The structure
- Per-surface base rates: house $0.35/sqft, driveway $0.25/sqft, windows $8/opening, roof $0.45/sqft, with minimums on each.
- Bundle discount: 10% off the combined total when 2 or more services are booked on the same visit.
- Recurring annual stack: additional 15% off for customers who agree to same-crew, same-time-next-year service with card on file.
Worked 4-service example — 2,500 sqft house
| Service | Math | Amount |
|---|---|---|
| House soft wash (2,500 sqft wall) | 2,500 × $0.35 | $875 |
| Driveway power wash (600 sqft) | 600 × $0.25 | $150 |
| Windows (24 openings) | 24 × $8 | $192 |
| Roof soft wash (2,000 sqft) | 2,000 × $0.45 | $900 |
| À la carte total | $2,117 | |
| Bundled (10% off all 4) | $2,117 × 0.90 | $1,905 |
| Bundled + recurring annual (15% stack) | $1,905 × 0.85 | $1,620 |
Why all three columns belong on the postcard and portal
The à la carte total justifies the bundled price — homeowners see they're saving $212 by adding services they were already considering. The bundled price is the working price most customers book. The recurring price closes the conversation to annual — about 25-35% of customers pick the recurring option directly off the portal, even before the on-site recurring ask happens.
When all three columns are visible:
- Single-service à la carte: <15% of bookings.
- Bundled: 55-65% of bookings.
- Bundled + recurring: 25-35% of bookings.
Why bundle attach is 60-75% on Clean Launch postcards
The render shows the full transformation — siding clean, driveway scrubbed, windows clear, roof algae-free — in a single image. The homeowner sees the bundle outcome before they think about which line items to drop. Generic single-service postcards ("Power Washing $199!") set the anchor at one service and pull the customer toward à la carte. Multi-service render postcards anchor the conversation on the full bundle.
Margin implications of bundle attach
A 4-service bundle finishes in about 60% of the time of four separate truck-rolls — one drive, one setup, one mix-up. So bundle revenue lands at 65-75% gross margin instead of 50% for single-service. Moving bundle attach from 25% to 65% lifts an operator's blended gross margin 8-12 points without raising any individual line price. That's the single biggest margin lever in the business.
Common bundle mistakes
- Discounting deeper than 25% combined. Tips into "distressed pricing" perception and erodes per-job gross.
- Hiding the à la carte column. The visual contrast is what sells the bundle.
- Bundling 1 service. A 10% discount on a single service is just a smaller invoice. Tie the discount to a real cross-sell.
- Bundling with no recurring offer. Without the recurring column, you lose the 25-35% of customers who would have picked recurring directly off the portal.
Render all 4 services on every postcard automatically.
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