Contractor Close Rate and Funnel Calculator
Calculate your real revenue math in 60 seconds. Enter 4 numbers, get a diagnosis of your biggest revenue leak plus specific fixes ranked by impact.
Free. No email required to see results. Works for HVAC, plumbing, roofing, electrical, lawn care, and other home service trades.
Used to tune benchmark guidance.
Calls, form submissions, and walk-ins counted as inbound contacts.
What percentage of leads become a confirmed appointment? Industry average: 50 to 70%. Top quartile: 75 to 85%.
What percentage of booked appointments become paying customers? Industry average: 40 to 60%. Top quartile: 65 to 80%.
Service call AOV is typically $250 to $800. Install AOV varies by trade ($1.5K to $25K).
How to calculate close rate
Close rate is jobs won divided by estimates or booked appointments in the same period. Ten quoted jobs and four signed contracts is a 40 percent close rate. Most contractors quote it from memory and overstate it by 10 to 20 points, which is why this tool asks for the raw counts. The benchmarks behind the comparison above: a 50 to 60 percent lead-to-book rate is average and 80 percent is top quartile; a 40 to 50 percent book-to-close rate is average and 70 percent is top quartile. Average job value runs $250 to $1,500 depending on trade, with $500 as the midpoint we use for general home services.
Two things move close rate faster than anything else: answering the first call (missed calls are the biggest leak in the missed call text back data) and following up on every open estimate on a schedule, which the contractor follow-up system lays out step by step.
Frequently asked questions
What is a good close rate for a contractor?
On booked estimates, 40 to 50 percent is average for home services and 70 percent is top quartile. Repair and service calls close higher than replacement quotes. If you are under 40 percent, the usual causes are slow follow-up, no financing option, and quoting without being the first contractor in the door.
How is close rate different from conversion rate?
Conversion rate usually means the share of website visitors who become leads. Close rate is the share of estimates or appointments that become paying jobs. This calculator tracks both halves: lead-to-book and book-to-close, because they fail for different reasons.
How many leads do I need to hit a revenue goal?
Divide the goal by your average job value, then divide by your close rate, then by your book rate. $50,000 a month at a $1,000 average job, a 50 percent close rate and a 60 percent book rate needs about 167 leads. Change the inputs above and the funnel recalculates.
Where do the benchmark numbers come from?
From the funnels we track for our own home service clients and the ranges published by field service platforms. They are directional. Your own trailing 90 days is the only benchmark that matters, which is why the tool asks for real counts.