Water treatment market calculator.
How big is the water treatment market where you work? Type an address and find out. The homes, the softeners already in place, the replacements every year and the new houses being built all come from public U.S. Census data. You do not look anything up.
How many water softeners change hands in your market every year?
Type your shop's address and pick your metro area, county, city or ZIP, or switch to Service area and add up to 20 cities you serve, then pick the hardness band you test in that market. The calculator pulls the real homes and permits for that place and works out how many softeners get replaced, go into new homes or are bought for the first time there in a year, and how many of those go through plumbers and retail rather than the water treatment dealers. Under the softener line it shows whole-house filters the same way, adds the two into one tanks-a-year figure, and shows your share of that whole market at the bottom: 1 percent unless you type your own, up to 10 percent.
The calculator asks for a hardness band because no city publishes hardness and no national database has it. You test it at the tap, which is the first thing this class teaches. The price box is optional and blank on purpose: the only dollar figure this page will ever show you is one you typed yourself.
Whole-house filters on the calculator: 22 percent of homes, the share a Water Quality Association national consumer survey found in 2021; a 10-year life and new homes at the same 22 percent, both HALO assumptions; and 7.7 percent more a year bought by homes adding one for the first time (Water Quality Association, 2025). Three out of four home buyers call filtered drinking water in the kitchen essential or desirable (NAHB, What Home Buyers Really Want, 2021).
If the calculator does not load for you, open it directly at market.halowatertour.com.
How does the market math work?
The arithmetic comes from a market calculator Jeff Hubbard built in his independent water treatment dealer days to forecast markets and set expectations. The formulas are his, unchanged. What changed is where the inputs come from: instead of typing a population and dividing it by a guess, the calculator reads the real number of single-family homes and the real number of new-home permits for the place you named.
Dallas-Fort Worth, on the 5 to 10 grain band
Real Census numbers for the Dallas-Fort Worth-Arlington metro area, run on October 6, 2026.
The same metro, whole-house filters
Same homes, same permits. The filter line does not depend on the hardness band, because chlorine and chloramine are on every city system.
At $7,000 a system, 1% of the whole market is $14,280,000 a year.
That dollar line only appears if you type a price. $7,000 is the middle of the installed range HALO Water Systems reports, and it is used here as the example because it is the same figure the revenue per truck calculator uses. Your market and your pricing may put you above or below it. That is why the box is blank until you fill it in.
A hundred and nineteen thousand softeners and eighty-five thousand whole-house filters a year in one metro area: more than two hundred thousand tanks, and half of them already go through plumbers and retail. That half is the pie. Your trucks are the slice.
Where do the numbers come from?
Three of the inputs are measured by the U.S. Census Bureau and pulled live, and three come from Water Quality Association consumer surveys. Five are assumptions, two from Jeff Hubbard's original sheet, one from Roger Wakefield and two from HALO, and they are labeled as assumptions below. Three are yours. Any calculator that will not tell you which of its numbers are guesses is not showing you a market, it is showing you a brochure.
| Input | Value | Where it comes from |
|---|---|---|
| Population | Live | Measured U.S. Census Bureau, American Community Survey five-year estimate, 2024. Shown for scale; it is not used in the math. |
| Single-family homes | Live | Measured Same Census survey: occupied houses that stand on their own or share a wall, with apartments left out. This is the number the math starts from. |
| New-home permits | Live | Measured U.S. Census Bureau Building Permits Survey, 2025, single-family units, by county and by metro area. A permit is the paper a builder gets before building a house. |
| Share of homes with a softener | 85 / 70 / 40 / 15% | Assumption By hardness band: over 20 grains, 10 to 20, 5 to 10, under 5. Jeff Hubbard's rates from his dealer days. New homes use the same rates except the under-5 band, which his sheet sets at 25 percent. These market-share rates count salt-based softeners only. Salt-free conditioners are not included. Whole-house filtration is added separately. |
| Softener life | 12.5 years | Assumption The national average life of a water softener, from Roger Wakefield, Texas Master Plumber, so 8 in 100 installed softeners are replaced each year. Jeff Hubbard's original sheet used 15 years. |
| First-time softener buyers | 3.45% a year | Survey Of the homes without a softener, the share that buy one each year. Water Quality Association consumer surveys found 13 percent of households had a softener in 2017, 19 percent in 2019 and 25 percent in 2021, so the homes without one fell from 87 to 75 percent in four years: 12 points out of 87, spread over four years, is 3.45 percent a year. Counted on existing homes only, because new homes are already in the permit line. |
| Who sells them | 50 / 50 | Assumption Half through independent water treatment dealers, half through plumbers and retail. Jeff Hubbard's split. The plumber half is the number this page cares about. |
| Share of homes with a whole-house filter | 22% | Survey Water Quality Association national consumer survey, January 2021, 1,413 households: 22 percent had a whole-house filter system. One rate everywhere; it does not move with hardness. |
| Filter life | 10 years | Assumption One in ten installed whole-house filters is replaced each year. HALO's figure; no public source gives a carbon tank a life. |
| New homes with a whole-house filter | 22% | Assumption New homes reach the same national rate, bought in the first year the way the survey says softeners are. HALO's figure. |
| First-time whole-house filter buyers | 7.7% a year | Survey Water Quality Association Consumer Insights Report, 2025: whole-house systems rose 16 percent. The association surveys every two years, so the calculator reads that as 16 percent over two years, about 7.7 percent a year, the lower of the two possible readings. Applied to the whole-house filters already in place. |
| Hardness band | You pick it | Your number Test the water. No city publishes hardness and no national database has it, so the calculator will not guess it for you. |
| Your average price for a Good system installed | Blank | Your number Optional. One price for every tank. Nothing on this page prints a dollar figure you did not type. |
| Your share of the market | 1% | Your number Optional. Blank means 1 percent, and the most the calculator shows is 10 percent. It is your share of the whole market, softeners and whole-house filters together. Dollars are figured from the whole number of tanks on the screen, so they check on a phone calculator. |
Two things are estimates and say so on the screen. Permits are published by county and metro area, not by ZIP, so a ZIP result splits the county's permits by the ZIP's share of the county's homes. And a metro area is the Census Bureau's definition of the metro, which can be wider than what a plumber thinks of as his town. Pick County if you want the tighter number.
Sources: U.S. Census Bureau, American Community Survey (population, households and housing type, five-year estimate, 2024). U.S. Census Bureau, Building Permits Survey (single-family units authorized, 2025 annual, by county and metropolitan area). Addresses are matched to a county and metro area by the Census Geocoder. Market rates and the dealer and plumber split from Jeff Hubbard's market calculator, used with his permission. Softener life from Roger Wakefield, Texas Master Plumber. Whole-house filter ownership from the Water Quality Association Consumer Opinion Study, 2021. First-time softener buyers from the Water Quality Association consumer studies of 2017, 2019 and 2021, and first-time whole-house filter buyers from the Water Quality Association Consumer Insights Report, 2025. Home buyer preference from the National Association of Home Builders, What Home Buyers Really Want, 2021.
What do you do with a market number?
A market number tells you the size of the pie. It does not tell you your slice. Your slice comes from the calls your trucks already run, the share of those calls where your technician makes the offer, and the share of those offers that close. That is the revenue per truck calculator, and it is the second half of this page.
Look at the plumber and retail half first. In the Dallas-Fort Worth example that is 59,526 softeners a year going through plumbers and retail today, without a single water treatment dealer involved. Those jobs are already being sold by somebody. The question is whether any of them are being sold by you.
Then look at one percent. One percent of the Dallas-Fort Worth softeners alone is 1,191 a year. Add the whole-house filters and one percent of the whole market is 2,040 tanks a year. A plumbing company does not need ten percent of a metro area to have a water treatment business. It needs the offer made on the calls it already runs.
Day three of the class is built around that offer: the test at the sink, the three options, the price you are not embarrassed to say out loud, and the four objections that kill the sale. The market calculator tells you the offer is worth making. The class teaches you to make it.
Water Science & Certification
- Water chemistry and contaminants
- Reading a quality report like an inspector
- Field testing technique
- HALO technology and why it works
- Certification exam
Product Knowledge & Presentation
- The HALO line and what each system solves
- Sizing and application
- A unit in the room to see and touch
- The failure points nobody warns you about
- Warranty and support
- Certification exam
Selling Water Treatment
- The water test as a sales tool
- Presenting without sounding like a salesman
- Pricing and packaging
- The four objections that kill the sale
- Marketing water quality in your own town
- Certification exam
This is a knowledge class. Nothing is installed during the three days, because your technicians are already licensed plumbers who know how to hang equipment. What they are missing is everything that happens before the install.
Questions about the market calculator
What does the market calculator tell me?
How many water softeners are replaced, installed in new homes or bought for the first time every year in the metro area, county, city or ZIP around an address, or across a service area of up to 20 cities, and how many of those go through plumbers and retail rather than independent water treatment dealers. Under the softeners it shows whole-house filters the same way and adds the two into one tanks-a-year figure. At the bottom it shows your share of that whole market, 1 percent unless you type your own, and, if you type your own installed price, what that share is worth in dollars.
Does the calculator count whole-house filters?
Yes, as a second line under the softeners. Whole-house filters in place are 22 percent of homes, the share a Water Quality Association national survey found in 2021. One in ten is replaced each year, a HALO assumption, new homes are counted at the same 22 percent, and 7.7 percent more are bought each year by homes adding one for the first time, from the Water Quality Association's 2025 report. The two lines add up to one tanks-a-year figure. A softener and a carbon tank are two units, so nothing is counted twice. The filter line does not change with the hardness band.
Does the market calculator count first-time buyers?
Yes. Replacements and new homes are not the whole market, because every year some homes that never had a softener or a whole-house filter buy one. The calculator counts 3.45 percent of the homes without a softener each year, and 7.7 percent more whole-house filters on top of the ones already in place, both from Water Quality Association consumer surveys. The same surveys found that 72 percent of softener buyers bought within a year of buying or leasing a home.
Where do the numbers come from?
Homes and population come from the U.S. Census Bureau's American Community Survey, five-year estimate for 2024. New-home permits come from the Census Bureau's Building Permits Survey for 2025. The address is matched to its county and metro area by the Census Geocoder. The rates that turn homes into softeners and the 50/50 split between dealers and plumbers come from Jeff Hubbard's market calculator. The 12.5-year softener life is the national average, from Roger Wakefield. The first-time buyer rates come from Water Quality Association consumer surveys. All of them are printed under every result.
Why do I have to pick the hardness band myself?
Because nobody publishes it. Cities are not required to report hardness and most do not, and there is no national database that has it by address. The honest source is a test at the tap, which takes about a minute and is the first thing the class teaches. Pick the band you test in that market: over 20 grains, 10 to 20, 5 to 10, or under 5.
What is the plumber and retail half?
Jeff Hubbard's sheet assumes independent water treatment dealers sell about half the softeners in a market and plumbers and retail stores sell the rest. The calculator shows that second half by itself, because those are the jobs that already go to somebody in your trade. In the Dallas-Fort Worth example it is 59,526 softeners a year.
Why does it show one percent of the market?
Because one percent is a number a single plumbing company can picture. One percent of the whole Dallas-Fort Worth market, softeners and whole-house filters together, is 2,040 tanks a year. Nobody needs ten percent of a metro area to have a water treatment business. The point of the number is that a small share of a big market is still a lot of jobs, and every one of them starts on a service call you already run. If you already win more than that, type your own share, up to 10 percent.
Why is the permit number for a ZIP an estimate?
The Census Bureau publishes new-home permits by county and by metro area, not by ZIP code. For a ZIP result the calculator takes the county's permits and gives the ZIP its share, in proportion to the ZIP's share of the county's single-family homes. The screen says so when it happens. Metro area and county results use the published permit numbers directly.
Does the calculator store my address?
No. The address is used once to find the county and metro area and is not saved. Nothing you type on this page is stored or sent anywhere except to the Census Bureau's address lookup.
How is this different from the revenue per truck calculator?
This page sizes the market: how many softener jobs exist around you every year. The revenue per truck calculator sizes your share of it: how many of the calls your trucks already run turn into systems, and what that is worth. Run this one first to see the pie, then run that one to see your slice.
Reviewed October 6, 2026
Size the market, then come learn how to sell into it.
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