Set Rate for Roof Inspection Appointments
Lead Engine Sales and Marketing defines set rate as the share of live conversations that end with an appointment on the calendar, measured against conversations rather than dials. Set rate measures how well the list and the pitch convert once a real conversation starts.
The share of live conversations that end with an appointment on the calendar, measured against conversations rather than dials.
What does set rate mean?
Set rate is the share of live conversations that end with an appointment on the calendar. You calculate it by dividing appointments booked by the number of people the caller actually spoke with, not by the number of dials placed.
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Why does set rate matter?
Set rate measures how well the list and the pitch convert once a real conversation starts. A low set rate usually points at the list or the offer. A high set rate paired with weak attendance points at loose qualifying instead. Ask any vendor whether their set rate is measured against conversations or against dials, because the two produce very different numbers.
How does set rate work?
- Count the live conversations the caller actually had, not the dials placed
- Count the appointments that ended up on the calendar from those conversations
- Divide appointments booked by live conversations to get the set rate
- Read a low set rate as a list or offer problem
- Read a high set rate with weak attendance as a qualifying problem
The denominator is the whole game. Measured against dials, the same program shows a much smaller number, so two vendors quoting set rate can be describing completely different performance.
Set rate also says nothing about whether anyone shows up. A caller can book loosely qualified appointments all day and post a strong set rate while your estimator drives to empty driveways, which is why attendance has to be read alongside it.
A caller speaks with 40 homeowners in a day and books 4 inspections. The set rate is 4 divided by 40, or one appointment for every ten conversations, regardless of how many hundred dials it took to reach those 40 people.
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