Why HVAC Contractors Overvalue New Customers and Undervalue Retention
Bill Brown · December 30, 2025 · 5 min read
Attribution is useful, but incomplete. When contractors zoom in too far on lead sources and acquisition costs, they miss the bigger strategic question: where does revenue actually come from, and how do you keep it?
Attribution Is Not the Same as Strategy
Why Contractors Overvalue New Customers: The Reporting Problem
Why Contractors Overvalue New Customers: The Dopamine Problem
The Cost of Ignoring Retention
The Bigger Year-End Question Contractors Should Ask
How to Think About Future Customer Value
Retention Is an Experience Problem
Conclusion
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