What are the leads you never reach actually worth?
Five numbers, all yours. No email required.
Your best guess is fine. Most owners are within ten points either way.
You speak to about 24 of the 40 leads that come in each month. That is 4 more conversations, not 4 more leads bought.
Every lead you never reach is worth $57,600 a month in total. Nobody catches all of them, which is why the number above uses your target and not that one.
How this is calculated
Every number here is yours. We do not apply an industry average, a research multiplier, or any figure of our own.
We take the leads you never speak to, and multiply them by the close rate and average job value you entered. That is the whole calculation.
This counts only the leads that never become a conversation. It assumes nothing about why the gap exists, and nothing about closing the ones you already reach.
One assumption worth naming: it treats a lead you reach later as closing at the same rate as a lead you reach today. That may be generous. Drag your target down if you think so.
What this number is for
It tells you where your next dollar should go. Most roofers buy more leads, because that is what the entire industry sells them. If the gap above is large, more leads is the wrong purchase.
It also sets a ceiling. You now know what answering faster is worth to you, and whether paying someone to fix it pencils out. If the number came back small, that is worth knowing too.
Why this matters
Most roofers do not have a lead problem. They have a follow-up problem.
The leads are already coming in. You paid for them, through ads, through your site, through referrals. But a homeowner with a leak is not waiting around. They fill out three forms and go with whoever calls back first. By the time you return the call that afternoon, the job is already sold.
According to research in the Harvard Business Review, companies that contact leads within 5 minutes are 100x more likely to make contact than those who wait 30 minutes.
This is the gap that costs the most and gets looked at the least. Not because roofers do not care, but because nobody sends you an invoice for the call you did not make.
The full set of numbers, each with its source, is in speed to lead statistics for roofers. If you'd rather not build the follow-up yourself, we compared the options in roofing answering services compared.
See where your leads are going.
A short review of how your leads get handled today, and what it would take to answer every one of them. No contract, we never work with your competitor, and you keep everything we build.