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Home Services Phone Leads Convert at 45% During the Call. Only 52% of Callers Reach a Person.
Invoca's 2026 data: 45% of home services phone leads convert on the call, but only 52% of callers reach a person. Benchmarks for 10 industries.
By Adam Brewer, founder of Local Voice. Figures checked October 10, 2026.
45% of home services phone leads convert during the call, according to Invoca's July 2026 benchmarks from more than 70 million calls. Invoca's 2025 report put it at 46%, the highest of nine industries.
Many calls never get that far. A person answered only 52% of calls to home services businesses, the second-lowest rate of the 10 industries Invoca measured. A lead nobody answers never gets the chance to convert.
Every figure was checked at its source on October 10, 2026. Derived figures are marked as Local Voice calculations, with the math shown in the methodology.
Key findings
45% of home services phone leads converted during the call in Invoca's July 2026 benchmarks, against 42% across 10 industries.
In Invoca's 2025 benchmarks, home services phone leads converted at 46% during the call, the highest of nine industries. The all-industry rate was 37%.
Only 52% of calls to home services businesses were answered by a person in Invoca's 2026 data. That rose to 73% for calls lasting over 30 seconds.
Answer rates across home services sub-industries ran from 32% to 74% in Invoca's 2026 report. That 42-point spread is more than 3 times the 13-point spread across 10 industries (Local Voice calculation).
55% of home services businesses didn't ask leads to buy or book the job on the call, according to Invoca's 2026 report.
At a 45% conversion rate, a home services business needs about 2.2 phone leads for each one that converts on the call (Local Voice calculation from Invoca 2026).
What is the phone lead conversion rate for home services?
45% in Invoca's newest data. The call-tracking company published its Lead Conversion Benchmarks Report in July 2026, built from more than 70 million calls across 10 industries. Across home services, 45% of phone leads converted on the call.
The 2025 edition, released June 10, 2025, put home services at 46%. That was the top rate of nine industries, against 37% for all industries. The 2026 report puts the all-industry rate at 42%, so home services now sits closer to the pack.
Treat the 45% and 46% as two readings of the same benchmark. The datasets differ in size and in which industries they cover, so don't read the 1-point dip as a trend.
Figure 1. Home services phone leads convert at 45% on the call, tied for second of 10 industries
Share of phone leads that convert during the call, by industry. Invoca, July 2026.
Invoca does not publish a full definition of a converted call.
Source: Invoca Lead Conversion Benchmarks Report 2026 and its 10 industry reports, July 2026. Averages across Invoca customers.
What counts as a phone lead and a conversion?
Invoca doesn't fully define either term. Its 2026 report describes the funnel in steps. Invoca's August 2026 blog post says its AI scored the calls.
A person answers the call.
Invoca counts the answered call as a lead or not a lead.
Invoca checks whether that lead converted during the call.
In home services, 38% of calls answered by a person were leads, and 45% of those leads converted. Invoca doesn't define what a conversion is. It doesn't say whether it means a booked job or a scheduled estimate.
The 2025 press release was less clear. It said 37% of phone leads convert during the call without naming the denominator. Invoca's 2025 home services page says 46% of leads converted, and that 37% of calls from digital marketing were leads.
Invoca reports each step on its own. It doesn't publish a conversion rate for answered calls or for all calls, and averages across many businesses may not combine cleanly. This post leaves those out. Use each rate as its own benchmark.
How many phone leads it takes to land one conversion
About 2.2 in home services. Only DTC eCommerce needs fewer, at 1.9, and automotive and healthcare tie home services. Local Voice divided 1 by each industry's 2026 conversion rate. Across all industries it's 2.4.
Phone leads per conversion = 1 ÷ share of leads that convert on the call
Table 1. Answer, lead and conversion rates by industry, with phone leads per conversion (Invoca 2026; Local Voice calculation)
Answered: share of callers who speak with a person. Leads: share of answered calls that are leads (Invoca's highlights label it a share of calls from digital marketing). Converted: share of leads that convert on the call. All from Invoca's 2026 industry reports (July 2026). Leads per conversion: Local Voice calculation, 1 ÷ converted rate. 2025 converted: Invoca's June 10, 2025 press release, which doesn't state a denominator.
Read the last column with care. Several industries moved a long way between editions. Business services went from 22% in 2025 to 44% in 2026. Each edition draws on a different set of Invoca customers, so a change can reflect who was in the data.
Once a real lead is talking to someone, home services converts near the top of Invoca's range. A call nobody answers gives up more here than in most industries.
Why the answer rate comes first
Because a lead nobody answers can't convert. Invoca found a person answered 52% of calls to home services businesses in 2026. Only telecom, at 51%, was lower among the 10 industries.
Some unanswered calls are misdials and quick hang-ups. Invoca filtered those out: on calls longer than 15 seconds, the home services answer rate was 65%, and over 30 seconds it was 73%. Even then, 27% of calls over 30 seconds didn't reach a person (Local Voice calculation).
Figure 2. A person answers 52% of calls to home services businesses. The best sub-industry answers 74%.
Share of calls answered by a person, home services. Invoca, July 2026.
Invoca published the 32% to 74% sub-industry range without naming which sub-industries sit at each end.
Source: Invoca Home Services Lead Conversion Benchmarks Report 2026, July 2026. Nine sub-industries: carpeting, construction, doors and windows, home security, HVAC, lawn and trees, pest control, plumbing, restoration.
The spread inside home services is wide. Invoca's nine sub-industries, including plumbing, HVAC and pest control, answered between 32% and 74% of calls. That's a 42-point range, against 13 points across the 10 industries, from 51% to 64% (Local Voice calculation).
Home services sat near the bottom in 2025 too. Invoca's 2025 edition found answer rates from 54% to 69% across nine industries. Its 2025 home services report put the share of callers reaching a person at 55%.
A shop gets 200 calls a month.
At the 52% home services answer rate, a person picks up 104 of them.
At the 74% top sub-industry rate, a person picks up 148. That's 44 more answered calls.
At Invoca's 38% home services lead rate, 44 more answered calls is about 17 more leads a month (16.72, rounded).
Your own lead rate may differ. Count the calls from people who needed service and use that share instead.
Invoca ran its own version of this math. If a home services business matched the benchmarks and raised each of the three rates by 5 points, it would get roughly 38% more conversions from the same calls.
What happens on the calls that do get answered
Most home services businesses don't ask for the job. Invoca found 55% of home services businesses didn't ask leads to buy or book on the call in 2026. Across all industries, 64% didn't ask.
ServiceTitan's 2022 data on more than 3,000 trade businesses measured a related number. The typical shop booked 42% of inbound calls, and shops with fewer than 5 techs booked 24%.
ServiceTitan counts calls, while Invoca counts scored leads. The two studies also measured different businesses at different times, so the rates don't line up. See booking rates by trade and shop size.
Invoca found ChatGPT-referred calls to home services had the highest lead rate of any marketing channel, at 45%. Invoca also notes those calls are still a very small share of volume.
What to do this week
Pull your answer rate. Your phone system or call-tracking tool shows calls answered by a person against calls received. Compare it with Invoca's 52% home services average and the 74% top of the range.
Filter out the noise. Count only calls longer than 30 seconds. Invoca's home services answer rate on those was 73%. If yours is lower, real callers are going unanswered.
Ask for the job on every call. 55% of home services businesses didn't, per Invoca's 2026 data. Give whoever answers one closing line, like "I can get a tech out tomorrow at 10 a.m. Want me to book it?"
Cover the hours nobody answers. Invoca found a person answers 52% of calls to home services businesses. A call nobody answers never gets the chance to convert. Local Voice sells AI phone agents, so we're not neutral on this. See what each option costs.
Frequently asked questions
What is a good phone lead conversion rate for home services?
Invoca's July 2026 benchmarks put home services at 45% of phone leads converting during the call, against 42% across 10 industries. The 2025 edition reported 46%. Invoca doesn't define what a conversion is, so compare yourself on a like-for-like basis. Count the booked jobs from calls your own team scored as real service requests.
What percentage of calls to home services businesses get answered?
52% of calls to home services businesses were answered by a person in Invoca's 2026 data. That was second-lowest of 10 industries, above only telecom at 51%. The rate rose to 65% for calls over 15 seconds and 73% for calls over 30 seconds. Sub-industries ranged from 32% to 74%.
Is the 46% home services conversion rate still current?
It's the 2025 figure. Invoca's June 2025 benchmarks reported 46% for home services, the highest of nine industries. The July 2026 report shows 45%, tied for second of 10 industries behind DTC eCommerce at 54%. The two editions draw on different datasets, so treat the 1-point change as noise.
Do home services businesses ask for the job on the call?
Fewer than half do. Invoca's 2026 data found 55% of home services businesses didn't ask leads to buy or book the job during the call. Across all 10 industries, 64% didn't ask. Asking costs nothing. The same report found 45% of home services leads already convert on the call.
Do phone calls convert 10 to 15 times better than web leads?
We couldn't verify it. The claim appears in a 2017 MediaPost brief, credited to a dialogTech report. BIA/Kelsey's 2014 release on phone leads doesn't contain it. That release says 66% of small and mid-sized businesses rate calls as a good or excellent lead source. Invoca's 2026 report doesn't compare phone and web conversion.
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Open the calculatorMethodology
Main source
Invoca Lead Conversion Benchmarks Report 2026, published July 2026, and its industry editions. Invoca says it analyzed anonymized data from over 70 million calls and 600 million minutes of conversation across 10 industries and 7 marketing channels. All figures are averages across Invoca's customer base. Invoca does not publish the data period. Invoca published a separate 2026 report for each of 10 industries: automotive, business services, consumer services, DTC eCommerce, financial services, healthcare, home services, senior care, telecom and travel. Table 1 and Figure 1 use those reports.
Home services
From Invoca's Home Services Lead Conversion Benchmarks Report 2026. It covers nine sub-industries: carpeting, construction, doors and windows, home security, HVAC, lawn and trees, pest control, plumbing and restoration. Invoca reports 52% of calls answered by a person, 65% for calls over 15 seconds, 73% over 30 seconds and a 32% to 74% sub-industry range. 38% of answered calls were leads and 45% of leads converted on the call. 55% of businesses didn't ask leads to buy or book.
Definitions
Invoca's August 2026 blog post defines lead rate as the share of inbound calls that are qualified leads. Its 2026 report charts it as a share of answered calls. Its highlights label the same figure a share of calls from digital marketing. Conversion rate is charted as the share of leads that convert on the call. Invoca does not say what counts as a conversion.
2025 edition
Invoca's June 10, 2025 press release (PR Newswire) reported 37% of phone leads converting during the call across nine industries and more than 60 million calls. Home services was 46%. 61% of callers spoke with a person, and answer rates ran from 54% to 69% across industries. The release does not define conversion or state its denominator. Invoca's 2025 home services page shows 55% of callers speaking with a person, 37% of calls from digital marketing as leads and 46% of those leads converting.
Formulas
Phone leads per conversion = 1 ÷ conversion rate. Home services: 1 ÷ 0.45 = 2.22, shown as 2.2. All industries: 1 ÷ 0.42 = 2.38, shown as 2.4. Spreads are subtractions: 74% minus 32% is 42 points within home services, and 64% minus 51% is 13 points across industries. 42 ÷ 13 = 3.2. 100% minus 73% is 27% of calls over 30 seconds not answered by a person. Worked example: 200 × 52% = 104 and 200 × 74% = 148, a difference of 44. Then 44 × 38% = 16.72, shown as 17. Each step is rounded half up to a whole call, as shown.
Not calculated
We don't multiply answer, lead and conversion rates into a share of all calls. Invoca doesn't publish that figure or the counts behind its averages. Invoca's estimate that 5-point gains on all three rates would mean roughly 38% more conversions is Invoca's own projection. Local Voice checked the arithmetic: (57% × 43% × 50%) ÷ (52% × 38% × 45%) = 1.378.
Comparisons
ServiceTitan's 2022 booking rates (42% typical, 24% for shops under 5 techs) come from more than 3,000 trade businesses in June 2022. They are a share of calls, while Invoca's conversion rate is a share of scored leads. The two studies measured different businesses at different times, so the rates are not comparable.
When we checked
Every Invoca page, including the August 2026 blog post, was checked at the source on October 10, 2026. So were the PR Newswire release, the Marketing Dive copy of Invoca's July 2026 release and ServiceTitan's post. The MediaPost and BIA/Kelsey pages in the FAQ were checked the same day.
Sources
Invoca. The Invoca Home Services Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Lead Conversion Benchmarks Report 2026. Published July 2026. 70 million+ calls, 10 industries. Accessed October 10, 2026.
Invoca. New Invoca Data Finds the Best Leads Now Start in ChatGPT. Press release via Marketing Dive, July 13, 2026. Accessed October 10, 2026.
Invoca. The Invoca Automotive Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Business Services Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Consumer Services Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca DTC eCommerce Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Financial Services Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Healthcare Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Senior Care Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Telecom Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. The Invoca Travel Industry Lead Conversion Benchmarks Report 2026. Published July 2026. Accessed October 10, 2026.
Invoca. Lead Conversion Rate: 2026 Benchmarks From 70M+ Calls. Derek Andersen, August 21, 2026. Source of Invoca's lead rate definition. Accessed October 10, 2026.
Invoca. Invoca Releases Definitive Cross-Channel and Cross-Industry Buyer Conversion Benchmark Report. Press release via PR Newswire, June 10, 2025. Accessed October 10, 2026.
Invoca. The Invoca Call Conversion Benchmarks Report for the Home Services Industry - 2025. Undated 2025 edition. Accessed October 10, 2026.
ServiceTitan. Typical call-booking rate for ServiceTitan users? The number might shock you into action. Pat McManamon, October 25, 2022. Accessed October 10, 2026.
MediaPost. Ringing Phone Highly Valued By Business. Jack Loechner, May 2, 2017. Cited only to show where the 10 to 15x claim circulates. Accessed October 10, 2026.
BIA/Kelsey. Phone Calls Are The New Click: New Report by BIA/Kelsey Focuses on Mobile Local Lead Attribution for SMBs. Press release, April 8, 2014. Accessed October 10, 2026.
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