If your techs aren’t closing 60% of their jobs, you’re not training them well enough. Conversion varies by trade, maintenance is harder than demand, but 60% is the baseline. Here’s why it matters: you pay for every lead whether you close it or not. Every job you don’t convert is money you set on fire. Watch this number like your margin depends on it, because it does.

If your technicians aren't closing 60% of the jobs that they go out on, you're not training them well enough. Obviously, conversion rate differs across different trade lines. A maintenance call a little bit harder to convert than a demand call. Obviously, however, what you need to be paying attention to is conversion rate over all of your technicians and on the type of the calls that they run. What we want to see is we want to be converting more work than we're not. Obviously, we're spending money on these leads, we're paying for all of them regardless of if we convert them or not. So, any job not converted is money that we've essentially set on fire. My COO once said, "How many customers are you okay with saying I can't help you? What is that number?" When you phrase it like that, this conversion rate becomes something that you really pay attention to. How many people called us, booked a call, said, "Oh, I trust this company," and then when we got out there, we didn't build enough trust to do the work that we were actually called out to do. Keep an eye on your conversion rates. Again, they will vary across trade lines, but we use 60% as kind of a baseline that kind of moves from there. What you need to be focused on is how are they doing this and where are they going wrong? What aren't they doing when they get out to the home?