I accompanied sales reps as they sat across the kitchen table from worried homeowners. I have crawled in damp crawl spaces and walked in basements with completely collapsed walls. I have smelled the musty air of homes desperate for solutions, listened patiently as homeowners described their frustrations, and as part of the leadership team I felt the anxiety that comes with running a home service business. There is a constant pressure to fill your calendar with quality appointments, make payroll, and hit critical revenue targets every month.
Before partnering with Ron to found Greenbaum Stiers Strategic Marketing Group, I did not manage marketing campaigns from a distance. I built them from the ground up while leading the marketing team inside a large home services company. My days were spent shoulder to shoulder with sales teams, call center representatives, and field technicians. We navigated real-world challenges together, and I learned exactly how demanding this industry can be.
We have lived in your world. We have walked in your shoes. And we built this agency to make sure your journey is clearer, smoother, and far more profitable than ours ever was. “
Today at Greenbaum Stiers, that firsthand experience is multiplied by the many home improvement and home service companies we have partnered with nationwide. Every client adds to our knowledge, strengthens our insight, and sharpens our approach. We do not guess. We do not hope something will work. We measure precisely because we know what it is like when livelihoods depend on getting it right.
When I say measuring is managing, it is more than a slogan. It is a promise. It is how we operate, how we help you take back control of your business, and how we ensure every marketing dollar you spend is tracked, justified, and returned many times over. We are not consultants who hand you a plan and walk away. We roll up our sleeves, dive into your business, and work alongside you at every step.
The sales team is the final conversion point in your business. Marketing generates the leads. The call center sets and confirms the appointments. The sales team turns those opportunities into revenue. If you are not measuring what happens in this stage, you are managing blind.
Sales KPIs are not just numbers for a spreadsheet. They are the most accurate pulse check you will ever have on the health of your revenue engine. When you track them correctly, you can:
Identify exactly where deals are falling apart
See which reps are carrying the load and which need coaching
Project revenue before the month even starts
Predictably scale without gambling on guesswork
In the home service and home improvement industries, measuring is not optional. Every missed opportunity is money you already spent to earn the lead but failed to collect in revenue. The beauty of Sales KPIs is that they show you where you can grow without increasing ad spend — often by making small, repeatable improvements.
The percentage of run appointments that result in a formal estimate presented to the homeowner.
Bid Rate = (Number of Bids Presented ÷ Number of Appointments Run) × 100
90 percent
If you are running appointments but not giving a price on the spot, you are throwing away opportunities. The homeowner called you because they wanted a solution. The longer they wait for a quote, the more likely they are to call your competitor.
Saying “I will email you the quote later”
Letting missing decision-makers stall the estimate process
Relying on handwritten notes instead of ready-to-present digital proposals
Train reps to create and present estimates on a tablet before leaving the property
Build a “Good-Better-Best” pricing format so you are never presenting only one option
Always have financing options ready to present alongside cash pricing
The percentage of bids presented that convert into signed contracts.
Close Rate = (Number of Sales ÷ Number of Bids Presented) × 100
Around 30 percent for specialty trades like foundation repair, crawl space encapsulation, and roofing.
A good close rate tells you your presentation is effective, your pricing is competitive, and your reps are skilled at turning interest into action. A low close rate means your marketing and call center did their job, but the sales process failed.
“Feature dumping” — overwhelming homeowners with product specs instead of tying benefits to their needs
Failing to ask for the sale directly
Presenting price without demonstrating value
Use a one-call close approach with clear next steps
Always present financing options to remove cost as a barrier
Script a closing question such as “Based on what we’ve discussed today, is there any reason we should not move forward?”
The average revenue generated from each closed sale.
Average Ticket = Total Sales Revenue ÷ Number of Sales
$10,000 in many home improvement categories, though it varies by service.
Average ticket directly affects revenue per lead. You can sell fewer jobs and still hit revenue targets if your ticket size is strong. Conversely, low ticket sizes can force you into high-volume sales just to survive.
Over-discounting to “win” the job
Failing to offer premium upgrades or packages
Not building warranties or maintenance into the offer
Present Good-Better-Best options on every proposal
Bundle warranties and related services into the sale
Use project photos and testimonials to justify higher tiers
The percentage of customers who are approved for financing.
Financing Approval Rate = (Number of Approved Applications ÷ Number of Financing Applications) × 100
65 to 75 percent is common, but 80 to 90 percent is achievable with multi-lender platforms.
Financing opens the door for customers who cannot or will not pay cash up front. Approval rates directly affect close rates and average ticket size.
Only working with one lender
Waiting until late in the sales process to discuss financing
Not prequalifying in the home
Partner with multiple lenders to increase approvals
Prequalify at the kitchen table before presenting solutions
Offer side-by-side cash and financed payment options
The percentage of signed contracts that cancel before the job begins.
Cancellation Rate = (Number of Cancelled Sales ÷ Number of Sales Closed) × 100
Five percent or less
Every cancellation is a sale you already counted, planned for, and staffed. High cancellation rates disrupt schedules, reduce cash flow, and waste marketing dollars.
Long backlogs with no follow-up communication
Poorly set expectations at the time of sale
Weak post-sale relationship building
Make a thank-you call within 24 hours
Send an expectation packet explaining next steps
Maintain touchpoints during the wait period
The amount of revenue generated per lead your company receives.
RPL = Total Revenue ÷ Number of Leads
Around $2,400 in many home service funnels
RPL is the bridge metric that ties marketing efficiency to sales performance. A higher RPL means you are getting more out of every lead.
Failing to track RPL at all
Letting low ticket size or low close rate drag RPL down
Increase average ticket size with upsells
Improve close rates through better sales training
Implement rehash to close additional sales without new lead costs
The average number of days between first contact and signed contract.
Fourteen days or less
The longer your sales cycle, the more chances your customer has to change their mind or choose a competitor.
Delaying proposal delivery
Weak follow-up cadence
Giving up after one or two contact attempts
Follow up five times within 48 hours after a proposal
Use automation for reminders and appointment confirmations
Keep proposals simple and easy to understand
The percentage of revenue left after direct job costs.
Gross Margin % = [(Total Revenue – Cost of Goods Sold) ÷ Total Revenue] × 100
50 to 55 percent for HVAC and similar trades, 20 to 40 percent for roofing
Margin determines profit. Confusing margin with markup is one of the most common financial mistakes in contracting.
Job cost within 72 hours of completion
Train sales reps to understand the margin impact of discounts
Standardize pricing to protect margins
When you do not track these KPIs, you leave growth to chance.
You may be overspending on marketing that produces low-quality leads.
You may have sales reps with high potential but no data to coach them.
You may be missing thousands in revenue every month from preventable cancellations or low close rates.
The truth is, small improvements in multiple KPIs compound into major gains. Even a 2 percent lift in close rate, a 2 percent lift in bid rate, and a modest bump in ticket size can mean tens of thousands of dollars in additional monthly revenue with the same marketing budget.
Knowing your Sales KPIs is not enough. You must manage them. Every percentage point of improvement adds up to real revenue you can bank. If you are ready to take control of your sales performance, stop leaving money on the table, and grow with precision, we can help.
At Greenbaum Stiers Strategic Marketing Group, we work alongside you to track, improve, and master the KPIs that make the difference between surviving and thriving.
Schedule a discovery call with a Business Growth Strategist today and let us show you how measuring can become your most powerful tool for managing and multiplying your results.
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