Lead recovery & response
Lead Response ROI Calculator
Works the return on responding faster, where minutes change the conversion rate.
Result
The close-rate improvement is your estimate, not a claim from us. We deliberately do not bake in an industry uplift figure. Put in a number you would actually defend, and the output stays honest.
See lead follow-upHow the calculation works
The improvement in conversion rate from faster response, applied to the lead volume, times the gross margin per job, against the cost of achieving it. The gain comes from conversion rather than volume, which makes it one of the few improvements that costs nothing per additional job won.
What moves the number
- Current time to first response.
- Conversion rate at each response speed.
- Lead volume.
- Cost of the coverage that achieves faster response.
Where this one goes wrong
A prospect who has just enquired is in a short window of intent and is frequently contacting several contractors, which means the first substantive response wins a disproportionate share and a response the next morning arrives after the decision. Measure your actual response time first, because most businesses believe it is faster than the records show. The gain is also compounding rather than one-off, since a higher conversion rate makes every existing marketing dollar work better.
Before you quote
- Measure your actual time to first response from records.
- Model the conversion gain, not a volume gain.
- Note that the improvement makes existing marketing spend work better.
Questions
About this calculator
How much does response speed matter?
Enough that minutes rather than hours is the relevant scale. A prospect who has just enquired is contacting several contractors, and the first substantive response wins a disproportionate share of that work.
What is my actual response time?
Almost certainly slower than you think, which is why measuring it from records rather than impression is the first step. Businesses consistently estimate their response time as faster than the data shows.
Why is this a better investment than more marketing?
Because it raises the conversion rate on leads you already pay for, which makes every existing marketing dollar work better. Buying more leads into a slow response simply wastes more of them at the same rate.
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How to use this calculator
- Leads per month (leads). Every source: forms, calls, ads, marketplaces.
- Average job value ($). Enter your own figure; the page starts at $900.
- Current close rate (%). Enter your own figure; the page starts at 25%.
- Target close rate after faster response (%). Your assumption, not ours. Set it to what you believe answering within a minute would achieve.
- Monthly cost of the response system ($). Enter your own figure; the page starts at $500.
The result updates as you type, so you can try a figure, see what it does to additional revenue per year, and change it back. Nothing you enter is sent anywhere or saved.
A worked example
These are the figures the calculator opens with. Every number in the results column below is produced by the same calculation the page runs, so you can follow it through before putting your own figures in.
What goes in
| Input | Value |
|---|---|
| Leads per month | 80 leads |
| Average job value | $900 |
| Current close rate | 25% |
| Target close rate after faster response | 32% |
| Monthly cost of the response system | $500 |
What comes out
| Result | Value |
|---|---|
| Additional revenue per year main result | $60,480 |
| Additional revenue per month | $5,040 |
| Extra jobs per month | 5.6 |
| Return on the system cost | 908% |
Moving from 25% to 32% close rate on 80 leads is $60,480 a year, about 5.6 extra jobs a month.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to additional revenue per year. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Additional revenue per year |
|---|---|
| $450 | $30,240 |
| $675 | $45,360 |
| $900 example above | $60,480 |
| $1,350 | $90,720 |
| $1,800 | $120,960 |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Leads per month (leads)
- Every source: forms, calls, ads, marketplaces.
- Average job value ($)
- A money amount, starting at $900.
- Current close rate (%)
- A percentage, between 0 and 100, starting at 25%.
- Target close rate after faster response (%)
- Your assumption, not ours. Set it to what you believe answering within a minute would achieve.
- Monthly cost of the response system ($)
- A money amount, starting at $500.
What the results tell you
| Result | What it is |
|---|---|
| Additional revenue per year | The headline result. A money figure. |
| Additional revenue per month | A money figure. |
| Extra jobs per month | A decimal figure. |
| Return on the system cost | A percentage. |
Keep going
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