Good, better, best roofing proposal template and method
A good, better, best roofing proposal prices the same roof three ways from one set of measurements. The quantities stay the same in every option. Four things change: the shingle line, the underlayment, the ventilation and the warranty level. Each option gets its own total and a short plain-word list of what the homeowner gets for the difference. Alvin builds the three options from the measurement report and your price sheet, then holds the proposal for the owner to review.
On this page
Start with one measurement report
Everything in the proposal comes from one set of numbers: squares, eave and rake length, ridge and hip length, valley length, pitch, and counts of pipes and vents. Whether those come from an aerial report (EagleView is one example) or a hand measure, lock them before you price anything.
Then split your line items into two groups:
- Fixed across all three options: tear-off, decking allowance, drip edge, flashing, pipe boots, dump fees, permit, most of the labor.
- Variable by option: shingles, ridge cap, starter, underlayment, ice and water coverage, ventilation, warranty.
The fixed group is priced once. Only the variable group is priced three times. That is what keeps the three totals consistent with each other, and it is why the full line item list from a roofing estimate template is the right starting point.
What changes between good, better and best
Scroll sideways to see every column.
| Component | Good | Better | Best |
|---|---|---|---|
| Shingle line | Standard architectural | Upgraded architectural, more colors, higher wind or algae rating | Designer or impact-rated line |
| Underlayment | Synthetic on the field, ice and water where code requires | Synthetic, ice and water at eaves, valleys and penetrations | Premium synthetic, wider ice and water coverage |
| Starter and ridge cap | Manufacturer starter, standard ridge cap | Matched starter and ridge cap from the same system | High-profile ridge cap from the same system |
| Ventilation | Replace existing vents like for like | Ridge vent with intake checked | Ridge vent with intake added or corrected |
| Warranty level | Standard manufacturer warranty, your workmanship warranty | Manufacturer system warranty, longer workmanship term | Top manufacturer warranty you are eligible to offer, longest workmanship term |
Two rules keep the tiers honest. First, the good option has to meet code and your own standard, because some customers will pick it. Second, each step up should change something the homeowner can understand: how the roof looks, how long it is covered, or how it handles wind and hail. Manufacturer warranty tiers have their own requirements for which components must be installed and who may offer them, so check the program terms before you print a warranty name on an option.
Worked example: three options for a 25-square roof
The Patel roof measures 25 squares, ordered at 28 with waste. All prices are examples to show the structure.
Scroll sideways to see every column.
| Good | Better | Best | |
|---|---|---|---|
| Fixed lines (tear-off, decking allowance, drip edge, flashing, boots, dump, permit, labor) | $6,800 | $6,800 | $6,800 |
| Shingles, starter and ridge cap | $4,300 | $5,100 | $7,400 |
| Underlayment and ice and water | $1,100 | $1,450 | $1,900 |
| Ventilation | $300 | $650 | $1,100 |
| Warranty registration and added labor for the upgraded system | $0 | $400 | $900 |
| Example total | $12,500 | $14,400 | $18,100 |
The step from good to better is $1,900. The step from better to best is $3,700. Show those differences on the page. Homeowners compare the gaps more than the totals, and a monthly figure helps if you offer financing through a lender.
How to build the proposal, step by step
- Confirm the measurements and the waste factor for this roof.
- Price the fixed lines once from your current price sheet.
- Pick the three systems. Keep a standing set for your market so every salesperson offers the same three.
- Price the variable lines for each option using the same quantities.
- Write three bullets per option in homeowner language: what it looks like, what it protects against, how long it is covered.
- Check each total against your margin target. The best option should carry at least the same margin percentage as the good one.
- Add terms and an expiry date, then have the owner or sales manager review before it goes out.
What the roofing proposal page needs
Whether you send a PDF or a web page, a homeowner should be able to decide from this one document.
- Your company name, logo, license number where required, and the salesperson's direct contact.
- Property address, inspection date and two or three photos of what you found.
- A one-paragraph scope that applies to all three options.
- The three options side by side, each with its total and its three bullets.
- What is included in every option: tear-off, cleanup, permit, decking allowance and the price per extra sheet.
- Warranty terms for each option, workmanship and manufacturer listed separately.
- Payment schedule, exclusions and the date the prices expire.
- A way to choose: a signature line or e-sign button per option.
How to present the three options
Walk through the fixed scope first, so the homeowner knows all three roofs get the same tear-off, the same flashing work and the same crew. Then describe the options from best to good or good to best. Pick one order and use it every time so your results are comparable from job to job.
Say which one you would put on your own house and why. Homeowners ask anyway. Then stop talking about price and ask which option fits what they want from the roof. If they need time, tell them when you will check back, and do it. A schedule for that is in roofing estimate follow-up.
Do not build a throwaway good option to push people upward. If you would not install it, do not offer it.
What Alvin handles and what stays with you
| Alvin does | You do |
|---|---|
| Reads the measurement report and applies your waste factor | Inspect the roof and note what the report cannot see |
| Prices the fixed lines once and the variable lines three times from your price sheet | Choose your three systems and set the prices and margins |
| Builds the three-option proposal in your template, with your brand and terms | Review every number and approve before it is sent |
| Flags any line with a missing or outdated price | Update the price sheet when your supplier's prices change |
| Sends the approved proposal from your email and drafts follow-ups for approval | Present the options and close the job |
Pricing decisions stay with the owner. Alvin does the arithmetic and the document, and each proposal carries a receipt showing who asked for it and who approved it.
To convert a measured rise and run to a pitch and multiplier, use the free roof pitch calculator.
Frequently asked questions
What is a good, better, best roofing proposal?
It is a single proposal that prices one roof three ways. The measurements and core scope stay the same, while the shingle line, underlayment, ventilation and warranty level step up from one option to the next. Each option has its own total.
What should a roofing proposal include?
A roofing proposal should include your company and license details, the property address, the scope of work, the priced options, what every option includes, warranty terms, a payment schedule, exclusions, an expiry date and a way to sign. Photos from the inspection help the homeowner see why the work is needed.
How much should the price differ between good, better and best?
There is no set figure. The difference should equal the real added cost of the upgraded materials, labor and warranty at your normal margin. Show the dollar difference between options on the page so the homeowner can weigh each step.
Can I offer three options on an insurance roof job?
Often yes, as upgrades above the insurer's scope that the homeowner pays for directly. Keep the insurance scope and the homeowner-paid upgrade on separate lines so the paperwork stays clear. What the claim pays is between the homeowner and the insurer.
How do I make three roofing options without tripling the estimating time?
Price the fixed line items once, keep a standing set of three systems on your price sheet, and only reprice the variable lines. An assistant such as Alvin can fill all three options from the measurement report so the owner only reviews and approves.
Three options, one review.
Forward a measurement report to Alvin and get a three-option proposal built from your price sheet, ready for you to check and approve.