How To Win Back Those Lost Clients

Research shows you're four times more likely to win back a lost client than to secure a new one.

Yet, this powerful strategy is often overlooked in business development plans.

Re-engaging former clients is not only more cost effective than acquiring new ones—it can also lead to increased loyalty and more referrals. So let's ex[lore some ways to win back those lost clients.

Key Takeaways: Make winning back lost clients should be a priority

Know why they became lost

Think about how to make it worth their while to come back

Target lost clients with tailored content

Be easy to find, easy to mind

Make It A Strategic Priority

If you want to win back lost clients, you need to commit to it. Yes, retaining existing clients and generating new leads will always remain core priorities. But reclaiming lost clients deserves a dedicated spot in your business strategy.

Schedule time to review your lapsed contacts and take proactive steps to re establish those connections.

Understand Why They Became Lost

Start by reflecting on why you lost touch. Did you misplace their details? Were they dissatisfied with a service? Did they choose another broker—or start working directly with a lender?

In many cases, the reason is far simpler: the relationship faded due to lack of communication. Out of sight often becomes out of mind.

That doesn’t mean the relationship is irreparable. If the issue was simply a lapse in contact, you can likely win them back by reconnecting in a meaningful way.

Make Reconnecting Worth Their While

Once you understand why the client drifted away, shift your focus to why it would now be valuable for them to re-engage with you.

The market may have changed significantly since you last spoke. Your business might have evolved.

Their personal or financial circumstances could be different. Position your outreach around this context: there's been so much change, it’s worth catching up. Make sure the message is clear—this isn’t just a check-in. It’s an opportunity to reassess, offer guidance, and help them navigate what’s new.

Priortise Your Contacts

You will need to extract the data from somewhere, your records, your CRM or whatever you use. Decide which of these clients you are going to target and create a new separate list in the system you use.

This is a specific, segmented group that will now need specific and targeted messages.

Take Action: Create Personalised Communication

Now it’s time to take action. Reach out to your lost clients with thoughtful, targeted messaging. You don’t need to contact everyone. Set filters—perhaps by the number of years since last contact or by client type. Focus on those who are most likely to benefit from a renewed relationship.

Choose your communication channel wisely: email, SMS, letter (yes, traditional mail still has impact), or a phone call. And personalise everything. Generic messages won’t get the cut through.

You are trying to win back a client, so say things like “we miss you”. Use specific references, such as: “It’s been five years since we last spoke—we thought it was time to reconnect, especially given how much the market has shifted.”

Use subject lines like: “We’d love to hear from you again”

“A lot has changed—let’s catch up”

Don’t forget to reinforce your value—remind them of the service you provided and share testimonials to build trust and credibility.

Be Human During the communication, put a human spin on the messages to rebuild that relationship.

Write how you would speak. Remind them who you are and tell them your story of how you help people.

Use your picture too. Jog memories and talk about the case you worked on in the past.

Be Easy To Find Naturally you want these lost clients to get in touch. So, make it clear how they should do this, or find out more details about you.

You may want a specific landing page for them to visit, or just a phone number. It will depend on your strategy and the number of lost clients you are targeting. Final Thoughts Winning back lost clients isn’t just a backup plan—it’s a powerful growth strategy.

With the right mindset, context-driven messaging, and a personal touch, you can turn a quiet contact list into a source of renewed business and long-term loyalty.