{
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/",
  "attribution": "Workely, The Open Ledger, https://www.workely.ai/research/lead-ledger",
  "generated": "2026-10-15",
  "region": "Madison area",
  "residential_only": true,
  "suppression": {
    "min_cell": 10,
    "min_pct_cell": 20
  },
  "window_note": "Reliable window = 2026 Q2 and Q3 (leads created 2026-04-01 to 2026-09-30). Q4 2026 is partial and excluded. 2025 and 2026 Q1 are an HCP-import mirror with survivorship bias and are not published as trends.",
  "tables": {
    "t1_leads_by_channel_quarter": {
      "verdict": "publishable with footnote: 2026 Q2-Q3 only; channel labels and phone capture expanded in Q3 so quarter-over-quarter growth is a capture change, not demand; suppressed cells are not recoverable because row n is the sum of published cells only",
      "unit": "residential leads, count",
      "rows": [
        {
          "quarter": "2026 Q2",
          "n": 357,
          "suppressed_cells": 1,
          "cells": {
            "phone": 125,
            "website": 120,
            "google_lsa": 89,
            "email": 23,
            "facebook": "suppressed",
            "messaging": "suppressed",
            "google_ads": "suppressed",
            "other": "suppressed"
          }
        },
        {
          "quarter": "2026 Q3",
          "n": 522,
          "suppressed_cells": 1,
          "cells": {
            "phone": 273,
            "website": 106,
            "google_lsa": 49,
            "facebook": 31,
            "email": 24,
            "messaging": 22,
            "google_ads": 17,
            "other": "suppressed"
          }
        },
        {
          "quarter": "2026 Q2-Q3 combined",
          "n": 884,
          "cells": {
            "phone": 398,
            "website": 226,
            "google_lsa": 138,
            "email": 47,
            "facebook": 36,
            "messaging": 22,
            "google_ads": 17,
            "other": "suppressed"
          }
        }
      ]
    },
    "t2_lead_to_quote_rate_by_channel": {
      "verdict": "publishable with footnote: website (and facebook as indicative) only; phone, google_lsa, email and messaging rates are withheld because quotes on those channels are often given verbally and never recorded, so a low rate measures record keeping, not performance",
      "unit": "share of residential leads in 2026 Q2-Q3 with a recorded sent quote",
      "rows": [
        {
          "channel": "website",
          "n": 226,
          "with_quote": 96,
          "rate_pct": 42.5,
          "ci95_low": 36.2,
          "ci95_high": 49
        },
        {
          "channel": "facebook",
          "n": 36,
          "with_quote": "suppressed",
          "rate_pct": 19.4,
          "ci95_low": 9.8,
          "ci95_high": 35
        },
        {
          "channel": "google_ads",
          "n": 17,
          "with_quote": "suppressed",
          "rate_pct": "suppressed",
          "ci95_low": "suppressed",
          "ci95_high": "suppressed"
        },
        {
          "channel": "phone",
          "n": 398,
          "rate_pct": "withheld: unrecorded quotes"
        },
        {
          "channel": "google_lsa",
          "n": 138,
          "rate_pct": "withheld: unrecorded quotes"
        },
        {
          "channel": "email",
          "n": 47,
          "rate_pct": "withheld: unrecorded quotes"
        },
        {
          "channel": "messaging",
          "n": 22,
          "rate_pct": "withheld: unrecorded quotes"
        }
      ]
    },
    "t3_quote_outcomes": {
      "verdict": "publishable with footnote: booked means a sent residential quote linked to a real (non-cancelled or paid) job within 120 days; no declines are recorded in the data so no price-reason figure exists; strict job link is conservative because cancelled job status is unreliable",
      "unit": "closed residential sent quotes (all non-draft quotes minus those still open)",
      "rows": [
        {
          "period": "2026 Q2",
          "n_closed": 85,
          "booked": 34,
          "accepted_not_booked": 18,
          "no_reply_or_expired": 33,
          "booked_rate_pct": 40,
          "ci95_low": 30.2,
          "ci95_high": 50.6
        },
        {
          "period": "2026 Q3",
          "n_closed": 86,
          "booked": 24,
          "accepted_not_booked": 17,
          "no_reply_or_expired": 45,
          "booked_rate_pct": 27.9,
          "ci95_low": 19.5,
          "ci95_high": 38.2
        },
        {
          "period": "2026 Q2-Q3 (reliable)",
          "n_sent": 183,
          "n_closed": 171,
          "booked": 58,
          "accepted_not_booked": 35,
          "no_reply_or_expired": 78,
          "booked_rate_pct": 33.9,
          "ci95_low": 27.2,
          "ci95_high": 41.3,
          "no_reply_rate_pct": 45.6,
          "no_reply_ci95_low": 38.3,
          "no_reply_ci95_high": 53.1
        },
        {
          "period": "all time (2025-01 to 2026-09)",
          "n_sent": 318,
          "n_closed": 306,
          "booked": 111,
          "accepted_not_booked": 36,
          "no_reply_or_expired": 159,
          "booked_rate_pct": 36.3,
          "ci95_low": 31.1,
          "ci95_high": 41.8,
          "no_reply_rate_pct": 52,
          "no_reply_ci95_low": 46.4,
          "no_reply_ci95_high": 57.5
        }
      ]
    },
    "t5_price_bands_by_service": {
      "verdict": "publishable with footnote: window cleaning, gutter cleaning, house wash and bundles only; amounts are job totals across 2025-26 with no inflation adjustment and 2025 amounts come from an HCP mirror; snow removal and unspecified are withheld",
      "unit": "residential job total, USD, rounded to $5",
      "rows": [
        {
          "service": "all residential jobs with an amount",
          "n": 433,
          "p25": 245,
          "median": 370,
          "p75": 640
        },
        {
          "service": "bundle (multiple services)",
          "n": 194,
          "p25": 260,
          "median": 400,
          "p75": 650
        },
        {
          "service": "window cleaning",
          "n": 62,
          "p25": 250,
          "median": 300,
          "p75": 500
        },
        {
          "service": "house wash",
          "n": 24,
          "p25": 315,
          "median": 405,
          "p75": 670
        },
        {
          "service": "gutter cleaning",
          "n": 23,
          "p25": 190,
          "median": 220,
          "p75": 250
        },
        {
          "service": "deck / fence, roof wash, driveway / concrete, pressure washing (general)",
          "n": "suppressed",
          "p25": "suppressed",
          "median": "suppressed",
          "p75": "suppressed"
        }
      ]
    },
    "t6_booked_rate_by_quote_total_band": {
      "verdict": "publishable with footnote: all-time; confidence intervals overlap in every band, so this shows no clear price effect on booking",
      "unit": "closed residential sent quotes, all time; quote total banded in USD",
      "rows": [
        {
          "band": "$0-250",
          "n_closed": 23,
          "booked_rate_pct": 47.8,
          "ci95_low": 29.2,
          "ci95_high": 67
        },
        {
          "band": "$250-500",
          "n_closed": 92,
          "booked_rate_pct": 40.2,
          "ci95_low": 30.8,
          "ci95_high": 50.4
        },
        {
          "band": "$500-750",
          "n_closed": 80,
          "booked_rate_pct": 36.3,
          "ci95_low": 26.6,
          "ci95_high": 47.2
        },
        {
          "band": "$750-1000",
          "n_closed": 35,
          "booked_rate_pct": 40,
          "ci95_low": 25.6,
          "ci95_high": 56.4
        },
        {
          "band": "$1000-1500",
          "n_closed": 23,
          "booked_rate_pct": 21.7,
          "ci95_low": 9.7,
          "ci95_high": 41.9
        },
        {
          "band": "$1500+",
          "n_closed": 21,
          "booked_rate_pct": 33.3,
          "ci95_low": 17.2,
          "ci95_high": 54.6
        }
      ]
    },
    "t9_median_ticket_by_quarter": {
      "verdict": "publishable with footnote: 2025 amounts come from an HCP mirror and 2025 Q1 and 2026 Q1 look unreliable; lead with 2026 Q2 and Q3",
      "unit": "residential job total, USD, rounded to $5",
      "rows": [
        {
          "quarter": "2025 Q1",
          "n": 53,
          "median": 150,
          "p25": 80,
          "p75": 255
        },
        {
          "quarter": "2025 Q2",
          "n": 76,
          "median": 360,
          "p25": 300,
          "p75": 505
        },
        {
          "quarter": "2025 Q3",
          "n": 69,
          "median": 440,
          "p25": 315,
          "p75": 650
        },
        {
          "quarter": "2025 Q4",
          "n": 55,
          "median": 315,
          "p25": 195,
          "p75": 635
        },
        {
          "quarter": "2026 Q1",
          "n": 13,
          "median": 400,
          "p25": 250,
          "p75": 1120
        },
        {
          "quarter": "2026 Q2",
          "n": 60,
          "median": 605,
          "p25": 355,
          "p75": 860
        },
        {
          "quarter": "2026 Q3",
          "n": 39,
          "median": 490,
          "p25": 285,
          "p75": 660
        }
      ]
    }
  }
}