Tree service
Tree Service Conversion Rate Calculator
Measures the funnel, where most tree care losses happen at the phone.
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 an estimate, booked to won. Multiplying through gives the overall enquiry-to-job rate, and the value of what fell out is shown against it. Breaking it into stages matters because the fixes are different: an answer rate problem is operational, a booking problem is qualifying or scheduling, and a win rate problem is pricing or presentation.
What moves the number
- Answer rate, which in a crew-based business with everyone on site is often poor.
- Booking rate from answered enquiries.
- Win rate from estimates given.
- Average job value, which determines what each lost stage cost.
Where this one goes wrong
The answer rate is the stage that loses most and gets least attention, because in a business where everyone including the owner is on a crew, calls go to voicemail during the working day and homeowners with a tree concern call the next contractor. That is the cheapest leak to fix, through an answering service or a dedicated person, and it is usually worth more than any marketing. Measuring the stages separately is what reveals it, since a business looking only at jobs won from leads received assumes the problem is pricing when it is actually that nobody picked up.
Before you quote
- Measure the answer rate, which is the most commonly ignored stage.
- Fix call handling before spending more on marketing.
- Treat each stage's fix as different rather than pushing on price.
Questions
About this calculator
Where do tree care enquiries get lost?
Most often at the phone. In a business where everyone is on a crew, calls go to voicemail during the day and a homeowner with a tree concern simply calls the next contractor. It is the cheapest leak in the funnel to fix and usually worth more than additional marketing.
Why break the funnel into stages?
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. A single overall figure tells you something is wrong without telling you which of those three to work on.
Is an answering service worth it?
For a crew-based business, usually, because the alternative is missing calls all day. The comparison is the monthly cost against the gross profit on the jobs those missed calls represent, and in this 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 $1,250.
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 | $1,250 |
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 | $83,750 |
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 $83,750.
How sensitive the answer is
Holding everything else steady and changing only average job value, this is what happens to enquiry to job. It is worth knowing which of your inputs the answer actually hinges on, and which barely move it.
| Average job value ($) | Enquiry to job |
|---|---|
| $625 | 33.0% |
| $938 | 33.0% |
| $1,250 example above | 33.0% |
| $1,875 | 33.0% |
| $2,500 | 33.0% |
Every other input is held at the example value while this one changes, which is not how a real job behaves. Treat it as a guide to which number matters most, not as five separate quotes.
What each figure means
- Enquiries
- A number, between 0 and 100000, starting at 100.
- Answered or returned
- A number, between 0 and 100000, starting at 82.
- Booked an appointment
- A number, between 0 and 100000, starting at 55.
- Became paid jobs
- A number, between 0 and 100000, starting at 33.
- Average job value ($)
- A money amount, starting at $1,250.
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.