What is a good, better, best proposal?
It is one proposal with three complete options for the same roof. Good is a sound, lower-priced roof. Better adds upgrades most homeowners value. Best is the premium system. The homeowner chooses, instead of accepting or rejecting a single number.
Roofing trade articles describe this as helping buyers decide with confidence when they can compare options, see costs and feel no pressure. One of them is written by a shingle manufacturer, so read its claims with that in mind.
What should change between the tiers?
Change things the homeowner can understand and a crew can deliver. Common differences are the shingle line, the underlayment, ice barrier coverage, ventilation, accessories and the length or type of warranty. Spell out item descriptions, warranty coverage and what the workmanship warranty covers so customers see what the extra money buys.
Do not make tiers differ only by a label. If two options look alike, the customer cannot see why one costs more, and the comparison stops helping them.
What does a priced example look like?
1418 Ridge Rd, 16.1 squares. Prices are example numbers priced to a 40 percent margin.
Good: standard architectural shingle, standard underlayment. Direct cost $5,900. Price: $5,900 / 0.60 = $9,833.
Better: upgraded shingle, synthetic underlayment, ice barrier at eaves and valleys, more ventilation. Direct cost $6,634. Price: $6,634 / 0.60 = $11,057.
Best: premium or impact-rated shingle, full-system accessories, longer workmanship coverage. Direct cost $8,300. Price: $8,300 / 0.60 = $13,833.
Better costs $11,057 - $9,833 = $1,224 more than Good. Best costs $13,833 - $11,057 = $2,776 more than Better. Showing these gaps, and the monthly payment for each, lets the homeowner weigh a few dollars a month against what they get.
How should you present the three options?
Lead with what the homeowner told you they care about, such as leaks, resale or storm risk, and recommend the option that fits. Use photos of finished roofs and manufacturer samples. Show cost and monthly payment per tier, and mention that financing is available.
Never decide for the customer that they cannot afford an upgrade. Present all three the same way and let them choose.
What mistakes should you avoid?
The common ones: tiers that differ in name only, margins that vary wildly between tiers so the shop loses money on the popular option, and proposals so long that nobody reads them. Building three bids by hand also takes time, which is why many shops use templates for their standard Good, Better and Best builds.
Step by step
- Choose three real systems. Pick shingle lines, underlayment and accessories your crews install well, and name what each tier includes.
- Price each tier from its own cost. Total the direct cost for each system and divide by (1 - target margin).
- Add the monthly payment. Compute a payment for each total using your financing terms and show it next to the price.
- Recommend one, show all three. Explain your pick against the homeowner's stated concerns and leave the decision to them.
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Sources: Roofing Contractor: How Roofing Contractors Can Upsell Designer Shingles; RoofSnap: Good, Better, Best-style Estimates, Do They Work?