Three good options on one page sell more furnace replacements, and sell them more fairly, than one number on a quote form. Good/better/best design is the work of deciding what goes in each tier, how the tiers differ, how far apart the prices sit, and how the sheet reads to a homeowner at a kitchen table. We design the structure and wording; your licensed staff decide what equipment suits each house, because we are a marketing and consulting service, not a heating contractor.
What a well-built option sheet does
It lets the homeowner compare choices instead of comparing companies. When a family sees three complete systems from you, the question in their heads changes from "are these people expensive?" to "which one is right for us?"
A good sheet also protects your margins. Advisors with only one price tend to discount it on the spot; advisors with three choices can move a homeowner down a tier instead of cutting the price of the tier they wanted.
How we build the three tiers
Each tier is a complete system, not a list of add-ons. We work through four decisions with you:
- Contents. What is in each tier: equipment class, thermostat, filtration, installation scope and the service you include afterwards. Membership enrolment fits naturally into the middle and top tiers (see membership plans).
- Differences. Three to five differences that a homeowner can actually feel or understand, such as comfort, noise, running cost or coverage period. Twenty bullet points of model numbers do not help.
- Price gaps. Gaps wide enough to mean something and narrow enough that the step up feels reasonable. Many shops land the middle tier somewhere around 20 to 35% above the entry tier, but your costs decide.
- Language. Plain words, the same terms on every sheet, and warranties described exactly as the manufacturer and your company state them.
Where heat pumps or dual-fuel systems belong in the top tier, the regional pages on the areas hub list the programs we found for each province, with dates and sources.
A worked example
Say your current single-price quote averages $6,500 and you close 35% of visits. You introduce three tiers at $5,900, $7,400 and $10,200. If homeowners split 25% / 55% / 20% across the tiers and your close rate holds, the weighted average ticket becomes about $7,590. On 40 closed jobs a season, that is roughly $43,600 more revenue from the same number of homes. Plug in your own tier prices and mix; if the close rate drops, the sheet needs work.
What is included
- a tier framework for your main job types (replacement, furnace-plus-AC, and heat pump or dual-fuel where you offer it)
- a one-page option sheet layout and the wording for each tier
- a price-gap review against your actual costs and past jobs
- an advisor guide for walking a homeowner through the sheet
- a short checklist so programs, warranties and any lender terms are stated accurately
Timeline and measurement
Most option projects take three to four weeks: one week on your job data, one on drafts, and one or two in the field. We measure:
- average ticket on closed jobs
- close rate, which should hold steady or rise
- tier mix, to see whether the middle option is doing its job
- discount frequency, which should fall
Mistakes to avoid
- A "best" tier nobody buys. If it never sells, it is not credible; rebuild it.
- A crippled entry tier. Homeowners notice, and it makes the whole sheet feel like a game.
- Too many tiers. Four or five options slow the decision and confuse the table conversation.
- Unverified rebate claims. Cite the program page and date, and tell homeowners to confirm. Misleading claims carry real risk under the Competition Bureau's rules on misleading representations.
- Hidden fees. Quote the full price; the Bureau's guidance on drip pricing explains why mandatory fees belong in the advertised number.
Option design pairs naturally with the comfort-advisor process. For how systems work is quoted, see pricing.
Frequently asked questions
Isn't three options just a trick to upsell?
It becomes one if the top tier is padded or the bottom tier is deliberately weak. We build every tier as a system you would be comfortable installing in a relative's home. Homeowners pick the middle most often because it fits most houses, not because it is forced.
Should a heat pump or dual-fuel system be one of the tiers?
In many regions it makes sense as the top tier, especially where rebates are available. Whether it suits a particular home is a technical decision for your licensed staff; we help you present it clearly and cite the program correctly.
Can we show monthly payments on the sheet?
Only if your company already offers financing through a licensed lender, and only using that lender's own terms and disclosures. We are not a lender or broker and do not arrange financing or promise approvals.
How often should option prices be updated?
Review them whenever supplier costs change and at least before each heating season. A sheet with stale prices teaches advisors to discount by habit.