When work slows down, many plumbers start wondering: Should I lower my prices to win more jobs? It’s a tempting idea—after all, if you charge less than competitors, you’ll get more work, right? But before you slash your prices, it’s important to understand the real impact of doing so. Lowering your prices isn’t always the best solution, and in some cases, it can do more harm than good.
Let’s break it down.
The Risks of Lowering Your Prices
You Might Win More Jobs—but Make Less Money
Reducing your prices doesn’t necessarily mean you’ll earn more overall. You might get more jobs, but if your profit margins shrink too much, you’ll be working harder for less.
🔴 Example:
If you normally charge $5,000 for a job with a 20% profit margin, you make $1,000 in profit.
Now, if you lower your price to $4,500, your profit margin drops to 10%, meaning you only make $450 per job. You now have to complete twice as many jobs to make the same profit as before.
✅ What to do instead: Instead of lowering prices, consider offering better payment terms, a small free service (e.g., a minor leak check), or a warranty to add value without cutting profit.
Lower Prices Can Attract the Wrong Clients
If you become known as the cheapest plumber, you’ll start attracting price-focused clients—the ones who:
❌ Always haggle
❌ Look for the absolute lowest price
❌ Delay payments or argue over invoices
These clients don’t value quality work. As soon as someone cheaper comes along, they’ll leave—meaning no repeat business and no loyalty.
✅ What to do instead: Position yourself as a plumber who offers great value, not just low prices. Clients who care about quality will be willing to pay fair rates.
It’s Hard to Raise Prices Later
Once you drop your prices, it’s tough to increase them again. Clients will expect your lower rates, and if you suddenly raise them, they may go elsewhere.
🔴 Example:
Imagine you normally charge $100 per hour but lower it to $80 to win more jobs. Now, when things get busy and you try to go back to $100, clients may say:
❌ “Why should I pay more now when you charged me less before?”
✅ What to do instead: Instead of reducing prices, offer limited-time discounts for first-time clients or package deals (e.g., discounted rates for ongoing maintenance).
When Lowering Prices Might Be Okay
There are some cases where a temporary price reduction can make sense:
✔️ Slow season strategy – If demand is low, offering a short-term discount can help bring in work without permanently lowering your rates.
✔️ Getting a foot in the door – If you’re trying to break into a new market, a limited-time lower rate can help attract your first few clients—but increase rates as soon as possible.
✔️ Losing to competitors too often – If you’re consistently losing jobs because of price, it might be time to review your costs and see if you can make small adjustments while staying profitable.
🔴 BUT—don’t lower prices just to match competitors. Instead, explain why your services are worth paying more for.
How to Win More Jobs Without Lowering Prices
Instead of cutting your prices, try these strategies to attract more clients without sacrificing profit:
Improve Your Quote Presentation
Clients don’t always go with the cheapest quote—they go with the one that looks the most professional and detailed.
✅ Clearly list what’s included (materials, labor, warranties, exclusions).
✅ Use professional layout and branding (instead of just a rough handwritten figure).
✅ Include a brief explanation of why they should choose you (experience, quality materials, reliable service).
Offer Flexible Payment Options
Many clients reject quotes because of upfront cost concerns. Instead of lowering your price:
✅ Offer staged payments for bigger jobs.
✅ Accept credit card payments or financing options.
✅ Consider a small discount for upfront payments (if it helps your cash flow).
Focus on Value, Not Price
If a potential client tells you they got a cheaper quote, don’t just lower your price—explain why your service is worth more.
❌ Wrong approach: “Okay, I can match that price.”
✅ Better approach: “That’s a great price, but just to check—does it include [X, Y, Z] like mine does? I also offer [extra benefit], which might save you money in the long run.”
Get More Leads Through Multiple Builders
If you’re not winning jobs, the problem might not be your price—it might be who you’re quoting.
Some builders and clients already have preferred plumbers and are only using your quote for comparison. If you’re only quoting one builder, you’re limiting your chances.
✅ Solution: Send your quote to multiple builders and see what feedback you get. If several builders say your price is high, then it might be worth reviewing. But if you get mixed responses, it means some builders just had other preferences.
Final Verdict: Should You Lower Your Prices?
🔴 In most cases, NO. Lowering your prices can:
❌ Reduce your profit margins
❌ Attract difficult, price-focused clients
❌ Make it hard to increase prices later
✅ Instead, focus on value, presentation, and smart pricing strategies to win more jobs without sacrificing profit.
Need accurate plumbing estimates to stay competitive without underpricing? SNZ Plumbing Estimating provides detailed, professional quotes that help you price jobs correctly.