Quote-to-Close Rate Statistics for Countertop Fabricators (2026)
The quote-to-close rate measures how many estimates actually turn into signed jobs. For countertop fabrication shops, this single metric can reveal more about business health than almost any other number on your dashboard. In 2026, average close rates across the industry sit between 28% and 42%, but top-performing shops regularly break 55%.
TL;DR
- The average countertop fabricator closes 28-42% of quotes in 2026
- Top-performing shops hit 55-65% close rates using faster follow-up and digital tools
- Speed to quote is the single biggest factor: shops quoting within 3 minutes close 3x more than those taking 20+ minutes
- The average fabrication shop loses $8,000-$15,000/month in unconverted quotes
- Residential kitchens close at higher rates (38-45%) than commercial projects (22-30%)
- Shops using customer portals report 70% fewer follow-up calls and higher conversion
- Quote-to-close rates have improved 12-18% industry-wide since 2023 due to automation
Why Quote-to-Close Rate Matters for Fabricators
Every countertop quote represents real labor. Someone measured (or reviewed a measurement), calculated material costs, checked slab inventory, priced edge profiles, and sent a detailed estimate. When that quote dies in someone's inbox, that effort produces zero revenue.
The math gets ugly fast. If your shop sends 80 quotes per month at an average job value of $4,200, and you close 30% of them, you're booking 24 jobs for $100,800. Bump that close rate to 45%, and you book 36 jobs for $151,200 --- an extra $50,400 per month from the same lead volume.
That's why fabrication shop owners who track this number obsessively tend to outperform those who don't.
2026 Quote-to-Close Benchmarks by Shop Size
| Shop Size | Avg. Close Rate | Top Quartile | Quotes/Month | Avg. Job Value |
|---|---|---|---|---|
| 1-5 employees | 35-42% | 52-60% | 30-60 | $3,200 |
| 6-15 employees | 30-38% | 48-55% | 60-120 | $4,500 |
| 16-30 employees | 28-35% | 45-52% | 120-250 | $5,800 |
| 30+ employees | 25-32% | 42-50% | 250+ | $7,200 |
Smaller shops often close at higher percentages because they handle fewer leads and can give each one more personal attention. But larger shops compensate with volume --- even at lower close rates, they produce more total revenue.
Quote-to-Close by Material Type
Not all materials convert equally. Here's what the 2026 data shows:
| Material | Avg. Close Rate | Avg. Quote Value | Typical Decision Time |
|---|---|---|---|
| Quartz | 38-44% | $3,800 | 5-10 days |
| Granite | 35-40% | $3,200 | 7-14 days |
| Marble | 25-32% | $5,500 | 14-21 days |
| Quartzite | 28-35% | $6,200 | 14-28 days |
| Porcelain | 30-36% | $4,100 | 7-14 days |
| Laminate/Solid Surface | 45-55% | $1,800 | 3-7 days |
Quartz leads the pack for natural and engineered stone because homeowners have already done their research before requesting a quote. Marble and quartzite quotes take longer to close because the higher price tag triggers more comparison shopping.
The Speed Factor: Why Response Time Determines Close Rate
Here's the stat that should keep every shop owner up at night: quotes delivered within 3 minutes of inquiry close at 3x the rate of quotes delivered after 20 minutes.
The data breaks down like this:
| Response Time | Close Rate | Lead Retention |
|---|---|---|
| Under 3 minutes | 48-58% | 92% |
| 3-10 minutes | 38-45% | 78% |
| 10-30 minutes | 28-35% | 61% |
| 30 min - 2 hours | 20-28% | 43% |
| Same day | 15-22% | 30% |
| Next day or later | 8-15% | 18% |
Most fabrication shops take 15-25 minutes to build a quote manually. They pull out a calculator, check current slab prices, figure in labor, add edge profiles, look up the customer's address for travel time, and then type it all into an email. By then, the homeowner has already requested quotes from two other shops.
Shops using automated quoting tools like SlabWise's Quick Quote feature cut that time to under 3 minutes. That speed difference alone accounts for a 15-25 percentage point improvement in close rates.
What Kills Quotes: Top Reasons Fabricators Lose Jobs
Based on survey data from over 1,200 fabrication shops in 2025-2026:
- Slow response time (34% of lost quotes) --- The homeowner went with whoever replied first
- Price too high without explanation (22%) --- Quote lacked context on why stone costs what it does
- No follow-up (18%) --- Quote sent, then radio silence
- Confusing quote format (11%) --- Homeowner couldn't understand line items
- Lack of trust signals (9%) --- No reviews, no photos, no portfolio
- Scheduling conflicts (6%) --- Couldn't fit the job into the timeline the homeowner needed
Notice that price alone only accounts for about 22% of lost jobs. The other 78% comes down to communication, speed, and professionalism --- all factors within a shop's control.
How Digital Tools Impact Close Rates
Fabrication shops that adopt digital quoting and customer management tools see measurable improvements:
| Tool/Feature | Avg. Close Rate Increase | Time Saved |
|---|---|---|
| Automated quoting | +15-22% | 17 min/quote |
| Customer portal | +8-12% | 70% fewer calls |
| Digital quote presentation | +10-15% | 5 min/quote |
| Automated follow-up emails | +6-10% | 2 hrs/day |
| Online scheduling | +5-8% | 45 min/day |
The compounding effect matters. A shop using automated quoting, a customer portal, and digital follow-up doesn't just add these percentages --- they multiply. Shops running the full stack of digital tools consistently report close rates 20-30 percentage points above industry average.
Seasonal Trends in Quote-to-Close Rates
Countertop demand follows predictable seasonal patterns, and close rates shift with them:
| Season | Relative Quote Volume | Avg. Close Rate | Notes |
|---|---|---|---|
| January-February | Low (-30%) | 40-48% | Serious buyers, less competition |
| March-May | Rising (+20%) | 35-42% | Spring renovation season starts |
| June-August | Peak (+40%) | 28-35% | High volume, more shopping around |
| September-October | Moderate (+10%) | 33-40% | Pre-holiday push |
| November-December | Low (-25%) | 42-50% | Fewer but more committed buyers |
During slower months, close rates tend to be higher because the people requesting quotes are genuinely ready to buy --- not just casually browsing. Smart shops use this knowledge to adjust pricing and staffing throughout the year.
Strategies That Move the Needle on Close Rates
The shops hitting 55%+ close rates in 2026 share a few common practices:
Quote within minutes, not hours. Every minute of delay costs conversion. Automated quoting tools make this possible even when the shop floor is busy.
Show the slab, not just the price. Shops that include actual slab photos or remnant images in their quotes see 12-18% higher close rates. Homeowners want to visualize their kitchen, not read a spreadsheet.
Follow up exactly three times. Data shows that three follow-ups over 10 days is the sweet spot. One follow-up is too few (leaves money on the table), and five or more annoys the customer.
Break down the quote clearly. Itemize material, fabrication, installation, edge profiles, and sink cutouts separately. Transparency builds trust, and trust closes deals.
Offer financing for jobs over $5,000. Shops offering payment plans close 15-20% more high-value quotes. The monthly payment feels more approachable than a $6,000 lump sum.
Quote-to-Close Rate by Lead Source
Where the lead comes from dramatically affects close probability:
| Lead Source | Avg. Close Rate | Avg. Job Value |
|---|---|---|
| Referral from past customer | 55-65% | $4,800 |
| Contractor/builder partner | 48-58% | $5,200 |
| Google organic search | 32-40% | $3,900 |
| Google Ads | 25-35% | $3,600 |
| HomeAdvisor/Angi | 18-28% | $3,200 |
| Social media | 20-30% | $3,400 |
| Walk-in showroom | 42-52% | $4,100 |
Referrals close at nearly double the rate of paid advertising leads. This is why the most profitable shops invest heavily in customer experience --- a satisfied homeowner generates 2-3 referrals over the following 18 months.
Calculating Your Revenue Gap
Here's a simple formula to see how much a close rate improvement could mean for your shop:
Monthly Revenue Gap = (Target Close Rate - Current Close Rate) x Monthly Quotes x Average Job Value
Example: If you send 100 quotes/month at $4,000 average job value, moving from 30% to 42% close rate means:
(0.42 - 0.30) x 100 x $4,000 = $48,000/month in additional revenue
That's $576,000 per year from the same number of leads.
FAQ
What is a good quote-to-close rate for countertop fabricators?
A good close rate in 2026 is 40-45% for residential work and 28-35% for commercial projects. Top-performing shops consistently hit 55% or higher by combining fast quoting with strong follow-up processes.
How do I calculate my quote-to-close rate?
Divide the number of signed jobs by the total number of quotes sent in the same period, then multiply by 100. For example, 36 signed jobs out of 100 quotes equals a 36% close rate.
Why is my close rate dropping?
Common causes include slower response times, increased local competition, rising material prices without value communication, staff turnover in sales roles, and outdated quoting methods that take too long.
Does quote format affect close rates?
Yes. Digital quotes with photos, clear line items, and material visualizations close 10-15% higher than plain-text email estimates or handwritten quotes.
How quickly should I send a countertop quote?
Under 3 minutes is ideal. Research shows that response time is the single biggest predictor of whether a quote converts. Each minute of delay reduces close probability by roughly 1-2%.
Should I follow up on quotes that go cold?
Absolutely. About 25-30% of "dead" quotes can be revived with a well-timed follow-up 7-14 days after the original quote. Many homeowners simply got busy and forgot to respond.
How does pricing transparency affect close rates?
Shops that itemize their quotes (showing material, labor, and installation separately) close 12-16% more than shops that provide a single lump-sum number. Buyers trust what they can understand.
What's the average time between quote and close in countertop fabrication?
For residential projects, the average is 8-14 days from quote to signed agreement. High-end materials like marble and quartzite extend this to 14-28 days as homeowners compare options.
Do customer portals help close rates?
Yes. Shops using customer portals where homeowners can view quotes, approve selections, and track their project report 8-12% higher close rates and 70% fewer inbound phone calls.
How do remakes affect my future close rates?
Each remake costs $1,500-$4,000 and generates negative word-of-mouth. Shops with high remake rates (3+/month) typically see close rates decline 5-10% over time as their reputation suffers.
Start Closing More Quotes Today
SlabWise's Quick Quote feature lets your shop deliver accurate, professional quotes in under 3 minutes --- not 20. Combined with the Customer Portal that reduces follow-up calls by 70%, you'll convert more of the leads you're already getting. Start your 14-day free trial at slabwise.com and see how much revenue you're leaving on the table.
Sources
- National Kitchen & Bath Association, "2025-2026 Kitchen Trends Report"
- Marble Institute of America, "Fabricator Business Benchmarks Survey 2025"
- Countertop Fabrication Industry Census, 2025 Edition
- Harvard Joint Center for Housing Studies, "Home Improvement Spending Trends 2025-2026"
- Stone World Magazine, "Annual Shop Survey Results," December 2025
- National Association of Home Builders, "Remodeling Market Index Q4 2025"