“Call for a quote” is costing you 80% of your leads. Marcus Sheridan proved there’s a better way — and Google just made it urgent.
In this talk, Marcus Sheridan — the “pool guy” who turned a struggling pool company into a $35 million business — reveals the exact strategy that changed everything.
His secret? He answered the one question every contractor is afraid to answer:
“How much does it cost?”
Now he’s showing home service contractors how to do the same — and why Google and AI are about to force your hand.
TIMESTAMPS
00:00 — Introduction
01:38 — The 2008 crash that nearly killed his business
06:21 — Why trust is the only currency that matters
07:31 — AI is replacing Google search (and what it means for you)
11:08 — Trust signals: how AI decides whether to recommend you
11:55 — The 4 pillars of a known and trusted brand
13:30 — The Big Five: what every buyer researches before calling you
18:01 — Why contractors won’t talk about pricing (and why that’s killing your leads)
22:20 — The one article that generated $35 million in sales
25:45 — How talking about your negatives generates more revenue
29:25 — How to dominate “best contractor near me” in AI search
32:32 — 75% of buyers want a seller-free experience
33:04 — Self-service tools: estimators, configurators, and selectors
34:58 — How River Pools’ pricing estimator changed everything
38:11 — Google’s new “Online Estimates” filter (this changes everything)
40:45 — AI agents are coming for your leads — are you ready?
Marcus built Priceguide to make this easy for every contractor. The tool he mentions in the talk?
It’s live, it costs $19/month, and you can try it free for 14 days.
How it Works | Demo | ROI | Pricing | FAQs
David Bell, Owner of EA Pools & Landscape
3X more leads, $300K+ closed, $5M+ in pipeline — from pools AND landscaping projects
“We have generated 500+ leads and $1.5Million in the sales pipeline in a few months”
JAMIE LANDREMAN, OWNER at ATMOSPHERE POOLS & LANDSCAPE
Quoted $400K directly from priceguide estimator leads
Conor Whyte
Owner, Whyte Mechanical (HVAC & Plumbing)
Google Now Filters Out Contractors Without Online Pricing
Search “landscaper near me” or “roofer near me” in the US and you’ll see a new button: “Online estimates”
Click it, and Google only shows businesses with transparent pricing. Everyone else disappears.
Then, if we scroll down underneath the sponsored results, look what’s on the very top of the organic results:
Yup – the first site mentions having a ‘free instant quote online’.
It would be even better if it said ‘instant online estimate’.
This is live now in the US and expanding globally.
If you don’t have pricing on your website, you’re invisible to these buyers, and your competitors are getting your leads.
How It Works
From Your Website to Working Estimator in 2 Minutes
No Developers. No $10K+ Agency Fees. Just Paste Your URL.
Most companies pay $5K-$30K for custom calculator development. With Priceguide, our AI builds your estimator based on your website.
You’re live in 2 minutes, get a 14-day free trial before you buy, and then plans start from only $19/month.
Paste Your Website URL
Just enter your website address. That’s it — our AI takes it from here.
AI Builds Your Estimator
Our AI reads your site and automatically creates a complete estimator — services, questions, and pricing — in seconds.
Review and Fine-Tune
Check the AI’s work and adjust anything you want — pricing, questions, or options. Make it yours.
Embed On Your Website
Paste the simple embed code onto your website. Start getting qualified leads immediately.
Part 2 of 2 – Live
And Just Like That, You’re Ready to Go.
Prospects Engage with Your Estimator
Customers use your estimator, selecting services and answering questions to get their personalized price estimate.
Instant Lead Notifications
Once they submit their contact details to view the results, you receive an email instantly, keeping you informed about each potential customer.
Immediate Results and Actions for Prospects
Prospects see their pricing estimates right away, alongside a clear call to action, encouraging them to connect with you directly for the next steps.
Demo Examples
Below are some examples of Priceguide in action.
We cater for hundreds of service-based companies.
If you offer a service, then Priceguide can help you!
Quick Setup
Get set up in minutes,
not weeks.
Save Time
Automate the pre-quote process.
Increase Leads
Turn curious visitors into
hot leads.
Build Trust
Be as open with your pricing
as you are with your services.
What is your estimated ROI?
Cara Mackay, CEO, Gillies & Mackay
£300,000 in sales generated in two months
Pricing
Everything you need to make your pricing clear and your lead pipeline full.
Choose the plan that matches your goals—whether you’re just getting started or ready to scale.
All prices are in $USD.
LITE
$
Per month
1 Estimator
Up to 200 Completions/Responses Per Month
AI Generation
Lead Collection
Zapier Zap for all CRMs
Custom Branding
Embed on Any Website
Add Videos in Estimator
Master Questions & Answers
Most Popular
ADVANCED
$
Per month
Everything in LITE, plus...
3 Estimators
Up to 1000 Completions/Responses Per Month
Conditional Logic
Basic Estimator Analytics
PRO
$
Per month
Everything in ADVANCED, plus...
10 Estimators
Up to 5000 Completions/Responses Per Month
Conditional Logic
Pro Estimator Analytics with AI Analysis
ENTERPRISE
from
$
Per month
Everything in PRO, plus...
30+ Estimators
10,000+ Completions/Responses Per Month
Team Benchmarking
Custom Development (Price On Application)
Got Questions? We’ve Got Answers.
Thinking about adding a pricing estimator to your service business? You’re not alone and we get a lot of the same questions from business owners just like you. Below, we’ve answered the most common ones to help you feel confident about using priceguide.
What exactly is a pricing estimator and how does it work?
A pricing estimator is an interactive tool you can add to your website. It helps your visitors get a rough price based on the services they choose—without needing to call or wait for a quote. It’s fast, easy, and works 24/7.
Will showing prices scare people away?
Nope! In fact, the opposite is true. People don’t fear high prices—they fear surprises. When you show price ranges upfront, you build trust and attract more serious buyers who already understand your value.
Does this work for all home service providers?
Absolutely! Priceguide works for roofers, remodelers, landscapers, plumbers, electricians, you name it! If your customers ask ‘how much does it cost?’ — Priceguide can help.
Do I have to list exact prices?
Not at all. You can show price ranges, use adjustments for premium options, and even include “Learn More” sections to explain your pricing. It’s all about setting expectations, not locking people into a quote.
Can I collect leads with the estimator?
Yes! Before showing the price, you can ask for a name, email, or phone number. This way, you get warm leads who are already interested and educated about your pricing.
Does priceguide integrate with my CRM or email marketing?
Absolutely. We work with tools like HubSpot, Jobber, Zapier, and more—so your leads can flow straight into your system without any extra admin.
What if my pricing is complex or custom?
That’s what we’re built for. You can create multiple questions with images, logic, upsells, and more. And if you ever need help setting it up, we’ve got onboarding support too.
How much does priceguide cost?
We offer a 14-day free trial, and plans start at just $19/month. It’s built to pay for itself fast—many users see 3–5X more leads just by making pricing transparent.
Can I embed it on any website?
Yes! Whether you’re on WordPress, Wix, Squarespace, or anything else—you can copy/paste a simple code and have your estimator live in minutes.
What makes priceguide different from a typical contact form or quote request?
Instead of waiting for someone to call you back, visitors get instant answers. It’s like having a salesperson on your site 24/7—qualifying leads, explaining options, and building trust automatically.