Bill BrownFounder of ServiceTitan Hacks community (9k+ pros) | INC 5000 Contractor | Helping contractors win with AI & Automation

How Memberships 5x Customer Lifetime Value in the Trades

20 Jul 2026 · 1 min

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Membership customers generate five times the lifetime value of non-members in the trades. Members are 2.5 times more likely to buy additional services like water heaters or HVAC systems because they don't know what else the company offers. It's cross-selling fuel.

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is that members have 5 times the lifetime value of a non-member. Membership is, it's really just the rocket fuel for that cross-selling, right? Like a lot of folks don't even know you have other trades. And if you've got that membership with benefits in each of those trades, you're much more likely to get them to engage there. Also, they're more likely to purchase and install from you about 2.5 times more likely to purchase and install from you. So whether water heater or HVAC install, and then from a retention standpoint here. Again, it's not just like first job value, it's that lifetime value.