How it works
Most home service companies feed reps a mix of lead sources: technician-generated leads, marketed leads and self-gen. Self-gen tends to close better than marketed leads because the trust is already there. ServiceTitan’s target close rate for HVAC comfort advisors on self-generated leads is 65-80%, against 25-35% on marketing leads. Those are goals, not averages.
Some pay plans pay a higher commission rate on self-gen, because the company didn’t pay to acquire the lead.
Why it matters when you hire
Ask candidates what share of their sales were self-gen. A rep with a big self-gen book can post a strong overall close rate that looks different on your marketed leads.
If your model depends on self-gen, test for it directly. A closer who has only ever run pre-set appointments may not want to knock doors, and that’s worth knowing before the offer.