Show Rate
The percentage of scheduled appointments where the prospect actually attends (answers the call or shows up).
Full Definition
Show rate is the percentage of scheduled appointments where the prospect is actually reached at the scheduled time. Show rate is the second-most important metric in preset-appointment programs after cost per appointment. Drivers include time-to-appointment (appointments set for same-day or next-day show at 65–75%; appointments set 3+ days out show at 40–55%), reminder cadence (text reminder 24h + 2h before lifts show rate 10–20 points), and qualification depth at set. Benchmarks: Final Expense preset 45–65%, Medicare preset 55–70%, IUL preset (typically qualified harder) 50–70%, annuity preset 40–60%. No-show replacement policies vary by vendor.
Example
An IUL agent receives 20 preset appointments. 13 consumers answer at the scheduled time (65% show rate). Of those, 9 complete the discovery conversation (the other 4 no-show or reschedule without completing).
Related Terms
- Set Rate — The percentage of contacts that result in a scheduled appointment — a key metric for consultative sales like IUL and annuity.
- Preset Appointment — A lead format where an intake agent schedules a specific date and time for the consumer to speak with the buying agent, delivered with calendar invite.
- Close Rate — The percentage of contacted (or delivered) leads that result in a sold policy — the primary profitability driver in insurance lead generation.