Booking Rate and Close Rate Calculator

By BRIX Editorial Team · Updated October 12, 2026

Booking rate is the share of leads that book an appointment: booked ÷ leads. Close rate is the share of estimates that turn into sold jobs: sold ÷ estimates presented. A shop that books 60 of 120 leads has a 50% booking rate; selling 20 of 50 estimates is a 40% close rate.

Booking rate50%

Close rate40%

Lead-to-sale rate: 16.7%
Sold revenue per month: $48,000
Extra per month at 65% booking: $14,400
Extra per month at 50% close: $12,000
Extra per month with both: $30,000
Extra per year with both: $360,000

You book 50% of leads and close 40% of estimates, so 16.7% of everyone who contacts you becomes a sale. Reaching your targets on the same leads would add about 12.5 sold jobs and $30,000 a month, with no extra marketing.

Key takeaways

Booking rate = appointments booked ÷ leads. It measures your phones and your follow-up.
Close rate = jobs sold ÷ estimates presented. It measures your selling in the home.
Lead-to-sale rate = jobs sold ÷ leads. It's both numbers multiplied together.
Raising either rate grows revenue from the leads you already pay for, with no extra marketing.
Track both monthly and by lead source; a blended number hides where jobs are lost.

How do you calculate booking rate?

Divide the appointments you booked by the leads you received in the same period. A lead is any call, form or message from a potential customer who wants work done. Leave out spam, vendors, job seekers and existing customers calling about a job already on the schedule, or your booking rate will look worse than it is.

Formulas

Booking rate = B ÷ L   ·   Close rate = S ÷ E   ·   Lead-to-sale = S ÷ L

L: leads from potential customers in the period
B: appointments booked from those leads
E: estimates or options actually presented (cancellations and no-shows excluded)
S: jobs sold from those estimates

1
Count leads.
Pull last month's calls from your phone log or call tracking and add web forms and messages. Remove spam and non-customer calls.
2
Count booked appointments.
Use your schedule or CRM. Count each lead once, even if the appointment was rescheduled.
3
Count estimates presented and jobs sold.
Only count estimates the customer actually saw. A visit cancelled at the door is a booking problem, not a closing problem.
4
Set realistic targets.
Start with a few points above your current rates. The calculator keeps every other ratio the same, so the gain is what that one improvement is worth.

Booking rate vs. close rate: what's the difference?

Booking rate measures what happens on the phone: did the caller agree to a visit? Close rate measures what happens at the kitchen table: did the customer buy after seeing the price? They break for different reasons, so fixing one does nothing for the other. A great closer can't sell a job that went to voicemail, and the best CSR in town can't save a confusing estimate.

Where each rate breaks, and how to fix it
	Booking rate	Close rate
What it measures	Leads → booked appointments	Estimates presented → sold jobs
Owned by	Whoever answers the phone and follows up	Whoever presents the price: tech, comfort advisor, estimator, owner
Common leaks	Missed calls, slow callbacks, no booking script, price shoppers not handled, no follow-up on 'let me think about it'	Single-option quotes, no follow-up on open estimates, no financing option, estimate sent days later
Fastest fixes	Answer every call, call web leads back in minutes, use a call script, follow up the same day	Present good-better-best options, follow up every open estimate, offer financing on big tickets
Where it matters most	Service and repair trades: HVAC service, plumbing, drain, pest, garage door	Replacement and project trades: HVAC install, roofing, remodeling, electrical upgrades

What is a good booking rate for home services?

The honest answer is: higher than yours was last quarter. Booking rates swing widely by trade, season and lead source. An existing customer calling about a broken furnace books almost every time; a shopper from a shared lead marketplace often doesn't. That's why a single industry average is less useful than your own trend, split by lead source. If one source books far worse than the others, look at the calls before you blame the leads.

The same goes for close rate. It depends on ticket size, how many competitors bid, and whether you present options. Track it per salesperson and per job type, and judge each against its own history.

Why your booking rate is lower than you think

Missed calls never show up as leads. If you only count calls you answered, your booking rate looks great while callers go elsewhere. Count every inbound call, and check the missed call calculator.
Slow responses look like bad leads. A web lead called back the next day often already booked someone else. See the speed to lead calculator.
'Let me check with my wife' isn't a no. Callers who didn't book on the first call need a follow-up the same day. Without one, they count against you permanently.
Price-shopping calls get rushed. A caller asking 'how much for…' is a buyer. A call script that gives a range and offers a visit books more of them.

How to raise your close rate

Present options, not one price. Good-better-best pricing gives the customer a choice between yeses instead of a yes or no.
Send the estimate before you leave the driveway. A same-day estimate beats one that arrives after the competitor's.
Follow up every open estimate by text and call over the next two weeks. See how to follow up on an estimate.
Offer financing on big tickets. A monthly payment is easier to say yes to. Run the numbers with the customer financing calculator.

Frequently asked questions

How do you calculate booking rate?

Divide appointments booked by leads received in the same period. 60 bookings from 120 leads is a 50% booking rate. Count every inbound call from a potential customer as a lead, including the ones you missed.

How do you calculate close rate?

Divide jobs sold by estimates actually presented. Selling 20 of 50 estimates is a 40% close rate. Don't count cancelled visits as estimates, or a booking problem will look like a closing problem.

Is close rate the same as conversion rate?

Not quite. Close rate usually means estimates to sales. Conversion rate is looser and can mean leads to bookings, leads to sales, or website visitors to leads. Say which one you mean, and track lead-to-sale rate as the overall number.

What's a good call booking rate for HVAC?

It depends on call mix: existing customers with no heat book far more often than first-time shoppers comparing prices. Rather than chase an industry average, track your own rate by lead source and by CSR every month, and listen to the calls that didn't book.

Should missed calls count against my booking rate?

Yes. A missed call is a lead you didn't book. If you leave missed calls out, your booking rate measures only how well you handle calls you answered, and hides the biggest leak in most shops.

Which matters more, booking rate or close rate?

Whichever is further below where it could be. Service and repair shops usually gain most from booking rate, because most booked calls turn into paid work. Replacement and project contractors usually gain most from close rate. Run both targets in the calculator to see which is worth more for you.

Booking Rate and Close Rate Calculator