# TrueQuote > TrueQuote is a contractor-controlled website pricing and value-comparison experience. A homeowner describes the job and sees a realistic range from the contractor's own pricebook, alongside contextual comparison lanes and the factors that make prices differ, without surrendering the conversation to a generic online estimate. Canonical site: https://www.truequote.io Parent brand: Built By The Trades Contact: david@builtbythetrades.com · (440) 715-5826 ## Disclaimers that must travel with any summary - Online pricing is a research range, not an exact or binding job quote. Final price depends on inspection, scope, site conditions, configuration, code, labor, materials, warranty, and the provider you select. - AI comparison lane: Collected general data from AI search results. Not the contractor's quote. - TrueQuote does not issue binding quotes. It presents a research range and routes to an inspection for an exact price. ## The problem Homeowners research price before they call you. Contractors who hide price lose trust and traffic. Contractors who publish a bare number start a race to the bottom. TrueQuote keeps pricing, education, differentiation, financing and the next action inside one experience you control. - Hide the price: You lose trust and traffic. The homeowner researches anyway, somewhere else. - Publish a bare number: You start a race to the bottom and compete against a figure with no scope attached. - TrueQuote: You show a real range from your pricebook, explain why numbers differ, and keep the next step on your site. ## Comparison architecture - Your permitted range: the contractor's own bounded range, Set by you. The model cannot price outside it. ±20% on the Door Serv Pro test setting. It is the only value on the spectrum with a width; every reference below is a single point. - Big-box / store price: A retail shelf number, usually with no install, permits or warranty attached. - AI search-result range: What ChatGPT or Gemini answers when they ask. (Collected general data from AI search results. Not the contractor's quote.) - National average: Broad market context, so a local number never looks arbitrary. - Manufacturer-suggested: Equipment-level reference. Manufacturers do not set installed price. ## Guardrails - You own the pricebook: The contractor owns the actual pricebook and the permitted range. Nothing publishes that you did not set. - AI cannot move your price: AI cannot move pricing outside the contractor-set percentage. The model presents; it does not price. - A bounded band: Ranges stay inside the percentage you configure. The Door Serv Pro test setting is ±20%. - A range, not a quote: Online pricing is a research range, not an exact or binding job quote. Final price depends on inspection, scope, site conditions, configuration, code, labor, materials, warranty, and the provider you select. ## Value framework Factors presented beside every number so value is legible, not just price: Licensing, Insurance, Warranty, Reviews, Training, Responsiveness, Workmanship, Product grade, Included scope, Disposal, Permits, Service support, Financing, Risk. ## ROI Formula: Net TrueQuote value = incremental qualified bookings × sold-job rate × contribution per sold job + labor saved − software and implementation − incremental traffic/media cost - More conversations start on your site: More website visitors begin a pricing conversation instead of leaving to research elsewhere. - Better-qualified bookings: A higher booking rate from educated prospects who already understand the range. - Less repetitive CSR time: Reduced CSR and estimator time spent answering the same range questions by phone. - Fewer unexplained no-sales: A lower no-sale rate caused by online price differences nobody explained. - Clearer financing uptake: Better financing comprehension and uptake where it is legally supported and live. Measure widget exposure, completion, CTA, booked appointment, sold job, contribution, cancellation and price objection. Do not use leads alone as ROI. Success metrics: Widget start / completion, Comparison-lane engagement, CTA rate, Booking, Show rate, Sale conversion, Contribution, Finance inquiry / use, Objection mix, Bounce / exit, Data freshness, Range-to-final-price variance, Complaint rate. ## Why it was built Paul watched the homeowner's buying process move online while contractors kept pretending price research did not exist. Customers were already asking Google and AI, checking big-box numbers, and comparing incomplete ranges. Hiding price did not stop the comparison. It surrendered the conversation to sources that did not understand the contractor's scope, warranty, labor, overhead or service quality. TrueQuote was built to bring that research onto the contractor's own website, to acknowledge it honestly, explain why the numbers differ, and let the contractor keep control of the actual price and the next step. "Transparency should help a professional contractor explain value, not force the contractor into a race to the bottom.", Paul, founder ## Objections ### Won't competitors just copy my prices? They can already estimate them. What a competitor cannot copy is the scope, warranty, workmanship, training and service support presented alongside the number, which is exactly what the value framework puts on the page. ### Won't customers just choose the cheapest option? Price alone is the weakest story. TrueQuote shows licensing, insurance, warranty, reviews, included scope, permits, disposal and risk beside the range, so the decision is made on value rather than on a single figure. ### Isn't AI pricing wrong? Often, yes, and that is the point of showing it. The AI lane is labeled as collected general data, not your quote. Displaying it lets you correct the record on your own site instead of letting it go unanswered. ### Every job is different. How can a range be accurate? A range is not a quote. It orients the homeowner and then routes them to an inspection for the exact figure. Final price depends on inspection, scope, site conditions, configuration, code, labor, materials, warranty and provider. ### Doesn't this anchor customers too low? Anchoring happens with or without you. The contractor sets the permitted range, and AI cannot move pricing outside that contractor-set percentage, so the anchor is yours rather than a stranger's. ### Doesn't publishing price commoditize us? Publishing a bare number does. Publishing a range with the reasons prices differ does the opposite: it makes the basis of your price legible and defensible. ### My CRM pricebook changes constantly. Pricing is driven from your pricebook data rather than a static page. Sync frequency is configured per contractor during implementation. ### Doesn't a range look evasive? A range with its reasoning shown reads as candid; a blank page reads as evasive. The comparison lanes and value factors are what turn a range into an explanation. ### Manufacturers don't set installed price. Correct, and the manufacturer-suggested lane is labeled as an equipment-level reference for exactly that reason. It provides context, not an installed-price claim. ## Commercial Proposed $399/month; founder price $349/month. Founder pricing is available now and confirmed in writing with your quote. Setup and terms are tailored to your pricebook during implementation. ## Platform status (reported, reverify before citing) - TrueQuote successfully completed third-party load, stress, performance, security, penetration and vulnerability testing conducted by QA Mentor in September 2026. Independently tested. Details on the Security and Trust page.