Outline
Introduction – Go Beyond Free Estimates
In the home services industry, offering free estimates has become almost automatic — but is it really the best way to win trust and close more jobs? While the term “estimate” sounds harmless, it can actually shift your customer’s focus toward price instead of value. Others debate the semantics of free estimates vs consultations. Yes, it is worth consideration. Smart contractors are finding that changing the language — and the mindset — from “free estimates” to “pre-inspections” can transform how homeowners perceive their business.
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Be Picky In Your Terminology
“Words are important. If you cannot say what you mean, your majesty, you will never mean what you say and a gentleman should always mean what he says.” – from the 1987 film The Last Emperor.
Yep, in business the words we use with prospects (and clients) can have big consequences going forward. For example…
I see many Home Service Businesses offering “free estimates”. Me? I disliked this word “estimate” so much I banned it in my own residential services company!😡 Here’s why…
The word “estimate” focuses your prospect ONLY on the cost of your services!
Now, is price an important factor in a prospect’s buying decision? Absolutely! BUT…
Is price the ONLY thing your customer considers when choosing who should work in their “inner sanctum”, their home?🤔 Of course not!
NOTE: Instead of “low prices” studies have shown homeowners are much more focused on a residential service company’s reliability, quality, reputation (can you say “5-star reviews”) and above all, their “trustworthiness”.💖
So, instead of “giving an estimate” I strongly suggest you implement the phrase, “Performing a Pre-Inspection”.
And of course, as part of this detailed pre-inspection you will be delighted to include a detailed work order with exact, written prices!
Pre-Inspections Value More Than Just An Estimate
Here’s how to make the change-over from “estimates” to “Pre-Inspections”…
1. Advertising and marketing. Even on a fully wrapped service van it is a simple process to overlay “FREE estimates” with “Schedule your Pre-Inspection TODAY!” Ditto on any future print, media or online marketing.
HINT: There are pros and cons of charging an upfront fee for a professional “Pre-Inspection”. (This fee is normally credited toward the cost of your services if and when the homeowner books the job.) The good news? With my suggested “Schedule your pre-inspection TODAY!” wording we’re keeping your options open! I’ll analyze both of these Pre-Inspection options in a future QuickTIP…👍👍
2. Incoming leads. Hopefully prospects will already have been prepped by your marketing. But if not, when a caller asks, “How much do you charge to…” your Phone Format should reply with, “I can help you with that. May I ask you a few questions?” and your employee will use Valid Business Questions to “convert” this lead into a booked job!
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3. Staffing. With Pre-Inspections you have a LOT riding on booking the job! It’s not just the immediate work- when you “Fail To Close.” Even worse? You also lose the “downstream income” from this client. (Don’t even get me started on the $1,000.00’s gone forever in lost “Cheerleader Referrals”!)
You’ll also need to add the “right people“ to perform these critically important Pre-Inspections. (Check out one great recruiting resource HERE.) Plus, you’ll need to give your sales team a step-by-step system to win over nervous, skeptical homeowners! My work is never done… SIGH!😊
Summary – A Better Solution Than Charging For Estimates
The words you use in your marketing shape how customers see your brand. By moving beyond the tired phrase free estimates and adopting “pre-inspections,” you shift the conversation from cost to quality, trust, and professionalism. The result? More booked jobs, happier customers, and stronger long-term relationships. Don’t just estimate — elevate.