Most contractors measure one thing: how many leads come in. It is the wrong metric for growth. Between the lead that calls and the money in your account sits a funnel with two narrow points where jobs leak away in silence. One of the two is costing you far more than the other, and almost nobody knows which.
This calculator makes that funnel visible. Adjust your figures above and watch, in real time, how many jobs you close, how much you invoice, and above all which of the two stages holds you back.
How to read the results
- Revenue per month is the headline figure: what your funnel closes today at your current rates.
- Overall conversion is the share of leads that end up invoicing. It is the real health of your funnel, not the number of leads.
- The three bars show the funnel to scale: out of a hundred leads, how many reach a quote and how many a job. The narrowing draws your leak.
- The bottleneck callout names the weak stage and how much monthly revenue you unlock by improving it ten points. That is your next move.
How to find your real numbers
You do not need an expensive CRM to start. For two weeks, keep three counts: how many leads come in (calls, forms, texts), how many get a quote, and how many become jobs. Those three numbers give you your two rates directly, and they are infinitely more useful than any industry average. Most contractors are surprised: they think their problem is leads and discover they lose half their quotes to no follow-up.
Lead follow-up is where most funnels break. A lead with no reply for hours goes cold; a quote with no follow-up gets forgotten. Measuring is the first step to plugging it.
Once you have your two real rates, come back to the calculator and replace the starting values with your own. The revenue figure will change, but the important part is something else: the bottleneck callout will tell you, with your numbers, which of the two stages to put your energy into this quarter. That is the difference between working hard and working where it pays.
Why fixing the bottleneck beats more leads
Here is the trap that wrecks marketing budgets: doubling leads without touching conversion also doubles cost and still lets the same share of jobs leak away. If your funnel closes only 21% of contacts, you are paying for a hundred leads to invoice twenty-one. Lifting one stage by ten points, by contrast, costs no extra acquisition: it harvests leads you already paid for.
That is why the tool does not just give you the number, it tells you where. If your bottleneck is the quote-to-job step, the problem is not attracting more people, it is closing better: price, follow-up, trust. If it is the lead-to-quote step, you lose contacts before you even hand them a proposal: response speed, qualification, availability. The conversion page works the first half of the funnel, and the operations page covers the machinery that sustains follow-up.
There is a logical order to act in. First measure, then fix the weak stage, and only once your overall conversion is healthy, scale lead volume. Reversing that order is the most expensive mistake in the trade: paying more to pour people into a funnel that does not convert. The tool exists precisely so you see that order before you spend.
What to do with the number
If the annual figure surprised you, the next step is not to spend more, but to plug the leak the tool pointed to. Fix your bottleneck first; quotes that win more jobs are a common lever in the second stage. Explore the rest of the tools to size other leaks, and to review your real numbers on the table, talk to us.