Phil Risher says home service companies measure close rates wrong. They use one blended number across all campaigns, but a $250 service call and a $10,000 installation need separate tracking. Send campaign-level close rates to your agency so they know what to scale up or cut.
We're one of the only marketing companies that analyzes close rate based off of campaign. And the reason is you could run a campaign for service calls and you get $250 jobs, or you could run a campaign for installs for $10,000 and it could just be all blended and your close rate, you won't know, or you do know, but that information needs to go back to your marketing company because that will help them know, is this campaign working or not? Should we increase this or decrease that? This is why you need a full funnel approach to marketing.
