- Leads needed = jobs you want ÷ your close rate.
- Start with what your crews can handle, not a random lead number.
- Improving your close rate can matter as much as getting more leads.
- Track each step from inquiry to signed job.
There's no magic number of leads for a paving company. A one crew driveway company and a multi crew commercial operation need very different amounts. The good news is you can work out your own number in a few minutes.
1. The formula
Your close rate is the share of leads that become signed jobs. If you sign 1 out of every 4 leads, your close rate is 25%. Use your own records. If you don't track it yet, start now.
2. Worked examples
These use example numbers to show the math.
| Jobs wanted | Close rate | Leads needed |
|---|---|---|
| 5 | 25% | 20 |
| 8 | 20% | 40 |
| 8 | 40% | 20 |
| 15 | 30% | 50 |
Notice the middle two rows. Same 8 jobs, but doubling the close rate cuts the leads you need in half. That's why fast follow up and good estimates matter as much as lead volume.
To work from revenue instead, divide your monthly revenue goal by your average job value to get jobs, then use the formula.
3. Start with capacity
More leads only help if you can handle them. Before setting a target, ask:
- How many jobs can each crew finish in a typical week during the season?
- How many estimates can you or your estimator realistically give?
- How much of next month is already booked?
If your crews are full and estimates are piling up, more leads will just mean slower replies and lost jobs.
4. Lead quality
Not every lead is equal. A small patch job outside your area isn't the same as a full driveway in a town you work in every week. Good targeting, clear service pages and a quick qualifying question on your forms help you get more of the jobs you want.
If you get plenty of leads but few jobs, check:
- How fast you reply. See why the first reply wins.
- Whether you follow up after sending an estimate.
- Whether the leads match the jobs and towns you want.
- Whether your reviews and photos look as good as your competitors'.
5. What to track every month
- Leads, by source
- Estimates given
- Jobs signed
- Revenue from those jobs
- Cost per booked job, by source
