Hey fellow contractors, let’s talk about something we’ve all dealt with: price objections. It’s frustrating when a homeowner pushes back on your quote, especially when you know you’re offering high-quality work.
The good news is, these objections aren’t the end of the conversation—they’re opportunities to educate your clients and close the deal.
First of all, we have to realize that an objection is only a concern your prospect has. It’s not a rejection of YOU. Now is not the time to REACT, but most of us just REACT to an objection.
Unfortunately, at that point many salespeople just fly off the cuff instead of working to uncover what the objection actually means. This is not the time to go back into a selling mode to try to persuade them with logical facts on why your solution is good for them.
Objections are a natural part of the sales process and the best way to overcome objections when selling home remodeling is to be prepared.
Start Strong: Preventing Objections from the Get-Go
Before I help you address objections like a sales pro, I have to start by providing a few tips to avoid them all together.
Here are some strategies to set the stage for a stress-free sales process that helps close the sale:
- Set clear expectations upfront: During your initial consultation, explain the factors that influence costs, such as materials, labor, and permits. Let them know you prioritize quality and transparency.
- Ask the right questions: Find out their budget early in the process by asking: “What’s your ideal investment for this project?” This helps you tailor your proposal to their expectations.
- Educate your clients: Take a few minutes to explain why high-quality work costs more and the long-term benefits of investing in it.
- Provide examples: Share photos, testimonials, or case studies from past clients to build trust and confidence in your work.
- Be transparent: Offer a detailed, itemized estimate so clients clearly understand what they’re paying for.
Here’s an example of a simple and detailed proposal for a bathroom remodel:
By laying this groundwork, you’ll minimize surprises and build trust, making clients less likely to push back on price.
Here are the five most common price objections we face as remodelers and how to overcome them, step by step. We even include a contractor to homeowner conversation you will likely have or maybe already have had.
1. “Your quote is higher than other contractors.”
Homeowners often compare your bid to others without understanding the details. Maybe the other guy left out permits, used lower-quality materials, or underestimated labor costs.
How To Handle This Objection
Show your client a detailed estimate and explain the value you’re offering. For example:
“Our quote includes premium materials that will last, while others may use cheaper alternatives that need replacing sooner.”
Use Real Examples
Share a story about a past client who went with a cheaper bid but ended up calling you later to fix the issues.
Scenario: Homeowner compares your quote to a cheaper contractor.
Homeowner: "Your quote is $5,000 higher than the other contractor I talked to. Why is it so much more?"
Contractor: "I completely understand where you're coming from. A higher quote can definitely raise questions. Let me walk you through why our price is where it is so you can see the value you're getting."
Homeowner: "Okay, I’m listening."
Contractor: "First, let me ask you, did the other contractor include things like permits, clean-up, and warranties in their quote? Those are often left out to make a bid look lower at first."
Homeowner: "I’m not sure. They didn’t really go into details."
Contractor: "That happens a lot. Our quote is all-inclusive, so there are no surprise costs later. For example, we include premium materials that will last 10-15 years, while many lower bids use cheaper materials that might need replacing after just a few years. That’s a big factor in the price difference."
Homeowner: "That makes sense. But still, $5,000 is a lot of money."
Contractor: "I totally get that. Let me share a quick example. I recently worked with a homeowner who chose a cheaper contractor for their kitchen remodel. They ended up calling me six months later to fix issues with warped cabinets and cracked tile. They paid more in the long run than if they had gone with us from the start."
Homeowner: "Wow, I wouldn’t want that to happen."
Contractor: "Exactly. Our approach is to do it right the first time\u2014no cutting corners. Plus, we back our work with a solid warranty, so you’ll have peace of mind long after the project is done."
Homeowner: "Okay, that does make me feel better. Can you show me more details about what’s included in your quote?"
Contractor: "Of course! Let’s go through the estimate line by line. I want you to feel 100% confident in the value you’re getting."
By addressing the homeowner’s concerns with transparency and real-life examples, you build trust and increase the likelihood they’ll choose your services despite the higher quote.
2. “I didn’t expect it to cost this much.”
Many homeowners simply don’t know what remodeling costs. They’ve watched a TV show or heard outdated estimates and think a kitchen remodel should only cost $10,000.
How To Handle This Objection
Before giving your price, explain how costs are calculated—materials, labor, permits, and project complexity.
Try saying: “I’ve seen similar projects range from $20,000 to $35,000 depending on material choices. Where would you like to be on that spectrum?” This puts them in the driver’s seat while anchoring realistic numbers.
Scenario: Homeowner is surprised by the high cost of a remodel.
Homeowner: "I didn’t think it would cost this much. I was expecting something closer to $10,000."
Contractor: "I hear you, remodeling costs can feel overwhelming at first, especially if you’ve seen lower estimates on TV or online. Let me break down where the costs come from so it’s easier to understand."
Homeowner:"Okay, sure. What makes it so expensive?"
Contractor: "A few factors drive the cost: materials, labor, permits, and the complexity of the work. For example, the type of cabinets, countertops, and flooring you choose can make a big difference. High-quality materials cost more upfront but last much longer and look better over time."
Homeowner: "Yeah, but $10,000 still seems like a lot."
Contractor: "I get that. A lot of homeowners have that number in mind because of what they see on TV or online. However, most of those estimates are outdated or don’t include everything. For example, the average kitchen remodel today typically ranges from $20,000 to $35,000, depending on the materials and finishes you pick."
Homeowner: "That’s way more than I expected. Do I have to spend that much?"
Contractor:"Not necessarily! Let’s figure out what’s most important to you. Would you prefer to focus on premium finishes, or are there areas where we can save? For instance, we could go with standard cabinets and splurge on high-end countertops, or adjust the scope to fit your budget. Where would you like to be on that $20,000 to $35,000 spectrum?"
Homeowner: "I think closer to $20,000, if possible."
Contractor: "That’s totally doable. Let’s sit down and adjust the plan to fit that range. We can prioritize the parts of the remodel that matter most to you while still ensuring the project is done right."
By educating the homeowner on costs and giving them control over prioritizing the budget, you reduce sticker shock and help them feel empowered to make decisions that work for their finances.
3. “Can you lower the price or offer a discount?”
Everyone likes to feel like they’re getting a deal, but discounts can cut into your profit margin.
How To Handle This Objection
First off, avoid cutting your price. Instead, offer value-based adjustments. For example:
We could use standard tiles instead of custom ones to save $2,000, or adjust the scope to fit your budget.”
Frame It As A Win-Win
Let them know you’re willing to work with them without compromising quality: “I’d rather find ways to adjust the project than cut corners.”
Scenario: Homeowner asks for a discount or lower price.
Homeowner: "Can you lower the price? Or maybe give me a discount?"
Contractor: "I totally understand wanting to make sure you’re getting the best value. Instead of lowering the price, let’s look at ways we can adjust the project to better fit your budget without compromising on quality."
Homeowner: "What do you mean by adjusting the project?"
Contractor: "For example, if we switch from custom tiles to high-quality standard tiles, that could save you around $2,000. Or we could look at simplifying the scope of the project by focusing on the most important areas first."
Homeowner: "Hmm, I hadn’t thought about that. But I was really hoping for custom tiles."
Contractor: "Totally understandable. If custom tiles are a priority for you, we can explore other ways to bring the cost down. For instance, we could adjust the layout to use fewer tiles overall or break the project into phases so it’s more manageable financially."
Homeowner: "That’s interesting. What do you mean by breaking it into phases?"
Contractor: "We could focus on one part of the remodel now, like the kitchen, and leave the bathrooms for a later date. That way, you’re not taking on the full cost all at once but still getting the high-quality results you want."
Homeowner: "Okay, that makes sense. I like the idea of prioritizing."
Contractor: "Perfect! Let’s go over the plan together and see which adjustments make the most sense for you. My goal is to ensure you get the remodel you’ve been dreaming of while staying within your comfort zone."
By offering value-based adjustments and framing the conversation as a collaboration, you address the homeowner’s concerns without cutting into your profit margin. This approach helps you close the deal while maintaining trust and quality.
4. “Why is it so expensive for such a small job?”
Homeowners don’t always understand the fixed costs involved in remodeling, like permits, mobilization, and tools.
How To Handle This Objection
Be transparent and explain that certain costs apply no matter the project size. For example, you could say something like this:
Even for a smaller job like this, we still need to factor in permits, setup time, and material transport. Those costs are the same whether it’s a small bathroom or a whole house.”
Let them know you’ll do it right the first time: “A rushed job may cost less upfront but could lead to costly repairs down the line.”
Scenario: Homeowner questions why a small project costs so much.
Homeowner: "I don’t understand why it’s so expensive for such a small job. It seems like it should cost a lot less."
Contractor: "I hear you, it’s a common question. Let me explain why even smaller jobs have certain fixed costs and why it’s important to do them right the first time."
Homeowner: "Okay, I’m listening."
Contractor: "Even for a smaller project, we still have to factor in some fixed costs like permits, setup, and mobilization. For example, bringing the right tools and materials to your home takes the same effort, whether it’s a small bathroom upgrade or a full remodel. Those are costs we can’t avoid, no matter the size of the job."
Homeowner: "That makes sense, but it still feels like a lot for what I’m asking."
Contractor: "I get that. Another reason is the quality of the work. For a smaller job, it can be tempting to rush or cut corners to save money, but that often leads to costly repairs down the road. Our approach is to do it right the first time so you won’t have to worry about issues popping up later."
Homeowner: "Okay, but is there any way to make it more affordable?"
Contractor: "We could look at options to adjust the materials or simplify the scope a bit, but I wouldn’t want to compromise on the quality or safety of the work. For instance, if we change the material for the countertops, we might be able to save a bit without sacrificing durability. Does that sound like something you’d want to explore?"
Homeowner: "Yeah, I’d like to see some options. I want it done right, but I also want to make sure I’m not overspending."
Contractor: "Absolutely. Let’s go over the details together and see where we can find some savings while still delivering the results you’re looking for. My priority is making sure you’re happy with both the work and the investment."
By being transparent about fixed costs and emphasizing quality, you reassure the homeowner that their money is being well spent while exploring options to make the project more affordable. This builds trust and increases the likelihood of closing the deal.
5. “I’ve heard stories about contractors overcharging.”
Let’s face it—the industry doesn’t always have the best reputation, and some homeowners are understandably wary.
How To Handle This Objection
The best way to deal with this concern is to build trust. You can do this by sharing testimonials, reviews, and before-and-after photos. Let your track record speak for itself.
Walk them through your estimate line by line and explain why each cost is there. For example:
“The flooring material costs $5,000 because we’re using high-quality oak that will last decades. Here’s the link to the supplier’s site for reference.”
Scenario: Homeowner is worried about being overcharged due to negative stories about contractors.
Homeowner: "I’ve heard a lot of stories about contractors overcharging or adding hidden fees. How do I know I’m not being taken advantage of?"
Contractor: "I completely understand your concern. Unfortunately, there are contractors out there who’ve given our industry a bad reputation. That’s why I make it a priority to be completely transparent and build trust with my clients. Let me walk you through how I do that."
Homeowner: "Okay, but how can I be sure this quote is fair?"
Contractor: "Great question. First, I’d like to show you some testimonials and reviews from past clients who’ve worked with me. Many of them had similar concerns but were happy with the results and the process. Here’s a before-and-after photo from one of our recent projects, along with their feedback."
Homeowner: "That looks nice, but I still worry about unexpected costs."
Contractor: "I hear you. That’s why I provide a detailed, itemized estimate so you can see exactly where every dollar is going. Let me show you an example: The flooring material costs $5,000 because we’re using high-quality oak that will last decades. Here’s the link to the supplier’s website so you can see the pricing yourself. Labor for installation is $2,500 because this type of flooring requires precision and specialized tools to get a flawless finish. Nothing is hidden, and if there’s ever a change, I’ll communicate it with you first."
Homeowner: "That does help. I like that you’re showing me where the costs come from."
Contractor: "I want you to feel confident in the value you’re getting. My goal is to deliver high-quality work that lasts for years, not to give you surprises along the way. If you have any questions or concerns, we’ll address them together throughout the project."
Homeowner: "Okay, I think I can trust you on this. Let’s move forward."
By focusing on transparency and sharing evidence of your professionalism, you alleviate the homeowner’s fears and build the trust necessary to secure the job.
Bonus Tip: Ask Probing Questions to Reveal Price Objections
When price objections aren’t explicitly stated, ask specific, non-confrontational questions to bring them to light. For example:
- “Does the price align with the budget you had in mind for this project?”
- “If we could adjust the scope or payment terms, would that help make this work for you?”
- “Is there anything about the pricing or value that doesn’t feel clear to you?”
These targeted questions help the homeowner feel comfortable discussing their concerns. By addressing their reservations directly, you can find ways to adjust, clarify, or provide options that make your services more accessible.
Smart General Contractors Study Common Price Objections
Price objections are part of the job, but they don’t have to cost you the sale. When you educate your clients, show transparency, and highlight the value of your work, you’ll not only close more deals but also build stronger relationships.
Keep hustling, and remember: the best salespeople are the ones who know how to turn a “no” into a “yes.”
