Know Your Numbers: Why 5% Could Be the Key to Your Next $1 Million in Roofing Revenue

Let's be honest — when roofing company owners say "I need more leads," they're usually looking at the wrong problem.

You don't need to flood your pipeline. You need to fix the leaks in the pipeline you already have.

That's why we built the KYN5 Strategy — a practical, data-backed approach that shows roofing contractors how small improvements in five key areas can unlock massive growth.

Spoiler alert: the difference between surviving and scaling isn't some secret marketing hack — it's getting 5% better at the fundamentals.

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The KYN5 Framework: 5% Better in 5 Key Metrics

We call it Know Your Numbers x5, or just KYN5. Here's the basic idea:

"If you improve just 5% in five critical areas — leads to appointments, close rate, average ticket, gross margin, and net profit — the results multiply."

Let's walk through how that plays out in real numbers, using a case study from MHI Roofing — one of our Day 41 Thrive success stories.

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The Baseline: 2019-2020 MHI Roofing Snapshot

Before implementing KYN5:

• Leads: 2,667
• Appointments Set: 1,333 (50%)
• Jobs Sold: 400 (30% close rate)
• Average Ticket: $12,500
• Revenue: $5,000,000
• Gross Margin: 30% ($1.5M)
• Marketing Spend: $500K
• OPEX: $650K
• Net Profit: 7% ($350K)

Not bad on paper — but here's what was left on the table…

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What Happens When Everything Gets 5% Better?

We ran the numbers. Here's the new funnel, with just a 5% bump in each category:

New Funnel Output:

• Jobs Sold: 513
• Revenue: $6.73M
• Gross Profit: $2.58M
• EBITDA: $1.48M

That's a $1.7M revenue increase and 323% EBITDA growth with zero increase in leads.

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The Compound Effect: Why Small Changes Multiply

Most companies chase big swings. But KYN5 proves that small tweaks in the right places don't just add up — they compound.

Here's how:

• A 5% increase in leads-to-appointments means more shots on goal.
• A 5% bump in close rate turns those extra appointments into more signed jobs.
• A 5% lift in ticket size means every job is more profitable.
• A 5% margin gain expands gross profit without adding overhead.
• A 5% net profit increase multiplies bottom-line results.

The kicker? You don't need to double your leads or hire 10 new sales reps. You just need to stop the silent leaks inside your current sales process.

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Efficiency Gains: The Bonus Layer

We didn't even stop at top-line growth. We also looked at cost control:

• Marketing Efficiency: Cut 5% of waste = $25K saved
• OPEX Reduction: Trimmed 5% = $32.5K saved
• COGS Discipline: 5% better = hundreds of thousands in retained profit

So not only did revenue grow — expenses shrunk.

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What Are Your Numbers Telling You?

You can't fix what you don't measure.

Here are the 3 most common leaks we find during our Growth Gauge: Know Before You Grow assessments:

1. Close Rate Confusion: Reps overestimate their win rates.
2. Appointment Set Rate: Lead flow is fine — follow-up isn't.
3. Margin Drift: Discounts and poor estimating erode profits.

We help companies uncover hidden opportunities and tighten the screws where it matters.

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What's Next: Your KYN5 Game Plan

Here's your four-step action plan to apply this today:

1. Audit your current numbers
   Start with lead-to-appt %, close rate, average ticket, margins.
2. Find the leaks
   Where are you underperforming industry benchmarks?
3. Make 5% improvements
   Don't overhaul the business. Tighten the bolts.
4. Track weekly, not quarterly
   Momentum compounds. What you measure, improves.

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Ready to Scale? We Can Help.

At Day 41 Thrive, we don't preach theory. We coach roofing companies through real systems that drive revenue and retention.

• Want to stop losing money on bad appointments?
• Want to train reps who don't burn leads?
• Want to scale profitably without burning out?

Let's get your Growth Gauge score and make a plan.