Strategy & Tracking
Close Rate
The percentage of qualified leads or consultations that turn into signed jobs — the bridge between marketing and revenue.
Definition
Close rate is the share of qualified leads that become won jobs, expressed as a percentage. It measures how effectively your sales process converts the opportunities your marketing delivers into paying customers.
In depth
Close rate sits at the bottom of the marketing funnel, where leads become contracts. You calculate it by dividing jobs won by the number of qualified leads, so it depends on lead quality as much as on your sales skill — strong lead qualification feeds it good prospects, while a flood of poor-fit inquiries drags it down. It's a core key performance indicator because it connects everything upstream to actual revenue.
For a contractor, close rate is the multiplier on every marketing dollar. Two builders can pay the same cost per lead, but the one who closes 40% instead of 20% earns double the jobs from the same spend and a far better return on investment. It also tells you where to fix things: a low close rate on good leads points at the sales conversation; a low close rate on bad leads points at targeting.
The mistake is blaming "bad leads" without measuring — many contractors never track close rate at all, so they can't tell a lead problem from a sales problem. We wire close rate into your CRM and conversion tracking, separate it by source, and use it alongside speed-to-lead and show-rate to find the real leak.
The formula
Close Rate = Jobs Won ÷ Qualified Leads × 100% Worked example
A siding contractor closes 9 of 30 qualified consultations in a month, for a 30% close rate.
Strategy & Tracking
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