How Homely reactivated 10,000+ cold leads with Carl

Homely had tried two phone teams, an email program, and an outside agency on the same pile of cold leads. Nothing worked. Then Carl took over the winback.

The customer

Homely is a Norwegian home-alarm challenger. One flat price, kr 249 per month, no hidden costs, built to undercut the two traditional players that have long run the category. They were named with the best customer service in the alarm category in 2023.

The challenge

Homely's leads went through two sales teams on the phone. Whatever was left went into an email reactivation program. The sales effect was so small they could not measure it, so they tracked open rates and click-through instead.

They even brought in an outside telemarketing agency. It could not hold the quality of the conversation, so they dropped it. Internally, the winback pool had a name: the savanna. Nothing grew there.

The solution

Carl reactivates those leads over SMS, one conversation at a time, in the same Salesforce flow Homely's team already uses. The integration runs two ways, so a warm lead lands in the pipeline exactly like any other.

Nothing changed for the sales team. They work as before and simply receive more warm leads that were already in the system.

The results

These were leads Homely had counted as zero. Carl turns that same pool into customers who convert as well as the ones Homely pays to acquire.

In their words

Why it worked

1. Already paid for. Carl reactivates leads Homely had already acquired. No new acquisition cost. The upside comes from a pool that was otherwise written off.

2. Good enough to take seriously. Conversion on par with paid channels means the sales team treats Carl's hand-overs as real pipeline, not scraps.

3. Zero friction. Two-way Salesforce integration. No new tool, no new workflow, no extra headcount.

After the pilot

Carl is now scaled to Homely's full lead base and runs as a standing part of the operation, turning a cost they had accepted into sales every month.