Are You Guessing or Growing?

Do you know what’s really happening with your sales team? Are you tracking the numbers that actually drive growth, or are you just hoping things will work out?

Many home service business owners use powerful tools like Service Titan or other CRMs but aren’t tracking the right sales metrics. Without these numbers, you’re flying blind—and that’s a dangerous place to be if you want to scale to $10M a year.

Let’s dive into the key metrics you MUST track, how to use them, and why investing in tools and tech is essential for growth.

1. The Problem with Not Tracking Your Metrics

When you don’t track your sales metrics, you’re guessing. Guessing leads to:

• Missed leads: Potential customers fall through the cracks.
• Low close rates: You don’t know why your team isn’t closing deals.
• Wasted money: You spend on ads but can’t measure what works.

Here’s a real story:

A roofing company in Texas was stuck at $6M in annual revenue. They had Service Titan but weren’t using it to track their sales data. Their sales team didn’t know their conversion rates, their follow-up rates were almost zero, and the owner couldn’t figure out why they weren’t growing.

Once they started tracking the right metrics, everything changed. Within two years, they scaled to $10M.

2. The Sales Metrics You Need to Track

Tracking the right metrics gives you control over your sales process. These numbers predict growth and help you make better decisions.

Key Sales Metrics for Home Services:

1. Lead Conversion Rate:

   • How many leads turn into estimates?
   • Industry Average: 30-50%.

2. Closing Rate:

   • How many estimates turn into signed deals?
   • Industry Average: 25-35%. Top teams close 40% or more. Our clients usually close above 50% (learn more).

3. Average Ticket Size:

   • The average value of each job.
   • Example: Increasing your average ticket size from $7,500 to $8,500 across 100 jobs adds $100K in revenue.

4. Follow-Up Rate:

   • How many unsold estimates get a follow-up?
   • Fact: Most sales require 5+ follow-ups, but most teams quit after 1 or 2 attempts (that's pathetic - click here to fix that).

5. Sales Velocity:

   • How fast do deals move through your pipeline?
   • Example: Shortening your close time from 10 days to 7 days can dramatically improve cash flow.

These metrics show you where you’re winning and where you need to improve.

3. How to Use Metrics to Grow Your Business

Once you’re tracking the right numbers, you need to use them to drive growth.

Steps to Scale Using Metrics:

1. Find the Gaps:
   • Are your close rates too low?
   • Is your follow-up rate non-existent?

Example: The Texas roofing company found their close rate was 18% and their follow-up rate was 0%.

2. Set Goals for Key Metrics:

   • Close Rate Goal: Increase from 18% to 30%.
   • Average Ticket Size Goal: Increase from $7,500 to $8,500.

3. Train Your Team:

   • Role-play objection handling every day.
   • Teach your team how to upsell and present value.

4. Invest in Technology:

   • Use your CRM to automate follow-ups and track every lead.

Result: The roofing company increased their close rate to 32% and added $2M in annual revenue by focusing on these metrics.

4. Why Technology is Non-Negotiable

If you’re serious about scaling to $10M, you need to invest in tools and tech that make tracking easy.

What the Right Tools Can Do:

• Automate Follow-Ups:

  • Send texts, emails, and reminders automatically so no lead slips through the cracks.

• Real-Time Reporting:

  • See your lead conversion, close rates, and ticket sizes in one place.

• Track Marketing ROI:

  • Know which ads are driving leads and stop wasting money on what doesn’t work.

• Monitor Team Performance:

  • See how each rep is doing and where they need support.

Pro Tip: CRMs like Service Titan, Marketing Pro, Hubspot, or Salesforce aren’t just expenses—they’re growth engines.

5. Metrics = Accountability

When you track your metrics, you’re creating a culture of accountability.

• Sales Reps: Know exactly how they’re performing and where to improve.
• Owners: Can see what’s working and make smarter decisions.
• Teams: Celebrate wins together and fix problems before they snowball.

When you know your numbers, you know your business. And when your team knows their numbers, they win more deals.

Final Thoughts: Numbers Drive Growth

If you want to grow your home services business to $10M, tracking your sales metrics is non-negotiable.

• Start with the basics: Lead conversion, close rate, and follow-up rate.
• Use your CRM: Automate processes and get real-time insights.
• Train your team: Teach them to follow up, handle objections, and sell value.

The companies that know their numbers grow. The ones that don’t stay stuck.

Ready to take control of your sales and scale your business? Check out our Sales Training for Home Services programs. We’ll help you track the right metrics, train your team, and build a system that works.

Click here to learn more. Let’s make it happen.