Leads and follow-up. Reviewed October 29, 2026
Booking rate
Also called: Set rate, Appointment rate
Booking rate is the share of leads that turn into a scheduled appointment or estimate, and it is the first place to look when leads are up but revenue is not.
In practice
A low booking rate is a phone problem, not a marketing problem: calls going to voicemail, a form that gets answered the next day, a dispatcher who quotes the price before the visit. Fix those before buying more leads.
Record calls for a week and listen. The reason is usually audible.
Related terms
- LeadA lead is a person who contacted the business about work by phone, form, text, chat or booking, before anyone has checked whether the job is real.
- Close rateClose rate is the share of estimates or quotes that become paid jobs.
- Speed to leadSpeed to lead is the time between a lead arriving and the business responding, and the first contractor to respond wins a large share of the jobs.
- Sales funnelA sales funnel is the sequence from stranger to paying customer: searches, visits, leads, booked estimates, closed jobs, with a conversion rate at each step.
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