Lead recovery & response
Contractor Lead Value Calculator
If you do not know what a lead is worth, you cannot tell whether a lead source is cheap or expensive. This turns your ticket and close rate into a per-lead number.
Result
Lifetime jobs are modelled geometrically from your repeat rate, a 35% repeat rate implies about 1.5 jobs per customer. It is a reasonable estimate, not a substitute for pulling actual repeat data from your CRM.
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About this calculator
Why include repeat customers?
Because judging a lead on its first invoice undervalues it badly in home services. A customer acquired on a $180 drain clear may be worth several thousand over a decade.
Is maximum cost per lead the same as my target?
No. It is the ceiling, where the lead source breaks even on gross profit. Your target should sit well below it so the work actually contributes to overhead and profit.
How does this compare to CAC?
Cost per lead is what you pay for an enquiry; customer acquisition cost is what you pay for a customer who actually bought. The CAC calculator covers the second.
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Knowing lead value only helps if the leads get answered. See what happens to the ones that don't.