What is Customer Lifetime Value (CLV)?
Customer lifetime value (CLV) is the total revenue a business expects from a customer over the entire relationship — across repeat jobs, maintenance plans, and referrals — not just the first job.
Why it changes decisions
When you know a customer is worth far more than one job, it justifies investing in fast response, follow-up, and retention. A single repair can become years of maintenance and referrals.
How to grow it
Capture every customer in your CRM, sell service agreements, and stay in touch with reactivation campaigns so customers return to you instead of searching again.
What is customer lifetime value?
The total revenue a customer generates over the whole relationship, including repeat jobs and referrals.
Why does CLV matter for contractors?
It shows that retention and follow-up are worth investing in — one customer can be worth years of revenue.