So you either adapt, or you get left behind.

Let me ask you something, contractors. Do you actually know the value of a customer? Not the value of a single job, but the value of that customer over their entire lifetime.

From the conversations I have had, most contractors do not know that number. And that is fine. This is not a math lesson. That is what your accountant is for.

This is a mindset discussion.

How are you thinking about your customers? Are they one-off transactions, or are you intentionally trying to build long-term relationships?

The reality is that acquiring new customers is getting more expensive every year. Marketing costs are up. Competition is tougher. That means growth is no longer just about getting more leads. It is about getting more value from the customers you already have.

Customer loyalty is no longer optional. It is a strategy.

You may not be thinking about lifetime value, but I can guarantee the private equity-backed firms you are competing against are. They know the numbers. And more importantly, they are building systems designed to turn customers into repeat buyers and long-term advocates.

If you want to compete in that environment, you have to start thinking the same way.

Not in terms of jobs, but in terms of relationships.