What a missed call actually costs a home service business
Most shops track marketing spend to the dollar and never measure the calls that ring out. Here is how to put a number on it.
Every trade business has a number it does not track: the calls nobody picked up. Marketing spend gets measured to the dollar, van wraps get argued over, and meanwhile the phone rings at 6:40pm and goes to voicemail.
The math is simpler than most owners expect. Take your average job value, multiply by the share of first-time callers who book, and multiply that by the calls you miss in a month. For a lot of shops that lands somewhere between one and four jobs a week walking straight to a competitor.
The part that stings is that missed calls are not evenly distributed. They cluster in exactly the moments when the caller has an emergency and the least patience: evenings, weekends, and the middle of a job when your hands are full.
Emergency callers rarely leave a voicemail. They hang up and dial the next result. That is why a missed call is not a delayed job, it is a lost one, and usually a lost customer for every job after it too.
Start by counting. Pull your call log for last month and count the unanswered inbound calls. Most owners are surprised, and the number alone usually makes the decision about what to do next fairly obvious.
Written by The Mango team
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