Resources for Home-Service Growth

Definitions we work from

Written to be useful on their own. They are the vocabulary behind the way we measure acquisition, follow-up and revenue.

Customer intelligence

Customer intelligence is the practice of turning a company’s own customer, job and lead records into decisions about who to market to, what to offer them and what they are worth. It typically combines job history, ticket value, property location, service type and repeat behaviour into segments that can be used in campaigns, rather than leaving that data sitting unread in a CRM or invoicing system.

Revenue attribution

Revenue attribution is the process of connecting a marketing activity to the revenue it eventually produced. It follows a customer from the first recorded source, such as a paid search click, a call from a tracking number or an organic visit, through the CRM to a booked job and its invoiced value, so marketing performance can be judged on sold revenue instead of on clicks, leads or platform-reported conversions.

Marketing-to-revenue attribution

Marketing-to-revenue attribution is the full measurement chain that links every stage of a sale: impression, click, call or form, lead, qualified lead, appointment or inspection, estimate, sale and revenue. Not every industry uses every stage, but the principle is the same: the stage a business optimises for is the stage it gets. Optimising for leads produces leads, while optimising for revenue requires measurement that survives all the way to the invoice.

Customer reactivation

Customer reactivation is marketing aimed at people who already have a relationship with a business but are not currently buying: past customers, lapsed accounts, unclosed estimates and old leads. Because these audiences were already acquired once, reactivation campaigns usually generate jobs at a lower cost per sale than new-customer acquisition, and are delivered through email, SMS, CRM workflows, audience advertising and, where appropriate, direct mail.

AI growth marketing

AI growth marketing is the use of machine learning over a company’s own customer and campaign data to inform targeting, messaging, budget allocation and follow-up, with human strategists making the judgement calls. The AI handles pattern detection and repetition at a scale people cannot maintain, while decisions about pricing, capacity, service mix and brand remain with the operator.

Home-service growth marketing

Home-service growth marketing is customer acquisition for businesses that sell work performed at the customer’s property, such as HVAC, roofing, plumbing, pest control, waterproofing and restoration. It differs from general marketing because demand mixes urgent service calls with considered high-ticket projects, revenue is constrained by crews and capacity, and the value of one lead can differ from another by an order of magnitude depending on the job type behind it.

Lead quality

Lead quality describes how closely an inbound inquiry matches the work a business actually wants to sell. It is measured by what the lead becomes: a qualified opportunity, an appointment or inspection, an estimate and, ultimately, a sold job. Two leads can cost the same and be worth very different amounts, which is why cost per lead on its own is a misleading measure of marketing performance.

Qualified lead

A qualified lead is an inquiry that matches a company’s service area, service type and eligibility expectations, and has a genuine need the business is able to serve. Qualification criteria differ by trade: a restoration lead may be qualified by urgency and insurance status, while a roofing or waterproofing lead may be qualified by property ownership, project scope and timing.