Show Rate

Definition

Show rate is the share of booked appointments that the homeowner actually keeps, expressed as a percentage. It measures how many of the consultations on your calendar turn into real, in-person conversations.

In depth

Show rate is the quiet leak between booking and selling. An appointment on the calendar isn't revenue — only a homeowner who shows up can hire you. You calculate it by dividing appointments held by appointments booked, and the gap is your no-shows: people who booked in a moment of interest, cooled off, forgot, or booked three other contractors too. Good reminders, confirmation texts, and tight lead nurturing between booking and meeting are what protect it.

For a contractor, a weak show rate silently wastes your best marketing. You paid a cost per lead, your sales process is ready, the slot is blocked off — and nobody comes, so the time and money evaporate. Lifting show rate is one of the cheapest ways to raise revenue, because every recovered no-show is a consultation you already paid for. It works hand in hand with close rate: bookings have to become held appointments before they can become signed jobs.

The mistake is treating a booking as a done deal and doing nothing until the appointment time. We build automated confirmation and reminder sequences into the booking engine, lean on fast speed-to-lead so the homeowner stays warm, and report show rate next to close rate so the whole path from click to contract is visible.

The formula

Worked example

Related terms