LTV (Customer Lifetime Value)
The total revenue a customer generates over the entire relationship, including repeat work and referrals.
Customer Lifetime Value (LTV) measures the total revenue from a single customer across all transactions over time. For home service contractors, LTV includes the initial job plus any follow-on services (maintenance plans, additional projects, referrals). LTV is critical for setting marketing budgets — businesses with higher LTV can afford higher CPAs.
Without LTV understanding, contractors set marketing budgets based on first-job revenue and miss the larger picture.
An HVAC contractor whose customers average 1 install + 8 annual maintenance visits over 10 years has dramatically higher LTV than a single-transaction roofer.
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