What Is Close Rate?
Close rate is the percentage of solar appointments or leads that actually convert into a signed contract, and industry-cited figures put the range at roughly 8% to 17%, with referral-sourced appointments closing meaningfully higher than cold phone-sourced ones.
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Close rate is the percentage of solar appointments or leads that actually convert into a signed contract, and industry-cited figures put the range at roughly 8% to 17%, with referral-sourced appointments closing meaningfully higher than cold phone-sourced ones.
Close Rate explained
AgentZap's solar lead-statistics data cites an 8% to 12% average close rate industry-wide, with top performers reaching 15% or higher. That figure is single-source and should be treated with moderate confidence rather than as an audited industry standard, but it is the most cited benchmark this research turned up.
The more useful number is broken out by lead source, not blended. SunVoy's data shows referral leads book at roughly 80% and close at roughly 37.5%, a net conversion of about 29.2%. Phone-sourced leads book at 71% and close at 25%, a net conversion of about 17.75%. That gap, referral versus phone, is larger than the spread between a mediocre and a strong close rate on any single channel, which is exactly why a vendor quoting one blended close-rate number is hiding the variable that actually predicts your result.
Close rate is also only half the picture on its own. It measures appointment-to-sale conversion; it says nothing about how many raw leads it took to generate that appointment in the first place, which is where lead-to-appointment rate comes in.
Why it matters when you're buying
Never compare close rate across vendors without knowing the lead-source mix behind the number. Ask specifically whether a quoted close rate is referral, phone, D2D, or blended, since the source alone can swing the real number by 10 to 15 points.
Frequently Asked Questions
What is a good close rate for solar appointments?
Does lead source affect solar close rate?
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