Close Rate Calculator
Where's your funnel leaking — leads, appointments, or close? Input your last 90 days and get a diagnosis in 30 seconds.
Your Last 90 Days
Every form submit, phone call, and lead source you paid for.
Leads that actually got on your calendar.
Paying customers (signed contract, deposit received).
Funnel Conversion Rates
Lead → Appointment
40.0%
Appointment → Job
30.0%
Overall Lead → Job
12.0%
Bottleneck: You're Doing Well
Overall close rate above 10% + healthy stage-to-stage conversion is top-quartile performance. Focus on scaling volume rather than optimizing further.
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Common Questions.
What's a healthy close rate for home service trades?
Overall lead-to-job: 10-18% is healthy. Under 8% usually means lead quality or offer issues. Lead-to-appointment should be 30-50%; appointment-to-job should be 25-45%. If both are below those ranges, work on lead quality first, then funnel.
Why is my appointment-to-job rate so low?
Most common cause: competing quotes. Homeowners booking 3-5 quotes close at 10-20%. Less common: pricing transparency issues, weak warranty positioning, or slow proposal turnaround. Audit the 48 hours between quote and decision — that's usually where you lose them.
How often should I check these numbers?
Monthly. Track last-90-days rolling rates so you smooth out single-week anomalies. Big changes month-over-month signal something material — new ad creative launching, new offer, seasonal demand shift, or team process changes.
Where do most contractors' funnels break down?
Speed to lead — 80% of leaks happen in the first 5 minutes after a lead submits. Response times over 1 hour drop close rate 40-60%. Automating instant SMS + calendar link typically adds 10-20 percentage points to lead-to-appointment rate overnight.