Every observation on this site connects to one of six recurring patterns in home improvement contractor performance. This index maps them. Start anywhere.
Cancellations are not customer behavior. They are a sourcing signal. The same source produces the same cancel rate, month after month. The pattern was set upstream.
The close rate number your sales manager is watching is a blended number. It is carrying too much weight. When you separate the stages, the story almost always changes.
The number on the invoice is not the cost of the lead. It is the price of receiving it. The actual cost is what you paid to turn it into retained revenue. Most operators have never calculated that number.
Ten appointments per rep per week is not a stretch goal. It is the floor. Below it, close rate drifts. Most operations never run at capacity, and the reporting does not show them how far below they actually are.
The window opens the moment a lead submits. It closes faster than most teams realize. Speed is not a sales tactic. It is a structural advantage. Most companies are not measuring whether they have it.
The data exists. It has always existed. The problem is where it lives. Lead source data in the marketing platform. Set rate in the CRM. Cancel rate in operations. The picture requires connecting them. Most operations never do.