The real cost of underpricing: Why proper pricing is critical for home services success

Posted on:

February 13, 2025

Take a guess at the number one reason home services businesses fail. If you answered pricing, you’re correct. But that may not mean what you think it does.

In the home services industry, owners commonly feel reluctant about charging what their services are truly worth. Many business owners worry that higher prices will drive customers away, so they set prices based on what they believe customers will “accept” rather than on the true value and costs of the services provided. However, this mindset doesn’t just impact profit margins—it can lead to serious financial strain, hampering cash flow, profitability, and overall growth potential. In fact, recent industry surveys show that nearly 60% of small business failures are related to pricing and cash flow.

The underpricing trap: stunted growth and limited expansion

Setting prices too low might seem like a way to stay competitive, but it often backfires. By undercharging, businesses limit their ability to invest in critical resources that drive long-term success. Cash flow dries up, leaving little room to expand services, hire additional team members, or improve training. With thin margins, any unexpected expense—a truck repair, equipment failure, or even seasonal fluctuations in demand—can push a business dangerously close to the edge. Underpricing also makes compensating your team competitively challenging, which can lead to higher turnover rates in an industry already struggling with a skilled labor shortage.

For those relying on price books, going beyond just listing service fees is essential. Accurately allocating material costs and applying correct markups can make all the difference. In this context, markups don’t mean simply adding a flat percentage to each item. Instead, they should be based on material costs, with lower-cost items marked up higher than high-cost items. This approach allows for healthy profit margins while keeping prices fair across the board. Additionally, correct pricing needs to account for billable hours and the real time taken for tasks. Many businesses face financial shortfalls because their price books don’t accurately reflect task durations. For example, a job listed for 30 minutes might regularly take 45 minutes, but if the extra time isn’t accounted for, that 15-minute gap represents lost revenue over time.

The importance of realistic price books

A well-maintained price book can be one of your most powerful financial tools. It’s not just a list of prices—it’s a roadmap for sustainable profitability. Setting accurate prices based on task times and material costs ensures that each service contributes fairly to the overall health of the business. Price books should be reviewed regularly to account for changes in material costs, labor rates, and task efficiencies. For instance, with recent supply chain challenges, material costs in the HVACR and plumbing sectors have increased by 8-10% in some regions, which can erode margins if not reflected in pricing.

In addition to covering basic costs, your price book should account for “overhead,” which includes everything from rent and utilities to insurance and administrative salaries. Unfortunately, many small business owners don’t factor overhead into their pricing strategies. As a result, they’re left without the funds needed to support back-office roles such as customer service representatives (CSRs), dispatchers, and service managers. These roles are essential for maintaining smooth operations and customer satisfaction, especially as a business scales.

How The Cost of Doing Business™ training helps set the right price

At The Blue Collar Success Group®, we offer a training program called The Cost of Doing Business™, which helps business owners in the home services industry recognize and understand their true value. This training is designed to break down the complexities of pricing and cost allocation, helping owners see exactly why they might be struggling financially—even if their service calendar seems full. Through guided exercises, participants learn how to calculate a sustainable hourly rate that accounts for all aspects of their business, from labor and materials to overhead and profit.

One key takeaway for many attendees is understanding that without proper pricing, it’s impossible to sustain vital support functions. You may find that, after crunching the numbers, you’re barely covering costs. Or worse—you’re losing money on certain jobs. For example, a Blue Collar member recently shared that after implementing what they learned in the course, they identified several underpriced services and adjusted rates accordingly. In just six months, they saw a 15% increase in revenue without adding any new clients simply by charging what their services were worth.

Implementing these strategies not only strengthens your bottom line but also frees up resources to invest in areas that enhance customer experience, like hiring additional team members or investing in training and technology. With accurate pricing, you’re able to provide better service and improve your team’s job satisfaction, creating a positive feedback loop that benefits everyone involved.

Your time and inventory are limited—make them count

Remember, just like inventory, your time is a limited asset. Every minute spent on a job has a direct cost and an opportunity cost. If you’re underpricing, you’re not just losing immediate revenue—you’re also sacrificing potential future growth. The time and effort you put into each job need to be compensated for at a level that reflects your expertise and the value you bring to your customers.

For home service businesses, correct pricing is essential for long-term success. Proper pricing enables you to weather unexpected challenges, support critical roles, and provide the high-quality service your customers deserve. Without it, you may find yourself constantly “busy” but financially strained—a sure sign that your pricing strategy needs reevaluation.

In today’s market, where every dollar counts, it’s worth investing the time to set prices that reflect the true value of your services. With accurate pricing, you’re paving the way for sustainable growth and a stable, thriving business. So, take a look at your price book, analyze your costs, and adjust where necessary. The benefits of doing so can’t be overstated: a healthier bottom line, a more motivated team, and satisfied customers who see the real value of your work.

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Chris Crew

President at The Blue Collar Success Group

After selling his successful, multi-locational electrical business, Chris dedicated himself to training and coaching those in the plumbing, electrical, and HVAC trades. As president of The Blue Collar Success Group, Chris continues to share his knowledge and passion for accelerating the path of success for home service companies.