Pest Control

Pest is the most subscription-native trade in the home services portfolio. The economics are CAC vs. LTV on recurring contracts, not lead-gen-to-close. Platforms that treat marketing as a subscription discipline — measuring CAC against contract value, owning save offers and win-backs, and balancing D2D against digital — compound far faster than those running it as a service-trade lead engine. EQT's playbook at Anticimex — over 400 acquisitions globally, anchored on subscription discipline and centralized marketing infrastructure — is the canonical case study in the category.

Subscription CAC against contract LTV, not cost-per-lead. Save rate and win-back conversion are the next-most-important metrics, since retention is the largest growth lever in pest. Channel mix and the rebalance away from D2D-only acquisition are the third lever — most sponsors over-index on door-to-door and under-build search and local.

Each has distinct seasonality, ticket size, and creative. Termite is high-ticket, longer-cycle, and conversion-driven. Mosquito is seasonal subscription with neighbor-cluster cross-sell dynamics. Rodent is emergency-driven year-round. The marketing engine has to treat them as three distinct funnels under one brand — not one campaign.