Good Better Best Pricing for HVAC: Templates and Examples
Multi-option estimates increase average ticket by 15-25%. Templates and examples for your HVAC business.
Why Single-Price Quotes Fail
You send a $8,000 estimate for an AC replacement. Customer ghosts you. They got three other quotes and picked the cheapest one because all they saw was price.
The problem is not your price. The problem is you gave them nothing to compare except price.
Multi-option estimates change this dynamic. Instead of accept/reject, customers choose their comfort level. Psychology shifts from "is this worth $8,000?" to "which option fits my budget?"
The Psychology Behind Good/Better/Best
Three options work because of anchoring. When customers see a $12,000 option, the $8,400 option looks reasonable. When they only see $8,400, it looks expensive.
Research shows:
- 70% of customers choose the middle option
- Average ticket increases 15-25% vs single-price quotes
- Close rates improve because customers feel in control
- Fewer callbacks asking "can you do it cheaper?"
HVAC Estimate Templates
AC Replacement (Residential)
Good - Basic Comfort
- 14 SEER equipment
- Standard installation
- 1-year labor warranty
- Thermostat stays the same
- Price: $6,200
Better - Efficient Comfort (Most Popular)
- 16 SEER equipment
- Smart thermostat included
- UV air purification
- 5-year labor warranty
- Price: $8,400
Best - Premium System
- 18+ SEER variable speed
- Smart thermostat with zoning ready
- Whole-home air purification
- 10-year warranty
- Annual maintenance included first year
- Price: $12,100
Furnace Replacement
Good - Reliable Heat
- 80% AFUE single-stage
- Standard venting
- 1-year labor warranty
- Price: $3,800
Better - Efficient Heat (Most Popular)
- 95% AFUE two-stage
- PVC venting
- Smart thermostat
- 5-year labor warranty
- Price: $5,200
Best - Premium Comfort
- 98% AFUE modulating
- Variable speed blower
- Smart thermostat with humidity control
- 10-year warranty
- Price: $7,400
Maintenance Agreement Tiers
Basic
- Annual tune-up
- 10% parts discount
- Priority scheduling
- Price: $149/year
Premium (Most Popular)
- Bi-annual tune-ups
- 15% parts discount
- Priority scheduling
- No overtime charges
- Price: $249/year
VIP
- Bi-annual tune-ups
- 20% parts discount
- Same-day priority
- No overtime or trip charges
- Indoor air quality check included
- Price: $399/year
How to Build Your Own Tiers
Step 1: Start with your standard offering
What do you normally quote? That becomes your middle option.
Step 2: Strip down for Good
Remove upgrades, use minimum efficiency equipment, basic warranty. This is not meant to be attractive. It is an anchor.
Step 3: Load up Best
Add everything: premium equipment, extended warranty, maintenance, air quality, smart home integration. Make it aspirational.
Step 4: Price the spread
Good should be 25-30% below Better. Best should be 40-50% above Better. Wide spread makes Better look like the smart choice.
Presenting Multi-Option Estimates
In Person
Walk through all three options. Explain value differences, not just price differences. Let customer ask questions about each tier. Do not push Best unless they ask.
Digitally
Send estimate with all options visible on one screen. Highlight "Most Popular" on middle option. Include monthly payment calculations. Make approval buttons obvious. Modern estimate software handles this presentation automatically.
Follow Up
If no response in 24 hours, ask which option they are leaning toward. Opens conversation without asking "did you decide?"
Common Mistakes to Avoid
Making Good too attractive If Good is a great deal, customers will pick it. Good should be bare minimum, not a discount.
Options too similar Clear differentiation matters. If Better and Best look the same, customers pick Better every time. Best needs obvious premium features.
Too many options Three is ideal. Four works sometimes. Five or more causes decision paralysis. Keep it simple.
Not explaining value Price difference without value difference is meaningless. Tell them why Better costs more. What do they get?
Tracking Results
Measure before and after implementing multi-option:
- Average ticket per job type
- Close rate by option tier
- Time to approval
- Customer satisfaction scores
Most shops see measurable improvement within the first month.
Getting Started
- Pick your highest-volume job type
- Build three tiers using templates above
- Train techs on presentation
- Track results for 30 days
- Expand to other job types
Multi-option pricing is not complicated. It is just different from what most HVAC shops do. That difference is worth 15-25% higher tickets.
Related Resources
- Multi-Option Estimates Feature - See how Plenum handles Good/Better/Best presentation
- Why Single-Price Quotes Kill Close Rates - More on pricing psychology
- HVAC Software Comparison - Compare estimate features across platforms