Free tool
The Weekly KPI Scorecard
Ten numbers, fifteen minutes, every Monday. See exactly which part of your business is leaking: getting attention, booking appointments, closing or keeping customers.
Get the printable 13-week scorecardThis week's numbers
Pick your trade for the right benchmarks, then enter last week's numbers. Hover the ? for where to find each one.
Saved in this browser only. Keeps your last 13 weeks.
Your scorecard
Rated against Roofing benchmarks.
- Speed to lead Lead nurture
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- Booking rate Lead nurture
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- Show rate Lead nurture
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- Close rate Sales
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- Average ticket Sales
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- Cost per job sold Capture attention
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- Cost per lead Capture attention
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- Revenue per $1 of marketing Capture attention
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- Cash collected vs sold Run the business
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- Reviews per job sold Retention
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Leads answered within 5 minutes. Benchmark: 90%+ answered within 5 minutes.
Leads that become an appointment. Benchmark: 50%+ of leads booked.
Appointments that actually happen. Benchmark: 80%+ of appointments happen.
Appointments run that sign. Benchmark: 25–35%+ for Roofing.
Revenue per job sold. Benchmark: About $12,500 for Roofing.
Your customer acquisition cost. Benchmark: Under $1,250–$2,500 (10–20% of the average ticket).
Marketing spend per new lead. Benchmark: Depends on your close rate: judge by cost per job.
Revenue sold ÷ marketing spend. Benchmark: $5+ back for every $1 spent.
Are deposits and payments keeping up? Benchmark: Close to 100% over a few weeks.
Are you asking every customer? Benchmark: 0.3+ (about 1 in 3 customers).
Benchmarks are starting points from our client work and the trade averages in our playbooks, not guarantees. Your market will differ. After 4 to 6 weeks, compare against your own best weeks.
How to use it
- Every Monday, pull last week's numbers from your CRM, call tracking and bank account.
- Enter them above, or write them on the printable sheet.
- Find the first number that's below target. That's your leak, and it's the only thing to fix this week.
- Save the week, and watch the trend. One bad week is noise. Three in a row is a problem.
What each number tells you
- Speed to lead, booking rate and show rate are your lead nurture. If they're low, fix response time, appointment setting and reminders before buying more leads.
- Close rate and average ticket are your sales process.
- Cost per lead, cost per job and revenue per dollar tell you which lead sources deserve more money.
- Cash collected shows whether deposits and payments are keeping up with sales.
- Reviews and introductions show whether happy customers are turning into new ones.
Benchmarks by trade
The starting points the scorecard uses for each trade. Every trade shares the same nurture targets: 90%+ of leads answered within 5 minutes, 50%+ booked and 80%+ showing up.
| Trade | Typical average job | Close rate to aim for | Cost per job sold target |
|---|---|---|---|
| Roofing | $12,500 | 25–35% | $1,250–$2,500 |
| HVAC | $7,500 | 30–40% | $750–$1,500 |
| Plumbing | $350 | 50–60% | $35–$70 |
| Electrical | $350 | 45–55% | $35–$70 |
| Lawn care (season) | $2,500 | 30–40% | $250–$500 |
| Tree service | $2,500 | 30–40% | $250–$500 |
| Landscaping | $5,000 | 20–30% | $500–$1,000 |
| Painting | $3,200 | 25–35% | $320–$640 |
| Remodeling | $25,000 | 15–25% | $2,500–$5,000 |
| General contractor | $40,000 | 15–25% | $4,000–$8,000 |
| Junk removal | $400 | 55–65% | $40–$80 |
| Pest control | $400 | 40–50% | $40–$80 |
Starting points from our client work and the published cost guides cited in each trade's playbooks, not guarantees. Job size, close rates and costs vary a lot by market, service mix and lead source. The cost per job sold target is 10 to 20% of the average job.
Download the printable scorecard
A one-page, 13-week sheet to fill in by hand or pin on the office wall. Free.