The Science Behind Your Real Repeat Rate (and How to Improve It)

Every service business owner dreams of a steady pipeline of new customers. But what often separates thriving companies from those constantly chasing leads is something far more powerful: repeat business.

Your repeat customer rate, the percentage of clients who come back for a second (or third, or tenth) service, is one of the most important service metrics you can track. It doesn’t just reflect customer loyalty. It directly impacts your revenue, growth potential, and operational health. Repeat customers spend more, refer more, and cost far less to retain than finding new leads. In fact, improving customer retention metrics by just 5% can increase profits by anywhere from 25% to 95%, according to research from Bain & Company.

For carpet cleaning, window washing, power washing, and other recurring services, repeat rate is not just a “nice-to-have” metric. It’s a vital sign of your business’s long-term health. The higher your repeat rate, the stronger your customer relationships, brand trust, and financial stability.

That’s where ServiceMonster comes in. As a purpose-built cleaning business CRM, ServiceMonster gives you clear visibility into your repeat rate and the tools to actively improve it. From automated follow-ups to marketing campaigns that keep your business top of mind, ServiceMonster helps you turn one-time jobs into lifelong customers.

In this updated guide, we’ll cover:

• What repeat rate is and why it matters
• How to measure it accurately (and avoid common mistakes)
• Proven strategies to boost your repeat customer rate
• Tools inside ServiceMonster that help track and improve retention in real time
• FAQs about healthy repeat rates and software support

What Is Repeat Rate and Why Does It Matter?

At its simplest, your repeat customer rate is the percentage of clients who return for another purchase or service. If you cleaned 100 homes last year and 40 of those customers scheduled a second cleaning, your repeat rate is 40%.

This number matters because repeat customers are your most profitable customers:

• They spend more. Repeat customers often book higher-ticket services because they already trust your work.
• They’re easier to sell to. The probability of selling to an existing customer is 60–70%, compared to just 5–20% for new prospects.
• They generate referrals. Satisfied and loyal clients are more likely to recommend you to their neighbors and friends.
• They lower acquisition costs. Every returning customer reduces how much you need to spend on advertising to bring in new business.

When you track customer retention metrics like repeat rate, you’re not just analyzing numbers; you’re monitoring the health of your business. A strong repeat rate means you’ve built relationships that last. A weak repeat rate may signal service gaps, inconsistent follow-ups, or missed marketing opportunities.

With ServiceMonster, your repeat rate is automatically calculated and displayed in simple dashboards, allowing you to spot trends at a glance.

How to Measure Your Repeat Rate Accurately

Calculating your repeat customer rate sounds simple, but many service businesses get it wrong. Here’s the formula:

Repeat Rate = (Number of Returning Customers ÷ Total Number of Customers) × 100

For example:

• You served a total of 200 customers in 2024.
• 80 of those customers came back for at least one more service.
• Your repeat rate = (80 ÷ 200) × 100 = 40%.

Common Pitfalls in Measuring Repeat Rate

• Counting jobs instead of customers. If one customer booked three services, that’s still one repeat customer, not three.
• Including one-off promos. Discounts may attract bargain shoppers who never return. Tracking them as repeat customers skews your numbers.
• Not segmenting by service type. A customer may return for carpet cleaning but not for tile cleaning. Both matter, but should be measured separately.

Instead of juggling spreadsheets, ServiceMonster makes it easy to learn how to track repeat rate correctly. Its dashboards automatically calculate the percentage for you, highlight trends, and tie results back to your marketing campaigns. That way, you’re not just measuring data, you’re gaining insights that guide smarter decisions.

Why Use a Cleaning Business CRM

Manually tracking repeat customers using spreadsheets is time-consuming and prone to errors. A cleaning business CRM, such as ServiceMonster, automatically identifies which clients return, how often, and for which services. This accuracy is essential if you want to understand your true repeat customer rate.

What Is a Good Repeat Customer Rate?

When evaluating your business health, knowing what qualifies as a good repeat customer rate is essential. In most service industries, a repeat purchase rate of 30–50% is common. This means that about one in three or one in two clients return for additional work. Anything above 60% signals a strong reputation and effective customer retention strategy. Rates above 80% are rare and often indicate extremely loyal customer bases, niche markets, or possible data miscalculations. By accurately tracking this metric, you can set realistic benchmarks and identify opportunities for growth.

Best Strategies to Improve Repeat Business

A healthy repeat rate doesn’t happen by accident. You need deliberate strategies to keep customers engaged, satisfied, and coming back. Here are the most effective methods:

1. Schedule Follow-Ups Immediately

Before you leave a job site, schedule the next appointment. For example, suggest a carpet cleaning every 6–12 months and lock in the follow-up. Customers appreciate the reminder, and you secure future business.

2. Automate Reminders

Use email and SMS reminders to nudge customers when it’s time for seasonal services. “It’s been six months since your last window cleaning. Ready to schedule your next appointment?” Simple reminders drive repeat bookings.

3. Offer Loyalty Programs

Reward customers who return. A loyalty program could be as simple as offering a discount on every fifth cleaning or sending a thank-you gift card after the third visit. Small gestures strengthen loyalty.

4. Bundle Seasonal Services

Encourage customers to book multiple services at once. For example, bundle carpet cleaning and upholstery cleaning in the spring, or window washing and power washing before summer. Bundles increase ticket size and reinforce recurring service habits.

5. Collect and Act on Feedback

Demonstrate to customers that you value their experience. A quick post-service survey can uncover issues before they damage retention. Acting on feedback builds trust and demonstrates your commitment to long-term relationships.

Explore ServiceMonster’s Relationship-Building Tools to see how you can strengthen every customer connection.

By centralizing customer history and automatically sending personalized thank-you notes, ServiceMonster reinforces the relationships that turn one-time jobs into loyal clients.

Improving Customer Experience and Service

One of the most effective ways to improve your repeat customer rate is to focus on both customer experience and customer service. A client’s overall perception of your business doesn’t just depend on the results of the cleaning; it includes communication, scheduling convenience, professionalism, and follow-up. High-quality service interactions lead to greater customer satisfaction, which makes clients more likely to schedule recurring jobs. ServiceMonster helps streamline this process by automating reminders, thank-you messages, and marketing campaigns that keep your business top of mind while reinforcing a positive client relationship.

Tools to Track Repeat Rate in Real-Time

The difference between companies that improve their repeat rate and those that struggle often comes down to the tools they use. If you’re relying on sticky notes, spreadsheets, or memory, your retention will plateau. With ServiceMonster, you can:

Track Repeat Rate Automatically

ServiceMonster’s CRM automatically calculates repeat customer rate and displays it in easy-to-read dashboards. You’ll know at a glance whether retention is improving or slipping.

Segment Repeat vs First-Time Customers

Filter your database to see who’s new, who’s returning, and who’s overdue for follow-up. This segmentation allows you to send the right message to the right person at the right time.

Automate Marketing Campaigns

Keep your name in front of customers with ServiceMonster’s Marketing Campaigns. Send reminders, promotions, or seasonal offers to encourage repeat business and foster customer loyalty.

Align Scheduling With Retention

With ServiceMonster, your scheduling and retention goals work in tandem, making it easy to consistently manage recurring appointments.

Learn more about our Carpet Cleaning Software, built specifically to help cleaning businesses manage retention and growth.

Tracking Purchase Rate Across Channels

While repeat rate shows loyalty over time, it’s also important to monitor your overall purchase rate. Purchase rate tracks how frequently clients buy any of your services, whether it’s a first-time cleaning or a recurring appointment. Together, the purchase rate and repeat purchase rate provide a comprehensive picture of customer behavior. With ServiceMonster’s CRM tools, you can easily tag transactions, measure campaign performance, and segment by service type. This allows you to identify which offerings drive the most repeat business and adjust your marketing strategy accordingly.

Why Repeat Rate Is a Competitive Edge

In industries where trust and reliability are everything, repeat rate becomes a competitive moat. Here’s why:

• Predictable revenue. High repeat rates smooth out seasonal fluctuations.
• Lower churn. Customers with established habits are less likely to switch to a new provider.
• Brand advocacy. Loyal clients turn into marketers, spreading referrals that reduce your advertising costs.
• Barrier to entry. Competitors may win a one-time job, but repeat customers are much harder to steal.

Focusing on the repeat rate not only boosts revenue, but it also positions your business as the trusted provider in your market.

ServiceMonster Helps You Win Repeat Business

ServiceMonster equips you with everything you need to track, understand, and grow your repeat rate. From automated follow-ups to built-in relationship-building tools, our CRM is designed to help service businesses foster long-term loyalty.

If you’re ready to transform one-time jobs into repeat customers, ServiceMonster is the best platform to boost customer retention. With industry-leading features and proven results, it gives you the clarity and automation you need to grow smarter—not just harder.

Start building repeat business with ServiceMonster today.

Frequently Asked Questions

What is a healthy repeat customer rate?

It depends on your industry. For cleaning businesses, a repeat customer rate of 40–60% is typically considered a healthy benchmark. Higher is even better, but anything below 30% signals a need to improve retention. ServiceMonster’s dashboards let you track your rate in real time, so you’ll know exactly where you stand.

How can software help improve repeat business?

Software automates tasks that drive retention, including reminders, follow-ups, and customer segmentation. With ServiceMonster’s marketing campaigns, you can keep your business in front of customers through scheduled emails, postcards, and text messages.

How do I track repeat rate over time?

Use a cleaning business CRM. ServiceMonster automatically calculates your repeat rate, updates it on a monthly basis, and provides historical comparisons to help you measure growth over time.

Why is repeat customer rate more important than new leads?

New leads matter, but repeat customers are less expensive to retain, spend more per transaction, and are more likely to refer others. ServiceMonster helps you balance both by managing leads and nurturing existing clients through one platform.

Does Repeat Rate Apply to Ecommerce and Service Businesses Alike?

Yes. The formula applies everywhere, but purchase cycles vary in duration. Ecommerce may see weekly repeat buys, while service businesses might see 6–12 month cycles. ServiceMonster ensures you never miss those longer service windows by scheduling automated reminders and follow-ups.