Home service businesses often face challenges not in generating leads but in converting them into scheduled jobs. Common issues include delays in response, targeting the wrong audience, and ineffective sales processes. Without tight integration between marketing, sales, and operations, businesses may waste money on lead generation without effective follow-up. While many focus on vanity metrics, it is essential to pay attention to revenue-driving metrics such as booking rates and close rates for better insights on conversion efficiency and profitability.
When a potential customer clicks on your ad and calls or fills out a form, they're a hot lead. But if your team takes too long to respond, that lead will probably book with a competitor.
If your customer relationship management platform, your dispatch and your sales flow aren't tightly integrated, you're not just inefficient; you're likely bleeding revenue.
Many agencies focus on vanity metrics like impressions and click-through rates, which alone don't drive revenue.
If you want to know what you should be paying per lead, you need to know what each booked job is worth and how well your team converts those bookings into sales.
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