On this page
- Why should crew capacity set your marketing budget?
- How many install days does one crew get in a month?
- How much revenue does one crew produce at capacity?
- How many estimates does it take to fill the crew?
- How many extra estimates do no-shows cost you?
- How many leads or appointments do those estimates take?
- What happens when marketing outruns the crew?
- How do you run the capacity worksheet for your own business?
- When should you add a second crew?
- Frequently asked questions
- Size the pipeline to the crew
One trained two-person crew can install 12 to 16 garage floors a month in season, one polyaspartic flake floor per install day. At an illustrative 50 percent close rate and a 95 percent show rate, that takes 25 to 34 booked estimates a month. At a 60 to 70 percent lead to appointment rate, those estimates come from roughly 36 to 56 leads.
Why should crew capacity set your marketing budget?
Size your marketing by what the crew can install, not by what you can afford. If a crew can put down 12 garage floors a month, you need enough booked estimates to produce 12 signed jobs, and not much more. Anything past that is a second crew or wasted spend. The conversion figures below are our published benchmarks; the dollar figures are illustrative.
How many install days does one crew get in a month?
A booked-solid crew realistically gets 12 to 16 install days a month. A full flake polyaspartic system on a standard two-car garage is a one-day install for a trained two-person crew: grind and prep in the morning, base coat and flake broadcast by midday, scrape and topcoat in the afternoon. Epoxy base coats add an overnight cure and make it a two-day job.
Start with 20 to 22 weekdays. Subtract weather, holidays, and the one or two days a week most single-crew owners spend on estimates, and you land at 12 to 16 install days. At one garage per install day, that is 12 to 16 garage floors per month in season.
How much revenue does one crew produce at capacity?
One crew at capacity produces $42,000 to $56,000 a month using the mid-tier $3,500 two-car garage:
- 12 floors per month: $42,000 in revenue
- 16 floors per month: $56,000 in revenue
With material, labor, and consumables at roughly $1,450 to $1,750 per job, that is $21,000 to $32,000 in gross profit per month for one crew running at capacity. Our pricing and margins guide breaks the per-job numbers down.
How many estimates does it take to fill the crew?
To install 12 floors you need to close 12 estimates, and how many estimates that takes depends on close rate. There is no single close rate benchmark, because it depends on the product and the estimator's skill, so treat the rates below as illustrative assumptions and plug in your own.
| Illustrative close rate | Estimates run for 12 jobs | Estimates run for 16 jobs |
|---|---|---|
| 30 percent | 40 | 53 |
| 40 percent | 30 | 40 |
| 50 percent | 24 | 32 |
| 60 percent | 20 | 27 |
A crew closing 30 percent needs twice as many estimates as a crew closing 60 percent, and every extra estimate is an afternoon not spent grinding, which is why closing better is worth more than any marketing channel. For exclusive, pre-qualified, booked estimates, 40 to 60 percent is a realistic assumption for a prepared crew.
How many extra estimates do no-shows cost you?
No-shows mean booking more estimates than you plan to run. Our floor coating benchmarks put show rate at about 80 percent with no reminders and about 95 percent with a confirmation at booking, reminders at 24 hours and 1 hour, and a person triaging homeowners who go quiet. A 40 percent closer who needs 30 estimates run must book 38 with no reminder system, or 32 with one. That gap is why the no-show system belongs in the math.
How many leads or appointments do those estimates take?
If you run your own Meta ads and answer your own phone: At the 60 to 70 percent lead to appointment benchmark, which assumes the lead is called within one minute, 30 booked estimates takes 43 to 50 leads. Miss that window and the lead count can double. Multiply that by your cost per lead to size the budget. Our guides to Meta ads for floor coating contractors and the lead to appointment rate cover the setup and the follow-up.
If you buy booked appointments: Skip the lead math. You need 25 to 32 booked estimates a month for 12 jobs at an illustrative 40 to 50 percent close and a 95 percent show rate. You pay per appointment, and the appointment setting team handles every call, text, and reminder.
What happens when marketing outruns the crew?
Booking 50 estimates a month for a crew that can install 12 floors creates three problems:
Estimates get pushed.
Homeowners who wait two weeks for a quote cool off or call the next company.
Installs get pushed.
Signed jobs scheduled six weeks out cancel at a much higher rate than jobs installed within two weeks.
Reviews suffer.
A rushed crew leaves roller marks and misses edges.
The fix is a second crew or a smaller number. We ask for a target appointment count before launch and size the campaign to it.
How do you run the capacity worksheet for your own business?
Fill this in with your own numbers:
Install days per month you can actually run:
usually 12 to 16
Jobs per install day:
usually 1
Monthly job capacity:
line 1 times line 2
Your honest close rate on booked estimates:
illustrative range 30 to 60 percent
Estimates you need to run per month:
line 3 divided by line 4
Your show rate:
0.80 with no reminders, 0.95 with confirmations, reminders, and a person triaging
Booked estimates needed per month:
line 5 divided by line 6
Leads needed per month if you run your own ads:
line 7 divided by 0.60 to 0.70
Line 7 is the number to build your marketing around. For a crew closing 40 to 60 percent with a reminder system in place, it lands between roughly 21 and 42 booked estimates a month. Track lines 4, 6, and 8 monthly with the other floor coating contractor KPIs.
When should you add a second crew?
Add a second crew when the first is installing 14 or more floors a month for three straight months, cancellations are 20 percent or lower, and the backlog has stretched past three weeks. Add the estimates first, then hire. A second crew usually needs its own exclusive territory or a larger service area to stay busy.
Frequently asked questions
How many garage floors can one floor coating crew install in a month?
One trained two-person floor coating crew can install 12 to 16 garage floors a month in season. A full flake polyaspartic system on a two-car garage is a one-day install, and after estimate days, weather, and holidays, a booked-solid crew gets 12 to 16 install days. Epoxy base coats add an overnight cure, which roughly halves that.
How many estimates do I need to book to keep one coating crew busy?
Keeping one coating crew busy takes roughly 21 to 42 booked estimates a month, depending on close rate. Divide the 12 to 16 floors the crew can install by your close rate, then by your show rate. A crew closing 50 percent with a 95 percent show rate needs 25 to 34 booked estimates; one closing 30 percent with no reminders needs 50 or more.
How many leads does it take to get one booked floor coating estimate?
It takes about 1.5 leads to get one booked floor coating estimate when the lead is called within one minute of submitting the form, because 60 to 70 percent of leads become booked estimates at that speed. Contractors who call back hours later from a jobsite book far fewer per lead and need two or three times the leads.
When should a floor coating contractor add a second crew?
A floor coating contractor should add a second crew when the first crew has installed 14 or more floors a month for three straight months, cancellations are 20 percent or lower, and the backlog is past three weeks. Book the estimates first, hire once the backlog proves the demand, and give the second crew its own territory.
Size the pipeline to the crew
One trained coating crew can install 12 to 16 garage floors a month and produce $42,000 to $56,000 in revenue. Getting there takes roughly 21 to 42 booked estimates a month on a schedule the crew can actually run. If you want them on your calendar without touching the ad account or the phone, see how Appointly books floor coating estimates for $125 to $175 per appointment, plus ad spend you fund at cost.
To run the worksheet together, book a strategy call and we will size a campaign to your crew.
About the author
Jacob Mietka
Cofounder, Appointly Solutions
Jacob makes every call to every Appointly lead himself, texting and calling each homeowner within one minute, qualifying them on intent, and booking the estimate. He has helped scale more than 20 home service businesses and talks to contractors every day about their markets, crews, and calendars.
More about the Appointly team