Original Data & Framework
Roofing Appointment Economics: How We Model It
Direct Answer
How do you calculate the cost and value of a booked roofing appointment?
This calculator models the cost per booked roofing appointment and the revenue it should produce by combining your spend, lead-to-appointment rate, appointment-to-sale rate, and average job value. The result is an estimated cost per booked appointment and an estimated value per appointment, so you can judge marketing on appointments rather than raw leads. All outputs are estimates from your inputs.
Purpose
Leads are a vanity metric; booked appointments pay the bills. This calculator shifts the focus to appointment economics so owners can see what each booked appointment truly costs and whether it's profitable.
From spend to booked appointment
The model walks money from total spend through your lead-to-appointment rate to arrive at cost per booked appointment — the number that actually predicts revenue.
Then to revenue
It multiplies appointments by your appointment-to-sale rate and average job value to estimate revenue per appointment, so you can compare cost against value.
Inputs
- Total marketing spend
- What you spend over the period being measured.
- Leads generated
- Total leads from that spend.
- Lead-to-appointment rate
- Share of leads that become held appointments.
- Appointment-to-sale rate
- Share of appointments that become sold jobs.
- Average job value
- Typical revenue per sold roof.
How the calculation works
Booked appointments = Leads × Lead-to-appointment rate
Cost per booked appointment = Total spend ÷ Booked appointments
Value per appointment = Appointment-to-sale rate × Average job value
Estimated profit per appointment = Value per appointment − Cost per booked appointmentExample calculation
| Spend / Leads | $5,000 / 100 leads |
|---|---|
| Lead-to-appointment (30%) | 30 booked appointments |
| Cost per booked appointment | $5,000 / 30 = $167 |
| Value per appointment (40% × $12,000) | $4,800 |
| Estimated profit per appointment | $4,633 (estimate) |
Assumptions & disclaimer
- Conversion rates are assumed stable and come from your own data.
- Average job value is treated as constant though it varies by job type.
- The model excludes overhead and labor beyond marketing spend.
- This report is designed to become RooferFuel.ai's ongoing benchmark dataset. Until live client data is available, calculations are based on disclosed assumptions and should be treated as estimates, not guaranteed outcomes.
This calculator produces planning estimates from your inputs. It does not guarantee appointment volume, close rates, or revenue. Actual results depend on market, offer, sales process, and factors outside RooferFuel.ai's control.
Frequently Asked Questions
Related Pages
Data & ReportsKnow what each appointment costs you
Book a free audit and we'll run your appointment economics and show where to cut cost per booked appointment.
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