Close Rate Benchmark Tool: Where Do You Stand?
Enter your monthly estimates and bookings. We'll show you your close rate, where it ranks against the rest of the industry, and what hitting the next tier would be worth.
Close rate is the cleanest sales metric a moving company has. Two movers running the same ads, in the same city, with the same trucks, will book wildly different numbers of jobs based on this one number. Knowing where you stand against the rest of the industry tells you whether your problem is leads or sales.
The Tool
Interactive calculator: close-rate-benchmark. Enable JavaScript to use it.
What the Bands Mean
Close rate bands across moving companies
| Close rate | Band | What's usually true |
|---|
| Below 18% | Below average | Slow response, weak qualification, or unfit lead source mix |
| 18–25% | Average | Decent process but room to improve on follow-up and objection handling |
| 25–35% | Above average | Solid sales process, fast response, structured follow-up sequence |
| 35%+ | Top tier | Sub-5-minute response, trained reps, multi-touch follow-up, strong reviews |
How Top-Tier Movers Hit 35%+
The top-tier movers in our data share a small number of habits: they answer the phone live during business hours, they call web leads back in under 5 minutes, they qualify thoroughly on the first contact, they follow up at least 5–7 times across calls, texts, and emails, and they have a script for the most common objections (price, availability, trust).
Improving Yours
If your close rate is in the bottom two bands, the fastest single improvement is response time. If you're already responsive, the next leverage point is structured follow-up — most movers give up after one or two attempts, which is the difference between average and above-average. If your close rate is mid-pack and you want to push into top tier, the work is qualification depth and objection handling.