Home services quote request
Ads and search to a service page, a multi-step quote form, an on-site estimate, and a signed job.
How this funnel works
Roofing, remodeling, solar, and landscaping sell on an in-person estimate, so the quote form is the site conversion and the estimate is the real sales step. A multi-step form usually converts better than a single long one, and the step-one completion tells you whether the leak is the form or the traffic. The signed job value goes on the purchase node.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Service page to quote form started Conversion rate · paid search and Meta, home services | 6% | 12% | 20% |
Quote form completion Conversion rate · multi-step forms | 35% | 55% | 75% |
Quote to estimate scheduled Conversion rate | 40% | 55% | 70% |
Estimate to signed job Conversion rate | 25% | 35% | 50% |
Cost per quote request Cost per lead · Google Ads, home improvement, US | $40 | $90 | $220 |
Average job value Order value | $3,000 | $8,500 | $25,000 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Service pages tracked
- 2Quote form step 1 captured as a custom event
- 3Quote form submit captured as a form event
- 4Thank-you page tracked
- 5Estimate scheduled and job signed pushed from the CRM (JobNimbus, ServiceTitan, HubSpot) or entered
- 6Signed job carries contract value
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