Home services · Small-town market · Wisconsin
House cleaning businesses in the Whitewater-Elkhorn, WI area
How the Whitewater-Elkhorn, WI area compares with other small-town markets and the U.S. for house cleaning businesses: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 44 out of 100: Lower middle
Ranked #82 of 142 scored small-town markets
#6 of 9 scored small-town markets based in Wisconsin
- Listings
- 11
- 3 chain locations (27%)
- Official establishments
- 35
- +6.1% since 2019
- Household spending a year
- $55.7M
- On lawn care, cleaning and other household services · $1,292 a household
- Spending per listing
- $5.1M
- 21% below the U.S.
- Listings per 10k households
- 2.6
- 18% above the U.S.
- Population, 2025
- 106,127
- +0.8% since 2020
See the house cleaning businesses around any address in the Whitewater-Elkhorn area
The site report maps the house cleaning businesses on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Whitewater-Elkhorn area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
As of September 2026, map listings count 11 house cleaning businesses in the Whitewater-Elkhorn area. 3 of them (27%) are chain locations, against 8% across the U.S. That is 2.6 per 10,000 households, 18% above the U.S. rate of 2.2.
Household spending on lawn care, cleaning and other household services in the Whitewater-Elkhorn area comes to about $55.7M a year: $1,292 per household, 9% below the U.S. average. Spread across 11 house cleaning businesses, that is $5.1M per business, 21% below the U.S. figure of $6.4M. That spending covers all lawn care, cleaning and other household services, which house cleaning businesses share with other businesses in the trade.
In 2023, official counts showed 35 businesses with payroll in the Whitewater-Elkhorn area classed as janitorial and carpet cleaning services, up 6.1% from 2019. That is one for every 1,231 households, against one for every 1,735 across the U.S. Since fiscal 2022, 1 SBA-backed loan worth $40K has gone to businesses classed as janitorial and carpet cleaning services in the Whitewater-Elkhorn area.
Between 2020 and 2025, the population of the Whitewater-Elkhorn area grew 0.8%, slower than the U.S. (+3.1%). The Groundwork market score for house cleaning businesses in the Whitewater-Elkhorn area is 44 (lower middle), #82 of 142 scored small-town markets and #6 of 9 scored small-town markets based in Wisconsin.
How the Whitewater-Elkhorn area compares
The same measures for Wisconsin and the whole U.S. Spending per listing divides a year of household spending on all lawn care, cleaning and other household services by the house cleaning businesses counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Whitewater-Elkhorn area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 2.6 | 2.0 | 2.2 |
| Spending per listing | $5.1M | $6.4M | $6.4M |
| Households per official establishment | 1,231 | 1,792 | 1,735 |
| Official establishment growth, 2019–2023 | +6.1% | +5.4% | +6.6% |
| Population growth, 2020–2025 | +0.8% | +1.3% | +3.1% |
| Spending per household on lawn care, cleaning and other household services | $1,292 | $1,250 | $1,414 |
| Median household income | $80,520 | $77,485 | $80,734 |
| Groundwork market score | 44 | 40 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 35+6.1% over the period
- Employees, 2023
- 180
- Annual payroll, 2023
- $6.3M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 113 chain locations
- Listings at the U.S. rate for this spending
- 9The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 1
- Amount
- $40K
SBA-backed loans to businesses classed as janitorial and carpet cleaning services in the Whitewater-Elkhorn area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Whitewater-Elkhorn area
- Population, 2025 estimate
- 106,127+0.8% since 2020
- Households
- 43,087
- Median age
- 42.4
- Homes lived in by their owners
- 71%
- Vehicles per household
- 2.0
- Land area
- 555 sq. mi.
- People per square mile
- 190
- Median household income
- $80,520+26.3% vs. 2015–2019, before inflation
- Average household income
- $109,464
- Median home value
- $302,700
- Jobs located here
- 43,660
- Daytime population
- 95,627Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Whitewater-Elkhorn area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the house cleaning businesses on map listings by name and distance.
Or open the report at the center of the Whitewater-Elkhorn area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardHouse cleaning across Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for house cleaning businesses, numbered among those based in Wisconsin, with the Whitewater-Elkhorn area marked.
Top small-town markets in Wisconsin
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Wisconsin Rapids-Marshfield, WI | 61 | 5 | 1.6 | $7.4M | −0.2% | #41 of 142 |
| 2Stevens Point-Plover, WI | 58 | 6 | 2.0 | $6M | +2.2% | #46 of 142 |
| 3Marinette, WI-MI | 57 | 5 | 1.7 | $6.5M | +0.3% | #49 of 142 |
| 4Watertown-Fort Atkinson, WI | 50 | 8 | 2.3 | $5.4M | +0.3% | #65 of 142 |
| 5Menomonie, WI | 47 | 6 | 3.4 | $3.5M | +1.7% | #75 of 142 |
| 6Whitewater-Elkhorn, WI | 44 | 11 | 2.6 | $5.1M | +0.8% | #82 of 142 |
| 7Beaver Dam, WI | 39 | 10 | 2.8 | $4.3M | −0.3% | #104 of 142 |
| 8Baraboo, WI | 32 | 12 | 4.3 | $2.9M | +1.3% | #119 of 142 |
| 9Rice Lake, WI | 25 | 6 | 3.0 | $3.8M | −0.5% | #131 of 142 |
Other business types in the Whitewater-Elkhorn area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many house cleaning businesses are in the Whitewater-Elkhorn, WI area?
The Whitewater-Elkhorn area has 11 house cleaning businesses on map listings as of September 2026. 3 of them (27%) are chain locations. The listings count house cleaners and carpet cleaners. Official counts show 35 businesses with payroll classed as janitorial and carpet cleaning services in 2023, up 6.1% from 2019.
How much do households in the Whitewater-Elkhorn, WI area spend on lawn care, cleaning and other household services?
About $55.7M a year, or $1,292 per household. That is 9% below the U.S. average (an index of 91, where 100 is the U.S. average). Spread across the 11 house cleaning businesses on map listings, it comes to $5.1M per business. The spending figure covers all lawn care, cleaning and other household services, not only house cleaning businesses. It is estimated from the incomes of the 43,087 households in the Whitewater-Elkhorn area and national spending patterns by income.
How does the Whitewater-Elkhorn, WI area compare with the U.S. for house cleaning businesses?
The Whitewater-Elkhorn area has 2.6 house cleaning businesses per 10,000 households, 18% above the U.S. rate of 2.2. Spending per business is $5.1M, 21% below the U.S. figure of $6.4M. At the national ratio of house cleaning businesses to household spending, the Whitewater-Elkhorn area would have about 9, against 11 on map listings. There is one business with payroll in the industry for every 1,231 households, against one for every 1,735 across the U.S. The official count rose 6.1% from 2019 to 2023, against +6.6% for the U.S.
How fast is the Whitewater-Elkhorn, WI area growing?
Population estimates put the Whitewater-Elkhorn area at 106,127 people in 2025, up 0.8% since 2020, slower than the U.S. (+3.1%). It has 43,087 households. Median household income in the Whitewater-Elkhorn area is $80,520, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 26.3%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Whitewater-Elkhorn area scores 44 for house cleaning businesses (lower middle), #82 of 142 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Whitewater-Elkhorn area. It maps the house cleaning businesses on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for house cleaning businesses · All 56 business types in the Whitewater-Elkhorn area
Screening a site or an acquisition in the Whitewater-Elkhorn area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Whitewater-Elkhorn area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.