Home Services Benchmark Scorecard

Enter five numbers and see how your business stacks up against benchmark ranges from public ad, call, and consumer data. Each metric is scored needs-work, typical, or strong.

Overall Solid, with upside
50%
Typical

Booked jobs ÷ opportunity calls. ServiceTitan: typical ≈ 42%, strong ≈ 59%.

Typical

Calls that reach a live person. Invoca: ≈ 61% average; 85%+ is strong.

Typical

Paid-search cost per lead. WordStream Home & Home Improvement avg ≈ $91; under $60 is strong.

Typical

Minutes to first response. General lead-response research (not trades-specific): under 5 min is strong.

Typical

Recent Google reviews added monthly (industry estimate — no primary benchmark). 8+ is strong.

How to read this. Benchmarks are ranges, not verdicts — and a few (review velocity especially, and the lead-response threshold, which comes from general B2B research) are estimates rather than trades-specific primary data, so treat the bands as guidance. For the full context behind each number, see the Home Services Benchmarks breakdown.
Scoring & sources

Each metric scores 0 (needs work), 1 (typical), or 2 (strong); the overall percentage is your total ÷ the maximum. Thresholds:

  • Call booking rate — strong ≥ 59%, typical 42–59% (ServiceTitan avg ≈ 42%).
  • Call answer rate — strong ≥ 85%, typical 61–85% (Invoca avg ≈ 61%).
  • Cost per lead — strong ≤ $60, typical $60–$110 (WordStream Home & Home Improvement avg ≈ $91).
  • Lead response time — strong ≤ 5 min, typical 5–30 min (general lead-response research).
  • New reviews / month — strong ≥ 8, typical 3–8 (industry estimate).

Sources:

  1. ServiceTitan — Data Report: Average Call Booking Rates (3,000+ trade businesses)
  2. Invoca — Call Conversion Benchmarks Report, Home Services 2025 (60M+ calls)
  3. WordStream — 2025 Google Ads Benchmarks (Home & Home Improvement)
  4. Harvard Business Review — 'The Short Life of Online Sales Leads' (lead response; general B2B)
  5. BrightLocal — Local Consumer Review Survey 2025

This is a snapshot. Dasher is the live version.

These bands are estimates from a few numbers. Dasher is built to score every one of these metrics from your real call, marketing, and job data — updated continuously, by location. Join the waitlist to see your true scorecard.

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