Benchmarks are dangerous when they're used to justify mediocrity ("we're average!") and useful when they're used to spot the specific stage where your funnel is broken. Below are the directional numbers we see across active Legion deployments in 2026, split by industry, with practical notes on how the top quartile separates from the rest at each stage.
Read this before you read the numbers
Conversion rates are the wrong optimization target if the leads are unqualified. A 10% close rate on hand-raiser demo requests is worse than a 2% close rate on cold outbound. Always look at conversion in conjunction with lead quality and cost per lead.
Medspa
- Lead → consult booked: 35–50% (top quartile: 55%+)
- Consult → treatment booked: 60–75% (top quartile: 80%+)
- First treatment → member: 20–35% (top quartile: 45%+)
The biggest gap between average and top quartile is the consult-to-treatment step. Top-quartile clinics typically use a "treatment plan proposal" delivered in the room, backed by same-day booking incentive and financing options presented before the patient leaves.
Home services
- Lead → estimate booked: 45–60% (top quartile: 70%+)
- Estimate → sold: 30–45% (top quartile: 55%+)
Speed-to-lead is the dominant variable at the top of the funnel — top quartile responds inside 5 minutes, the rest respond inside a business day. At the estimate stage, the split is usually about presentation: on-site tablet + financing calculator + same-day scheduling.
Real estate
- Lead → conversation: 25–40% (top quartile: 55%+)
- Conversation → showing: 30–50%
- Showing → offer: 20–30% (buyer side); 15–25% (rental)
Lead-to-conversation is where speed-to-lead absolutely dominates. Real estate leads decay in hours, not days. Top-quartile teams have an AI voice agent or a dedicated ISA answering inside 60 seconds.
Fitness & wellness
- Lead → trial booked: 25–40%
- Trial attended → member: 40–60% (top quartile: 70%+)
The tell of a top-quartile studio is the trial experience: personal check-in, coach follow-up within 24 hours, membership pitch inside the first three visits.
Where speed-to-lead moves everything
If we had to name the single lever that lifts conversion at every stage, in every industry, it's speed-to-lead. The lift is not linear — going from 30-minute to 5-minute response often 3–5×'s the conversion rate. Going from 5-minute to 1-minute adds another 30–50%. This is why AI voice agents that answer or dial in the first 60 seconds have such an outsized effect on the top of the funnel.
What to do with these numbers
- Pull your own numbers for the same stages.
- Find the single largest gap between your rate and the top-quartile rate.
- Run one experiment on that stage for 30 days.
- Measure the delta, not the vibe.
Speed-to-lead is the single biggest lever at the top of every funnel.
Want to see it live? Book a 30-min Legion AI demo.