Stop Competing on Price: How to Sell Flood-Proofing Value
By Dipa Gandhi
Read it to me! Click the video below.
Contractors Are Leaving Money on the Table
Most flood-proofing contractors I’ve spoken to share the same frustration: clients always want the lowest price.
It’s easy to see why you’d try to compete by undercutting your competitors. But that’s a losing game:
- There will always be someone cheaper.
- Your profit margins get thinner with every bid.
- You end up working harder for less money.
This is not theory. A small contractor in Florida told me he lost nearly $40,000 in profit over a year because he kept saying yes to discount demands. By the end of the season, he felt like a glorified volunteer.
And it’s not just about the money. When you make price your main pitch, you’re saying, “What I do isn’t special enough to justify more.”
That’s the trap.
Why Competing on Price Hurts Your Business
Low-price competition is an addiction that feels good in the moment but destroys you long-term.
- You attract bargain-hunters. These customers aren’t loyal and will switch for a $50 difference.
- You can’t invest in quality. Cutting your price forces you to cut corners, hurting your reputation.
- You burn out. Running five discounted jobs to make what one premium job would pay leaves you exhausted.
A contractor in Louisiana shared how a big flood year nearly ruined him. Everyone was desperate, so he slashed prices to win work. By the time things calmed down, his “discount guy” reputation was cemented. Raising rates felt impossible.
It’s a cautionary tale many contractors know too well.
The Real Value of Flood-Proofing Services
Most homeowners don’t just want cheap. They want safe. They want peace of mind.
Flood-proofing isn’t paint on a wall—it’s protection from thousands of dollars in damage and traumatic loss. It’s keeping families safe during the next storm.
But they don’t know how to see that value unless you show it.
For example:
- Explain that properly installed barriers can reduce flood damage, saving them tens of thousands in repairs.
- Tell the story of a homeowner whose $15,000 flood-proofing saved their $500,000 home after Hurricane Ian.
- Break down the cost: “For $300/month over 5 years, you’re buying security that insurance alone won’t provide.”
If you don't make this clear, all they see is a number on paper.
How to Shift the Conversation from Price to Value
Let’s get tactical. Here’s how successful contractors position themselves:
- Educate
- Use before/after photos of past jobs.
- Explain why your system lasts longer or protects better.
- Share stats and studies about damage reduction.
- Tell Stories
- Share real customer outcomes.
- Highlight the cost of not flood-proofing.
- Offer Tiered Options
- Don’t just quote one price.
- Offer “good, better, best” packages that help them choose based on protection level.
- Emphasize Peace of Mind
- Focus your sales pitch on safety, security, and worry-free living.
- Reinforce the long-term savings compared to one-time cost.
A contractor in Texas started offering three packages after years of quoting just one. He found that even in price-sensitive areas, about 30% of customers picked the top tier. His average sale went up nearly 40%.
It’s About Confidence, Not Gimmicks
If you want to stop selling on price, you have to believe in your value.
Your job isn’t to sell the cheapest fix. It’s to be the expert who protects families and properties from catastrophic loss.
Contractors who own that message don't need to undercut. They win trust—and the sale—by proving they’re worth it.
If you’re tired of scraping by, try this:
- Review your sales pitch. Are you explaining your value clearly?
- Collect and share more customer success stories.
- Offer choices that highlight protection levels, not just cost.
- Practice explaining why not investing is the real risk.
Your next sale doesn’t have to be a race to the bottom. It can be your chance to show why you’re the contractor worth every dollar.
