What Is Close Rate?

Set rate measures how many contacted homeowners agree to a time. Sit rate, used interchangeably with show rate by most vendors, measures how many of those set appointments the homeowner actually attends. Close rate measures how many of those sits turn into a signed contract, and it is the number that ultimately determines revenue, not just calendar activity.

The industry-wide average close rate for the largest US roofing companies runs around 27%, per RoofLink. Exclusive leads and appointments close at roughly 25% to 35% across multiple independent sources, compared with 8% to 20% for shared or marketplace leads, a gap driven largely by how many competing contractors are working the same homeowner at once.

Close rate depends heavily on the estimate, the pitch, and the pricing your own team delivers once they are in front of the homeowner, not just on where the appointment came from. A vendor can deliver a strong sit rate and your close rate can still be weak if the in-person sales process is not landing, which is why a low close rate on genuinely good appointments points at the sales process, not the lead source.