Phil Risher shows how Jetstream, a home service company, closes 61% of small jobs under $500 but only 20% of jobs worth $3,000 to $6,000. Cheap leads mean nothing if your sales team can't close bigger tickets. Track ROI by job size, not just cost per lead.
So Jetstream, one of our clients, has a bunch of ad channels that they're running and it produces quality opportunities, but they can't close big ticket ones and they can only close the easy, like small jobs. So imagine like HVAC business, they can't close the big installs, they can only close like small service jobs. So we asked one of our agents to analyze the last 3 months of their ads and see if our consultant was right about this. And the agent nailed it that the conversion rate is one thing, but if you dig deeper and you find you're only converting the smaller jobs and basically like built this whole report for them to analyze their close rates. But what really matters is your actual return on ad spend with your average ticket. If you just work with a marketing company, they're gonna give you the numbers. They're gonna say, hey, your cost per lead is $20, here you go. But you're never gonna actually grow because you don't know what's underlying. This analysis literally says like, okay, for under $500 jobs, you had 59 quotes and you converted 36 of them for 61% close rate. But if you go to like $3,000 to $6,000 jobs, you have a 20% close rate. So it drops off. So it's not apples to apples, which is why you need to have a better sales process for, for higher ticket things. I think everyone would agree.
