The real math behind a $9/mo maintenance customer

A customer pays $9/mo for the Priority Protection Plan. Sounds like nothing. Here's the real math from my Johnston Air books:

- $108/year direct revenue

- 84% retention year over year

- Average tenure: 11 years

- Lifetime PP revenue: ~$1,188

But that's not the real number.

Of those PP customers over 11 years:

- 22% replaced a full system through us (~$8,400 average install)

- 38% added another zone, ductless head, or upgrade (~$2,200 average)

- 91% used us for service calls vs. shopping around

Real LTV from one $9/mo membership: $3,800–$4,500.

This is why recurring matters more than people think. It's not the $9. It's the 11-year relationship that the $9 buys you.

Are you running a maintenance program? What's your retention rate?

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