Summary

Summit's positioning leans on retention vs acquisition. Lifetime service contracts + referral incentives as the primary funnel layers.

Content

Summit Home Services operates on a retention-first economic model: acquisition cost tolerated up to $180 per new customer based on a 5-year LTV projection of $4,200. Their preferred channels are Google Search (high-intent, emergency-service queries) and Meta (brand + referral retargeting). Cold acquisition spend is capped at 40% of total budget.