Good, better, best pricing means giving every homeowner three versions of the same roof at three prices, instead of one take-it-or-leave-it number. For roofing quotes it's one of the simplest changes you can make to how you sell, because it turns "should we do this?" into "which one should we do?" This guide covers what to put in each tier, how to price the gaps, how to present the options and how to set it all up in RoofSell.
Why good, better, best pricing works for roofing
A single price invites comparison with the other quotes on the homeowner's kitchen table. Three options give them something to compare inside your quote first.
It also handles the budget conversation for you. Some homeowners need the most affordable sound roof. Others want the longest warranty they can get. With one price, you're guessing which one you're talking to. With three, they tell you.
The top option does work even when nobody picks it. It shows what a premium roof looks like and makes the middle option feel reasonable next to it. That anchoring effect is well known in pricing, and it's why the middle tier should be the one you'd recommend for most homes.
What goes in each tier
Tiers should differ in things a homeowner can understand and you can explain in one sentence. Here's a typical structure for a residential reroof. Swap in the products you actually install.
Good
A sound, code-compliant roof at the lowest price you're willing to put your name on. Think entry-level architectural shingles, standard synthetic underlayment, ice and water shield where code requires it, new drip edge and pipe boots, and your standard workmanship warranty.
Better
The roof you'd put on your own house. A step up in shingle line, ice and water shield in valleys and along the eaves beyond the code minimum, upgraded ventilation, and a longer manufacturer system warranty where your certification allows it.
Best
The premium option. Designer or impact-rated shingles, upgraded underlayment across the whole deck, the strongest system warranty you can offer, and extras like new gutters if you install them.
Rules that keep the tiers honest
- Never make Good a roof you'd be embarrassed by. If it fails, it's still your name on the yard sign.
- Keep labor quality the same in every tier. The difference is materials, coverage and warranty.
- Stop at three for the main quote. A fourth option tends to slow the decision down rather than help it.
How to price the tiers: a worked example
Price each tier per square and let the roof size do the rest. This example uses made-up prices, so use your own costs and margins.
Say the roof works out to 24 squares after slope and waste, and these are your installed prices per square:
- Good: $450 per square, so 24 x $450 = $10,800
- Better: $525 per square, so 24 x $525 = $12,600
- Best: $650 per square, so 24 x $650 = $15,600
The gap from Good to Better is $1,800, and from Better to Best it's $3,000. That shape is deliberate: a modest step up to the option you recommend and a bigger step to premium. If the jump to Better is too large, homeowners settle for Good. If Best is barely more than Better, it stops working as an anchor.
Before you lock in prices, work out your margin on each tier separately. The Good tier still has to cover the crew, the dumpster and your overhead.
How to present three options without overwhelming anyone
- Start with the roof, not the price. Walk through what you found: age, damage, ventilation, decking concerns.
- Explain what every option includes. Tear-off, disposal, underlayment, flashing and cleanup are in all three, so nobody thinks Good means cutting corners.
- Present Best first, then Better, then Good. Starting high makes the next two easier to hear. Some contractors prefer to open with Better as their recommendation. Pick one approach and stick with it so you can compare results over time.
- Recommend one. Say which option you'd choose for this house and why, in a sentence or two.
- Stop talking and let them choose.
Put it in writing the same day. A homeowner choosing between three prices will want to look at them again after you've left. If you need a follow-up rhythm after that, 5 tactics to close more roofing deals lays one out.
Setting up good, better, best pricing in RoofSell
RoofSell prices every product you select against the same roof, so tiered options are built in. Here's how to set them up.
- Go to Products and click Add on three products, one for each tier. New products get the labels Good, Better and The Best in turn as you add them.
- In the Selected Products panel, click Customize on the first product.
- Set the Price Per Square for that tier.
- Change the Label if you want different wording. The list also includes Most Popular, Best For Budget, Max Storm Protection, Maintenance Free and Most Curb Appeal, and you can create your own with Add New Label.
- Fill in Top Features, Warranty, What's Included and Additional Cost Details, so the homeowner can see what separates the tiers. Click Save Changes, then repeat for the other two products.
- Drag the products into the order you want homeowners to see them and click Save Changes at the bottom of the panel.
When a homeowner uses the estimate widget on your site and submits their details, they see Recommended Products: each of your products with its label and a total price for their roof. They also get an email with a quote PDF listing the same options.
On your side, each quote shows an Estimated Price range from your lowest to your highest option. You can apply a Discount in percent or dollars before you send it. To choose which product details appear in emails and PDFs, open Settings and use the Email & PDF section.
Mistakes that make tiered pricing backfire
- Tiers that differ only in price. If you can't explain the difference in one sentence, the homeowner can't either.
- A Best tier you can't deliver. Only offer products and warranties you're certified for and can actually install.
- Prices built on a bad measurement. Check the roof outline and slope on every lead before you send a quote. How satellite roof measurement works covers what to look for.
- Discounting the top tier to win the job. Discount sparingly, and when you do, apply it to the option the homeowner already chose.
Tiered product pricing is part of the single RoofSell plan, and you can cancel anytime. See the pricing page for the current rate.