CalculatorFor readers in Ohio
What is your old customer list worth?
Pick your trade, put in your own numbers, and see what one appointment and your whole list could be worth. Every starting number is illustrative, so swap in yours.
Your list could be worth
- One appointment, over a year
- This list already cost you
Run my real list with us
Fifteen minutes on the phone with your actual numbers, not our starting ones.
Three ways it could go
| Scenario | Still reachable | Book | Appointments | Paid jobs | Worth |
|---|
Illustrative estimates, not a promise of results. Real numbers depend on your list, how long it's been since customers heard from you, and how fast replies get answered.
How the math works
Two numbers, and you probably know most of the inputs already.
(close rate) × (average job value) × (visits a returning customer books in a year)
(list size) × (share still reachable) × (share who book) × (close rate) × (average job value) × (visits a year)
Your close rate and average job are yours to fill in. Two numbers nobody knows until a campaign runs: how much of the list is still reachable, and how many of those book. So the calculator shows them three ways: cautious, middle, and strong.
Appointments and jobs are rounded down to whole people, because nobody books half a visit. That keeps every column on the cautious side.
Where the starting numbers come from
They're illustrative, not a promise or a benchmark, and the middle scenario matches the roofing example in our guide to what an old customer list is worth. Swap in your own. For a sense of what booking rates really look like, and why vendor numbers are all over the place, see reactivation response rates.
What the math leaves out
- Referrals and reviews. Customers you reconnect with tell neighbors and leave reviews.
- "Not right now" replies. Some of today's maybes are next season's jobs.
- Bigger jobs behind small ones. A tune-up or an inspection often turns up the replacement.
And one thing that pulls it down: slow replies. The list is only worth what you can actually answer. If you've been paying for leads that never booked, those belong on the list too: work the leads you already paid for.