— Glossary
SHOW RATE
% of booked calls or appointments that actually happen.
Below 70% means the booking experience, reminders, or qualification is broken. Fix this before scaling ad spend.
Show-Rate is the percentage of booked calls or on-site estimates that actually happen. For contractors, show-rate significantly drives CPA and wasted dispatch costs. Low show-rate means reps and trucks are idle or traveling to no-pay demos, inflating acquisition costs and reducing capacity for qualified appointments. Track show-rate by source, rep, and appointment type to identify weak spots — weekend bookings often have worse show-rates; coupons can attract no-shows. Increase show-rate with immediate confirmation messages, forward-facing techs who call 30–60 minutes before arrival, deposits or commitment fees for complex estimates, and simple pre-inspection photo requests that increase engagement. Segment show-rate by ad channel because some sources produce higher intent. Monitor rep-level show-rates as well; poor performance can indicate scheduling conflicts or poor confirmation practices. Use show-rate to calculate effective CPA: if your booked-call volume is high but show-rate low, your per-job acquisition numbers are misleading. Improving show-rate reduces wasted travel, increases close-rate per visit, and improves rep morale and scheduling efficiency.
- A roofing crew notices a 60% show-rate on weekend estimates and switches to weekday booking to raise it to 80%.
- An epoxy contractor requires a $50 refundable deposit for large on-site estimates and sees show-rate jump from 68% to 92%.
- An HVAC company sends a pre-inspection checklist and a 2-hour arrival window text, improving show-rate by reducing no-shows.
Assuming show-rate is fixed; the error is not measuring it by source or appointment type and missing opportunities to improve through confirmation protocols.
— Show Rate in practice
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