"Conversion rate" means different things to different people. For a roofing company, it's most useful to break the journey into stages and measure each one separately.
Define the stages
- Inquiry: a homeowner or property manager contacts you.
- Contacted: someone on your team has a real two-way conversation.
- Appointment set: an inspection or consultation is booked.
- Estimate delivered: a proposal is presented.
- Contract signed: the job is sold.
The metrics
- Contact rate = contacted ÷ inquiries
- Appointment rate = appointments ÷ contacted
- Estimate rate = estimates ÷ appointments
- Close rate = signed ÷ estimates
- Overall conversion = signed ÷ inquiries
Each ratio points to a different part of the business. A low contact rate is an intake problem. A low close rate may be a sales process, pricing or follow-up question.
Segment before you judge
Retail replacement, insurance restoration, repairs and commercial work convert very differently. So do lead sources. Segmenting by job type and source prevents one blended number from hiding what's really happening.
Make it routine
The value comes from tracking these numbers consistently over time. A monthly review of each stage, by source and by rep, gives leadership a reliable way to see whether changes are working.
How does your company handle this today?
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