What's a good close rate for a home service business?
Close rate is the share of the appointments you actually held that turned into jobs. Ten estimates, three signed, a 30% close rate.
It's one of the most useful numbers in your business, and one of the least tracked.
What the benchmarks say
Siro analyzed in home sales conversations recorded between April and August 2026. Nationally, 26.9% of in home consultations ended in a commitment, blended across every trade in the report.
It varied by region: 31.1% in the Midwest, 27.2% in the West, 24.3% in the Northeast and 23.3% in the South. It varied by trade too, from 29.1% for windows and doors down to 16.0% for decks and patios.
One honest caveat: those numbers are Siro's read on whether a conversation moved toward a sale, not signed contracts. Use them as a rough guide, not a finish line.
How to read yours
- Under 20%: something in the process is leaking. Look there before you buy more leads.
- Around 27%: you're near the middle of the pack.
- 35% and up: that's our target for top performers. It's ours, not an industry figure.
Measure it the same way every time
Close rate is easy to fudge without meaning to. Pick one definition and stick to it.
Divide closed jobs by appointments held, not leads and not appointments booked. Leads include junk and wrong numbers. Booked includes the no shows and cancels, which are their own problem with their own fix. Held means you were in the house, in front of the customer.
Track it by channel and by service. A 45% close rate on referrals and 12% on a lead service tells you something very different from a blended 25%.
Where close rates are won
The ad gets you the lead. The process gets you the job. On a $10,000 job, this is where most of the money is won or lost.
- Answer fast. The first company to respond usually gets the visit.
- Show up like a pro, on time and branded.
- Inspect with the customer, not for them. Show them photos of what you found.
- Give options. A good, better and best price.
- Offer financing on big jobs.
- Follow up every estimate that didn't close, on day 1, 3, 7, 14 and 30. Most owners stop after one call.
Before you spend another dollar on leads
Raising your close rate is often the cheapest growth there is. The leads are already paid for. Going from 20% to 30% on the same appointments is half again as many jobs, with no new ad spend.
Here's where most sales processes leak. Worksheet 2 in our free playbook tracks close rate by channel every month.
Not sure where your business stands yet? Our free Growth Ladder assessment takes about four minutes.
- Home Improvement Close Rate Benchmarks (Siro, 2026)
- Run It Like They Would, The Next Right Move (2026)
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