Too Good To Be true
Monday, December 28th, 2009These days there are all kinds of phony marketing schemes out there, increasing the need for consumers to shop with that familiar old saying in mind – “if it’s too good to be true, than it probably is”. Here are just a couple examples that have popped up in my industry of pave stones. These exact examples are seen everywhere though, even from large companies.
One add that i recently saw advertised free demolition (removal of the old concrete, dirt or asphalt), plus 35% off the entire pavestone contract price, plus a $500 gas card. I was baffled when i saw this.
Since I am in the pave stone business, I know that the market average square foot price for a proper pave stone installation is around $9.00 a foot. That’s assuming a basic pave stone such as an Antique Cobble, Holland Stone, Bishop’s Hat, etc. is used. for example, a driveway, patio, walkway or pool deck paving stone installation of 1,000 square feet should have a final price tag of around $9,000. Depending on how lean the installation company operates, a 5 – 10% discount may be achievable.
Without going into a math lesson, let’s put the direct job cost for a proper 1,000 square foot paving stone installation at $6,200. This is only the direct costs associated with the pave stone installation itself, and does not include overhead costs such as vehicle payments, gas, advertising, office lease, phones, etc. In keeping with the $9,000 contract value, we’ll say the overhead and profit tacks on an additional $2,800.
So, starting with our $9,000 estimate ($6,200 direct project costs + $2,800 overhead), let’s begin the discounting process.
$9,000 – 35% ($3,150) = $5,850 (new contract price, after discount)
Joe Contractor would be paying $350 out of pocket to install this pavestone project, and remember, that’s before paying for his truck, gas, office and cell phone, among other things.
The obvious ploy here is that their prices are inflated from the beginning and they are eventually “discounting� them down to the market average price. While value engineering is needed in order to attract potential customers, these price drops in excess of 20%, free demolition and other perks like gas cards are simply too good to be true and are false discounts.
We often see “no interest and no payments for 12 months�. The last time I looked, banks and credit card companies were raising their interest rates not offering free financing. So for all those scoping out interest free financing deals, I would recommend comparing that price with a non-financing option. Most major financing companies charge an average of 7% of the contract price to the contractor for financing their contracts. We can see from the example above, the contractor can’t afford to absorb another $630 on his paving stone project.
