A customer is worth way more than one job.
Repeat work, maintenance, and referrals stack up over the years. See what a customer is really worth — and how much you can afford to spend to win the next one.
Your numbers
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How this calculator works
Direct lifetime value is average job value times repeat jobs per year times retention years, plus any maintenance-plan revenue over those years. Referral revenue adds your referral rate as a percentage of that direct value.
Lead value multiplies total lifetime value by your close rate — which is also your break-even maximum cost per lead. That number is the whole point of the tool: most owners bid for leads against first-job value, while competitors who know their LTV can profitably outbid them.
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