Close rate is the percentage of quoted jobs that get signed. For a contractor it is usually measured from the in-home appointment rather than from the lead.
It decides whether more demand is worth buying. Doubling spend against a broken close rate doubles the cost of the same problem.
Measure it from the appointment, not the lead, or you are grading marketing and sales with one number and will not be able to tell which one is failing. Leads to appointments is a marketing metric. Appointments to signed contracts is a sales one.
It moves on things that feel unrelated to selling: whether both decision makers were present, whether the rep presented options or a single figure, whether financing was available at the table. A rep with a good close rate on a bad process is usually just working harder than the process deserves.
It is also the fastest lever most contractors have, because it costs nothing to acquire. The appointments are already bought and paid for; a few points of close rate on the same calendar is free revenue in a way more spend never is.
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