HCP Conversion Funnel

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Implications (per memory rule 1)

🎯 Bucket touched	All three buckets — but ST 'Existing Customer' (4,024) skews stage 5 (Customer responds)
⚠️ Problem	$4.88M sitting in open estimates, 39% close rate (down 3 for every 1 won). Funnel is broken at stages 4–6 but no per-stage visibility.
💰 $ at stake	$2.97M open-estimate drop-off. Moving close rate 39% → 50% is the #1 quarterly lever per BSP_Strategic_Synthesis.
✅ Action unlocked	Hot-bucket Ashton ownership (37 estimates, $149K this week) + membership upsell at quote time. Both levers measurable per stage in this funnel.

📊 Full bucket diagram + 4 data-integrity findings: BSP HCP Intelligence Report · HCP Reports Hub

Open Estimates ($)

$4.88M

Close Rate (current)

39%

Target Close Rate

50%

Quarterly Lift

~$N (calc)

The Funnel

Stage	Volume	Conversion %	Drop-off ($)
1. Lead (call/form)	—	—	—
2. Booked appointment	—	—	—
3. Estimate created	—	—	—
4. Estimate sent to customer	—	—	—
5. Customer responds	—	—	—
6. Job won (invoiced)	—	39%	$2.97M

Where the money is leaking: $4.88M open estimates, only 39% close. That's $2.97M sitting un-followed. 73.6% of those are migrated customers presenting as "Existing Customer" in ST — Ashton doesn't see they have HCP-era history.

The Two Levers (per BSP_Strategic_Synthesis)

Hot-bucket Ashton ownership. 37 estimates this week, $149K target (per Stephanie Apr 14 brief). Ashton calls each with HCP-era context attached.
Membership upsell at quote time. Add membership offer to every quote. Even 5% attach = 250 new members at $75/mo = $18,750/mo recurring.

What this report closes

Closes the loop between Open Estimates Recovery (the where) and Close Rate (the how often). The funnel makes the leak visible per stage so the right intervention lands at the right step. Without this view, Engine 2 (Conversion) is a number — with it, it's a fixable system.