Every floor coating contractor should track seven numbers each week: leads in, speed to lead, phone answer rate, lead to appointment rate, show rate, close rate, and revenue per booked estimate. Pull them from your CRM, calendar, and call log every Monday. It takes about 20 minutes, and the targets are under one minute to call, 90% answered, 60 to 70% booked, and 95% shown.
Why a weekly scoreboard beats watching the bank account
A weekly scoreboard catches a problem in seven days instead of thirty. Most contractors find out something broke when the deposits stop, a month after the leads stopped getting called. Seven numbers on one page show which stage slipped while there is still time to fix it.
Each number below covers what it is, how to calculate it, the target where one exists, and what to do when it is off. The targets come from our published floor coating benchmarks.
1. Leads in
Leads in is the count of new homeowners who gave you their name and phone number this week, from any source. There is no universal target because it depends on your budget and your market, so set a floor based on what your crew needs. As a rough illustration, a crew installing 3 to 4 jobs a week at the booking and show rates below and a 40% close rate needs about 12 to 16 leads a week. Our post on how many jobs one crew can do works through that capacity math.
When it is off: confirm the ads are running and the landing page still submits before you blame the market. A slow drift means tired creative. A cliff means something broke.
2. Speed to lead
Speed to lead is the time between a homeowner submitting the form and your first call attempt, in minutes. Compare the form timestamp to the first outbound call for each lead, then record the weekly median and the worst case.
The target is under one minute, and every benchmark below assumes it. A lead called within one minute answers 90% of the time. A lead called the next morning is often already booked elsewhere.
When it is off: find out who owns the phone during every hour the ads run, including evenings and weekends. If the answer is "whoever is free," nobody does. Route every form to one phone that rings immediately.
3. Phone answer rate
Phone answer rate is the share of new leads you actually reached by phone this week: leads reached divided by leads in. A text reply does not count.
The benchmark is 90% when the lead is called within one minute of submitting the form. If your speed to lead is slow, a low answer rate is a symptom. Fix the speed first.
When it is off but speed to lead is fine: look at attempts per lead. One call and a voicemail is not follow-up. A lead that does not pick up should get a call, a text, and a second call within the first hour.
4. Lead to appointment rate
Lead to appointment rate is the share of leads that became a booked estimate on your calendar: estimates booked divided by leads in.
The target is 60 to 70%. If you are at 30%, either the leads are wrong, the call is slow, or the caller is talking the homeowner out of it. Our post on lead to appointment rate walks through which of those it usually is.
When it is off: listen to five booking calls. The usual problem is a caller who quotes a price on the phone or asks the homeowner to call back when she knows her schedule. The job of the first call is to get a date and a time.
5. Show rate
Show rate is the share of booked estimates where the homeowner was there when the estimator arrived: estimates run divided by estimates scheduled.
The benchmark is about 80% with no reminders and about 95% with a system: a confirmation at booking, a reminder 24 hours out, a reminder one hour out, and a person triaging homeowners who go quiet.
When it is off: check that the reminders are going out and that someone is watching for the homeowner who never confirms. Our post on floor coating estimate no-shows has the exact sequence.
6. Close rate
Close rate is the share of estimates run that turned into a signed job: jobs sold divided by estimates run. Count a job as sold when the deposit clears, not when the homeowner says "sounds good."
There is no single published benchmark for close rate. It depends on the product, the market, and the estimator's sales skill. What we can say is that coached estimators close meaningfully better, and that three objections repeat: "the one-day guys are cheaper," "I need to talk to my spouse," and "I am just getting quotes." So track your own number every week and watch it move.
When it is off: ride along on two estimates. If the estimator quotes the cheapest system first, texts the price after leaving, or never asks for the sale, you have found the problem. Rehearse the three objections until the answers are automatic.
7. Revenue per booked estimate
Revenue per booked estimate is what each appointment on your calendar is worth on average. Calculate it as average job value multiplied by close rate, or as revenue sold this week divided by estimates run.
There is no benchmark because it is your job size times your close rate. As an illustrative example only: if your average job is $3,500 and you close 40% of estimates, each booked estimate is worth about $1,400. Move the close rate to 50% with coaching and the same estimate is worth $1,750 with no extra leads. Our post on what a booked estimate is worth goes deeper on that math.
When it is off: it fell because close rate dropped or the average ticket shrank. If close rate held, the estimator is discounting or leading with the cheapest system.
The weekly scoreboard template
Copy this table onto the whiteboard in the shop and fill it in every Monday. The action column is one line on what you will do this week.
| Metric | This week | Target | Action |
|---|---|---|---|
| Leads in | Enough to feed the crew | ||
| Speed to lead (median minutes) | Under 1 minute | ||
| Phone answer rate | 90% | ||
| Lead to appointment rate | 60 to 70% | ||
| Show rate | 95% with reminders | ||
| Close rate | Your own trailing average, rising | ||
| Revenue per booked estimate | Your own number, rising |
Where to get the numbers and how long it takes
All seven numbers come from three places you already have.
- CRM. Leads in, lead to appointment rate, close rate, and revenue sold. One filtered view if every lead is entered and every sold job is marked. About 5 minutes.
- Call log. Speed to lead and answer rate. Compare form timestamps to first call attempts and count live conversations. A phone system that logs calls makes this a report. A cell phone makes it 10 minutes of scrolling.
- Calendar. Estimates scheduled and estimates run, which gives you show rate. About 3 minutes.
Twenty minutes on a Monday morning. The first two weeks take longer because you will find leads that never made it into the CRM and calls that were never logged, which is itself useful.
Frequently asked questions
What KPIs should a floor coating contractor track?
A floor coating contractor should track seven numbers weekly: leads in, speed to lead in minutes, phone answer rate, lead to appointment rate, show rate, close rate, and revenue per booked estimate. Together they cover every stage from the form to the deposit, so when revenue slips you can see which stage moved.
What is a good lead to appointment rate for a floor coating business?
A good lead to appointment rate for a floor coating business is 60 to 70%, meaning six or seven of every ten homeowners who submit a form end up with an estimate on the calendar. That assumes the lead is a homeowner, is called within about a minute, and the caller is trying to set a date rather than quote over the phone.
What is a good close rate for floor coating estimates?
There is no single published close rate benchmark for floor coating estimates, because close rate depends on the product you sell, the market you sell it in, and the estimator's skill. Track your own number every week instead and expect it to rise when the estimator is coached on the three objections that repeat: price, the spouse, and "just getting quotes."
How often should I review my floor coating business numbers?
Review the seven core floor coating numbers once a week, on the same day, from the same three sources. Weekly is often enough to see real movement and fast enough to fix a slow phone or a broken reminder sequence before a month of leads is wasted. Monthly is too slow.
Put the scoreboard on the wall this Monday
Start with the three numbers that need nothing but a call log: leads in, speed to lead, and answer rate. Once the phone is fast, add the rest and watch which one moves. If you would rather have the front half of the scoreboard handled for you, see how booked floor coating estimates work, with our team calling every lead in about a minute.
For a second set of eyes on your numbers, book a strategy call and bring last week's scoreboard. We will tell you which number to fix first.
About the author
Patrick Mietka
Co-founder, Appointly Solutions
Patrick runs the Meta ad campaigns and the numbers behind every Appointly client. He has managed lead generation and appointment booking for floor coating and home service contractors across the US, and writes about what actually turns ad spend into booked estimates.
More about the Appointly team