01 · Estimate the gap
A monthly planning scenario
- Unique missed callers
- 24
- Potential legitimate opportunities
- 50% → 12
- Lead-to-signed-job rate
- 25% → 3 modeled jobs
- Average signed job value
- $12,000
$36,000 modeled monthly gross contract value at risk
24 × 50% × 25% × $12,000. Remove callers who were already recovered before treating the estimate as an unresolved gap. Analyze repairs and replacements separately.