Reach · roadmap step 6 · marketing dashboard
Halstead Heat & Air
An HVAC contractor whose demand doubles between March and July
The worst thing is the biggest thing. Everything that is fine collapses to a line at the bottom. Change the month and watch the board reorder — that is the whole idea: the dashboard tells you where to look, rather than leaving you to work it out from forty identical tiles.
- CRITICALCalls nobody answered
38
$51,400 a month
119 calls came in and 81 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- CRITICALReviews answered
0 of 2
2 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
24%
Apple showed your card 935 times against Google's 3,924.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
- WATCHCalls vs the same month last year
+6%
119 calls against 112 in the same month a year ago.
Keep doing what you are doing. Same month last year is the only honest comparison in a business this seasonal.
Not a problem this month
- OKInquiry to quote63%
- CRITICALCalls nobody answered
32
$42,700 a month
115 calls came in and 83 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- CRITICALReviews answered
0 of 2
2 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
25%
Apple showed your card 960 times against Google's 3,910.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
- WATCHCalls vs the same month last year
+7%
115 calls against 107 in the same month a year ago.
Keep doing what you are doing. Same month last year is the only honest comparison in a business this seasonal.
Not a problem this month
- OKInquiry to quote62%
- CRITICALReviews answered
1 of 3
3 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHCalls nobody answered
14
$18,900 a month
93 calls came in and 79 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- WATCHApple vs Google reach
26%
Apple showed your card 832 times against Google's 3,168.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKInquiry to quote63%
- OKCalls vs the same month last year+16%
- CRITICALReviews answered
1 of 4
4 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHCalls nobody answered
10
$13,100 a month
71 calls came in and 61 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- WATCHApple vs Google reach
27%
Apple showed your card 649 times against Google's 2,427.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKInquiry to quote61%
- OKCalls vs the same month last year+16%
- CRITICALReviews answered
2 of 5
5 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHCalls nobody answered
11
$14,100 a month
91 calls came in and 80 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- WATCHInquiry to quote
60%
59 of the 99 people who got through to somebody ended up with a quote.
Find where the quotes stall. Reaching somebody is not the same as getting a price. This is a follow-up problem, not a marketing one.
- WATCHApple vs Google reach
25%
Apple showed your card 796 times against Google's 3,238.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKCalls vs the same month last year+23%
- CRITICALCalls nobody answered
26
$36,100 a month
130 calls came in and 104 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- CRITICALReviews answered
2 of 6
6 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
23%
Apple showed your card 1,007 times against Google's 4,451.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKInquiry to quote65%
- OKCalls vs the same month last year+33%
- CRITICALCalls nobody answered
28
$35,600 a month
132 calls came in and 104 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- WATCHInquiry to quote
59%
78 of the 132 people who got through to somebody ended up with a quote.
Find where the quotes stall. Reaching somebody is not the same as getting a price. This is a follow-up problem, not a marketing one.
- WATCHReviews answered
3 of 6
6 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
27%
Apple showed your card 1,204 times against Google's 4,464.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKCalls vs the same month last year+28%
- WATCHReviews answered
3 of 6
6 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
26%
Apple showed your card 1,000 times against Google's 3,902.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKCalls nobody answered11
- OKInquiry to quote65%
- OKCalls vs the same month last year+28%
- WATCHReviews answered
4 of 6
6 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
25%
Apple showed your card 792 times against Google's 3,164.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKCalls nobody answered7
- OKInquiry to quote65%
- OKCalls vs the same month last year+30%
- WATCHReviews answered
6 of 9
9 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
24%
Apple showed your card 752 times against Google's 3,131.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKCalls nobody answered4
- OKInquiry to quote63%
- OKCalls vs the same month last year+25%
- WATCHReviews answered
6 of 8
8 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
25%
Apple showed your card 1,066 times against Google's 4,251.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKCalls nobody answered9
- OKInquiry to quote64%
- OKCalls vs the same month last year+39%
- CRITICALCalls nobody answered
29
$39,000 a month
155 calls came in and 126 were answered.
Cover the gaps. Weekends and the hour either side of lunch are where these fall. An answering service or a diverted mobile is the whole fix.
- WATCHReviews answered
5 of 7
7 reviews were left this month.
Answer them inside two working days. The reply is read by the next person deciding, not by the person who wrote it.
- WATCHApple vs Google reach
26%
Apple showed your card 1,363 times against Google's 5,337.
Feed the Apple listing. Photos, categories, hours and action links. It is claimed and then left, and it is free ground.
Not a problem this month
- OKInquiry to quote62%
- OKCalls vs the same month last year+46%
From inquiry to quote
The three numbers the board is computed from. Impressions are deliberately not the top of this funnel — views and people are not the same unit, and on one axis 100 quotes beside 8,000 views draws a sliver and flatters the only stage nobody has to work at.
How to read this
Only one of the five can be costed honestly. Missed calls run on an average quote you supply, so the arithmetic is yours and we are only doing the multiplication. The other four rank on how bad they are and on a stated weight. We could have invented a dollar figure for each to make the ordering look clever, and it would have been the same sin as inventing attributed revenue.
Ignore month over month. This business swings by a factor of two between March and July, so leads being up eighty-odd percent since March describes the weather, not the work. June against June is the comparison that means something, and it is one of the five.
Every band is written in words as well as colored, because roughly one man in twelve cannot reliably separate the red from the green and this trade is mostly men.