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

The Real Reason Memberships Don’t Sell

28 Jul 2025

Watch on YouTube

Home-service memberships typically convert 15-25% of customers, offering two visits yearly for $15-$25 a month. The speaker explains why most fail and identifies two ways to fix it: make customers feel the membership is personally valuable, or drop the price.

Questions this video answers

Two visits a year

$15–$25 per month

15–25% conversion rate

A dual-pitch where a CSR warms the customer up and a technician closes

How are you approaching the homeowner psychology of how they buy? And most of the people out there have a program that has two visits a year. It's priced somewhere between maybe 15 and $25 a month, and there may be some other bells and whistles associated. That kind of standard and traditional approach is going to get you anywhere between 15 and 25% conversion rate to a member off of a demand call. And that depends on how good your people are pitching. If you're doing a dual pitch where CSR will warm them up and a technician will close, and there's all sorts of stuff that goes into that to get the next customer to unlock that. Yes, you've got to have more. Right. It's either got to be more value packed into it, something that they personally feel like is more useful, or we see other people that just drop the price.