or full of people who opted out. Knowing that before you commit budget matters just as much. Run your numbers above, then if the result is worth pursuing, our database reactivation service does exactly this on a pay-per-booked-meeting basis. If you are a broker, the mortgage broker version covers the specifics of waking up a rate-spike book.
Frequently asked questions
How is the recoverable revenue calculated?
Four factors multiplied together: the number of cold leads in your CRM, the share of them a reactivation campaign books into a meeting, the share of those meetings you close, and your average customer value. So 5,000 leads at a 3% booking rate is 150 meetings; close 25% of those and you have 37 customers; at £2,000 each that is roughly £75,000. Change any slider and the result recalculates instantly.
What booking rate is realistic for a dead database?
Typical reactivation campaigns book somewhere between 1% and 3% of a cold list, which is why the calculator shows a low and high band around your chosen rate. Fresher, better-qualified lists sit at the top of that range or above it; very old or badly maintained lists sit below. List age, data quality, and the strength of the offer matter more than the channel.
Is this a guarantee of results?
No. The calculator is illustrative modelling, not a quote or a promise. It exists to show the order of magnitude of value sitting in a list you already own. Real results depend on your list, your market, and your offer, which is why we assess a list honestly before any campaign starts.
What counts as a dead lead?
Anyone who enquired with your business but never became a customer and has had no meaningful contact since: old quote requests, unconverted consultations, stalled applications, lapsed clients, webinar and event signups. If they gave you their details and consented to contact, they belong in the count. Bought lists and people who opted out do not.
Is the calculator free to use?
Yes. Completely free, no signup, no email gate. Set the sliders, read the number, and use the share link to send your scenario to a colleague. If you want us to put a real number on your specific list, that assessment is free too.