Contractor Close Rate Reality (Booking vs Selling) — What's Normal and How to Improve It
This page clarifies the two rates and why marketing gets blamed for sales issues.
Booking rate measures lead > scheduled appointment. It is controlled by phone and scheduling. Industry data suggests a "typical shop" books about 42% of calls into jobs.
Close rate measures scheduled estimate > sold job. It is controlled by technician presentation, pricing, and financing options. HVAC install close rates are commonly reported in the 40 to 50% range.
Hear From Our Clients
FAQs
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Most commonly: slow answer time, weak call handling, limited scheduling availability, or lack of urgency and trust on the call.
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Start with pricing presentation and objection handling training. Then evaluate whether financing options are available and clearly offered.
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Response speed primarily affects booking rate (lead > scheduled). Close rate is more influenced by what happens during the estimate itself.