Industry benchmarks: the state of home improvement sales
Siro records, transcribes, and analyzes what was actually said in the room, not what a rep remembers afterward or what a CRM field captures, which makes these In-Home Insider benchmarks possible at industry scale. What's in this chapter:
Close rates vary by double digits across both region and trade. The South has the lowest close rate while the Midwest has the highest.
The gap between a company's best and worst rep is worth six figures per rep each year, and that gap exists even at companies already closing above average.
Longer appointments correlate to higher close rates and are 6x more likely to contain deeper discovery among other strong habits.
Industry close rates vary by double digits, both regionally and by trade
Nationally, 26.9% of in-home consultations end in a commitment, a blended figure across every trade in this report. When you cut the data by region, close rates begin to spread.
Midwest homeowners close at 31.1%, almost eight points higher than the South's 23.3%. The same spread shows up by trade, so compare your own trade against the chart below rather than the national number.
National and regional close rates in Home Improvement
- Midwest31.1%Highest-closing region
- West27.2%
- Northeast24.3%
- South23.3%Lowest-closing region
When looking at close rates across trades, the range grows even more.
Windows & Doors has highest average close rates at 29.1%, and Decks & Patios have the lowest at 16.0%.
The gap between your best rep and your worst rep is worth six figures a year
The top-vs-bottom closers gap shows up in every trade that met the minimum amount of data for us to analyze. Among those trades overall, top closers performed 7.4% - 11.3% above their own company's median close rate, while bottom closers performed 6.2% - 10.1% points below it.
Within trades, Windows & Doors and Kitchen & Bath carry the widest gaps.
A bottom-closing Kitchen & Bath rep is on average 8.6% below their org's median rep. On a $15,000 median deal, closing that gap over 100 appointments would win 8.6 more appointments, worth roughly $129,000, or $1,290 per appointment.
Similarly, a bottom-closing Windows & Doors rep faces a 10.1% gap on a $7,538 median deal, worth $761 per appointment.
Based on your team's appointment volume per year, closing the gap between your average and bottom closers can bring in over six figures of revenue per rep, each year.
Even if your company closes above average, the gap holds up
This gap isn't only at below-average-companies. Among companies that already close above the national average, the gap between their best and worst rep is a median of 17.6 points, almost identical to companies overall.
Money on the kitchen table
“When I owned a solar installation business, we averaged 45 appointments a month. If we closed half the gap, we'd close 4.5 more deals. At an average contract value of $32k, that's an extra $144k per month—insane.”
On the rep gap at top orgs
“What stood out to me: the spread between top and bottom reps doesn't shrink at high-performing orgs. It means a handful of reps are doing more of the lifting at companies you'd expect would be most consistent.”
Winning appointments make more room for discovery, financing, and the close
Median appointment length across all trades is 75 minutes (the quartiles: 46 / 75 / 113), and closed-won appointments run longer than lost ones in every trade.
That's not because sitting in the home longer wins deals on its own, appointment length is a byproduct of a conversation shaped by inspections, pauses, and how much either side talks.
Splitting appointments at the quartile marks (≤46 min vs. ≥113 min) and looking at what’s happening in longer appointments vs shorter appointments, longer appointments are:
6.3x
as likely to reach deeper discovery
2.35x
as likely to include a real close attempt
1.79x
as likely to include a financing conversation
It isn't the clock that closes deals, it's whether the rep actually got through discovery, made a real close attempt, and had the financing conversation.
Duration is just the visible symptom: appointments that skip those steps run short and close low, appointments that include them run long and close high. A short appointment is a signal to check whether the substance happened, not proof on its own that it didn't.
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About this data
This report is based on 53,389 in-home sales consultations, recorded and analyzed between April and August 2026.
Every close rate here reflects Siro's own judgment of whether a conversation advanced toward a sale, not a signed contract or revenue figure.
Our outcome labels carry a small error rate that skews toward under-counting wins, so treat a two-point difference between two groups as noise and a twenty-point difference as real.
National and regional benchmarks are based on our full population of recordings (26.9% close rate). Every other figure in this report, including all trade and conversation-level data, comes from a geographically balanced sample of 53,389 calls, built so no single region dominates the results.