An HVAC contractor with a 42% booking rate is losing money compared to top firms at 62%. Raising it to 50% means 8% more jobs from the same leads, with no extra ad spend. Most companies don't even track this metric.
Low booking rates is one of the most expensive leaks in a home service business. We had an HVAC contractor we were working with. They were booking at 42%. So leads come in, they convert them into a job at 42%. The problem is, is that we know based off of Service Titan reporting that the top companies are at 62% and the average company is at 40%. So if you can get to 50%, an 8% increase in your leads to jobs, your booking rate, you don't need to spend any more on ads. You don't need to spend any more on marketing, and you're going to get 8% more jobs on the books. This is why it's the most expensive thing. You paid for all these leads come in, but you don't know that it's a silent bleed inside of your business because you're not tracking that number.
