Oct 14 • Playbooks - Lifetime Value
#6 Sell Better (Increase Quality)
"How can I make chapter 6 applicable to my remodel business?"
## Strategy: Premium Tiered Remodel Offers (Good-Better-Best)
You’re selling the same outcome—a beautiful kitchen/bath. Charge more by shrinking time, effort, and uncertainty. That’s what premium buyers pay for. When dream outcomes are equal, the difference in perceived value is speed, certainty, and ease [$100M Offers, Page 64]. And a minority will happily pay 5–10x more if you build a tier for them [$100M Offers, Page 102; $100M Playbook: Pricing, Page 23].
## Make It Remodel-Specific
Build three clear tiers and pitch the premium first (use an ultra anchor to make the main offer feel like a deal) [$100M Playbook: Pricing, Page 54; $100M Playbook: Pricing, Page 23].
1) Standard (Good)
- Response: 24–48 hrs
- Time windows: Weekdays, 9–5
- Start date: Normal queue
- Speed of delivery: Standard crew, single shift
- Service ratio: Shared project manager (PM manages 4–6 jobs)
- Communication: Weekly email + milestone calls
- Provider: Mixed crew, supervised by PM
- Materials: Builder-grade package; upgrades extra
- Site care: Basic dust control, end-of-week cleans
- Changes: Change orders priced in 3–5 business days
- Cancellations: Reschedule fee; standard contract terms
- Location: Core service area only
- Warranty: 1 year labor
2) Priority (Better)
- Response: Under 2 hrs
- Time windows: Expanded (Mon–Sat, early/late slots)
- Start date: Priority scheduling (cut lead time meaningfully)
- Speed of delivery: Senior lead + larger crew to compress duration
- Service ratio: Dedicated PM (1:3 jobs)
- Communication: Text thread + weekly video walkthrough
- Provider: Senior installers on critical trades
- Materials: Mid/high-grade package (e.g., quartz, soft-close, premium fixtures) pre-included
- Site care: Full dust containment (zip walls, air scrubbers) + biweekly deep cleans
- Changes: 24-hour pricing turnaround
- Cancellations: Free reschedule with 72-hr notice
- Location: Extended service radius
- Warranty: 2 years + 1 annual tune-up visit
3) White-Glove (Best/Ultra)
- Response: Minutes. Direct line to PM
- Time windows: 7-day availability, quiet hours, or two-shift work to minimize downtime
- Start date: Guaranteed start week; priority trade scheduling
- Speed of delivery: Two-shift team to aggressively compress timeline
- Service ratio: One job per PM; onsite lead daily
- Communication: Daily updates, live photo log, end-of-day punchlist
- Provider: Master craftspeople only; specialty subs pre-vetted Tier 1
- Materials: Designer-curated luxury finishes; slab yard selection; priority lead times
- Site care: Negative-air dustless, floor-to-ceiling protection, daily cleans, full home reset on Fridays
- Extras: Temporary kitchen setup, packing/covering, HOA/permits/neighbor notices handled, post-project concierge
- Changes: Same-day pricing; expedited approvals
- Cancellations: No-fee reschedule; pause/resume flexibility
- Location: All service areas
- Warranty: 5-year labor + 30-day “no-questions” punchlist sweep
> “Newer version” angle: Launch an updated spec series annually (e.g., 2025 Design System) with faster lead-time components, improved dustless methods, and templated layouts—position as the “new model.” Premium is all the white-glove above.
## How To Price and Present
- Name tiers aspirationally (Essentials, Priority, White-Glove) and align to different buyer avatars; people have radically different willingness to pay [$100M Playbook: Pricing, Page 23; $100M Offers, Page 102].
- Use an ultra-high-ticket anchor (e.g., “7-Day Vacation Remodel”—hotel + pet boarding + two-shift crew) so your main premium feels like a deal [$100M Playbook: Pricing, Page 54].
- Present premium first, then step down only if needed. Anchor high, then ask how they want to pay.
## Your Next Step
- Build a one-page tier sheet with the bullets above. Pitch the White-Glove package first on your next 5 consults, then the Priority tier. Track take rates and raise prices until revenue dips. [$100M Playbook: Pricing, Page 22]
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#6 Sell Better (Increase Quality)
