The Open Ledger: one pressure-washing company's real lead and quote numbers
Workely publishes the real funnel numbers of The Total Wash Co., an exterior-cleaning company in Madison, Wisconsin. Ashton Ferry owns The Total Wash Co. and also founded Workely, so you know the relationship before you read a number. The figures cover residential work only, with commercial work excluded, in the Madison area. Prices are rounded to the nearest $5 and any cell under 10 is hidden.
These are the real numbers of The Total Wash Co., an exterior-cleaning company in Madison, Wisconsin that is owned by Ashton Ferry, who also founded Workely. Residential work only, commercial excluded, Madison area, prices rounded to the nearest $5, and any cell under 10 is hidden.
Headline, 2026 Q2 to Q3
of sent quotes were booked. 95% interval 27.2 to 41.3, n 171 closed quotes (the reliable window, 2026 Q2 to Q3).
of sent quotes got no reply at all. 95% interval 38.3 to 53.1, n 171. The data records zero declines, so no figure for quotes turned down on price exists, and none is published here.
1. Where residential leads came from
Count of residential leads by channel, 2026 Q2 and Q3. A cell under 10 is hidden.
| Quarter | Total shown | Phone | Website | Google Local Services | Messaging | Google Ads | Other | ||
|---|---|---|---|---|---|---|---|---|---|
| 2026 Q2 | 357 | 125 | 120 | 89 | 23 | hidden (under 10) | hidden (under 10) | hidden (under 10) | hidden (under 10) |
| 2026 Q3 | 522 | 273 | 106 | 49 | 24 | 31 | 22 | 17 | hidden (under 10) |
| 2026 Q2-Q3 combined | 884 | 398 | 226 | 138 | 47 | 36 | 22 | 17 | hidden (under 10) |
Footnote. 2026 Q2-Q3 only; Q3 growth is capture change.
- Q3 phone growth is a capture change: phone leads are recorded from OpenPhone call events that began on 2026-07-27. It is not a rise in demand.
- The first reliable month is April 2026. Earlier months hold only a few leads a month because of how the data was imported, so no earlier trend is published.
2. How many leads got a recorded quote
Share of residential leads in 2026 Q2 and Q3 that have a recorded sent quote, for the channels where quotes are reliably saved.
| Channel | Leads (n) | Rate | 95% interval |
|---|---|---|---|
| Website | 226 | 42.5% | 36.2 to 49.0 |
| 36 | 19.4% | 9.8 to 35.0 | |
| Google Ads | 17 | hidden (under 10) | |
| Phone | 398 | not shown | |
| Google Local Services | 138 | not shown | |
| 47 | not shown | ||
| Messaging | 22 | not shown |
Footnote. Website (Facebook indicative); phone, LSA, email and messaging rates are recording artefacts, so they are not shown as performance.
- Quotes given on the phone or in person are often never saved as a record, so a low rate on those channels measures record keeping, not performance.
3. What happened to sent quotes
Closed quotes are sent quotes that are no longer open. Booked means the quote is linked to a real job.
| Period | Sent | Closed (n) | Booked | Accepted, not booked | No reply or expired | Booked rate (95%) | No reply rate (95%) |
|---|---|---|---|---|---|---|---|
| 2026 Q2 | 85 | 34 | 18 | 33 | 40.0% (30.2 to 50.6) | ||
| 2026 Q3 | 86 | 24 | 17 | 45 | 27.9% (19.5 to 38.2) | ||
| 2026 Q2-Q3 (reliable) | 183 | 171 | 58 | 35 | 78 | 33.9% (27.2 to 41.3) | 45.6% (38.3 to 53.1) |
| all time (2025-01 to 2026-09) | 318 | 306 | 111 | 36 | 159 | 36.3% (31.1 to 41.8) | 52.0% (46.4 to 57.5) |
Footnote. 2026 Q2-Q3; no declines recorded; strict job link is conservative.
- "Booked" is a strict link between a sent quote and a real job, so booked rates are conservative. Cancelled is a cleanup status in this data, not a customer decision.
- The data records zero declines in every quarter and keeps no price reason, so no figure for quotes turned down on price exists, and none is published.
5. What residential jobs cost
Residential job totals by service across 2025 and 2026, rounded to the nearest $5. The middle half of jobs fall between the 25th and 75th percentile.
| Service | Jobs (n) | 25th percentile | Median | 75th percentile |
|---|---|---|---|---|
| All residential jobs | 433 | $245 | $370 | $640 |
| Bundle (multiple services) | 194 | $260 | $400 | $650 |
| Window cleaning | 62 | $250 | $300 | $500 |
| House wash | 24 | $315 | $405 | $670 |
| Gutter cleaning | 23 | $190 | $220 | $250 |
| Other services | hidden (under 10) | hidden (under 10) | hidden (under 10) | hidden (under 10) |
Footnote. Window, gutter, house wash, bundle; no inflation adjustment; 2025 amounts are a Housecall Pro mirror.
- Amounts are job totals across 2025 and 2026 with no inflation adjustment. 2025 amounts are a Housecall Pro mirror.
- Services with fewer than 20 jobs are not shown.
6. Booked rate by quote size
Closed residential sent quotes, all time, grouped by the quote total.
| Quote total | Closed (n) | Booked rate | 95% interval |
|---|---|---|---|
| $0-250 | 23 | 47.8% | 29.2 to 67.0 |
| $250-500 | 92 | 40.2% | 30.8 to 50.4 |
| $500-750 | 80 | 36.3% | 26.6 to 47.2 |
| $750-1000 | 35 | 40.0% | 25.6 to 56.4 |
| $1000-1500 | 23 | 21.7% | 9.7 to 41.9 |
| $1500+ | 21 | 33.3% | 17.2 to 54.6 |
Footnote. All-time; intervals overlap, no clear price effect.
- Every confidence interval overlaps with at least one other band, so these numbers show no clear effect of quote size on booking.
9. Median job ticket by quarter
Residential job totals by quarter, rounded to the nearest $5. Lead with 2026 Q2 and Q3.
| Quarter | Jobs (n) | 25th percentile | Median | 75th percentile |
|---|---|---|---|---|
| 2025 Q1 | 53 | $80 | $150 | $255 |
| 2025 Q2 | 76 | $300 | $360 | $505 |
| 2025 Q3 | 69 | $315 | $440 | $650 |
| 2025 Q4 | 55 | $195 | $315 | $635 |
| 2026 Q1 | 13 | $250 | $400 | $1,120 |
| 2026 Q2 | 60 | $355 | $605 | $860 |
| 2026 Q3 | 39 | $285 | $490 | $660 |
Footnote. 2025 amounts are a Housecall Pro mirror; 2025 Q1 and 2026 Q1 look unreliable.
- 2025 amounts are a Housecall Pro mirror. 2025 Q1 and 2026 Q1 look unreliable, so lead with 2026 Q2 and Q3.
Definitions
- Residential lead
- A lead that is not deleted, not synthetic, not marked as not a lead or merged, not flagged commercial in any field, not part of the Housecall Pro import batch, and created before 2026-10-01.
- Sent quote
- A saved quote document that is not a draft. The system has no sent date, so a non-draft quote stands in for "sent".
- Booked
- A sent quote linked to a real job. A real job is one not cancelled, or cancelled but with a paid invoice. The link is the job's own quote reference, or the same lead or customer with the job created from 1 day before to 120 days after the quote.
- Closed
- All sent quotes minus those still open (sent under 30 days ago and not expired). Booked rate is booked divided by closed, with a Wilson 95% interval.
- Reliable window
- 2026 Q2 and Q3, leads created 2026-04-01 to 2026-09-30. Q4 2026 is partial. 2025 and 2026 Q1 come from an import with survivorship bias and are not published as trends.
What we would not publish
- Quote-to-booked by lead source. Only the website channel reaches 20 closed quotes in the reliable window, so there is no comparison to show.
- Seasonality. Lead capture only went live in April 2026, so a quarterly index would measure capture changes, not seasons.
- Time from lead to quote. Between 13 and 45 gaps per quarter are negative (the quote predates the lead record), so timing cannot be measured.
Method
- Every query was SELECT-only against the production database. Nothing was written or changed.
- The numbers were transcribed by hand from the query results, then checked by re-running the headline query: 318 sent quotes all time, 58 booked in the reliable window, 111 booked all time.
- A cell under 10 is hidden, and a rate is shown only when its group has at least 20. Hidden cells cannot be worked out by subtraction because row totals are the sum of the published cells only.
- Every rate carries a Wilson 95% confidence interval, which stays honest on small groups where a plain percentage does not.
- No customer data leaves the database. The published file holds counts, rates and rounded price bands, with no names, addresses, emails or phone numbers.
Use the data
The numbers on this page are one file: data.json. It is licensed CC BY 4.0, so you can reuse it with credit to Workely. The price book lists the price bands on their own.