What is a good conversion rate for a service business?
Short answer: Quote-to-close rates of 40-60% are healthy for plumbing/HVAC/electrical; under 25% signals a quote-stage leak.
Full answer
Good conversion rate depends on what you're measuring. Three numbers matter:
Lead-to-quote: 60-80% is healthy. Below 50% suggests slow response time or weak intake.
Quote-to-close: 40-60% is healthy for plumbing, HVAC, electrical, and roofing. Under 25% means the quote stage is leaking — slow follow-up, weak nurture, no objection-handling.
Overall lead-to-close: 25-45% is healthy across most home-service verticals.
Response time is the single biggest lever. A 5-minute response is 9x more likely to convert than a 60-minute response.