Home Services Sales Report · Fall 2026
We recorded 170 in-home sales calls on the rep’s phone and scored each one against that company’s own sales process. Here’s where they come apart.
The short version
7%of calls got discovery right, though 67% nailed the opening.Reps lose control before price59%of calls raised price. They closed at about the same rate as calls that didn’t.Price isn’t why you lost75sto the first question for top-quarter reps. Everyone else took 100.The best reps get the homeowner talking sooner65%of logged outcomes were “follow-up”. Only 4% were a no.Follow-up is hiding the real problem170 completed in-home sales calls, recorded from the rep’s phone, in the house, start to finish.
Each company’s own sales process and weights, grouped into eight steps common to every in-home call.
Not a CRM field, a survey or ride-along notes. Every number comes from what was said in the room.
Finding 01
Two thirds of calls get the opening right. Nothing after the walk-around clears 40%.
When a job is lost, it gets logged as a price objection, and Monday’s meeting goes on price rebuttals. The scorecards show gaps at every step before price, on the same calls.
Take your last five lost jobs. Find the earliest point where the rep stopped following your process.
Share of calls where the rep did each step well, in call order
*Pre-close and objections appears on only some scorecards and covers 26 calls. Treat that row as directional.
Finding 02
Price came up on 59% of calls. Those calls closed at about the same rate as calls where it never came up.
Hearing price tells a rep almost nothing about where the job is going. Product and style fit came up far less often, and showed up more on the jobs that were lost.
“Besides us, what other options are you considering for the project?” Other quotes were holding up 31% of calls. Homeowners said so out loud on only 16%.
How often each was holding up the call, across all 170
Top 7 of 9 shown. Insurance/HOA (4.2%) and trust (3.0%) are in the PDF. Product-fit numbers are small, so read the direction rather than the size.
Your CRM tells you the appointment happened. Your rep tells you how it went. AdaptClose tells you what actually happened in the room.
Finding 03
Not longer calls. Faster to the first question, and more questions per hour.
You can hear both in the first two minutes of any recording. No scorecard needed, and no sitting through the whole call.
Pull five calls from one rep and listen to the first two minutes of each. The top group in this data asked within 75 seconds. That’s what these reps did, not an industry standard.
Top 25% of reps against everyone else (reps with 3+ scored calls)
| In the room | Top 25% | Everyone else |
|---|---|---|
| Questions per hour | 66 | 45 |
| Seconds before the first question | 75 | 100 |
| Share of the rep’s turns that ask something | 22% | 18% |
These are associations. They don’t show that asking more questions causes better results.
Finding 04
Two thirds of appointments ended in follow-up. One in twenty-five ended in a no.
Some jobs really do need a second conversation. But as a CRM category, follow-up hides those and the calls where the rep left without a decision, and a manager can’t tell them apart.
Don’t accept “follow-up” on its own. Require the next action, who owns it and the date. If it can’t answer all three, it isn’t a follow-up.
Outcome the rep logged after the appointment
Outcomes reps logged on their phones over the same period. They’re recorded separately from the scoring and can’t be matched to individual calls, so they’re shown as shares.
Built for home services sales teams
It records your reps’ in-home appointments from their phones and scores each one against your own sales process. Reps get a debrief before their next appointment. You see where every call came apart.