Free · Pricing & profit
Good-Better-Best Pricing Calculator
Start from the price you quote today, set how far apart Better and Best sit, and see the average ticket and annual revenue that three options produce at your volume and close rate.
Your tiers
The single price you quote today
$10,625
$13,175
What customers pick
Remainder
Your volume
Options close more
Average ticket with three options
$10,604
Revenue now
$68,000
per month, one price
Revenue with tiers
$95,434
per month, three options
Added revenue per year
$329,205
Three tiers on every estimate, automatically
EstimateKit templates carry Good, Better and Best, so every quote goes out with options and the customer picks one from their phone. $49/month, 14-day free trial.
Why three options outsell one
A single price asks the customer "yes or no?" and the honest answer to a five-figure question is often "let me think about it." Three options ask "which one?" The middle tier becomes the safe choice, the top tier makes the middle look reasonable, and the bottom tier keeps the price shopper in the conversation. Contractors who present options consistently report average tickets 20–35% higher and slightly better close rates, which is what the defaults here reflect.
Building the tiers
- Good is the job done right with standard equipment and the warranty the manufacturer gives you. It is not a stripped-down option; it is the one you would be happy to install.
- Better adds the things customers value and you make margin on: higher efficiency, two-stage or variable speed, a longer labor warranty, a smart thermostat, a maintenance plan. Price it 20–30% above Good.
- Best is the premium system with everything: top efficiency, indoor air quality, extended parts and labor, priority service. Price it 50–70% above Good. Some customers will take it, and everyone else will feel good about Better.
Presenting them
Show all three side by side on one page, name them by benefit rather than by "good/better/best", and describe what each includes in plain language. Lead with Best, not Good, so the customer anchors high. Then stop talking. The lift in the calculator only happens if the options are actually on the estimate every time, which is the part software is for.
Make sure each tier still clears your margin with the markup calculator. If you want to see what a tiered estimate looks like, there is a free good-better-best template.
Frequently asked questions
How much more do customers spend with good-better-best pricing?
Contractors who present three options consistently see average tickets 20–35% higher than with a single price. The gain comes from the majority who pick the middle option and the 15–25% who pick the top one, not from anybody paying more for the same thing.
What percentage of customers choose each tier?
A typical split is 20–30% Good, 50–60% Better and 15–25% Best. If nobody is picking Best, it is either priced too far from Better or not described well enough; if too many pick Good, Better is not offering enough that customers value.
How far apart should the tiers be priced?
Better usually sits 20–30% above Good and Best 50–70% above Good. Closer than that and the tiers blur together; further apart and Best becomes a decoy nobody considers, which weakens the anchor effect.
Does offering options slow down estimating?
Only if you build three estimates by hand. With templates that carry all three tiers the extra work is nothing, which is why EstimateKit templates are built as tiers from the start.
Should the Good option be a bare-bones system?
No. Good should be a system you are proud to install with the standard warranty. A deliberately bad bottom option insults the customer and costs you the price-sensitive third of the market who would have said yes to a fair basic option.