You're paying the best location's marketing cost for the worst location's conversion.

Four numbers, multiplied

Factor	Where it comes from
Group-wide inquiries per week	Your answer — midpoint of the range you pick
× estimated consistency-loss rate	Conservative lookup keyed to your Coverage Score — wide best-to-worst spreads and paper standards push it up
× close rate for your vertical	Conservative working assumption, stated in the report
× value of one customer relationship	Your answer

A five-location dental group at 85 inquiries a week, scoring in the "Leaking" band (28% consistency loss), a 25% close rate and a $2,500 average patient: 85 × 4.3 × 28% × 25% × $2,500 ≈ $64,000 a month lost to the spread — most of it concentrated at whichever one or two desks your average is hiding.

Estimates from your own answers using stated assumptions — labeled that way in every report. The measured discovery replaces the estimate with a per-location scorecard.

The franchise multiplier

For franchisors the spread costs twice: the weak location's own losses, plus the brand damage its ghosted callers attribute to every location wearing the logo. One desk that never calls back writes reviews the whole system inherits. Consistency isn't operational hygiene at franchise scale — it's brand defense.