How to Write Plumbing Estimates That Win More Jobs

Why Your Estimates Matter More Than You Think

Most plumbers focus on doing great work - and that's important. But in a competitive market, your estimate is your sales pitch. Research shows that professional, detailed estimates can increase your close rate by 20-40% compared to handwritten quotes or verbal pricing.

Think about it from the customer's perspective. They're comparing multiple plumbers. The one with the clearest, most professional quote immediately seems more trustworthy and competent - even before any work begins.

The Anatomy of a Winning Plumbing Estimate

1. Professional Header

Start with your company branding at the top. Include your logo, company name, phone number, email, and license number. This establishes credibility immediately.

2. Customer Information

Include the customer's name, address, phone number, and email. For commercial jobs, add the property manager or decision-maker's contact. This personalization shows attention to detail.

3. Clear Scope of Work

Describe exactly what you'll do in plain language. Avoid jargon that might confuse the customer. For example:

Instead of: "Install 1/2" PEX manifold system with dedicated lines"

Write: "Install new water distribution system using modern PEX piping. Each fixture (sinks, toilets, showers) will have its own dedicated water line for better pressure and easier future repairs."

4. Itemized Pricing

Break down your pricing into clear categories. Customers appreciate transparency:

Labor: Hourly rate or flat rate for the job
Materials: List major items and their costs
Permits: If required, show as a separate line item
Total: Clear, prominent total amount

5. Timeline

Give the customer an expected start date and duration. Even if it's a range, this helps them plan. "Work typically takes 2-3 days once started. We can begin as early as next Tuesday."

6. Terms and Conditions

Include important details like:

Quote validity period (e.g., "Valid for 30 days")
Payment terms (deposit required, payment due on completion)
Warranty information
What's not included (to prevent scope creep)

Pricing Strategies That Work

The Good-Better-Best Approach

One powerful technique is offering three pricing tiers. This gives customers choice and often leads to higher average ticket prices:

Good

Basic solution that solves the immediate problem. Budget-friendly option.

Better (Recommended)

Includes upgrades for longer life and better performance. Best value.

Best

Premium materials, extended warranty, additional improvements.

Most customers choose the middle option, which typically has better margins. Some choose premium, increasing your average ticket size.

Flat Rate vs. Time & Materials

Flat rate pricing offers predictability for the customer and better profit control for you. Time & materials can work for complex jobs with unknowns, but always give a "not to exceed" estimate.

Common Pricing Mistake

Don't undercut yourself to win jobs. Racing to the bottom hurts everyone. Focus on demonstrating value instead of being the cheapest option.

Tips to Increase Your Close Rate

Respond Quickly

The first plumber to send a professional quote often wins. Aim to send estimates within 24 hours of the site visit - same day is even better.

Include Photos

Take photos during your assessment. Include them in your estimate to remind the customer of the issue and show your thoroughness.

Make Approval Easy

Use software that allows customers to approve quotes with a single click. The fewer barriers, the faster you get the green light.

Follow Up

If you haven't heard back in 3-5 days, follow up. A quick call or text shows you care and reminds them to make a decision.

Add Value, Not Just Price

Highlight what makes you different: warranty, reviews, years of experience, specialized certifications. Help them see why you're worth it.

Sample Estimate Template

Here's a basic structure you can adapt:

[YOUR COMPANY LOGO]

ABC Plumbing | License #12345 | (555) 123-4567

ESTIMATE #1234

Date: January 12, 2026

Customer:

John Smith

123 Main St, Anytown USA

Scope of Work:

Replace water heater with new 50-gallon gas unit. Includes removal and disposal of old unit, installation of new water heater, and testing for proper operation.

Pricing:

Water Heater (Rheem 50-gal)...... $850

Installation Labor................. $450

Materials & Fittings............... $75

Old Unit Disposal.................. $50

TOTAL: $1,425

Quote valid for 30 days. 50% deposit required to schedule. Balance due on completion. 1-year labor warranty included.

Pro Tip: Use Software to Save Time

Modern quote software like JobWright lets you create professional estimates in minutes. You can save templates, pull pricing from your price book, and send quotes that customers can approve with one click. Most plumbers save 5+ hours per week on estimating alone.