$4.77M and $852K.
Same brand.
That's the average revenue of the top and bottom quartiles across 207 first locations in one home care franchise system.
More than 5x apart. And it's not unusual.
Residential cleaning: The top 10% generated nearly 7x the gross sales per target household of the bottom 10%.
Lawn care, 72 franchised businesses: Average $1.12M. Lowest $123K. Highest $5.36M.
The easy explanation is market. Bigger territory. Better demographics. More demand. Sometimes that's exactly right.
But last month someone told me about an owner spending $25,000 a month on marketing.
He was booking 70% of his leads into estimates.
Then closing just 12% of those estimates against a 30% target.
His solution? Add another $10,000 to marketing. Maybe he needs more leads. But before buying them, I'd probably want to know why 88% of his estimates aren't closing.
That's what makes franchise rankings tricky.
Two locations can sit next to each other at the bottom of the same scorecard.
One has a demand problem.
The other has a conversion problem.
Give both more leads and you might fix one while making the other more expensive.
Everybody can see which locations are behind.
Far fewer can tell you why.
When a franchisee asks for more marketing budget, what do you check before saying yes?
Originally posted by Taylor Minnis on LinkedIn, August 2026. Taylor Minnis is a Growth Strategist at TapClicks in San Jose, California. More about Taylor.