Leads and follow-up. Reviewed October 29, 2026
Close rate
Also called: Win rate, Conversion rate on estimates
Close rate is the share of estimates or quotes that become paid jobs.
In practice
It varies by trade and by job size. Repair calls close on the spot most of the time; a full roof or a kitchen closes a third of the time or less, because the homeowner collects three bids. Track it per estimator and per lead source.
The lead source matters more than people expect. Referrals and website leads close far above marketplace leads.
Related terms
- Booking rateBooking 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.
- Average ticketAverage ticket is the average revenue per completed job, and it is the number that decides how much a business can afford to pay for a lead.
- 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.
Go deeper
More leads and follow-up terms
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