How to Stand Out When Homeowners Compare Bids
For a major exterior renovation, getting multiple bids is simply part of the homeowner’s process. Homeowners commonly collect two to four estimates before choosing a contractor, and price will almost certainly play a role in their decision.
But price isn’t the only factor.
Roofing and siding projects are significant investments that will impact a home’s appearance, performance, maintenance needs, and value for decades. Homeowners want to know that they’re making the right decision. And when multiple bids land within a similar price range, the contractor who built the greatest amount of confidence in that decision has a significant advantage.
So, how do you become that contractor?
Start by Listening, Not Selling
As the contractor, you’re often the most influential expert a homeowner will speak with during the decision-making process. Unless they’ve already researched and selected a specific product, they’re relying on you to help them understand their choices.
Use that opportunity to learn before you recommend. Ask about their current roof or siding:
- What do they like about it?
- What frustrates them?
- If they could change something, what would it be?
Find out how familiar they are with the different materials available, and listen for the priorities that keep coming back to the surface. For many homeowners, those priorities eventually fall into a few major categories: performance, maintenance, and aesthetics.
Once you know what matters most, the conversation is no longer about what you sell, but it’s about your ability to provide what’s important to them, shifting from a quote and sales pitch to an educated conversation that leans on your expertise.
Give Them Options, and Help Them Understand the Differences
Being an expert doesn’t mean deciding for the homeowner. It means giving them the information they need to make an educated decision.
Rather than pinning your proposal on a single solution, consider presenting 2 or 3 options based specifically on what you learned during your conversation.
If durability is their biggest concern, explain how each material performs. If they’re tired of maintaining their current exterior, compare the maintenance requirements and long-term effort and cost associated with each material choice. If curb appeal is at the top of their list, get them involved in a visualizer tool to show the different ways you can play with profile and color to bring their design vision to life – or, if they don’t have a vision in mind yet, dive into inspirational photography to get their creative wheels turning.
Most importantly, connect your recommendations back to what the homeowner told you. Your pitch shouldn’t be “steel has the best lifespan out of all of the products we install.” Instead, it should be “You mentioned that you don’t want to go through another major replacement project in 15-20 years, which is a valid concern. I’d recommend considering EDCO steel instead. It aligns with your longevity priority well and comes with a limited lifetime warranty.”
That type of recommendation reinforces your role as the educator and expert while still allowing the homeowner to choose the solution that’s right for them.
Differentiate Your Bid Through the Products You Offer
When contractors offer similar scopes at similar prices, homeowners need another way to distinguish between them. Your product offering can become part of that differentiation.
Premium products may come with a higher upfront price, but that doesn’t necessarily mean they cost more over the life of the home – in fact, it is oftentimes the opposite. A product that lasts longer, requires no maintenance, withstands severe weather, and is backed by a strong warranty beats the cheapest material choice nearly every time.
That’s an important conversation to have when presenting a higher-value option like EDCO’s steel roofing or siding. Instead of focusing on the initial investment, help homeowners understand what they’re purchasing over the long-term by using tools like EDCO’s roofing and siding cost comparison guides.
The goal, however, isn’t to push the homeowner toward the most expensive option. It’s to make sure they understand why one option costs more and what they’re receiving in return. Clear communication on this point gives the homeowner something meaningful to compare rather than numbers at the bottom of a quote.
Make Your Reputation Part of Your Pitch
You’ve already done the hard work of building a strong reputation; use that to your advantage. Don’t assume the homeowner will discover it on their own.
Positive reviews, testimonials, completed-project photos, and examples of your workmanship all reinforce the promise you’re making during the sales process. This is key evidence that other homeowners have trusted you with their homes and were happy with the result.
Your choice of products offered strengthen that credibility too. Why you’ve chosen the products you install, the training you’ve received, the quality standards you look for, and why you believe in the materials you propose support you by demonstrating your standards for excellent craftsmanship.
Help the Homeowner See the Finished Product
For homeowners, aesthetics can be one of the hardest parts of making a decision. A small product sample doesn’t always make it easy to image what an entire home will look like in a particular profile or color.
Visualization tools, such as EDCO’s Instant Design, help close that gap. Pair visualization with physical samples, product literature, and inspirational photography (either from your own gallery or the manufacturer that you’re promoting). This turns an abstract conversation about colors and profiles into tangible design, driving confidence in your customer’s decision-making process.
Make it Easy to Understand What Happens Next
Confidence can disappear quickly when a homeowner doesn’t know what to expect next.
Be clear about what products, profiles, and colors are available to them. Set realistic expectations around availability of the product and your own projected timelines. Explain what is included in your proposal and what next steps look like if they choose to move forward.
Remember that the homeowner isn’t just anticipating a beautiful, finished exterior; they’re also worrying about what happens between signing the contract and getting that beautiful, finished home.
Clear, responsive communication helps reassure homeowners that their project isn’t going to leave their home in a prolonged state of upheaval, giving them yet another reason to feel comfortable choosing you.
The Winning Bid is the One They Feel Confident In
Price matters; there’s no getting around that. But every contractor bidding the project already knows that. When several bids inevitably end up coming in reasonably close, what gives a homeowner a reason to choose yours?
- Listen closely to understand what’s truly important to them.
- Present multiple solutions built around those priorities.
- Educate rather than simply sell.
- Demonstrate the reputation you’ve worked hard to earn.
- Offer products you believe in and explain the value behind them.
- Communicate clearly so the homeowner knows exactly what to expect from you.
Bring More Value to Your Next Homeowner Conversation
EDCO steel roofing and siding give contractors a high-value option built around lasting performance, zero maintenance, weather-resistance, durability, and strong warranty protection.
Learn how EDCO can help you offer your customers a high-value solution that makes you stand out from the rest.