What's a Healthy Quote Conversion Rate?
Not every quote should convert — that would mean you're undercharging or only quoting easy jobs. But you should have a rough sense of where you're sitting.
Under 30%
Something is wrong
Either with your pricing, your presentation, or your follow-up.
30–50%
Acceptable
There's meaningful room to improve with some process changes.
50–70%
Healthy
Solid performance for most trade businesses.
70%+
Strong
Either very competitive pricing or a strong base of repeat clients.
If you don't know your conversion rate, start tracking it now. Count every quote you send and every job you win. The number will tell you a lot.
The Most Common Reasons Quotes Don't Convert
01You're Taking Too Long to Send the Quote
This is the single biggest conversion killer — and the most overlooked. When a client requests a quote, they're typically getting two or three. The first tradie to respond with a professional quote has a significant advantage — not because they're cheapest, but because they've already demonstrated they're organised and reliable.
If your quote takes three days to arrive after someone who answered in three hours has already had a conversation with the client, you're starting from behind.
Target: quote sent within 24 hours of the site visit. Same day if possible.
02Your Quote Looks Like It Was Written in a Hurry
A quote is often the first professional document a new client receives from you. It forms a first impression of how you run your business. A number scrawled on a notepad, or a brief email with no structure, signals to the client that you might run your jobs the same way.
A professional quote should include:
- Your business name, logo, ABN, and contact details
- The client's name and property address
- A clear, specific description of the scope of work
- A breakdown of major cost components (at minimum: labour and materials)
- Your payment terms and quote validity period
- A clear call to action — reply to accept, or a digital signature option
03Your Quote Has No Clear Scope
Vague quotes lose jobs. If your quote says "supply and install new hot water system — $1,800" and a competitor's says "supply and install Rheem 250L electric storage hot water system, including disconnect of existing unit, removal from property, all plumbing connections, tested and commissioned — $1,950" — the competitor will often win. Even at a higher price.
Clients can't compare apples with apples if one quote is a sentence and another is a paragraph. Specificity builds trust and justifies your price.
04You're Not Following Up
Most tradies send a quote and wait. If the client doesn't respond, they assume they didn't get the job and move on. The reality is that clients get busy, forget, or get distracted between receiving your quote and making a decision. A simple follow-up recovers a significant number of jobs that would otherwise go silent.
"Hi [Name], just following up on the quote I sent through on [day]. Happy to answer any questions or adjust anything if needed. Do you know where you're at with the decision?"
05Your Price Is Unanchored
If a client receives three quotes ranging from $800 to $2,200 with no explanation of the difference, they'll often choose the middle one — or whoever they liked most. If your quote is the higher one, you need to help the client understand why.
This doesn't mean writing a paragraph of justification — it means making your scope more specific, your experience more visible, and your guarantee clearer.
"All work carried out by a licensed [trade], with a 12-month workmanship guarantee. Fully insured."
This isn't boasting — it's giving the client a reason to pay more.
06You're Quoting Jobs You Shouldn't Be Chasing
Not every enquiry deserves a full quote. Spending an hour quoting a job you'll never win at the right price is an hour you could spend on a client who actually values your work.
Qualify before quoting if the client:
- Is clearly shopping on price alone
- Wants work done "cheap and quick"
- Won't let you do a proper site assessment
- Has unrealistic budget expectations
A Better Quoting Process: Step by Step
Here's a simple process that improves conversion for most trade businesses:
1Respond within a few hours
Even if it's just to say you'll be in touch to arrange a site visit. Speed signals professionalism.
2Do a thorough site assessment
Don't quote from photos or descriptions alone if you can avoid it. Seeing the job builds credibility and gives you the information to quote accurately.
3Ask the right questions
What's the client's timeline? Have they had other quotes? Are there specific products they want? These questions surface objections early and show you're listening.
4Send the quote the same day or next morning
Use job management software to build and send quotes from your phone on site — there's no reason a quote should take three days.
5Follow up two to three days later
One follow-up is professional. Two is persistent. Three is annoying. One is all you need.
6Ask for the reason when you lose a job
"Do you mind if I ask what helped you make your decision?" The feedback is useful and clients usually respect you for asking.
Key Takeaways
✓Track your conversion rate so you know whether you have a problem
✓Speed is the biggest single factor — quotes sent within 24 hours convert dramatically better
✓Specific scope beats vague scope every time
✓Follow up every quote — it recovers jobs that would otherwise silently disappear
✓A professional-looking quote is part of your pitch, not just a formality
✓Not every enquiry is worth quoting — qualify first
Your quote conversion rate is one of the most lever-able numbers in your business. Small improvements compound into significant revenue over the course of a year.