877 leads came in. 58 never got a bid.
Not lost on price. Not turned down. Real storm work described in the customer's own words, hidden at the bottom of the pile.
The customers, in their own words
"Cancelled - someone else did it."
"Hired another company."
"Someone did it sooner."
"No longer needed. Cancel the work order. Trees are gone."
What was sitting in that pile
Of the 58, 48 describe a live storm job in the customer's own words. Six of those describe something resting on a structure, a car, or a wire, and not one of them carried a severity rating:
"Tree on car"
"Large limb on roof"
"Large tree branch laying on roof of house in backyard"
"Large tree limb on roof tangled in wire and causing damage"
"Many large branches down from a silver maple, some landed on the roof"
"Tons of trees fell on my roof and shed and in my yard, a huge branch fell through the ceiling in my bedroom"
These were not small jobs. A tree on a roof is the most valuable work of the storm and the most urgent. That is exactly why the homeowner calls three companies and hires whoever answers first.
What happened to 877 leads
The office was not the problem. Every lead they identified as top severity (a tree on a house, a car, or power lines) got a written bid. All 117 of them. They were working hard and choosing well. They were choosing from a list they could only see a piece of at a time, in the order it happened to be written down.
That is the whole opportunity. Give an operator every lead at once, already ranked by what it is worth and how urgent it is, and the biggest jobs get called first instead of whenever the queue reaches them.
Revenue they never captured, sitting in the 58 leads that described real work and never got a bid. Every dollar is priced from the operator's own job values and discounted by their own close rates. Same crews, same office. The calls just had to go out in the right order.
What we are not counting
There are another 76 leads we left out.
Sixty-three have a note that records the outcome but nothing about the job. Forty-three say "Already done." Fourteen say "No longer needed." A few say the homeowner handled it themselves. There is no description, no price and no name attached, so we cannot say what the work was or who ended up doing it.
Thirteen more have no note at all. Every one of those has a name, an address, a phone number and an email. Real people called in, the office wrote down who they were, and nothing was ever recorded about what they needed.
Priced the same way as the leads we can read, those 76 would add roughly $71,000. They are not in the $73,000.
Every one of the 58 above can be read line by line.
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877 leads from one storm event. Operator anonymised. Dollar figures priced from the operator's own job values: the median price of work that actually sold at each severity, discounted by that severity's real close rate.