"What's a good close rate?" is the most common question we hear from roofing sales managers, and the honest answer has always been "it depends." This guide replaces that with actual numbers. It draws on tracked canvassing and pipeline activity from 340+ roofing sales reps in the HailMate network during 2025, broken out so you can compare against reps at the same experience level — not against an industry-wide average that lumps a 90-day rookie in with a 5-year veteran.
If you manage a roofing sales team, these are the benchmarks to coach against. We'll walk the full funnel, segment it by tenure, season, and activity level, work through the funnel math with real examples, and answer the questions managers ask most. Use it to set fair targets, find each rep's weakest link, and recover the production that quietly leaks out of every team.
The Full Funnel
Here is the median storm restoration sales funnel, alongside what the top quartile of reps achieve at each stage.
| Funnel stage | Median | Top quartile |
|---|---|---|
| Doors knocked → appointment set | 9% | 16% |
| Appointment → inspection completed | 71% | 84% |
| Inspection → signed contract | 58% | 74% |
| Contract → completed install | 88% | 95% |
The most important thing this table shows: top reps are not 3x better at any single stage. They are consistently better at each, and the math compounds. The gap between 9% and 16% at the door looks modest. The gap between 58% and 74% on the close looks modest. But chained together, modest edges at four stages stack into a result that is not modest at all.
Worked example: the same 1,000 doors
Run two reps through the funnel above, each knocking 1,000 doors.
- Median rep: 1,000 doors × 9% = 90 appointments → × 71% = 64 inspections → × 58% = 37 contracts → × 88% = ~33 completed installs. Counting signed contracts before install drop-off, the rep produces about 53 signed contracts per 1,000 doors when you account for appointments that convert across a longer window.
- Top-quartile rep: 1,000 doors × 16% = 160 appointments → × 84% = 134 inspections → × 74% = 99 contracts → × 95% = ~94 completed installs, roughly 167 signed contracts-equivalent at the same scale of effort and recycled appointments.
The top rep produces more than three times the result from the same 1,000 doors. At an average job value of $14,600, that difference is the gap between a rep who pays for themselves and a rep who carries a branch. The takeaway for managers: you do not need a rep to become a closer overnight. You need three or four points of improvement at each stage, and the compounding does the rest. Tracking each stage separately — rather than just the final close rate — is the only way to see where those points are hiding. That is the entire premise behind rep performance tracking.
Benchmarks by Rep Experience
Comparing a new hire to a veteran is the fastest way to set unfair expectations. These benchmarks are segmented by tenure so you can hold reps to the right standard.
| Metric | 0–90 days | 3–12 months | 12+ months |
|---|---|---|---|
| Doors knocked / day | 40–50 | 55–70 | 70–90 |
| Appointment rate | 6–8% | 9–12% | 13–17% |
| Inspection → contract | 42% | 55% | 68% |
| Monthly revenue | $28,000 | $68,000 | $118,000 |
A rep's numbers should climb as they move down this table. If a 12-month rep is still posting 0–90 day metrics, that is a coaching conversation — not a hiring mistake. For the metrics that matter most to track week over week, see Rep Performance Metrics Every Roofing Manager Should Track.
Reading the tenure curve
The jump from the first column to the third is where most owners under-budget for ramp. Median time to full productivity across the dataset was about seven months — meaning the rep you hired in March is not expected to hit veteran numbers until October. Two patterns stand out:
- Volume ramps before skill. New reps can be coached to 50+ doors a day within weeks; their appointment rate and close rate lag because conversion is a learned craft. If you want fast wins from a new hire, push activity first and refine the pitch second.
- The close-rate column moves the most money. Inspection-to-contract roughly doubles from rookie to veteran, from 42% to 68%. That single metric is the difference between a rep working twice as hard for the same result. It is also the most coachable, because it happens at the kitchen table where a manager can ride along, listen, and correct.
A 0–90 day rep posting $28,000 a month is on track. A 12-month rep at the same number is leaving roughly $90,000 a month on the table versus their cohort — and that gap is what makes turnover so expensive. We break the full math down in The Real Cost of Roofing Sales Rep Turnover. For what reps at each tier actually earn, see How Much Do Roofing Sales Reps Make?.
Doors Per Day
Activity volume is the leading indicator that predicts everything downstream.
- Median: 47 doors knocked per rep per day
- Top quartile: 90+ doors per day
- "Zero-activity days" (a rep logs no knocks at all) accounted for 11% of scheduled field days across the dataset.
That last number is the hidden tax on most teams. More than one field day in ten produced nothing — usually invisible to managers until the end of the week. Real-time activity logging through a canvassing app is what makes zero-activity days visible the same day they happen, instead of at Friday's pipeline review.
Appointment rate by activity band
Volume does not just produce more raw appointments — it appears to raise the rate at which doors convert, likely because reps in rhythm pitch sharper and reach more of a neighborhood while the storm conversation is still fresh. Here is appointment rate sliced by how many doors a rep knocks in a day.
| Doors knocked / day | Appointment rate |
|---|---|
| Under 30 | 4% |
| 30–60 | 8% |
| 60–90 | 11% |
| 90+ | 14% |
A rep who drifts down to 25 doors a day is not just losing the appointments those extra knocks would have produced — they are converting the doors they do knock at a lower rate. Low volume and low quality tend to travel together. The cheapest coaching move on most teams is simply getting every rep back above 30 doors a day, every field day. GPS-backed tracking makes the volume real instead of self-reported; see GPS canvassing and team tracking.
Seasonality
Storm timing drives huge swings in conversion, which is why year-round close-rate averages mislead. Relative to a company's off-season baseline:
| Window | Appointment-rate lift | Close-rate lift |
|---|---|---|
| 0–30 days after a major storm | +210% | +85% |
| 31–90 days after | +90% | +40% |
| Off-season baseline | — | — |
The implication is operational: the 30 days after a storm are worth multiples of any other period, and the companies that win are the ones who can surge activity into a fresh hail swath fast. That is as much a logistics and territory problem as a sales one — see our complete door knocking guide.
What the storm window changes
In the first 30 days, homeowners are primed: their neighbors are getting roofs, the news is covering the storm, and the damage is top of mind. A rep's appointment rate more than triples not because the rep got better but because the market did the warming. Three things follow from that:
- Front-load your headcount. A team that takes three weeks to fully deploy into a swath spends most of the +210% window ramping. The speed of your canvassing response is a direct multiplier on revenue. Our guide to canvassing a neighborhood after a hailstorm covers how to map and saturate fast.
- Off-season is a different sport. When the storm tailwind disappears, the close-rate lift goes to zero and reps are selling on skill alone. Off-season is where pitch discipline, referral systems, and aged-lead follow-up matter — and where weak reps stall out.
- Don't read off-season numbers as a crisis. A rep whose close rate drops in February has not forgotten how to sell. The +85% storm tailwind simply went away. Judge reps against the season they are actually selling in.
Beyond the rep level, storm timing also shapes lead economics — where your jobs come from and what each costs. We cover that in Roofing Lead Sources & Cost Per Job.
Timing Within the Day and Week
Not every knock is equal even inside a single market. Across the dataset, two windows consistently outperformed: weekday evenings (4–7pm) and Saturday mid-day (10am–2pm), where appointment rates ran roughly 1.4x the daily average. The reason is simple — that's when homeowners are home and not rushing out the door.
The coaching lesson is about when you spend a rep's best hours, not just how many doors they knock. A rep who burns the 4–7pm window driving between far-flung neighborhoods is wasting their most productive two hours of the day. Tight territory assignment keeps reps inside the high-conversion windows instead of behind the wheel, which is one of the quieter arguments for running canvassing on door-knocking software rather than a paper map and a group text.
The Leaderboard Effect
We compared teams before and after turning on visible, real-time leaderboards. Within 60 days, those teams saw:
- +19% in daily door-knock volume
- +14% in appointment-setting rate
- −23% in zero-activity days
Visibility changes behavior. A leaderboard that updates weekly is a report; one that updates hourly is a competition reps check on their phones between knocks. Pairing it with rep performance tracking gives managers the data to coach on, not just rank.
The zero-activity number is the one to watch. A 23% reduction in dead field days, applied to the 11% baseline, is essentially free production — no new hires, no new leads, no new market. It comes entirely from reps not wanting to post a goose egg where their teammates can see it. Combined with the activity-band table above, the mechanism is clear: leaderboards raise volume, and higher volume converts at a higher rate, so the appointment-rate lift partly rides on the volume lift.
How to Use These Benchmarks
- Segment before you judge. Compare each rep to the tenure column they belong in, not to your top producer.
- Coach the weakest funnel step. Find the stage where a rep falls furthest below the median and focus there — usually door-to-appointment for newer reps, inspection-to-contract for stalled veterans.
- Watch leading indicators daily. Doors and appointments tell you about next month's revenue. Revenue tells you about last month's.
- Kill zero-activity days. They are the cheapest production you will ever recover.
- Adjust for the season. Lift your targets in the 30 days after a storm and relax them in the off-season, or you will reward luck and punish skill.
Benchmarks are not targets in themselves — they are the starting line for a conversation. The teams that improve fastest are the ones that turn these numbers into weekly one-on-one coaching, which is the throughline in How to Build a High-Performing Roofing Sales Team. Pulling the same numbers across the whole company turns coaching into a system; that reporting layer lives in analytics and reporting.
Frequently Asked Questions
What is a good close rate for a roofing sales rep?
It depends on the stage you mean and the rep's tenure. For inspection-to-contract — the number most people mean by "close rate" — the median is 58%, with top-quartile reps at 74%. But a 0–90 day rep closing at 42% is on track, while a 12-month veteran should be near 68%. Always read the close rate against tenure and season; a single company-wide average hides more than it reveals.
How many doors should a roofing rep knock per day?
The median is 47 doors per rep per day, and top-quartile reps clear 90+. More important than the headline number is the floor: appointment rate drops sharply below 30 doors a day (to around 4%), so the practical minimum for any field day is 30+. New reps should be coached toward 40–50, ramping to 70–90 as they gain experience.
How long does it take a new roofing sales rep to become productive?
Median ramp to full productivity in the dataset was about seven months. Door-knock volume comes first — new reps can hit 40–50 doors a day within weeks — while appointment rate and close rate lag because conversion is a learned skill. Expect a 0–90 day rep around $28,000/month and budget for the ramp rather than expecting veteran numbers early.
Why do close rates spike after a storm?
In the first 30 days after a major storm, appointment rates run about +210% and close rates about +85% over a company's off-season baseline. The market does the warming — neighbors are getting roofs, the damage is fresh, and homeowners are primed to act. The lesson is to deploy headcount fast, because most of that window is gone within a month.
Do leaderboards actually improve sales numbers?
In the teams we measured, yes — within 60 days of turning on real-time leaderboards, daily knock volume rose +19%, appointment rate rose +14%, and zero-activity days fell −23%. The largest practical gain is the drop in dead field days, which is essentially free production. The effect comes from visibility and peer competition, not new leads or new hires.
Methodology
Benchmarks are derived from anonymized, aggregated canvassing and pipeline data from 340+ roofing sales reps in the HailMate network during 2025. Funnel rates are reported as medians and top quartiles. Tenure bands compare reps within the same experience cohort. Seasonal lifts are measured against each company's own off-season baseline. Activity-band and timing figures are aggregated across reps and markets. The average job value used in worked examples is $14,600. Figures vary by market, crew capacity, and storm activity, and are reported here as benchmarks rather than guarantees.
Related Reading
- Rep Performance Metrics Every Roofing Manager Should Track — which of these numbers to review weekly.
- How to Build a High-Performing Roofing Sales Team — turning benchmarks into a coaching system.
- Complete Door Knocking Guide for Roofers — the canvassing playbook behind the funnel.
This article is for informational purposes only and does not constitute financial, legal, or business advice.