The math
A missed call has a price. Your books just never see it.
The job you didn't get isn't on any report you run. Here's the arithmetic we use to make it visible — all four factors, so you can argue with any of them.
Four numbers, multiplied
| Factor | Where it comes from |
|---|---|
| Inquiries per week | Your answer — midpoint of the range you pick |
| × estimated miss rate | Conservative lookup keyed to your Coverage Score band |
| × close rate for your trade | Conservative working assumption, stated in the report (a quarter to a third) |
| × value of one job | Your answer — average job value |
A shop with 28 inquiries a week, a score in the "Leaking" band (30% estimated miss rate), a 30% close rate and a $2,500 average job: 28 × 4.3 × 30% × 30% × $2,500 ≈ $27,000 a month in calls that became someone else's jobs. And trades run bigger tickets than that math — one $10,000 replacement lost to voicemail pays for a lot of coverage.
Estimates from your own answers using stated assumptions — labeled that way in every report. The $500 first fix opens by replacing the estimate with a measurement — then installs the net it measured the need for.
Why the ad budget feels weak
If you're buying leads or clicks while coverage leaks, you're paying to make a phone ring that nobody answers after 5. Fixing coverage upgrades every lead source you already have — free and paid — before you spend another marketing dollar.
Run it with your numbers
Three minutes. Every assumption labeled, every input yours.
Score your call coverage