Repeat-customer rate

Definition

The share of jobs from customers who have bought before, the book's durability.

Why It Matters

The repeat rate separates a customer book from a lead-generation treadmill: returning households and standing commercial accounts rebuy without marketing spend, while purchased leads rebuy the revenue every month at full price. Compute it from two years of job history by customer, because the trade's sale guidance explains most of the multiple spread with it, and a seller quoting revenue without it is quoting the treadmill's speed.