Based on Jan 1–Jul 11, 2026 CRM lead data (6.5 months, all non-paid sources): 81 won / 93 lost = 46.6% close rate, $721,841 total won revenue ($111,052/mo). Of the 81 organic wins, 23 are replacement (repl/ins) and 45 are repair -- repl/ins-only figure used for the header KPI. Edit to reflect seasonal changes or rep additions.
🚪 Paid Canvassing
Monthly spend ($)
Close rate%
✓ Tracked in overhead (Advertising)
Est. leads / mo—
Est. replacement wins / mo—
Projected revenue—
Added to overhead—
Rates: $122/lead (P&L Canvasser Payroll+Tax ÷ real lead volume) · 11.9% real CRM close rate (was assumed 22.7%) · $25,705 avg job (5 wins/$128,524, all repl/ins -- no repair jobs from canvassing). Syncs to Canvasser Payroll and Taxes in Airtable Advertising.
🔍 Google LSA
Monthly spend ($)
Close rate%
✓ Tracked in overhead (Advertising)
Est. leads / mo—
Est. wins / mo (blended)—
Projected revenue—
Added to overhead—
Rates: $264/lead (Jan-Jun spend ÷ real lead volume, LSA+PPC combined -- PPC confirmed miscoded LSA spend) · 22.7% real CRM close rate (was assumed 34%) · $2,587 avg job. ⚠️ Only ~10% of LSA wins are repl/ins (9 of 10 are repair) -- real repl/ins share used for the header KPI, was assumed 21.7%. Syncs to Airtable Advertising.
📞 Directorii Call Center
Monthly spend ($)
Close rate%
✓ Tracked in overhead (Advertising)
Est. leads / mo—
Est. wins / mo—
Projected revenue—
Added to overhead—
Not a per-lead purchase -- $5,000 prepaid escrow vs. 5% revenue-share fee on deals that close. $170/mo reflects the draw-down so far ($1,021 from 1 Won deal, spread over Jan-Jun); ~$3,979 of escrow runway remains. 22 leads / 1 win (Feb-May only, none since) = 5.6% close rate. $50/lead and $20,416 avg job are back-calculated for modeling consistency only, not real per-lead prices -- see Airtable Notes for the full mechanics.
