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Your Marketing Scorecard: Run It Like an Owner
You've now walked through every door. Google, your website, reviews, paid leads, ads, A I. Here's the last move, and it's the one that ties it all together. You put the whole thing on one page — a scorecard — so you can run your marketing like an owner, instead of getting sold to like a mark.
The Five Numbers
Five numbers. You check them once a month, that's it. Cost per lead. Cost per booked job. Your close rate. Your review count. And your response time — how fast you call people back. Five numbers on one page, and you can see your entire business at a glance.
You Already Know These
And you already know every one of these. Cost per lead is the bait, cost per booked job is the king — that's Course two. Your close rate is the leak that quietly doubles your cost. Your review count is your reputation — Course six. And your response time decides whether any of it turns into an actual job. Old friends, all of them.
Green, Yellow, Red
Then you color each one. Green, you're winning, leave it alone. Yellow, keep an eye on it. Red, that's where your money is leaking out the bottom. A filled-in scorecard doesn't lie and it doesn't guess. It points one finger, straight at the next thing to fix. No more throwing darts in the dark.
Direct, Don'T Get Fleeced
And this, right here, is the whole reason we did this course. Knowing these five numbers is the difference between directing a marketer and getting fleeced by one. Remember Course one? You don't have to become a marketer. You just have to be impossible to fool. This page is what makes you impossible to fool.
You Speak The Language Now
So walk into any meeting with this page in your hand. You can ask the right questions, demand the right numbers, and spot somebody blowing smoke the second they open their mouth. You're not nodding along and hoping anymore. You speak the language now.
Do This Now
Last homework of the whole course. Fill in your scorecard with your real numbers — today's, even if they're ugly, especially if they're ugly. Then keep that page on the wall, and bring it to anybody who ever wants a dollar of your marketing money.
Finale
And that's Marketing 101. The whole game, start to finish. Get found. Get picked. Get booked. No jargon, no vests, no nonsense. You're not a victim of this stuff anymore — you're the one running it. Now go fill that calendar. You've got the keys.
Watch this lesson (free)
This article is the companion to Lesson 10 of the free Marketing 101 course for contractors — 10 short, plain-English videos. Watch the whole series free on YouTube →
Frequently asked questions
What marketing numbers should a contractor track?
Five, monthly: cost per lead, cost per booked job, close rate, review count, and response time (how fast you call people back).
How often should I review my marketing numbers?
Once a month is plenty. Color each green (winning), yellow (watch), or red (leaking money) and fix the reddest one first.
How do I avoid getting ripped off by a marketing agency?
Know your five numbers. The difference between directing a marketer and getting fleeced by one is being able to ask the right questions and demand the right numbers.