The missed-call audit

5 numbers that tell you how much business your phone is leaking. Takes about 5 minutes.

1. What's a new customer worth in their first year? Take the average revenue from a new customer's first job, plus a rough estimate of any repeat work in the following 12 months. Round number is fine.
   Example: a hardscape contractor at ~$4,200 per job, with maybe one small repeat = ~$5,500. A house cleaner at ~$180 per visit × 12 visits/year = ~$2,160.
2. Of last year's new customers, what percent first reached you by phone? Be honest. Not website-form, not Instagram DM, not referral: phone. If you don't have last year's data, estimate from last month.
3. How many unknown numbers called you in the last 7 days? Open your phone's recent-calls log right now. Count every number that isn't in your contacts. Each one is either a potential new customer or a wasted dial.
4. Of those unknown-number calls, how many did you actually answer or call back the same day? Two-day callbacks don't count. The lead has already moved on. Be strict with yourself here. The answer is usually lower than you'd guess.
5. Do the math.
   Missed calls per week = (Q3) − (Q4)
   Conversion rate = the share of missed calls you think would have become customers if you'd picked up (pick a conservative number, like 20%)
   Annual leakage = missed/week × conversion-rate × (Q1) × 52
   Worked example with made-up numbers: 3 missed calls a week × 20% × $2,160 (the house cleaner above) × 52 = about $67,000 a year. Put in your own numbers, then compare the result with what it costs to have something pick up every call for you.