Leads Required Calculator
Stop guessing. Know exactly how many leads you need to hit your revenue goal—and what that means for your marketing and sales team.
Why lead volume matters
Most contractors set revenue goals without reverse-engineering what it actually takes to get there. They end up either underspending on marketing and missing targets, or overspending without knowing why results aren't improving.
Set realistic marketing budgets
Know how many leads you need, then budget accordingly
Staff your sales team correctly
Understand lead volume per rep to avoid bottlenecks
Identify the real levers
See how improving close rate reduces lead requirements
The Math is Simple
Example: $2M goal ÷ $15K avg job = 134 jobs
134 jobs ÷ 25% close rate = 536 leads needed
Calculate your lead requirements
Enter your numbers to see exactly how many leads you need to hit your revenue goal.
Your target annual revenue
Typical roofing avg: $12,000 - $18,000
Industry avg: 20-30%
Set to 0% if you don't have canvassers
Revenue from word-of-mouth, repeat customers
To calculate leads per rep
Your Results
Total Leads Required (Annual)
From marketing channels
Per Month
Per Week
Jobs Needed to Hit Goal
from marketing + from other sources
Leads Per Sales Rep
per month / per week
If you improved close rate by 5%:
leads needed
fewer leads required
Revenue Breakdown
What to do with these numbers
Plan Your Marketing Budget
If you need 500 leads and your average cost per lead is $150, you need a minimum $75,000 marketing budget. Now you can plan realistically.
Right-Size Your Sales Team
A sales rep can typically handle 150-200 leads per year effectively. If you need 600 leads, you need at least 3-4 reps to convert them.
Focus on Close Rate
Improving close rate from 25% to 30% can reduce lead requirements by 17%. Sometimes training your sales team is more cost-effective than more marketing.
Two levers to hit your goal
You can either get more leads or close more of the leads you already have. The best companies focus on both.
Get More Leads
- Increase marketing budget strategically
- Diversify lead sources (digital, canvassing, referrals)
- Build a referral program
- Improve website conversion rate
- Partner with insurance agents and adjusters
Improve Close Rate
- Speed-to-lead: Respond within 5 minutes
- Sales training and consistent process
- Better lead qualification
- Automated follow-up sequences
- Track and analyze why deals are lost
How ContractorHUB helps you hit your numbers
Knowing your lead requirements is step one. ContractorHUB helps you execute on both levers.
Marketing Budget Planner
AI-powered budget recommendations based on your goals, trade, and market.
Speed-to-Lead Tracking
Know exactly how fast your team responds and where leads are falling through.
Lead Source Analytics
See which channels produce quality leads that actually close.
Sales Leaderboards
Track performance by rep—close rate, average deal size, and conversion.
AI Sales Coach
Get recommendations to improve close rate based on your specific data.
Pipeline Forecasting
Project revenue based on current pipeline and historical close rates.
More free tools for contractors
Plan smarter with our growing suite of business calculators.
Ready to hit your revenue goals?
See how ContractorHUB can help you generate more leads, close more deals, and grow predictably.