Contractor Sales Benchmarks 2026
The 2026 benchmark for contractor in-home sales — close rates, discovery length, follow-up cadence, and where deals quietly die.
Close rate by industry
Close rates vary widely by trade — but the spread within a trade is bigger than the spread between trades. The best HVAC reps outclose the worst roofing reps by a factor of three. Industry is the floor; rep behavior is the ceiling.
Average in-home close rate by industry
Where deals are lost
When losing calls are scored against a structured framework, the failure point is rarely the close. It's discovery — the conversation the rep never had — and follow-up, the call the rep never made.
Share of lost deals by failure stage
What the top quartile does differently
- •Runs a structured 7-question discovery before any presentation.
- •Restates the homeowner's own words during the presentation, not feature lists.
- •Asks for the close at least twice on the first appointment.
- •Schedules the next touch before leaving — never 'I'll get back to you.'
- •Sends a recap within 6 hours, financing reminder within 24, urgency note by day 3.
- •Treats every objection as data, not a debate.
Average ticket and revenue per appointment
Methodology
Based on RepVise™ modeled analysis of 500+ sample in-home contractor sales calls across roofing, HVAC, solar, windows, kitchen/bath, and closet trades, combined with published industry baselines (HBI, ACCA, SEIA, NARI). All figures are modeled estimates intended as a planning benchmark, not audited customer outcomes.
Frequently asked
What's the single biggest driver of a higher close rate?+
Discovery depth. Reps who hit a structured 7-question discovery close ~38% more often than reps who improvise it.
How many follow-up touches should reps run?+
Top-quartile reps average 5+ structured touches across 14 days. Most teams stop at one.
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