Integration Collective · Member Worksheet

Annual Earnings Roadmap

Reverse-engineer your income goal into a monthly plan: how many projects you need, what they need to be worth, and where those opportunities will come from.

1

Set Your Annual Earnings Target

Start with the number. Be specific — this drives every calculation below.

$
$
Average Gross Margin (Click for definition)
%
$
--
Projects needed per year
--
Avg. projects needed per month
--
Est. annual profit at this margin
2

Monthly Roadmap

Plan project volume and value by month. Account for seasonality — don't just split the annual number evenly.

MonthAvg. Revenue / Project ($)Projects NeededMonthly Revenue Target ($)
Total0.0$0
3

Where Will These Opportunities Come From?

Estimate monthly leads, closes, and value by channel. This becomes your sales pipeline plan.

Lead Source# Leads / Mo# Closed / MoClose RateAvg. Job Value ($)Revenue Generated ($)
Total000%$0
4

Lead Generation Best Practices

Click a channel to expand. A few principles to keep your pipeline full and predictable.

Google (Search, Maps & Local Service Ads)
  • Keep your Google Business Profile complete and current — hours, service areas, photos of real completed jobs, licensing info.
  • Ask every satisfied customer for a Google review within 48 hours of project completion; aim for a steady trickle, not a one-time push.
  • Use Google Local Services Ads (LSA) for pay-per-lead exposure if budget allows — it tends to convert better than standard search ads for local trades.
  • Publish short posts or photos of completed jobs to your Business Profile monthly to stay active in local search.
Nextdoor
  • Claim and verify your Nextdoor Business Page; respond to every recommendation request in your service neighborhoods.
  • Encourage happy customers to post a recommendation directly in their neighborhood feed — these carry more local trust than third-party reviews.
  • Use sponsored posts or local deals sparingly, and only in neighborhoods where you already have completed work to point to.
Facebook & Social Media
  • Post before/after project photos and short install videos — visual proof of work performs best for integrators.
  • Join and participate genuinely in local community and homeowner groups; lead with helpful answers, not pitches.
  • Run small geo-targeted ad campaigns around seasonal triggers (back-to-school, holiday package theft, summer pool/camera season).
  • Keep a consistent posting cadence (weekly minimum) — inconsistent pages lose algorithm reach.
Networking & Referral Partners
  • Build relationships with complementary trades who see your ideal customer before you do: electricians, general contractors, roofers, alarm companies, real estate agents, property managers.
  • Set up a simple, no-friction referral arrangement (discount, finder's fee, or reciprocal referrals) and put it in writing.
  • Attend local trade associations, chamber events, and Integration Collective networking events consistently — referral relationships compound over time.
  • Follow up with referral partners quarterly, even when you don't have an active referral, to stay top of mind.
Past Clients & Existing Relationships
  • Your lowest-cost, highest-trust lead source. Check in 6–12 months after install for maintenance, upgrades, or expansions.
  • Ask directly for referrals at the moment of highest satisfaction — typically right after a successful walkthrough, not weeks later.
  • Consider a simple maintenance or monitoring plan to keep recurring touchpoints with past clients.
General Pipeline Discipline
  • Track every lead source in one place so you know which channels actually convert, not just which feel busiest.
  • Respond to new inquiries within the first hour when possible — response speed is one of the strongest predictors of close rate in home services.
  • Revisit this worksheet quarterly. Shift effort toward the lead sources with the best close rate and project value, not just the highest lead count.
5

Quarterly Check-In

At the end of each quarter, revisit your numbers and adjust.

Q1

Q2

Q3

Q4

$0
Actual YTD revenue
0%
% of annual target achieved

Questions to ask each quarter:

  • Am I on pace to hit my annual target? If not, by how much am I behind or ahead?
  • Which lead source delivered the best return for the least effort/cost?
  • Should my average revenue per project change rather than just chasing more volume?
  • What's one lead source I should test or drop next quarter?

Gross margin is the percentage of revenue a company retains after subtracting the direct cost of producing or delivering what it sold.

The formula:
Gross Margin = (Revenue − Cost of Goods Sold) ÷ Revenue × 100

The numerator, Revenue minus COGS, is called gross profit. COGS includes the direct costs tied to production: raw materials, direct labor, and manufacturing overhead for a product business, or direct service-delivery costs for a service business. It excludes indirect costs like marketing, R&D, administrative salaries, rent on corporate offices, and interest — those get subtracted later, further down the income statement, to arrive at operating margin and then net margin.

A few distinctions worth keeping straight:

Gross margin is a percentage; gross profit is the dollar amount. People sometimes use the terms loosely, but formally gross profit = Revenue − COGS, and gross margin = that figure expressed as a percentage of revenue.

It's distinct from markup, which is calculated as gross profit divided by COGS rather than by revenue — markup and margin will always produce different percentages for the same transaction, which trips people up constantly.

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