CONSTRUCTION BUSINESS DIAGNOSTIC

What is a contractor sales diagnostic?

A contractor sales diagnostic is a focused, fixed-fee analytical engagement that audits how leads come into a construction business, how they move through the pipeline, and where the money is leaking on the way to a signed contract. The deliverable is a written summary with a prioritized 90-day action plan, plus reusable tools or templates populated where feasible — typically a lead-source tracker and a follow-up template you can drop into your CRM, email, or phone.

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The math behind this engagement: home improvement leads cost $400 to $850 each in 2026, even the best contractors close only 30 to 40% of quoted leads, 80% of sales require five or more follow-ups, and 44% of contractors give up after one. MIT research shows that responding to a lead within 5 minutes converts at roughly 9× the rate of responding within 1 hour. This diagnostic measures all of those numbers against your real data.

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A lot of that pipeline runs through whoever answers your phone. Your CSR — the customer service rep booking calls at the front desk — is your real speed-to-lead: if they're slow to call back, letting quotes sit, or not booking the appointment, good leads die before they ever reach you. Part of fixing sales is fixing how inbound calls get handled and turned into booked jobs — whether you run a remodeling company, a custom build, or any trade whose next job depends on the phone being worked right — not just the owner's close rate on the quotes you already send.

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This engagement is not running marketing campaigns, managing paid ads, building a CRM, or generating leads. It is analytical — measure what's working, what isn't, and rank what to cut.

Who is this for?

The sales diagnostic is built for:

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• Construction businesses doing $500K to $20M in annual revenue

• Owners whose sales feel like feast or famine

• Contractors who can't say with confidence which lead sources actually pay off

• Businesses that have been doing paid advertising (Google Ads, Facebook, HomeStars) without measuring ROI per channel

• Owners who think they should be closing more of the leads they already get

This is the right starting engagement if you're saying any of these out loud:

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• “My pipeline is either too full or empty — nothing in between.”

• “We pay for Google Ads / Facebook / Houzz, etc., but I don't know if they work.”

• “Referrals are great but we can't rely on them.”

• “We send quotes and never hear back.”

• “I have leads but I'm not closing what I used to.”

If you're more concerned about profit on the work you already have, see the Profit & Accounting Diagnostic. If the owner is the operational bottleneck, see the Systems & Operations Diagnostic.

What you walk away with

Typical outputs — what gets delivered depends on the quality of the available lead data:

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• A clearer picture of lead sources and which appear worth more or less attention

• A practical view of funnel conversion and the leakiest stage, based on the records available

• A review of response speed and follow-up discipline where that data exists

• A comparison of selected won and lost quotes to spot recurring patterns

• A prioritized set of sales-process fixes for the next 90 days

• Reusable tools or templates populated where feasible — typically a lead-source tracker or a follow-up template

What's included

• Intake review of your last 12 months of leads, marketing spend, and sample quotes

• Lead-source review and ROI assessment where the data supports it

• Funnel and conversion review (Lead → Site Visit → Quote → Won)

• Speed-to-lead and follow-up rhythm review where the data supports it

• Review of selected won and lost quotes

• One 60-minute findings call, recorded, with transcript provided

• Written summary, approximately 8–12 pages, with a prioritized 90-day action plan

• Reusable tools or templates populated where feasible — such as a lead-source tracker or follow-up template

What you need to provide