Leads and CRM
Lifetime value LTV
The total revenue a customer brings over the whole relationship, not just the first job. Repeat work, maintenance plans and referrals count.
Why it matters for your business
Knowing lifetime value tells you how much you can afford to spend to win a customer. A landscaper on a monthly plan is worth far more than one mow. It also shows which kinds of customers to go after and which to let competitors have.
In practice
A painting company notices customers who book interior work often come back for exterior within a couple of years. It follows up on that schedule and spends more to win the first job than that job alone would justify.
Related terms
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