There’s one number separating a profitable shop from a busy one: ROI per lead source. Most owners track how many leads a source generated. Almost nobody tracks what those leads actually turned into, booked, run, converted, and average ticket. If you’re not that granular, you’re not managing marketing spend. You’re guessing with it, and hoping the revenue covers the guess.
@officialchadpetermanTranscript
there's one set of numbers that's separating a profitable shop from a busy one. That set of numbers is ROI per lead source. You need to understand what every lead source that you are spending money on is actually resulting. Now, what do I mean by that? You need to be able to track that lead tied to that lead source all the way through the funnel to understand what I paid for it versus what it actually equated to in job value. Oftentimes, we look at, well, it generated me 20 leads. Well, what did those 20 leads turn into? Were we able to book 20 of those leads? Did we run them? How did we convert them? And what was our average ticket on them? If you are not being that granular with your marketing spend, you're going to risk not being profitable.
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