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HVAC Sales Funnel & Close Rate Calculator

Every sold job starts as a call or a web form. Some book, some of those get run, and some of those get sold. Put in your own numbers at each step to see how many jobs and how much revenue and gross profit your funnel makes each month — and what raising your booking rate or your close rate by 5 points would add.

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Example numbers — replace with yours. The starting values are placeholders so the form isn't empty. They are not industry averages or benchmarks.

Your funnel

Your money

Results

Booked jobs —
Jobs run —
Sold jobs —
Revenue —
Gross profit —
Per year (× 12) —

What if

Booking rate +5 points —
Close rate +5 points —
Both +5 points —

The math

—

How it works

  • Booked jobs = leads × booking rate.
  • Jobs run = booked jobs × run rate.
  • Sold jobs = jobs run × close rate.
  • Revenue = sold jobs × average ticket.
  • Gross profit = revenue × gross margin.
  • What if: the same math with the booking rate or close rate 5 percentage points higher (60% → 65% is 5 points), never above 100%. The difference from your current numbers is what the change is worth each month.

Because each step multiplies the one before it, small gains stack. Raising both rates adds more than the two changes added up separately.

Worked example

With the example numbers above: 200 leads × 60% = 120 booked. 120 × 90% = 108 run. 108 × 40% = 43.2 sold. 43.2 × $1,500 = $64,800 revenue, and at a 45% margin that's $29,160 gross profit a month.

Booking 65% instead of 60% adds $5,400 in revenue a month. Closing 45% instead of 40% adds $8,100. Both together add $14,175 — more than $5,400 + $8,100.

Where to get your numbers

  • Leads: your phone system or call tracking report plus your web form inbox for the month.
  • Booking and run rates: your field service software's job list — jobs booked, then jobs completed vs cancelled — for the same month.
  • Close rate and average ticket: sold estimates ÷ estimates given, and revenue ÷ sold jobs. Pick one scope (all calls, or replacement opportunities only) and use it for both.

We don't quote typical booking, run, or close rates here because we haven't found a solid public source for them. That's what the anonymous Owner Numbers survey collects, so owners can compare against real peers.

Things this leaves out

  • Missed calls. Leads nobody answered never reach this funnel. The HVAC missed call revenue calculator shows what those cost.
  • Cost to improve. CSR training, sales training, or a ride-along program costs time and money. Compare that cost to the gain here.
  • Lifetime value. A new customer may come back for years or join your maintenance plan. This counts only the one sale.

For scripts and a plan to book more of your calls, read the guide HVAC call booking rate and CSR guide.

Related tools

Losing calls before they can book? The HVAC missed call revenue calculator shows what unanswered calls cost you each year. Want to know what each lead and new customer costs by source? The HVAC marketing ROI calculator works it out. Setting a yearly target? The HVAC revenue goal calculator turns it into jobs and calls per day. Want to know what each customer you close is worth over the years? The HVAC customer lifetime value calculator adds it up.