By: Josh Fulfer
Estimated Read Time: 6 Minutes

When you’re just starting out in the concrete lifting business, it can be tempting to base your bids strictly on time, materials, and what feels “safe.” But if you do that, you might miss the bigger picture—and leave thousands on the table.

We recently had a great call with one of our favorite young partner clients, who’s in his second year running a concrete lifting business. He’s sharp, humble, and starting to land bigger commercial jobs thanks to his website and local SEO. One of those recent leads turned into a powerful lesson in value-based pricing—and it’s a story worth sharing.

The Call That Changed Everything

He reached out to us with a situation that felt a little overwhelming. A pizza restaurant under construction had suffered major slab settlement after a heavy rainstorm. The roof hadn’t been installed yet, and several inches of water soaked into the soil, causing the new foundation to sink a few inches. With other subcontractors lined up and a tight schedule, the business owner needed a fast solution—and fast.

The kicker? The general contractor had already gotten bids to tear out and replace the slab. That estimate came in at around $70,000.

He was about to quote $25,000 using his Estimate Rocket pricing system. But he had a gut feeling he might be underbidding this one. He called us to talk it through.

Anchoring Against Replacement: A Powerful Tool

We started by stepping back and looking at the full context. Concrete replacement would cost $70,000 and take days—maybe weeks—to mobilize, complete, and cure. On the other hand, he could solve the issue fast, avoid demo, and keep the entire project on schedule. That speed alone was worth tens of thousands of dollars to the pizza shop owner and GC in charge of the build.

We told him: “You’re not just fixing concrete—you’re saving the build.”

That’s when the lightbulb went off. He wasn’t just offering foam injection. He was offering a solution that:

• Kept the business construction timeline on track
• Cut the cost in half versus replacement
• Showed up quickly when no one else could
• Built trust through a professional online presence

And perhaps most importantly, he was the only contractor the client found online who looked credible and trustworthy.

Pricing with Confidence

After talking through everything, he decided to increase his bid to $40,000. It was still much less than replacement, but gave him margin, breathing room, and enough profit to justify the risk and short turnaround time. He also had room to negotiate down if needed—but he didn’t lead with a discount.

We also coached him to build long-term value into the project. Before the job even started, he told the business owner that if they were happy with the results, he’d love to earn a Google review and possibly shoot a case study video or photo set afterward. That mindset turned a one-time job into a long-term asset.

Fast Forward: He Landed the Job

The next morning, he called us back. He got the job—for the full $40,000.

The business owner didn’t blink. In fact, they were grateful. Because what he offered wasn’t just a lower price—it was a better solution. Faster, more efficient, and from someone who clearly knew what he was doing.

That single conversation added $15,000 to his bottom line! Boom!

The Real Lesson: Don’t Undervalue Yourself

Concrete lifters: you’ve got to understand something—price isn’t everything. Most customers don’t want the cheapest option. They want the best solution from someone they trust. And if you’re showing up professionally, solving real problems, and protecting timelines, you should get paid for it.

Young entrepreneurs often fall into the trap of thinking they need to “earn their stripes” before charging higher rates. But the truth is, value-based pricing isn’t about ego—it’s about impact. If you’re keeping a commercial build on track and saving a client $30,000+ in the process, you’re worth more than your time and materials.

Three Takeaways for New Concrete Lifting Contractors

1. Anchor Against the Alternative

Always ask: What would it cost to replace this concrete? What’s the timeline? What’s the ripple effect of delays? Use that to position your quote as a smarter investment—not just a cheaper one.

2. Build Confidence with a Professional Brand

He was found online because he had a strong concrete lifting website, solid Google Business Profile & reviews, and clear messaging. The client told him he was the only lifter that looked legit in his area. That’s what gets you the call in the first place.

3. Don’t Be Afraid to Charge What You’re Worth

If you’re solving an urgent problem, protecting timelines, and bringing professionalism to the job—price accordingly. You’re not just pumping foam. You’re delivering peace of mind. Quote with confidence, and let the value speak for itself.

This Is the Work That Builds Freedom

The concrete lifting industry rewards those who show up, stay sharp, and understand their worth. His story isn’t just about a big job—it’s about a shift in mindset. That confidence leads to better clients, higher profit margins, and a business that can scale.

And he’s now got $15,000 extra to do things like purchase new tools, reinvest in additional marketing, and take his family out for a nice weekend, etc. And that’s what it’s all about.

At LevelRight Marketing, we’re proud to support contractors & family owned businesses like his. Not just with websites and leads—but with coaching, strategy, and perspective. Because when you know your worth, everything changes for you, your business, and your family.

And by the way, that $15,000 increase alone covered his annual digital marketing investment with us. So that call essentially paid for a year of services and asset building for him. So very smart move on his part to give us a call and talk it out.

Need help attracting higher-value leads or building confidence in your brand? Reach out here.