Painting
Painting Conversion Rate Calculator
Measures the funnel, where the response time stage loses the most.
Result
Splitting the funnel matters because the fix differs at each step. A poor answer rate is a staffing problem, a poor booking rate is a scripting problem, and a poor win rate is usually a price or trust problem.
Get a Free Business AuditHow the calculation works
Each stage divided by the one before: enquiries answered, answered to booked for a quote, booked to won. Multiplying through gives the overall enquiry-to-job rate, with the value of what fell out shown. Separating the stages matters because the fixes differ: answering is operational, booking is qualifying and scheduling, and winning is pricing and presentation.
What moves the number
- Answer rate, which in an owner-on-the-tools business is often poor.
- Time from enquiry to quote delivered.
- Win rate from quotes given.
- Average job value, which determines what each lost stage cost.
Where this one goes wrong
In a painting business where the owner is on the tools, calls go unanswered during the working day and homeowners simply call the next painter, and that is usually the largest leak in the funnel. It is also the cheapest to fix, through an answering service or a dedicated person, and it is normally worth more than additional marketing. A business looking only at jobs won from leads received concludes it has a pricing problem when the actual problem is that nobody picked up.
Before you quote
- Measure the answer rate, which is the most commonly ignored stage.
- Fix call handling before increasing marketing spend.
- Measure time from enquiry to quote delivered.
Questions
About this calculator
Where do painting enquiries get lost?
Most often at the phone, because the owner is on the tools and calls go unanswered during the working day. The homeowner simply calls the next painter. It is the biggest and cheapest leak to fix, and usually worth more than extra marketing.
Why measure each stage separately?
Because the fixes differ. A poor answer rate is operational, a poor booking rate is qualifying or scheduling, and a poor win rate is pricing or presentation. An overall figure tells you something is wrong without telling you which of the three to work on.
Is an answering service worth it for a painter?
Usually, because the alternative is missing calls all day. Compare the monthly cost against the gross profit on the jobs those missed calls represent, and in a trade with substantial job values that comparison is normally comfortable.
The formula
each step = that step / the step before it; overall = jobs / enquiries
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How to use this calculator
- Enquiries. Enter your own figure; the page starts at 100.
- Answered or returned. Enter your own figure; the page starts at 82.
- Booked an appointment. Enter your own figure; the page starts at 55.
- Became paid jobs. Enter your own figure; the page starts at 33.
- Average job value ($). Enter your own figure; the page starts at $2,900.
The result updates as you type, so you can try a figure, see what it does to enquiry to job, 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 |
|---|---|
| Enquiries | 100 |
| Answered or returned | 82 |
| Booked an appointment | 55 |
| Became paid jobs | 33 |
| Average job value | $2,900 |
What comes out
| Result | Value |
|---|---|
| Enquiry to job main result | 33.0% |
| Answered | 82.0% |
| Answered to booked | 67.1% |
| Booked to won | 60.0% |
| Value of what fell through | $194,300 |
33.0% of enquiries become jobs. The biggest drop is worth finding: 82.0% get answered, 67.1% of those book, 60.0% of those buy. The ones that fell through were worth $194,300.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to enquiry to job. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Enquiry to job |
|---|---|
| $1,450 | 33.0% |
| $2,175 | 33.0% |
| $2,900 example above | 33.0% |
| $4,350 | 33.0% |
| $5,800 | 33.0% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Enquiries
- A number, between 0 and 100000, starting at 100.
- Answered or returned
- A number, between 0 and 100000, starting at 82.
- Booked an appointment
- A number, between 0 and 100000, starting at 55.
- Became paid jobs
- A number, between 0 and 100000, starting at 33.
- Average job value ($)
- A money amount, starting at $2,900.
What the results tell you
| Result | What it is |
|---|---|
| Enquiry to job | The headline result. A percentage. |
| Answered | A percentage. |
| Answered to booked | A percentage. |
| Booked to won | A percentage. |
| Value of what fell through | A money figure. |
Estimating is the easy part
The jobs you never hear about cost more than the ones you mis-measure. BDEVY builds the marketing, systems and automation that bring them in.