Sep 21, 2026 · 11 min · 6 segments
You have hundreds of unsold estimates sitting in your CRM right now, and almost none of that money is actually gone. I'm Chad Peterman, CEO of Peterman Brothers, and in this video I break down the…
Every unsold estimate in your CRM is a homeowner who had a problem real enough to call you, make an appointment, let a stranger into their house, and sit through a two-hour visit.
Multiply it by your average close rate on that follow-up call, which for most shops is meaningfully higher than the close rate on a new lead because the homeowner already knows you.
When we look at our unsold estimates and we look at what our follow-up close rate is, we can then start to generate what one rep should do.
in a month's time when we look at that what we're trying to extract is one how many reps do we need how long does it take to close a job and when we put all this together we can understand how much our unsold estimates are truly worth a new lead cost you marketing spend a dispatch and a truck roll before a tech ever knocks on the door an unsold estimate costs you a phone call and a real conversation The cost per recovered job is a fraction of the cost per new job, and the homeowner starts the conversation already knowing who you are.
Every unsold estimate in your CRM is a homeowner who had a problem real enough to call you, make an appointment, let a stranger into their house, and sit through a two-hour visit.
Multiply it by your average close rate on that follow-up call, which for most shops is meaningfully higher than the close rate on a new lead because the homeowner already knows you.
When we look at our unsold estimates and we look at what our follow-up close rate is, we can then start to generate what one rep should do.
in a month's time when we look at that what we're trying to extract is one how many reps do we need how long does it take to close a job and when we put all this together we can understand how much our unsold estimates are truly worth a new lead cost you marketing spend a dispatch and a truck roll before a tech ever knocks on the door an unsold estimate costs you a phone call and a real conversation The cost per recovered job is a fraction of the cost per new job, and the homeowner starts the conversation already knowing who you are.
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