Most owners judge marketing on the first ticket. The first ticket is the smallest part of what an HVAC customer is worth. Put in your own numbers and see the full value.
SHORT ANSWER
Lifetime value = (service calls per year x average service ticket + maintenance plan per year) x years as a customer + install value x chance they buy an install from you. Multiply by your gross margin for lifetime profit. The calculator does the math in your browser with your own numbers. Lifetime profit is the most you could spend to win one customer and still break even.
Calculate your customer lifetime value
How do I use lifetime value?
Lifetime profit tells you the ceiling on what one new customer is worth to you. If a channel costs less than that to win a customer, it pays, even if the first ticket looks like a loss. Published HVAC figures are in HVAC customer lifetime value 2026, and channel costs in HVAC cost per lead by channel.
Questions owners ask
How do I calculate HVAC customer lifetime value?
Add yearly service revenue and the maintenance plan, multiply by the years they stay, add the expected install value, then apply your gross margin for lifetime profit.
Why use gross profit instead of revenue?
Because revenue overstates what you can spend. Gross profit is what is left to pay for marketing and overhead.
Is my data stored?
No. The math runs in your browser.