The 5-number formula
- Booked estimates per month
- Show rate (typically 70–90%)
- Close rate on estimates run (typically 25–45%)
- Average job value ($4,000–$20,000+ for flooring)
- Total marketing spend (ads + tools + management)
Worked example — Charlotte contractor
| Metric | Value |
|---|---|
| Booked estimates / mo | 45 |
| Show rate | 82% |
| Estimates run | 37 |
| Close rate | 38% |
| Jobs closed | 14 |
| Avg job value | $8,400 |
| Revenue / mo | $117,600 |
| Marketing spend / mo | $7,500 |
| ROI multiple | 15.7x |
Where flooring companies lose ROI
- Slow follow-up (over 5 minutes) — kills 50%+ of leads
- No nurture on unclosed estimates — 25% would buy in 30–90 days if followed up
- Untracked lead sources — you can't cut what you can't measure
- Poor booked-estimate quality (renters, out-of-area, wrong service)
Get your ROI audited
Book a free 30-minute strategy call with Alan and we'll audit your current marketing, show you exactly where booked estimates are leaking, and map the fastest path to a full calendar.
Frequently Asked Questions
Related guides
Lead Generation
How Do I Get More Flooring Leads in Charlotte, NC?
The 2026 playbook flooring stores, contractors, and installers in Charlotte use to book qualified estimates on autopilot — without buying shared leads.
Pricing & ROI
How Much Does Flooring Marketing Cost In 2026?
Real 2026 pricing benchmarks for flooring marketing — Google Ads, LSAs, Meta ads, SEO, AI receptionist, and full-service management fees.
Ready To Grow Your Flooring Business in Charlotte?
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Last updated: July 2026 · Page: flooring-lead-generation-roi-calculator