Estimate Template

1. Fill in your company information. Enter your company name, phone, email, and license number. These appear in the header of your estimate. The estimate number auto-generates but you can change it to match your numbering system.

2. Add the customer details. Enter the customer name, address, and phone. This information populates the estimate header so the customer knows exactly who it was prepared for.

3. Assess the current roof. Document the existing roof type, age, and condition. This builds credibility and gives the customer context for why replacement is recommended. Add notes about specific issues you found during your inspection.

4. Build your Good/Better/Best options. Enter material descriptions, wind and impact ratings, and costs for each tier. The Good option should be the minimum code-compliant solution. Better adds durability. Best is the premium package. Totals calculate automatically as you type.

5. Generate and print. Click "Generate Estimate PDF" to open a clean, print-ready estimate in a new window. Use your browser's print function to save as PDF or print directly. The estimate includes all three options, scope of work, and terms.

Customers want to choose, not be told. Presenting a single option forces a yes-or-no decision, and "no" is easy. Three options shift the conversation from "should I buy" to "which one should I pick." This psychological reframe is why tiered pricing consistently outperforms single-option proposals across every study in the home services industry.

The middle option wins most of the time. This is the compromise effect, also known as the center-stage bias. When presented with three choices, most people avoid the cheapest (feels like cutting corners) and the most expensive (feels excessive). The Better option feels reasonable and safe. If you use Good/Better/Best, expect 50 to 60 percent of customers to pick the middle tier.

Your average ticket goes up without a hard sell. Even the customers who pick Good are choosing from a menu rather than haggling on price. And the 15 to 20 percent who pick Best are upselling themselves. The net effect is a higher average ticket with less sales friction, which is exactly why every major Roofing franchise trains their sales team on this method.

It builds trust and positions you as an advisor. Presenting options shows the customer you are not just pushing the most expensive system. You are giving them information and letting them make an informed decision. That transparency builds trust, which leads to referrals and repeat business.

Replacement consultations. After inspecting a worn or damaged roof, sit down with the homeowner and fill this out on your tablet or laptop. Walk them through each option, explain the material differences, and show the totals. Print or email the estimate before you leave. Customers who receive a professional, multi-option estimate on the spot close at significantly higher rates than those who get a handwritten number on a notepad.

Insurance work and storm damage claims. When a roof has been damaged by a storm, the customer needs to make a fast decision. Having a clean estimate template ready means you can put professional-looking numbers in front of them within minutes. The Good option gives them an affordable path forward, while Better and Best let them upgrade if the budget allows. Include financing to make the decision even easier.

Commercial bids and property managers. Property managers and commercial clients expect itemized, professional estimates. This template gives them the breakdown they need to compare bids and get approval from ownership. The Good/Better/Best format works especially well for commercial because it lets the decision maker choose the level of investment without going back and forth on revisions.