Data from Capitol Data Analytics
Original datasets on the economics of home services marketing, built from published benchmarks and federal data. Every figure traces to a source, estimate grade numbers are labeled as estimates, and each page ships its full methodology and a downloadable CSV.
Browse the datasetsTwo datasets, both free
Built for the operator making the call, not the analyst building the model.
The Cost Per Booked Job Benchmark
What a booked job actually costs across Google Local Services Ads, Google Search, lead marketplaces, and organic. The short version: the cheapest leads make the most expensive customers.
$233 per booked job on Local Services Ads, measured, versus $300 to $900 from lead marketplaces, an industry estimate.
The Home Improvement Opportunity Gap
Pre-1980 owner occupied homes per contractor business across the 100 largest US metros, built entirely from Census data, including the 77 percent of contractor businesses that are sole proprietors and invisible to payroll based rankings.
A 17x spread: about 50 homes per contractor in Buffalo, about 3 in McAllen, Texas.
Refreshed on a published schedule; every change to a released number is logged in each page's changelog. Questions about the data or the methods: august.severn@capitoldataanalytics.com
Benchmarks are useful. Your own number is better.
The free Profit Leak Audit reads your CRM and ad data and puts a dollar figure on where booked revenue is leaking out. No cost, no obligation, and the findings are yours to keep.