What Is Set Rate?

Set rate is the first of several pipeline metrics roofing sales teams track, and each stage answers a different question. Set rate measures contact-to-booked-time. Sit rate, used interchangeably with show rate by most vendors, measures how many of those set appointments the homeowner actually attended. Close rate measures how many of those sits turned into a signed job. A strong number at one stage does not guarantee a strong number at the next.

Reporting set rate alone can be a misleading vendor pitch. A vendor can report an impressive set rate, meaning their outreach is good at getting a homeowner to say yes to a time, while still delivering appointments that never actually happen. The Lead Giants' publicly claimed 70%-plus show rate is a useful reference specifically because it reports the next stage down the funnel from set rate, not just the set rate itself.

Tracking your own set rate, separately from sit rate and close rate, tells you whether a slowdown in booked jobs is a top-of-funnel problem, not enough homeowners agreeing to a time, or a downstream problem, homeowners agreeing to a time but not showing up, or showing up but not buying.