Install pricing that does some of the selling before the visit

What it is

It is the marketing side of install pricing. You decide what an install costs; we decide, with you, how that price is framed on your website, in search ads and in the material buyers see before your estimator arrives.

The goal is economic, not cosmetic. Every point of close rate you gain on in-home quotes raises the amount each lead may cost. With illustrative numbers, an allowable $660 per sold install becomes $198 per quote visit at a 30% close rate, and $264 at 40%. Same price, same margin, more room to market.

Who it is for

Boiler companies whose replacement work is the largest line on the ledger, and whose close rate feels lower than it should.

• Owners who publish no prices and suspect many quote requests are curiosity.
• Companies selling a mix of combi, system and hydronic work where buyers cannot tell the options apart.
• Firms whose estimators present prices differently from one another, so the result depends on who goes.

What is included

The scope is set to your situation, but most engagements cover the following.

1. A price-presentation audit of your website, ads and quote documents, compared with what local competitors show.
2. Option structure. Usually two or three clearly named configurations per boiler type, with what changes between them written in plain language.
3. Starting prices or ranges on service pages, where you choose to publish them, with the assumptions stated.
4. Financing presentation, if you offer payment plans from licensed lenders. We are not a lender or broker and never quote rates or approvals.
5. Ad copy aligned with the pages, so the price story a buyer sees in search matches what they read after the click.
6. A close-rate log, so changes can be judged against real quote outcomes.

Pricing rules to respect

Advertised prices have legal limits. The Competition Bureau treats drip pricing, advertising a price that leaves out mandatory fixed fees, as a deceptive practice. If every install carries a permit fee or a disposal charge, it belongs inside any price you advertise, not in the fine print. We build that into every page and ad, but the legal judgement on your specific pricing belongs with your lawyer.

Timeline

• Weeks 1–2: audit, competitor review and your current close rate by boiler type.
• Weeks 3–5: new option structure and price presentation drafted, reviewed by you, then published.
• Months 2–6: close-rate tracking across enough quote visits to judge the change, with adjustments as the data comes in.

How results are measured

We measure close rate on in-home quotes, average sold value, and the share of enquiries that book a visit. Combined with your cost data, those give the allowable cost per lead, which is the figure that decides your media budget. The unit-economics tracking service supplies the job matching that makes this reliable.

What we need from you

We need your price list or recent quotes, a rough split of sold installs by type, and an honest view of your close rate. Your estimators' input matters too, because they hear buyers' objections first.

Mistakes to avoid

• Hiding every number to protect against competitors. Competitors can get your price with one phone call; buyers usually cannot.
• Publishing a lowball "from" price that almost nobody pays. It fills the calendar with disappointed visits and erodes trust.
• Too many options. Five configurations confuse buyers; two or three usually do the job.
• Changing price and presentation at once, which makes it impossible to tell which one moved the close rate.

The allowable cost per install guide shows the full calculation, and the services overview explains how this fits with agreements and repairs. We are a marketing service only; we never install or quote on a customer's boiler.