What is a new customer worth? First-year value for 39 local businesses
A new customer is worth between $103 and $30,712 in the first year, depending on the business. The median across 39 local business types is $985.
What is a new customer worth to your business?
How much is a new appliance repair customer worth?
A new appliance repair customer is worth about $206 on a repair visit (Thumbtack, 2026). A refrigerator repair averages about $250 and a washing machine repair about $251.
- Appliance repair visit$206
- Refrigerator repair$250
- Washing machine repair$251
Source: Thumbtack, appliance repair cost, most people pay around $206, 2026. All sources
How much is a new auto repair customer worth?
A new auto repair customer is worth about $554 on a check-engine-light repair (CarMD, 2026). The average household spends $984 a year on car maintenance and repair (BLS).
- Check-engine-light repair$554
- Brake pad replacement$365
- Oil change$174
- What the average household spends on car maintenance and repair in a year$984
Source: CarMD 2026 Vehicle Health Index, average check-engine repair $554 (2025). All sources
How much is a new carpet cleaning customer worth?
A new carpet cleaning customer is worth about $206 a year: one cleaning visit, since most households clean at least once a year (Thumbtack, 2026). Tile and grout cleaning averages about $491.
- Carpet cleaning visit$206
- Tile and grout cleaning$491
- Upholstery cleaning$184
Source: Thumbtack, carpet cleaning prices, most pay around $206, 2026. All sources
How much is a new chiropractic patient worth in a year?
A new chiropractic patient is worth about $631 a year: 8.3 visits at $76 an adjustment (CareCredit; Medical Expenditure Panel Survey).
- Adjustment visit$76
Source: CareCredit, chiropractor costs, manual adjustment averages $76. All sources
How much is a new concrete customer worth?
A new concrete customer is worth about $6,960 on a 24 by 24 foot driveway (Fixr). A concrete patio averages about $3,541 (Thumbtack, 2026).
- Concrete driveway$6,960
- Concrete patio$3,541
Source: Fixr, driveway paving cost, $6,960 for a 24×24 ft concrete driveway, 2025. All sources
How much is a new criminal defense client worth to a law firm?
A new criminal defense client is worth about $2,500 on a flat-fee case (Thumbtack). A DUI defense runs about $3,500.
- Criminal case (flat fee)$2,500
- DUI defense$3,500
- Ceiling value of one leadup to $200
Source: Thumbtack, criminal defense attorney cost, flat fee $2,000–$3,000. All sources
How much is a new dental patient worth in a year?
A new dental patient is worth about $887 a year: the average yearly dental spending of a person with at least one visit, across 2.3 visits (AHRQ Medical Expenditure Panel Survey). Over three years, at 58% retention, that is about $1,700.
- Year of dental care per patient$887
- Three-year value at 58% retention$1,700
Often quoted: a $10,000 patient value. It comes from a 2014 article that calls its own figures hypothetical (see below).
Source: AHRQ Medical Expenditure Panel Survey, average annual dental spending per person with a visit $887 (2021 data, 2.3 visits). All sources
How much is a new electrical customer worth?
A new electrical customer is worth about $252 in the first year on a service call (Fixr). A panel upgrade is worth about $2,150, and an EV charger installation about $2,442 in labor.
- Electrician service call$252
- Electrical panel upgrade$2,150
- EV charger installation (labor only)$2,442
- Value of one incoming call$103
Source: Fixr, electrician cost, $176–$327 per service call, 2025. All sources
How much is a new divorce client worth to a law firm?
A new divorce client is worth about $7,000 to a law firm: the median attorney fees per spouse (Martindale-Nolo).
- Divorce case (attorney fees per spouse)$7,000
- Ceiling value of one leadup to $840
Source: Martindale-Nolo survey, median attorney fees per spouse for a divorce ($11,300 mean). All sources
How much is a new fence customer worth?
A new fence customer is worth about $4,500 on a fence installation (Fixr). Vinyl fence runs about $5,800, and a fence repair about $500.
- Fence installation$4,500
- Fence repair$500
- Vinyl fence installation$5,800
Source: Fixr, fence installation cost, national average $4,500, 2025. All sources
How much is a new flooring customer worth?
A new flooring customer is worth about $2,760 on a typical installation (Thumbtack, 2026). Hardwood installation averages about $4,017, and 200 square feet of luxury vinyl plank about $1,600.
- Flooring installation$2,760
- Hardwood floor installation$4,017
- Luxury vinyl plank, 200 sq ft$1,600
Source: Thumbtack, flooring installation, average $1,496–$4,024 (midpoint), Oct 2026. All sources
How much is a new foundation repair customer worth?
A new foundation repair customer is worth about $5,200 in the first year (Fixr, 2026). Basement waterproofing averages about $5,000 and crawl space repair about $4,500.
- Foundation repair$5,200
- Basement waterproofing$5,000
- Crawl space repair$4,500
Source: Fixr, foundation repair cost, national average $5,200, 2026. All sources
How much is a new garage door customer worth?
A new garage door customer is worth about $250 on a repair and about $993 on a new door installation (Fixr). Opener repair runs about $200.
- Garage door repair$250
- Opener repair$200
- Garage door installation$993
- Value of one incoming call$78
Source: Fixr, garage door repair cost, national average $250, 2025. All sources
How much is a new gutter customer worth?
A new gutter customer is worth about $3,223 on a whole-house gutter installation (Fixr). Gutter cleaning twice a year is worth about $600 a year.
- Whole-house gutter installation$3,223
- Gutter guards, basic mesh (materials only)$335
- Gutter cleaning, twice a year$600
Source: Fixr, gutter installation cost, national average $3,223, 2025. All sources
How much is a new handyman customer worth?
A new handyman customer is worth about $300 on a first job (Fixr, 2025). Drywall repair averages about $350.
- Handyman job$300
- Drywall repair$350
Source: Fixr, handyman cost, national average $300, 2025. All sources
How much is a new house cleaning customer worth?
A new house cleaning customer is worth $2,340 a year at $195 a monthly visit, if they keep all 12 visits. With the 6.14% monthly cancellation rate MaidCentral reports, the average first year is $1,691.
- Recurring cleaning visit$195
- Deep cleaning$228
- Move-out cleaning$243
- First year after typical cancellations$1,691
- Three-year value after cancellations$2,851
The $2,340 assumes the customer keeps a monthly visit all year. After typical cancellations the first year averages $1,691.
Source: Thumbtack, house cleaning prices, monthly service $162–$228 a visit, 2026. All sources
How much is a new HVAC customer worth?
A new HVAC customer is worth $375 in the first year when the first job is an AC repair visit, and $8,350 when it is a heat pump or system installation (Fixr, 2026). A furnace repair runs about $500.
- AC repair visit$375
- Furnace repair$500
- Heat pump or system installation$8,350
- Value of one incoming call$142
- Install close rate43% of install jobs
Often quoted: a $15,340 "lifetime value". It traces to a marketing post with no method (see below).
Source: Fixr, AC repair cost, average $375, 2026. All sources
How much is a new auto insurance customer worth to an agency?
A new auto insurance customer is worth about $103 to an agency in the first year: the commission on a $1,282 average premium. A new home policy brings about $180.
- New auto policy (first-year commission)$103
- New home policy (first-year commission)$180
- Average agency retentionabout 84%
First-year commission, not premium.
Source: agency commission: average auto premium $1,282 (Insurance Information Institute / NAIC, 2023) × 8% private auto commission (Big "I" Market Share Report, AM Best 2024 data). All sources
How much is a new junk removal customer worth?
A new junk removal customer is worth about $223 on a typical job, which runs $138 to $308 (Thumbtack, 2026). Removing one piece of furniture or an appliance averages about $169.
- Junk removal job$223
- Furniture or appliance removal$169
Source: Thumbtack, junk removal cost, $138–$308, 2026. All sources
How much is a new landscaping customer worth?
A new landscaping customer is worth about $1,756 on a typical project (Thumbtack, 2026). A patio addition averages about $4,777 and a retaining wall about $4,853.
- Landscaping project$1,756
- Patio addition$4,777
- Retaining wall$4,853
Source: Thumbtack, landscaping cost, $1,047–$2,465, 2026. All sources
How much is a new lawn care customer worth?
A new lawn care customer is worth about $1,368 a year: 24 mowings at $57 in a northern season (LawnStarter). Over a 45-week Southeast season, it is about $2,565.
- Mowing visit$57
- Fertilizer application$236
- Southeast season (45 mowings)$2,565 a year
Source: LawnStarter, lawn mowing prices, average $57 a visit, 2026. All sources
How much is a new locksmith customer worth?
A new locksmith customer is worth about $199 on a service call, which runs $123 to $275 (Thumbtack, 2026). A lockout runs about $179 and rekeying about $208.
- Locksmith service call$199
- Lockout$179
- Rekeying locks$208
Source: Thumbtack, locksmith prices, $123–$275, 2026. All sources
How much is a new med spa patient worth in a year?
A new med spa patient is worth about $1,054 a year: two visits at the $527 average spend per visit (AmSpa, 2024). A Botox treatment averages about $445.
- Med spa visit$527
- Botox treatment$445
- Share of med spa patients who are repeat patients73%
Source: AmSpa 2024 State of the Industry, average patient spend $527 a visit. All sources
How much is a new moving customer worth?
A new moving customer is worth about $453 on a local move, which runs $266 to $640 (Thumbtack, 2026). Long-distance moves cost far more.
- Local move$453
Covers local moves; long-distance moves cost far more.
Source: Thumbtack, moving costs, local moves $266–$640, 2026. All sources
How much is a new painting customer worth?
A new painting customer is worth about $8,930 on an exterior house painting job (Fixr). One interior room runs about $1,200 and kitchen cabinet painting about $4,000.
- Exterior house painting job$8,930
- Painting one room$1,200
- Kitchen cabinet painting$4,000
Source: Fixr, exterior house painting cost, $6,242–$11,617, 2025. All sources
How much is a new personal injury client worth to a law firm?
A new personal injury client is worth about $24,832 to a law firm: a 32% fee on a $77,600 average payout. This is a high estimate from a self-selected survey.
- Personal injury case (attorney fee)$24,832
- Ceiling value of one leadup to $1,738
A self-selected 2016 reader survey; the mean is pulled up by large cases. Treat it as a high estimate.
Source: average payout with a lawyer $77,600 × 32% average contingency fee reported (Martindale-Nolo reader survey, Lawyers.com). All sources
How much is a new pest control customer worth?
A new pest control customer is worth about $836 a year: four quarterly treatments at $209 (Thumbtack). At Rentokil's 80.5% North American retention, that is about $2,051 over three years.
- Pest control treatment$209
- Termite treatment$846
- Mosquito treatment$183
- Three-year value at 80.5% retention$2,051
Source: Thumbtack, exterminator cost, most pay around $209 a treatment, 2026. All sources
How much is a new plumbing customer worth?
A new plumbing customer is worth about $325 in the first year: one typical plumbing job, which runs $150 to $500 (This Old House, 2026). A water heater installation brings in about $1,400.
- Plumbing job$325
- Drain cleaning$368
- Water heater installation$1,400
- Value of one incoming call$140
Source: This Old House, plumber cost, $150–$500, 2026. All sources
How much is a new pool service customer worth?
A new pool service customer is worth about $2,220 a year at $185 a month for weekly service in a warm-climate market, and about $1,110 where service runs six months.
- Month of weekly service$185
- Seasonal market (6 months of service)$1,110 a year
12 months assumes a warm-climate market where service runs all year.
Source: ThePricer / HomeGnome, weekly service $120–$250 a month, 2026. All sources
How much is a new pressure washing customer worth?
A new pressure washing customer is worth about $424 a year: one exterior house soft wash, booked at least once a year.
- House soft wash$424
Source: Housecall Pro price-book data, exterior house soft wash $250–$597 (midpoint), 2026. All sources
How much is a new remodeling customer worth?
A new remodeling customer is worth about $27,000 on a kitchen remodel and about $12,000 on a bathroom remodel (Fixr, 2026).
- Kitchen remodel$27,000
- Bathroom remodel$12,000
- Value of one prospect meeting$9,450
Source: Fixr, kitchen remodeling cost, average $27,000, 2026. All sources
How much is a new restoration customer worth?
A new restoration customer is worth about $3,000 on a water damage job (Fixr). Mold remediation averages about $3,500 and fire damage restoration about $1,931.
- Water damage restoration job$3,000
- Mold remediation$3,500
- Fire damage restoration$1,931
Source: Fixr, water damage restoration cost, national average $3,000, 2025. All sources
How much is a new roofing customer worth?
A new roofing customer is worth $17,631 when the job is a roof replacement and $4,699 when it is a repair (Verisk 2026 U.S. Roof Report, 2025 averages from insurance claims).
- Roof replacement$17,631
- Roof repair$4,699
Verisk figures are insurance-claim estimates, not retail sales.
Source: Verisk 2026 U.S. Roof Report, 2025 average residential replacement. All sources
How much is a new solar customer worth?
A new solar customer is worth about $30,712 on a 12 kW rooftop installation, the median quoted price before incentives (EnergySage, 2026). A home battery adds about $15,000.
- Rooftop solar installation (12 kW, before incentives)$30,712
- Solar battery$15,000
Median quoted price before incentives.
Source: EnergySage 1H 2026 Marketplace Report, median quote $30,712 for about 12 kW (pv magazine USA). All sources
How much is a new tax prep client worth to an accountant?
A new tax prep client is worth about $280 a year: the average base fee for a Form 1040 (NATP 2025 fee study).
- Individual tax return (Form 1040)$280
Source: 2025 NATP fee study, average base Form 1040 fee for CPAs $280 (Accounting Today). All sources
How much is a new tree service customer worth?
A new tree service customer is worth about $985 on a tree removal (Thumbtack, 2026). Tree trimming averages about $780 and stump grinding about $412.
- Tree removal$985
- Tree trimming$780
- Stump grinding$412
Source: Thumbtack, tree removal cost, national average $985, 2026. All sources
How much is a new pet owner worth to a vet clinic in a year?
A new pet owner is worth about $400 a year to a vet clinic: two visits at about $200 (AVMA, 2025). The average dog owner spends about $598 a year at the vet.
- Vet visit$200
- What a dog owner spends at the vet in a year$598
Source: AVMA 2025 Pet Ownership & Demographics Sourcebook, average cost of last vet visit $200 (2025). All sources
How much is a new window cleaning customer worth?
A new window cleaning customer is worth about $399 a year: a $266 whole-house cleaning, bought once or twice a year (Thumbtack, 2026).
- Whole-house cleaning$266
Source: Thumbtack national average, 2026. All sources
How much is a new window replacement customer worth?
A new window replacement customer is worth about $10,000 on a whole-house job of 10 to 15 windows, and about $800 on one window (Fixr, 2026).
- Whole-house window replacement (10–15 windows)$10,000
- One replacement window$800
Source: Fixr, window replacement cost, $8,000–$12,000 for a single-story home with 10–15 windows, 2026. All sources
Use your own numbers
The short version
- The job sets the value more than the trade: an HVAC repair averages $375, a system install $8,350.
- Repeat services turn a small ticket into a large year. A $57 mowing becomes $1,368; a $185 month of pool service becomes $2,220.
- A new dental patient spends $887 a year on care, not the $10,000 that gets repeated online.
- The $15,340 "HVAC customer lifetime value" traces to a marketing post with no method behind it.
- 15 of the 39 businesses are worth under $500 in year one; 9 are worth $5,000 or more.
First-year value of a new customer, by business
Typical first job × purchases a year.
Download the table (CSV)Home trades and repair
| Business | Typical first job | Price | Buys a year | First-year value | Source |
|---|---|---|---|---|---|
| Remodeling | Kitchen remodel | $27,000 | once | $27,000 | Fixr, kitchen remodeling cost, average $27,000, 2026 |
| Foundation repair | Foundation repair | $5,200 | once | $5,200 | Fixr, foundation repair cost, national average $5,200, 2026 |
| Restoration | Water damage restoration job | $3,000 | once | $3,000 | Fixr, water damage restoration cost, national average $3,000, 2025 |
| Flooring | Flooring installation | $2,760 | once | $2,760 | Thumbtack, flooring installation, average $1,496–$4,024 (midpoint), Oct 2026 |
| Moving | Local move | $453 | once | $453 | Thumbtack, moving costs, local moves $266–$640, 2026Covers local moves; long-distance moves cost far more. |
| HVAC | AC repair visit | $375 | once | $375 | Fixr, AC repair cost, average $375, 2026 |
| Plumbing | Plumbing job | $325 | once | $325 | This Old House, plumber cost, $150–$500, 2026 |
| Handyman | Handyman job | $300 | once | $300 | Fixr, handyman cost, national average $300, 2025 |
| Electrical | Electrician service call | $252 | once | $252 | Fixr, electrician cost, $176–$327 per service call, 2025 |
| Garage doors | Garage door repair | $250 | once | $250 | Fixr, garage door repair cost, national average $250, 2025 |
| Junk removal | Junk removal job | $223 | once | $223 | Thumbtack, junk removal cost, $138–$308, 2026 |
| Carpet cleaning | Carpet cleaning visit | $206 | once | $206 | Thumbtack, carpet cleaning prices, most pay around $206, 2026 |
| Appliance repair | Appliance repair visit | $206 | once | $206 | Thumbtack, appliance repair cost, most people pay around $206, 2026 |
| Locksmith | Locksmith service call | $199 | once | $199 | Thumbtack, locksmith prices, $123–$275, 2026 |
Exterior and outdoor
| Business | Typical first job | Price | Buys a year | First-year value | Source |
|---|---|---|---|---|---|
| Solar | Rooftop solar installation (12 kW, before incentives) | $30,712 | once | $30,712 | EnergySage 1H 2026 Marketplace Report, median quote $30,712 for about 12 kW (pv magazine USA)Median quoted price before incentives. |
| Roofing | Roof replacement | $17,631 | once | $17,631 | Verisk 2026 U.S. Roof Report, 2025 average residential replacementVerisk figures are insurance-claim estimates, not retail sales. |
| Windows and doors | Whole-house window replacement (10–15 windows) | $10,000 | once | $10,000 | Fixr, window replacement cost, $8,000–$12,000 for a single-story home with 10–15 windows, 2026 |
| Painting | Exterior house painting job | $8,930 | once | $8,930 | Fixr, exterior house painting cost, $6,242–$11,617, 2025 |
| Concrete | Concrete driveway | $6,960 | once | $6,960 | Fixr, driveway paving cost, $6,960 for a 24×24 ft concrete driveway, 2025 |
| Fencing | Fence installation | $4,500 | once | $4,500 | Fixr, fence installation cost, national average $4,500, 2025 |
| Gutters | Whole-house gutter installation | $3,223 | once | $3,223 | Fixr, gutter installation cost, national average $3,223, 2025 |
| Landscaping | Landscaping project | $1,756 | once | $1,756 | Thumbtack, landscaping cost, $1,047–$2,465, 2026 |
| Tree service | Tree removal | $985 | once | $985 | Thumbtack, tree removal cost, national average $985, 2026 |
| Pressure washing | House soft wash | $424 | once | $424 | Housecall Pro price-book data, exterior house soft wash $250–$597 (midpoint), 2026 |
Recurring home services
| Business | Typical first job | Price | Buys a year | First-year value | Source |
|---|---|---|---|---|---|
| House cleaning | Recurring cleaning visit | $195 | 12× | $2,340 | Thumbtack, house cleaning prices, monthly service $162–$228 a visit, 2026The $2,340 assumes the customer keeps a monthly visit all year. After typical cancellations the first year averages $1,691. |
| Pool service | Month of weekly service | $185 | 12× | $2,220 | ThePricer / HomeGnome, weekly service $120–$250 a month, 202612 months assumes a warm-climate market where service runs all year. |
| Lawn care | Mowing visit | $57 | 24× | $1,368 | LawnStarter, lawn mowing prices, average $57 a visit, 2026 |
| Pest control | Pest control treatment | $209 | 4× | $836 | Thumbtack, exterminator cost, most pay around $209 a treatment, 2026 |
| Window cleaning | Whole-house cleaning | $266 | 1.5× | $399 | Thumbtack national average, 2026 |
Health and wellness
| Business | Typical first job | Price | Buys a year | First-year value | Source |
|---|---|---|---|---|---|
| Med spa | Med spa visit | $527 | 2× | $1,054 | AmSpa 2024 State of the Industry, average patient spend $527 a visit |
| Dental | Year of dental care per patient | $887 | once | $887 | AHRQ Medical Expenditure Panel Survey, average annual dental spending per person with a visit $887 (2021 data, 2.3 visits) |
| Chiropractic | Adjustment visit | $76 | 8.3× | $631 | CareCredit, chiropractor costs, manual adjustment averages $76 |
| Veterinary | Vet visit | $200 | 2× | $400 | AVMA 2025 Pet Ownership & Demographics Sourcebook, average cost of last vet visit $200 (2025) |
Legal
| Business | Typical first job | Price | Buys a year | First-year value | Source |
|---|---|---|---|---|---|
| Personal injury | Personal injury case (attorney fee) | $24,832 | once | $24,832 | average payout with a lawyer $77,600 × 32% average contingency fee reported (Martindale-Nolo reader survey, Lawyers.com)A self-selected 2016 reader survey; the mean is pulled up by large cases. Treat it as a high estimate. |
| Family law | Divorce case (attorney fees per spouse) | $7,000 | once | $7,000 | Martindale-Nolo survey, median attorney fees per spouse for a divorce ($11,300 mean) |
| Criminal defense | Criminal case (flat fee) | $2,500 | once | $2,500 | Thumbtack, criminal defense attorney cost, flat fee $2,000–$3,000 |
Professional services
| Business | Typical first job | Price | Buys a year | First-year value | Source |
|---|---|---|---|---|---|
| Tax preparation | Individual tax return (Form 1040) | $280 | once | $280 | 2025 NATP fee study, average base Form 1040 fee for CPAs $280 (Accounting Today) |
| Insurance agency | New auto policy (first-year commission) | $103 | once | $103 | agency commission: average auto premium $1,282 (Insurance Information Institute / NAIC, 2023) × 8% private auto commission (Big "I" Market Share Report, AM Best 2024 data)First-year commission, not premium. |
Automotive
| Business | Typical first job | Price | Buys a year | First-year value | Source |
|---|---|---|---|---|---|
| Auto repair | Check-engine-light repair | $554 | once | $554 | CarMD 2026 Vehicle Health Index, average check-engine repair $554 (2025) |
National averages. Your own invoices beat them. Sources are listed at the bottom of the page.
What do these customer value terms mean?
- First-year value
- What a new customer spends with one business in their first 12 months: typical first job × purchases a year.
- Typical first job
- The average price of the job that most often brings a new customer in. Also called average ticket.
- Purchases a year
- How many times a typical customer buys in 12 months. One-time jobs count once.
- Retention rate
- The share of customers still buying a year later.
- Three-year value
- First-year value × (1 + retention + retention²). Shown only where a retention rate is published.
- Customer lifetime value
- Total spending over the whole relationship. Most published lifetime figures rest on assumed retention and referrals, not measured spending.
- Value of one call or lead
- First-year value × the share of calls or leads that become customers. The most a business can spend on one lead before it loses money on revenue alone.
Why is an HVAC install customer worth 22 times a repair customer?
The job sets the value. An AC repair visit averages $375; a system installation averages $8,350 (Fixr). Both come in as "an HVAC customer".
- Plumbing: $325 for a typical job, $1,400 for a water heater installation.
- Electrical: $252 for a service call, $2,150 for a panel upgrade, $2,442 for an EV charger installation (labor).
- Windows: about $800 for one replacement window, about $10,000 for a whole house.
A $150 lead loses money on a $252 service call. Against a $2,442 charger install, it is cheap.
Which local services turn a small ticket into a large year?
Lawn care, pool service, house cleaning, pest control and window cleaning.
- Lawn care: $57 a mowing × 24 = $1,368 a year in a northern season; about $2,565 over a 45-week Southeast season (LawnStarter).
- Pool service: $185 a month × 12 = $2,220 in a warm climate; about $1,110 where service stops for winter.
- House cleaning: $195 a month × 12 = $2,340. At the 6.14% monthly cancellation rate MaidCentral reports, the average first year is $1,691.
- Pest control: $209 a treatment × 4 = $836 a year; about $2,051 over three years at Rentokil's 80.5% retention.
- Window cleaning: $266 a cleaning × 1.5 = $399 a year (Thumbtack).
One cancelled monthly customer costs more than a lost one-time job of the same size.
Is an HVAC customer worth $15,340, and a dental patient $10,000?
No. Both are "lifetime value" figures that marketing blogs and AI assistants repeat, and neither traces to measured spending.
Ask an AI assistant what a new HVAC customer is worth and the most common answer is $15,340: 5 of 8 answers gave it in November 2026, and the full range ran from $2,500 to $47,200. For a new dental patient, 5 of 8 answers said $10,000. An owner who sets a lead budget from either number can pay more to win a customer than the customer spends.
"An HVAC customer is worth $15,340"
Where it comes from: a smart-thermostat vendor and a marketing blog credit it to "WhatConverts' 2026 analysis". WhatConverts cites no source and links to a WebFX post from August 2025, which calls the figure proprietary data and shows no method.
What a new HVAC customer actually spends: $375 for an AC repair visit and $8,350 for a system installation (Fixr, 2026).
"A dental patient is worth $10,000"
Where it comes from: a 2014 Spear Education article that labels its own figures hypothetical and assumes a patient stays 20 years. A larger $24,000 version (AGD, 2018) is about three-quarters assumed referrals.
What a new patient actually spends: $887 a year per patient with a visit (AHRQ MEPS), about $1,700 over three years at 58% retention.
Questions about customer value
What is a new customer worth to a local business?
Across the 39 businesses in this table, a new customer is worth $103 to $30,712 in the first year. The median is $985. The value is the typical first job multiplied by how often a typical customer buys in a year, using published national figures.
What is a new customer worth to a home service business?
About $1,368 in the first year, the median across 29 home service types. Exterior and outdoor work runs far higher, at a median of $5,730, against $313 for home trades and repair, where the first job is often a single repair visit.
What is a new patient worth to a health practice?
$400 to $1,054 a year: about $400 at a vet clinic, $631 at a chiropractor, $887 at a dental practice and $1,054 at a med spa.
What is a new client worth to a law firm?
About $2,500 on a flat-fee criminal case, $7,000 per spouse on a divorce and $24,832 on a personal injury case, a high estimate from a self-selected survey.
What is the average ticket for a local service business?
$453 is the median typical first job across the 39 businesses in this table. It ranges from $57 for a lawn mowing to $30,712 for a rooftop solar installation.
How do you calculate what a customer is worth to a service business?
Multiply the typical first job by how many times a customer buys in a year. For a lawn care company: $57 a mowing × 24 mowings = $1,368. Use your own invoices when you have them.
How do I work out my own customer value?
Take the revenue from customers who first bought in one 12-month period and divide it by the number of those customers. Then compare your number with the national figure in the calculator above.
Which local businesses have the most valuable new customers?
Solar ($30,712 for a 12 kW install), kitchen remodeling ($27,000), personal injury law ($24,832 average fee, a high estimate) and roof replacement ($17,631). These are one-time jobs; the value comes from the size of a single sale.
Which local businesses have the least valuable new customers?
Auto insurance agencies ($103 first-year commission), locksmiths ($199), carpet cleaning and appliance repair ($206 each) and junk removal ($223).
Are repeat-service customers worth more than one-time customers?
Not in the first year. The median first-year value is $945 for the 8 businesses whose customers buy more than once a year, and $985 for the 31 built on one-time jobs. Repeat customers pay off in the years after.
Why not use customer lifetime value?
Most lifetime figures repeated online assume long retention and referral income nobody measured. A three-year value is shown only where a retention rate is published: dental (58%), pest control (80.5%) and house cleaning (6.14% monthly churn).
How accurate are these numbers?
They are national averages, so prices in your market may run higher or lower, and your own invoices beat them. The strongest figures come from government and claims data (AHRQ, Verisk, BLS); most others come from published cost guides.
Sources
Show all sources
- Appliance repair: appliance repair visit (thumbtack.com)
- Auto repair: check-engine-light repair (cdn.shopify.com) · brake pad replacement (repairpal.com) · oil change (repairpal.com)
- Carpet cleaning: carpet cleaning visit (thumbtack.com) · tile and grout cleaning (thumbtack.com) · upholstery cleaning (thumbtack.com)
- Chiropractic: adjustment visit (carecredit.com) · how often (chiro.org)
- Concrete: concrete driveway (fixr.com) · concrete patio (thumbtack.com)
- Criminal defense: criminal case (flat fee) (thumbtack.com) · DUI defense (opd.wa.gov)
- Dental: year of dental care per patient (meps.ahrq.gov) · Three-year value at 58% retention (henryscheinone.com)
- Electrical: electrician service call (fixr.com) · electrical panel upgrade (thisoldhouse.com) · EV charger installation (labor only) (energysage.com)
- Family law: divorce case (attorney fees per spouse) (fool.com)
- Fencing: fence installation (fixr.com) · fence repair (fixr.com) · vinyl fence installation (fixr.com)
- Flooring: flooring installation (thumbtack.com) · hardwood floor installation (fixr.com) · luxury vinyl plank, 200 sq ft (fixr.com)
- Foundation repair: foundation repair (fixr.com) · basement waterproofing (fixr.com) · crawl space repair (fixr.com)
- Garage doors: garage door repair (fixr.com) · garage door installation (fixr.com)
- Gutters: whole-house gutter installation (fixr.com) · gutter guards, basic mesh (materials only) (fixr.com) · gutter cleaning, twice a year (fixr.com)
- Handyman: handyman job (fixr.com) · drywall repair (fixr.com)
- House cleaning: recurring cleaning visit (thumbtack.com) · First year after typical cancellations (maidcentral.com)
- HVAC: AC repair visit (fixr.com) · furnace repair (fixr.com) · heat pump or system installation (fixr.com)
- Insurance agency: new auto policy (first-year commission) (iii.org) · new home policy (first-year commission) (insurancejournal.com)
- Junk removal: junk removal job (thumbtack.com)
- Landscaping: landscaping project (thumbtack.com)
- Lawn care: mowing visit (lawnstarter.com) · fertilizer application (lawnstarter.com)
- Locksmith: locksmith service call (thumbtack.com)
- Med spa: med spa visit (americanmedspa.org) · how often (pmc.ncbi.nlm.nih.gov) · Botox treatment (carecredit.com)
- Moving: local move (thumbtack.com)
- Painting: exterior house painting job (fixr.com) · painting one room (fixr.com) · kitchen cabinet painting (fixr.com)
- Personal injury: personal injury case (attorney fee) (legal-info4.lawyers.com)
- Pest control: pest control treatment (thumbtack.com) · termite treatment (thumbtack.com) · Three-year value at 80.5% retention (sec.gov)
- Plumbing: plumbing job (thisoldhouse.com) · drain cleaning (thumbtack.com) · water heater installation (fixr.com)
- Pool service: month of weekly service (thepricer.org) · how often (asppoolco.com)
- Pressure washing: house soft wash (housecallpro.com) · how often (thumbtack.com)
- Remodeling: kitchen remodel (fixr.com) · bathroom remodel (fixr.com)
- Restoration: water damage restoration job (fixr.com) · mold remediation (fixr.com) · fire damage restoration (thumbtack.com)
- Roofing: roof replacement (verisk.com) · roof repair (claimsjournal.com)
- Solar: rooftop solar installation (12 kW, before incentives) (pv-magazine-usa.com) · solar battery (fixr.com)
- Tax preparation: individual tax return (Form 1040) (accountingtoday.com)
- Tree service: tree removal (thumbtack.com) · tree trimming (thumbtack.com) · stump grinding (thumbtack.com)
- Veterinary: vet visit (avma.org)
- Window cleaning: whole-house cleaning (thumbtack.com)
- Windows and doors: whole-house window replacement (10–15 windows) (fixr.com)
- Call booking rates: ServiceTitan, 2022 (servicetitan.com)
- Remodeling close rate: Remodelers Advantage via JLC, 2013 (jlconline.com)
- Legal lead rates: MyCase 2024 benchmark (mycase.com)
- The $15,340 HVAC figure: WebFX, August 2025 (webfx.com)
- The $10,000 and $24,000 dental figures: Spear Education, 2014 (speareducation.com) · AGD, 2018 (agd.org)
Rootstock Growth. "What Is a New Customer Worth? First-Year Value for 39 Local Businesses (2026)." Published 12 November 2026. https://rootstockgrowth.com/guides/customer-value-by-trade
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