Speed to lead and sales reports for home service

Speed to lead, close rate, money, what's owed and how the crews did, with every number clickable.

Live today, with parts coming soon · Updated November 10, 2026

Speed to lead
The median minutes from a new lead to the first action on it, the share handled within an hour, and how many are still waiting.
Close rate, honestly
Won quotes divided by quote appointments actually held, split by rep, by in person or phone, by source and home or commercial.
Who answered
The lead desk shows who took each lead and how many they booked, so you see which phones turn calls into appointments.
Money and what's owed
Collected, invoiced, average ticket, money per truck per day, and what's owed by age with each payer's days to pay.
Crew results
Jobs done, on time, plan visits done, callbacks, reviews asked for and labour hours, per crew.
Click any number
Every figure opens the records it was built from, and the count always matches the list.

The first report in Birdy is speed to lead: how fast your office answers a new lead. Reports show your speed to lead (the median time from a lead arriving to someone acting on it), your close rate by rep, and what you've collected and are still owed. Every number opens the actual leads, jobs or invoices behind it.

What is speed to lead and why does it matter?

Speed to lead is how long a new lead waits before someone at your company responds. Homeowners asking for a quote often ask more than one company, and the one that calls first gets the first conversation. For an office with several people on the phones, it is also the number that shows whether new leads are falling between them.

Birdy is built around it. Three things work together today:

The age on every lead. Each card on the lead pipeline shows how long it has waited ("12 min", "3 h") and turns orange when it needs a push.
The Lead not answered alert. When a new lead waits 15 minutes (you choose 5 to 120) with nobody acting on it, the assigned person and the office get an alert.
Speed to lead in Reports. The Sales report's Timing section shows the median and the share within an hour for the range you pick.

Work out what slow answers cost you with the speed to lead calculator, and read the speed to lead guide for how to bring it down.

How is speed to lead measured?

For every lead that arrived in the date range, Birdy measures the minutes from the lead being created to the first time someone on your team acts on it. The report shows the median, so one lead that sat over a holiday weekend doesn't swamp the rest.

What counts as the first action on a lead

Marking it Called, or moving it to another stage

Counts?: Yes

Booking a quote appointment

Counts?: Yes

Sending a quote

Counts?: Yes

Marking it lost, or handing it to a rep

Counts?: Yes

An automatic follow-up email or text going out

Counts?: No

A text or email on its own, without moving the lead

Counts?: No

Someone opening the lead to look at it

Counts?: No

What counts as the first action on a lead
Action	Counts?
Marking it Called, or moving it to another stage	Yes
Booking a quote appointment	Yes
Sending a quote	Yes
Marking it lost, or handing it to a rep	Yes
An automatic follow-up email or text going out	No
A text or email on its own, without moving the lead	No
Someone opening the lead to look at it	No

So the habit that keeps the number honest is simple: when you call a new lead, tap Called.

It is clock time, not business hours, so a lead that comes in at 9 PM counts its night. Next to it you see "X% within an hour" and how many leads are still waiting, plus lead to booked and booked to won in days. A sales rep sees their own figure. The owner sees the company's.

Coming next

A live timer on each new lead and a speed-to-lead strip across the top of the board are coming, so the number is in front of the office all day, not only in Reports.

How do I see close rate and average ticket by rep?

One sentence first, such as "Last 30 days: 64 quote appointments, 41% closed. In person closes 52%, phone 28%." Then close rate, dollars won and average ticket, and tables underneath.

Reps by in-person quotes, phone quotes, all quotes and dollars won.
Source: which lead sources close, not just which ones send leads.
Home and commercial side by side.
Lead desk: who took each lead and their booking rate (owner and office only).
Option picked: how often customers choose Good, Better or Best.
Lost reasons by count and dollars.

Close rate is won quotes divided by appointments actually held, so no-shows and cancellations don't flatter it.

What other reports are there?

The report tabs and who sees them

Sales

What it answers: Speed to lead, close rate, reps, sources, lost reasons
Who sees it: Owner (office if allowed); reps see their own

Money

What it answers: Collected, invoiced, per truck per day, services, taxes, quoted to invoiced
Who sees it: Owner and office

Owed

What it answers: What's owed by age, balances per payer, days to pay, what's coming in
Who sees it: Owner and office

Work

What it answers: Jobs done, on time, plan visits, callbacks, reviews, labour, win-back list
Who sees it: Owner and office

Margins

What it answers: What each job, service and truck kept after costs
Who sees it: Owner (office if allowed)

Commissions

What it answers: Earned, pending and paid per rep per pay period
Who sees it: Owner; reps see their own

The report tabs and who sees them
Tab	What it answers	Who sees it
Sales	Speed to lead, close rate, reps, sources, lost reasons	Owner (office if allowed); reps see their own
Money	Collected, invoiced, per truck per day, services, taxes, quoted to invoiced	Owner and office
Owed	What's owed by age, balances per payer, days to pay, what's coming in	Owner and office
Work	Jobs done, on time, plan visits, callbacks, reviews, labour, win-back list	Owner and office
Margins	What each job, service and truck kept after costs	Owner (office if allowed)
Commissions	Earned, pending and paid per rep per pay period	Owner; reps see their own

Every tab has date chips (last 7, 30 or 90 days, this or last month, quarter or year, or custom) and a Compare with switch for the period before. Every tab exports to CSV. The owner's morning email uses the same numbers, so the email and the screen never disagree. More on job costing and margins.

Coming soon

A live speed-to-lead timer on each new lead and a speed-to-lead strip on the pipeline
Speed to lead split by rep and by lead source
Saved report views and scheduled report emails

Not available today. We will say so here when it is.

Questions

Does Birdy track speed to lead?

Yes. Reports → Sales shows the median time from a new lead to the first action on it, and the share within an hour. Each lead card shows its age, and a Lead not answered alert goes out after 15 minutes by default.

Is speed to lead measured in business hours?

No. It is clock time from the moment the lead was created, so evenings and weekends count.

Does an automatic email count as responding?

No. Only a step a person takes on the lead counts: marking it Called, moving it, booking an appointment, sending a quote or marking it lost.

Can sales reps see the whole company's numbers?

No. A rep sees their own sales report and their own commissions. The owner decides whether the office sees sales and margins.

Can I export reports?

Yes. Every tab exports to CSV, and every number opens the list of records behind it.

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