An estimate with a single number gives the customer two choices: yes or no. If the number is more than they expected, the easy answer is no, or more often, nothing at all.
Key takeaways
- Three options change the question from "should I" to "which one".
- Each option needs a plain name, a photo and one sentence.
- Follow up twice. Most bids are lost to silence, not to price.
Why three works
With three options, the customer compares your options with each other instead of comparing you with the next contractor. Many pick the middle. Some pick the top one, which you would never have sold with a single price.
Estimate · Dana R.
GoodPatch and seal$1,450
BetterReplace porch section$4,900
BestFull reroof$14,800
Dana Ruiz
Signed · $980 deposit paid
How to build them
- Good: fixes the problem they called about, nothing more.
- Better: fixes it properly, with the thing you would do on your own house.
- Best: the full job, so they do not need you back for years.
Give each a plain name, one photo and one sentence. Leave the part numbers out.
Follow-up ladder
MondayEstimate sent to Dana
Day 2Koira nudges: "Any questions on the estimate?"
Day 4Second nudge. She opens it at 9:12.
ThenSigned, or Koira stops. No more texts.
Then follow up
Send it while you are still in the driveway. Nudge on day two and day four. After that, stop. Koira's estimates and bid follow-ups do all of this from your photos and your price list.
