Lead source
A lead source is where a new lead came from, such as a search ad, your website, a referral, a yard sign or a neighbor who saw the truck.
Also called
- marketing source
- referral source
- channel
Recording the source on every lead lets you see which marketing brings booked, profitable jobs rather than just phone calls. Keep the list short (eight to twelve sources) and ask the same question every time: "How did you hear about us?"
Judge a source by what it produces, not by how many leads it sends: booking rate, close rate and average ticket per source, against what the source costs.
Formula
cost per booked job = what the source cost ÷ jobs booked from it
Track it in Birdy
Leads, quotes, jobs and invoices on one customer record, set up with your own data.
Related
- FeatureLead pipelineEvery lead on one board, from the first call to the signed quote, with each lead's age in plain view.Read
- FeatureReports and speed to leadSpeed to lead, close rate, money, what's owed and how the crews did, with every number clickable.Read
- GuideSpeed to leadWhat speed to lead is, what the lead response time research shows, a good target, how to measure it in business hours, and how a busy office keeps it low.Read
- GlossaryBooking rateBooking rate is the share of new leads that get an appointment or estimate visit booked: leads booked divided by leads received.Read
- GlossaryClose rateClose rate is the share of quotes or estimate visits that turn into sold jobs: won quotes divided by quotes given.Read
- GlossarySpeed to leadSpeed to lead is the time between a new lead reaching your business and the first real reply from a person, ideally under 5 business minutes.Read
- GlossaryCRM (customer relationship management)A CRM is software that keeps every customer, lead and conversation in one place, so the office can see who needs what and nothing is forgotten.Read