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, keep the homeowner warm with steady follow-up, and report show rate next to close rate so the whole path from click to contract is visible. Because you pay per booked appointment, protecting show rate protects the value of what you already paid for.

The formula

Worked example

Related terms