By Ryan Whisner
PRICING SNOW REMOVAL SERVICES FOR PROFIT P
ricing for snow removal services is never easy. First and foremost, there must be brand awareness, so clients are seeing you out in the first place. In today’s digital world, a good online presence is critical and really needs to be part of a company’s overall branding. “Having a large online presence and a comprehensive online profile increases brand awareness and visibility will help you fill your sales funnel with qualified customers,” says Mark Bradley, CEO of LMN. s. “The more prospects you can speak to, the more opportunity you will have to sell work.” For example, Jeff DeLine, owner of J & R Property Services in Cicero, New York says he has a Google ad budget and regularly posts on Facebook to try and reach potential customers. “We might do this by referring to individuals on Facebook asking if their place of employment is looking for snowplow bids or other work,” he says. “We also reach out to our current commercial properties and offer discounts if they refer us to any neighboring properties.” Bradley notes that being active with Google My Business, organic social media and some paid advertising can
help ensure your business is at the top of the list on the first contact. “Today, where people turn to social media to ask for referrals, you’ll want to be sure to have a presence to capitalize on consumer interest,” he says. Once the interest is there, then it is time to determine what to charge.
Sizing it up DeLine says there are a few variables to consider when pricing for snow removal. Size of the lot, complexity of the property due to obstacles and other things that may add time or liability. J & R Property Services labels their customer lots under A, B and C designations with A being the wideopen easily plowed lots, B having some complexity and obstacles and C having many obstacles and other liability issues. From that point, DeLine says pricing is calculated per square foot to determine the seasonal contract cost. Next, he says what equipment is needed is added into the overall cost. “A plow truck may be one price but if it needs stand-alone equipment such as skid steers or wheel loaders, then the price increases,” DeLine says. Prices can also be altered for properties such as those that are open 24/7 or that have multiple shifts that require multiple visits based on when cars are moved out of the way. When you’re assessing both how to bill but also how much to bill based on job requirements, it’s important to use tools throughout the estimation process. “To price your work profitably, you must be right on two sides of the same coin,” Bradley says. “You need precise quantities, and you Seasonal contracts are common throughout the industry to provide a consistent cash flow, although it can be problematic in heavier winters. Protech
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SNOW PRO | SEPTEMBER/OCTOBER 2021
