Average job value is the revenue on a typical completed job, over a rolling 90 days.
Why it drifts downward on its own
Nobody decides to charge less. It happens anyway, through three routes that each feel reasonable at the time.
Costs rise and prices do not. Materials went up in March, the price list did not, and the gap compounds across every job.
Extras go unbilled. A small addition on site, done as a courtesy, repeated across a hundred jobs.
The work mix shifts toward smaller jobs without anybody choosing it, usually because smaller jobs are easier to win.
The first two are pricing. The third is marketing. They look identical in this number, which is why it is read against volume rather than alone — see work velocity.
Raising it is usually easier than raising volume
An extra 8% on average job value flows almost entirely to profit, because the cost of getting the job was already spent. The same 8% in extra volume brings its own materials, labour and drive time.
That makes this the cheaper of the two levers for most service businesses, and the one attempted second.
Watch the trend, not the level
There is no benchmark worth quoting across trades. What matters is the direction over quarters, and whether it is keeping pace with your costs.
Flat average job value across two years of rising material prices is a real decline, and it will show up in job margin long before anybody attributes it to pricing.
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