The fence marketing growth calculator
See the Assumptions. Understand the Economics.
Adjust the inputs to explore a hypothetical monthly scenario. These are planning estimates, not promised results.
Build Your Scenario
Hypothetical monthly scenario
Currency is rounded to whole dollars and expected volumes to one decimal. Expected values may be fractional. This model assumes the entered rates apply to the same inquiry cohort. It does not predict capacity, demand, cash collections, overhead, financing, taxes, or net profit.
The Formulas, Explained
| Output | Calculation |
|---|---|
| Qualified inquiries | Marketing spend ÷ Cost per qualified inquiry |
| Scheduled estimates | Qualified inquiries × Appointment rate |
| Sold jobs | Scheduled estimates × Close rate |
| Gross revenue | Sold jobs × Average job revenue |
| Gross profit before marketing | Gross revenue × Gross margin |
| Gross profit after marketing | Gross profit before marketing − Marketing spend |
| Marketing return based on gross profit | (Gross profit after marketing ÷ Marketing spend) × 100 |
Percentages are converted to decimals for calculation. If spend is zero, estimated volume is zero and percentage return is undefined. If inquiry cost is zero or a field is missing or invalid, the calculator asks for a correction instead of showing a misleading result.
The return shown uses gross profit after the entered marketing costs. It is not net profit ROI and does not account for overhead or other business expenses. Revenue divided by spend would describe a revenue multiple, a different measure.
Use consistent costs: if monthly spend includes management, the cost per qualified inquiry should use the same included cost basis. The appointment rate and close rate must refer to the funnel stages shown here. Real-world timing and collections may differ.
Read the ROI measurement guide ↗How to Read Your Scenario
Your investment divided by inquiry cost estimates the number of qualified inquiries. The appointment rate estimates how many book an estimate; the close rate estimates how many of those become sold jobs.
Average job revenue turns estimated sales into revenue. Gross margin estimates what remains after the direct job costs represented by that margin. Subtracting marketing gives gross profit after marketing, not net profit.
The model excludes overhead and other business costs not represented by your gross margin. Use consistent cost definitions and compare scenarios with your actual records before making investment decisions.
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