Lead reactivation

# Not live yet (gaps #2)
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"lead-reactivation"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'lead-reactivation' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2

npx startup-builder do Campaign.create --json '{"play":"lead-reactivation"}' --try   # Not live yet (gaps #2)

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'lead-reactivation' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2",
    "mode": "try"
  }
}

 1{
 2  "type": "https://startupbuilder.dev/errors/refused",
 3  "title": "Refused",
 4  "status": 422,
 5  "detail": "lead-reactivation can’t start: 2 checks fail and 1 warns.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "612 owned records no Play works, quiet 90 days or more",
11      "doc": "/plays/lead-reactivation#check-use-when",
12      "then": "Metric.query"
13    },
14    {
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Visitor.identified%22%2C%20%22Lead.nurtured%22%2C%20%22Gathering.registered%22%2C%20%22Offer.trialed%22%2C%20%22Contact.imported%22%2C%20%22Version.deployed%22%2C%20%22Content.published%22%2C%20%22Offer.published%22%2C%20%22Gathering.opened%22%2C%20%22Opening.published%22%2C%20%22Company.funded%22%2C%20%22Conversation.answered%22)&limit=1" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl -X POST "https://api.sb/leaseline.app/triggers/fire?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"like":"event_1214"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22lead_73%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/actions?where=on%20%3D%20%22lead_73%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Visitor.identified", "Lead.nurtured", "Gathering.registered", "Offer.trialed", "Contact.imported", "Version.deployed", "Content.published", "Offer.published", "Gathering.opened", "Opening.published", "Company.funded", "Conversation.answered")', limit: 1 })   // { play } compiled to this Play’s Trigger Events
 4const { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7
 5const { decisions: [decision] } = await $.Decision.list({ where: `on = "${subject}"` })   // what it chose, and why · Not live yet, gaps #7
 6const { actions } = await $.Action.list({ where: `on = "${subject}"` })   // what it did, with its checks · Not live yet, gaps #7
 7return { decision, actions }

npx startup-builder do Event.list --json '{"where":"name in (\"Visitor.identified\", \"Lead.nurtured\", \"Gathering.registered\", \"Offer.trialed\", \"Contact.imported\", \"Version.deployed\", \"Content.published\", \"Offer.published\", \"Gathering.opened\", \"Opening.published\", \"Company.funded\", \"Conversation.answered\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1214"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"lead_73\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"lead_73\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Visitor.identified\", \"Lead.nurtured\", \"Gathering.registered\", \"Offer.trialed\", \"Contact.imported\", \"Version.deployed\", \"Content.published\", \"Offer.published\", \"Gathering.opened\", \"Opening.published\", \"Company.funded\", \"Conversation.answered\")', limit: 1 })   // { play } compiled to this Play’s Trigger Events\nconst { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7\nconst { decisions: [decision] } = await $.Decision.list({ where: `on = \"${subject}\"` })   // what it chose, and why · Not live yet, gaps #7\nconst { actions } = await $.Action.list({ where: `on = \"${subject}\"` })   // what it did, with its checks · Not live yet, gaps #7\nreturn { decision, actions }",
    "mode": "try"
  }
}

 1{
 2  "decision": {
 3    "$id": "https://api.sb/leaseline.app/decisions/decision_440",
 4    "$type": "Decision",
 5    "choice": "own-the-miss",
 6    "reason": "Teo Marsh at Granite Row asked on Mar 3 whether Leaseline handles a second owner and nobody answered; per-owner batches shipped Sep 28 (the changelog)",
 7    "stakes": "low",
 8    "options": [
 9      "send-the-reason",
10      "own-the-miss",
11      "founder-writes-it",
12      "to-the-ae",
13      "park-it",
14      "release-it"
15  …

action_1 checked Teo’s address is still live. action_2 is the one Message, held to his 09:00 and signed by the labeled agent, since nobody at Leaseline wrote to him before.

≈ +$1,200 ARR a month at 120

Worth

40 min a day week 1, then 30 a week

Your time

$0.05 per draft, ~$7 a month at 120

Spend

Day 2: first Meeting booked from a reactivated Lead

First signal

200+ owned records no Play works, quiet 90+ days

Use it when

Under 200: lead-nurture · nothing shipped in 90 days: launch-week

Not yet when

Worth’s formula: about +6.6 Deals or trials opened per 100 delivered × 120 delivered a month × 0.25 opens to paid × $590 first order ARR ≈ +$1,168. Under First signal: About 9 weeks to tell a +6.6 lift at 120 delivered a month with 1 in 10 held back (8 to read, 1 to mature); at 56 days it reads Early sign.

Start it this weekCopy Anchor Link

npx startup-builder add play lead-reactivation   # 1 · writes plays/lead-reactivation.mdx (Not live yet, gaps #5)

# 2 · dry run; below, its 422 on 2026-08-24
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"lead-reactivation"}'

# 3 · keep it, at You approve each one for the first 50 drafts
curl -X POST https://api.sb/leaseline.app/campaigns \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"lead-reactivation"}'

# on
curl -X PATCH https://api.sb/leaseline.app/campaigns/lead-reactivation \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":null}'

# off: no round sends; parked records keep their reasons
curl -X PATCH https://api.sb/leaseline.app/campaigns/lead-reactivation \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":"now"}'

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "lead-reactivation can’t start: 2 checks fail and 1 warns.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "612 owned records no Play works, quiet 90 days or more",
      "doc": "/plays/lead-reactivation#check-use-when",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "pass",
      "observed": "0.9 Deals or trials opened per 100 quiet records a month, with no Message, n 612",
      "doc": "/plays/lead-reactivation#check-baseline",
      "then": "Metric.query"
    },
    {
      "check": "collection-record",
      "status": "fail",
      "observed": "40 of 300 imported rows",
      "doc": "/plays/lead-reactivation#check-collection-record",
      "fix": "Map each imported row to the Form, Registration or trial that collected it.",
      "then": "Contact.import"
    },
    {
      "check": "mailbox-warm",
      "status": "fail",
      "observed": "day 9 of 14",
      "doc": "/plays/lead-reactivation#check-mailbox-warm",
      "fix": "Finish warming the reactivation Mailbox, about 5 more days.",
      "then": "Mailbox.warm"
    },
    {
      "check": "domain-authenticated",
      "status": "pass",
      "doc": "/plays/lead-reactivation#check-domain-authenticated",
      "then": "Domain.authenticate"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "sales-lead"
      ],
      "owned": 9,
      "doc": "/plays/lead-reactivation#check-role-unstaffed",
      "fix": "Staff the AE, or leave it: Interested replies come to you.",
      "then": "Role.staff"
    }
  ]
}

Each drafted Message costs about $0.05 (Worker cost), address checks cost $0.01 each, and sending runs on the shared broadcast stream. A founder note costs your 3 minutes. That comes to about $7 a month at 120 delivered, plus a one-time $3 to check the 300 imported addresses.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1214",
  "$type": "Event",
  "name": "Version.deployed",
  "at": "2026-10-19T07:30:20Z",
  "seq": 1214,
  "data": {
    "change": "changes/change_33",
    "title": "Per-owner renewal batches",
    "rollout": 1,
    "matches": [
      {
        "lead": "leads/lead_73",
        "said": "Do you handle a second owner on one portfolio?",
        "saidAt": "2026-03-03",
        "answered": false
      }
    ]
  }
}

# each delivery is signed with the Watch’s secret
curl -X POST https://api.sb/leaseline.app/watches \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"selector":"Version.deployed","url":"https://leaseline.app/hooks/sb"}'
npx startup-builder trigger Version.deployed --like event_1214   # replays the delivery through reason matching
npx startup-builder clock advance --by 7d   # closes the round after 7 silent days

Who runs itCopy Anchor Link

SDR · your agent (role:prospector, worker_2) holds the Key Result: it pools, dedupes and matches each record to one reason, and sends as the Person’s last correspondent or as the labeled agent. First-tier records hand to you (Dana Okafor, person, worker_1), and Interested replies go to AE · Priya Shah (person) (role:sales-lead, worker_3, staffed on day 9).

What it reads · What it may call. It reads what each Person did with Leaseline and said, with dates, and only public sources for a reason; a return to the site may raise a record’s rank but never appears in what it writes. It may call POST /{namespace}/contacts/{contact}/enrich, POST /{namespace}/messages/{message}/schedule and POST /{namespace}/leads/{lead}/assign. Its tools are POST /{namespace}/messages/{message}/schedule, POST /{namespace}/tasks/{task}/assign, POST /{namespace}/meetings/book, and any other call becomes an Approval under the Role’s Mandate.

You hold the SDR Key Result: 8 Deals or trials opened per 100 delivered by 2026-12-31. ← worker, metric
On each reason Event, match a record and choose one option, or write NO_REASON.  ← triggers, chooses
Match by reason code first, then by model at 0.8 or more; under that, park it.   ← your file, line 4
State only what they did with Leaseline, with its date, and a reason with its public source. ← copyRules 2, 3
Never name a Visit, an open, a click or a return to the site.                    ← copyRules 4, watched-event
One round per reason kind; never repeat an Offer, fact or reason to a Person.    ← copyRules 11

The slow loop, as a Change. decision_398 (2026-09-21, weekly) read 4 positive replies from 31 model matches at 0.7 to 0.8 against 11 from 62 at 0.8 or more, with 3 wrong matches in the lower band, so change_31 raised the model match line from 0.7 to 0.8 (your file, line 4), and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past matches, POST /{namespace}/changes/{change}/review cut wrong matches to 0 of 40; read back at +21d it is 1 of 37, n 37, ■□□□ Too early to tell (Example, day 49).

Bring your own agent (folded) sends at It does it, you can stop it when it matches or beats the seated agent on the eval suite, and at You approve each one when it does not; POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario lead-reactivation-251 --agent "claude -p" --seat prospector   # seated: 6.6 per 100, 0 watched Events sent, 0 repeats, $0.06 a delivered · yours: 5.9, 1 watched Event drafted, 0 repeats, $0.08 → You approve each one

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

First-tier records go to you (Dana Okafor, person) to write; Interested replies go to AE · Priya Shah (person), and before day 9 they came to you. As captured, one Brief per Role (brief is Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_530",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-20T17:00:00Z",
    "on": "lead_79",
    "brief": {
      "who": "Linden Court, 88 units; you held a Meeting on 2026-04-14",
      "said": "we’ll revisit once owners can see their own renewals",
      "reason": "the owner portal shipped 2026-10-18 (change_41)",
      "chose": "founder-writes-it",
      "thread": "your April thread",
      "never": [
        "a check-in with no reason",
        "a Visit in the body"
      ]
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_486",
    "$type": "Task",
    "assignee": "worker_3",
    "due": "2026-10-07T15:10:00Z",
    "on": "lead_47",
    "brief": {
      "who": "Brookside Flats, 60 units, a lapsed trial",
      "said": "Yes, the 60-unit price works. Can we talk Thursday?",
      "chose": "to-the-ae",
      "why": "an Interested reply",
      "never": [
        "a discount beyond the Pricing Page"
      ]
    }
  }
]

You answer a first-tier brief by writing the note in their last thread, with POST /{namespace}/tasks/{task}/return and a reason, or with POST /{namespace}/actions/{action}/redirect. The AE answers with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, or POST /{namespace}/actions/{action}/redirect; once claimed, the agent’s pending sends to that Person cancel with claimedByPerson (Not live yet, gaps #7). A Task nobody claims by its due time goes up a Role through POST /{namespace}/tasks/{task}/escalate (AE to you), and unanswered-positive fires.

On time: AE · Priya Shah: 8 of 9 claimed within 60 min, median 24 min, n 9 (the 9th waited 78 min and paused new sends). You: 14 of 14 notes within 1 business day, n 14, ■■□□ Early sign beside Other Startups’ 90 %. Your queue: counted by kind: in week 1, 50 draft reviews and 6 founder briefs; after day 16, about 2 founder briefs and 1 AE hand-off a week.

The fixed line: POST /{namespace}/deals/{deal}/assign sets owner to the receiving person, the agent is never a Deal’s owner, and Meetings land on the owner’s calendar under the owner’s name.

When it won’t sendCopy Anchor Link

The captured refusal, then the Stop that fired as a Campaign.paused reason (Not live yet, gaps #2); the rewrite that sent is the Granite Row thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The round to Granite Row did not send: it names a return to the site.",
  "checks": [
    {
      "check": "watched-event",
      "status": "fail",
      "doc": "/plays/lead-reactivation#check-watched-event",
      "fix": "Cut it; lead with the reason and its public source.",
      "then": "Content.draft"
    },
    {
      "check": "customer-collision",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "unanswered-positive",
      "observed": "78m",
      "bound": "60m",
      "window": "1 reply"
    },
    "doc": "/plays/lead-reactivation#stop-unanswered-positive",
    "task": "task_489"
  }
]

Did it workCopy Anchor Link

Both halves are read from the same random assignment, 1 in 10 newly eligible records per List held back for 60 days (rules m–o), and each figure’s call is POST /{namespace}/metrics/query by node and by arm; every node above the leaf is Not live yet (gaps #4).

{
  "$id": "decisions/decision_440",
  "$type": "Decision",
  "choice": "own-the-miss",
  "reason": "Teo Marsh at Granite Row asked on Mar 3 whether Leaseline handles a second owner and nobody answered; per-owner batches shipped Sep 28 (the changelog)",
  "stakes": "low",
  "options": [
    "send-the-reason",
    "own-the-miss",
    "founder-writes-it",
    "to-the-ae",
    "park-it",
    "release-it"
  ],
  "by": "worker_2",
  "on": "lead_73",
  "expected": "a Deal or trial opened within 30d",
  "reopensWhen": "no Lead.convert or Offer.trialed for lead_73 within 30d"
}

The leaf counts Deals or trials opened within 30 days per 100 Persons delivered one Message, against the held-back half, where a self-serve first paid Order counts as one, to 200 matured in each half; at 196 and 22 so far the held-back half runs on.

How it moves it: each Message cites one shipped Change, Offer or published answer that matches what the Person said, with its public source, from their last correspondent.

Guardrails: treated against held back: outside-paying-customers, 5 against 0, and stops plus hostile replies, 1.4 % of delivered against the 3 % Stop; 0 repeat complaints.

{
  "$id": "https://api.sb/leaseline.app/campaigns/lead-reactivation",
  "$type": "Campaign",
  "play": "play:lead-reactivation@1",
  "path": [
    "reactivated-pipeline",
    "opened-deals-and-trials",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "reactivated-pipeline",
    "unit": "per-100",
    "heldBack": 29,
    "decision": null
  },
  "readout": {
    "value": 6.6,
    "n": 218,
    "maturing": 33,
    "interval": [
      0.4,
      12.8
    ],
    "readability": "C",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 3,
    "workerCost": 13,
    "hours": 6.8,
    "pipelineArr": 4800,
    "wonArr": 4375,
    "projectedArr": 1168,
    "paybackDays": 1
  }
}

Outside benchmark: the record’s reactivation-demo-requests-unanswered range, from a vendor-run field test of business demo requests, finds most go unanswered, which is the pool own-the-miss works.

Before it · After it. Before it: lead-nurture hands its silent exits here after 60 days, and events-and-webinars its quiet registrants. After it: Interested replies go to the AE, and a lost Deal or a closed-lost reason goes back to its owner.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days) on 612 pooled records: 47 merged or released, 36 refused or invalid, 29 held back, and 251 Messages delivered against 229 matches. Read every captured thread at ?threads=all; three follow the tables.

Leaseline’s agent → Teo Marsh, Granite Row, Oct 2, 09:00 · On Mar 3 you asked whether Leaseline handles a second owner on one portfolio. Nobody answered you; that was our miss.¹ It does now: per-owner renewal batches shipped on Sep 28.² https://leaseline.app/changelog/per-owner Want it on in a trial with your 64 units?³ *Signed by Leaseline’s agent, named as an agent, with the why-you and stop lines.*⁴

Teo, Oct 2, 11:15 · “Yes, start the trial.” POST /{namespace}/offers/{offer}/trial opened it, and Granite Row paid for Pro on Oct 14, +$347 ARR.

- I saw you were back on our pricing page this week, so I wanted to reach out.
+ On Mar 3 you asked whether Leaseline handles a second owner on one portfolio. Nobody answered you; that was our miss.

Brookside Flats, 2026-10-06 14:10 · replied to the Team price round: “Yes, the 60-unit price works. Can we talk Thursday?” The agent chose To the AE, Brief attached, due 15:10. · Priya, 14:31 · claimed it with POST /{namespace}/tasks/{task}/claim and booked Thursday 10:00; the Deal opened Oct 9. The Brief is in When it hands to you (task_486).

¹ What he did with Leaseline, with its date, and the miss owned in one clause. ² A fresh reason with its public source, the changelog. ³ One ask, at Behavior grade. ⁴ The fixed lines, compiled from the Role’s Settings.

Your settingsCopy Anchor Link

---
holdout: 0.1      # 1 in 10 newly eligible records per List gets no Message for 60 days
---
Match by reason code first, then by model at 0.8 or more; park the rest.
People who had a call with us get a note I write myself.

$ npx startup-builder show plays/lead-reactivation
holdout 0.1 · match line 0.8 · founder notes for first tier     your file  plays/lead-reactivation.mdx:2,4,5 (Ask 2026-08-24; line 4 by change_31, 2026-09-21)
family demand · worker role:prospector, owns never · chooses 6 (4 rule, 2 read) · sequences reactivation-round, reactivation-round-founder, reactivation-tray-founder · checks owned-by-a-person, customer-collision, approved-pages, watched-event, verification, market-hold · stops 11 · placements gmail, outlook, yahoo-mail, linkedin    catalog  play:lead-reactivation@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record lead-reactivation and its Leaseline run, then regenerate. Every step runs from a sentence or a line of code. In your words: the CRM words you know, and where each lives here.