Saving money on a plumber – game theory in practice

The other day I called a new plumber for a non-urgent job. He came to my house, and after inspecting said, “It’ll be $150 and I can do it today. What do you want to do?”

I had no idea how much the job should cost, so I had to make an informed guess. Which of the following scenarios was most likely?

a. the price was a big discount
b. the price was a small discount
c. the price was fair
d. the price was a small markup
e. the price was a big markup

It might seem like there’s not enough information, but that’s the beauty of game theory – it can help you find answers even if you don’t know the question. By thinking strategically, I arrived at the right decision. Here is the logic I went through.

Could it be a fair price?

It was possible the plumber was quoting the fair price, not too high or not too low.

Some products are priced this way this because the brand exercises control over retailers, like Bose audio speakers or Apple products.

But plumbing is a different kind of product. There is a wide range in prices and a lot of discounts. I am constantly getting mailings with discounts for plumbers. Even my town calendar has a few coupons for plumbers.

The game is one of building trust and getting repeat customers. And most plumbers entice new customers with discounted service.

It seemed very unlikely to me that the plumber was simply quoting a fair price. I expected a price that was either discounted or marked up and I thought about each case.

Could it be a discount?

It was logically possible the plumber was giving a discount. I’ve been lucky like that before.

But I thought about how the plumber quoted me. He had said, “It’ll be $150 and I can do it today. What do you want to do?”

The important part is what he left out: he didn’t mention that he was giving a discount or a good price.

The omission is an important signal since businesses almost always emphasize discounts and promotions. It’s part of their strategy to get goodwill and repeat business. As I’ve written before, the game of discounts is very carefully calculated. A business that gives a discount without indicating it is doing something very, very odd.

That is why I could be very certain I was not getting a big discount or any discount at all.

How big was the markup?

I was then deciding how much I was being overcharged. If it was a slight markup, I was tempted to say yes and just get it done with.

So what is more likely: a slight markup or a big markup?

A bit of strategic thinking about repeated games can suggest an answer. The plumber knows the risk of quoting a high price. If I hired him now, and then later learned I was overcharged, I would obviously decide never to call that plumber again. (The game would end right there as I execute a “grim trigger” strategy.)

The plumber should anticipate my reaction, and reasoning one step further, I can figure out his motivation. If the plumber is going to overcharge, he has to make it worthwhile to compensate for losing future business. The one-shot deviation has to be sufficiently profitable or it’s not worth it.

Therefore, if the plumber is overcharging, he’s likely quoting a large markup. It can’t be outrageous like $1,000 or I would catch on right away. The plumber has to carefully craft a price that seems reasonable even though it is expensive.

Putting it all together, I highly suspected the $150 price was a big markup. I politely declined the service and tried to find someone else.

What happened next

I decided to call more plumbers. I was worried others might charge even more and that would signal a long search for me.

As it turned out, I got lucky. The very next plumber offered a price of $50–and he mentioned it was a very good price. I went through the logic and figured it was worth a shot. It was a win-win since I got a good price and the plumber won me over as a repeat customer.

In a way it all worked out and I was happy. It wasn’t an ideal situation: I wished I knew  plumbing prices in advance, and I wished I was just more handy. But in life it’s not possible to know everything. There are going to be situations where decisions have to be made with incomplete information.

It’s those times that strategic thinking is most valuable and game theory can really pay off.

Key lessons

–Think about the other person’s motivations
–In repeated business, don’t settle for full price on the first time
–An initial non-discounted quote may be a big rip-off



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  • Scott

    I love the reasoning here. Especially regarding the discount. It seems obvious in retrospect but is also something a lot of people might miss “in the moment.” It’s worth drilling into our memory: If they don’t say it’s a discount, it’s probably not a discount!

  • Amanda

    I think the TechCrunch50 winner, Redbeacon, http://www.redbeacon.com/ offers an interesting way of solving this problem. They enable the consumer to describe the job once, and then collect the price quotes from all plumbers who would be willing to do it. With several responses in hand, it’s much easier to tell what’s a good price and what’s the markup. The important aspect is that the plumbers are not seeing what prices are others quoting and know that the consumer will be choosing from multiple options, so they have every incentive to give their lowest price from the beginning.

  • E

    I’ve never had the guts to try this but…

    Call 3 plumbers and schedule them simultaneously. Tell them as a group that you’ll take the best offer.

    The could all gang up on you and ask for something extreme, splitting the profits later, but three of them probably won’t be able to organize.

  • sho

    i’m not sure if i buy your analysis. i mean, what if the plumber has read this and in anticipation of your game theory analysis, declares that “It’ll be $150 and it is a 50% off, only for you, today.” Without any easily accessible method for you as the consumer to verify the veracity of his words, it seems like game theoretic signalling breaks down here.

  • nodnub

    Sho, if he overcharges and lies that he is giving a large discount he runs the risk that you will find out, in which case he will almost certainly earn an enemy (someone who will take the time to write bad reviews which show up on google local search) or tell a lot of friends about what a unreputable person he is. The plumber does not run this risk if he simply charges too much but is not dishonest about it. These consequences likely prevent him from grossly overcharging while simultaneously claiming he is giving a discount.

  • Richard McCormack

    As a licensed plumber, I can tell you it’s not a “game” to us, it’s our livelihood. It’s how we feed our kids, send them to school, pay for our retirements and health insurance, pay our mortgages, go on vacations etc. It’s how we pay for all the things that those in white collar jobs take for granted because – for them – it all comes in a nice, neat “benefits package”. Of course none of them think they’re overpaid, but if you add up all their benefits plus salary, it comes out in the same general range as what “greedy” plumbers charge for a trade they apprenticed in for 5 years or more. On top of that, we have to compete against unlicensed handy-hacks who have no insurance and pay no taxes. And to “E” above – shame on you for your superiority complex; putting people down for what they do for a living? Classy.

  • mike

    Does anyone here have any idea what it costs to run a plumbing contracting company? That vicious crook that showed up and would have charged 150.00 most likely showed up in a 30+k vehicle with another 25K in parts and tools in the back. He probably took the time to learn the trade properly and carries a license.
    We have overhead. Out of that 150.00 he probably made 20 or 30 dollars after expenses. You get what you pay for. It costs a certain amount of money to run a proper contracting company. I’m sure your game theory doesn’t find out if the guy has liability insurance if he burns your house down.
    Even if the handyman for 50 bucks has insurance, it won’t cover plumbing if he isn’t properly licensed for it. You can damage or run someone’s home if you don’t know what you’re doing.

  • chuck

    I am curious as to what you were getting for $150. I have been a plumber for 14 years. The first 5 years were spent learning the basics and spending a lot of hours to do so. When you hire the 50 buck hack you are gambling with your safety and health. Does the 50 buck guy participate in continuing education each year? I do. Does he have proper licensing and insurance? I do. Does he have a fully stocked truck? I do. Does he offer a warranty? I do.

    My point in this is that the 50 buck guy needs just that because he has no overhead, with the exception of a case of beer after he finishes potentially destroying your house.

    And E, what you don’t understand is that plumbers, most trades fro that matter, are friends. Some of these guys have worked for other companies together, worked on jobs together. A tight knit community. I like it when customers like you schedule 3 or 4 guys to show up at the same time. It gives me a chance to catch up with some buddies and to screw you over.

    Here’s a game for ya. It’s called Russian Roulette and that is exactly what you are doing when you go with the low ball hack who can offer a taillight warranty at best,

  • http://weilhammerplumbing.com master mark

    I think with your atitude, you should really just go to craigs list and get an unliscensed plumber to come out to your home to do the work…..

    I think that would certainly be the cheapest way to get your problem fixed…

    of course they might not have insurance, might not come back after the work is done if there is a problem, they might have criminals working for them, they might be on drugs when they show up……and they might totally destroy your home…..

    but you have saved maybe 50 bucks over someone legit ……

    lets make a cost breakdown on your pain and suffering
    if they burn down or flood your home….

    good move slick……

  • Baldy the Plumber

    Hey, plumbing ain’t rocket science. Instead of f*cking with a man who is trying to earn a living, do it your f*cking selves.

  • Plumbing tech

    What the hell is the matter with you people?Do you really think plumbers train for years, pay yearly licensing fees, spend countless hours on continuing education, and deal with other peoples filth because they would rather scam someone than do an honest days work?
    Scot admits that he knows nothing about plumbing, but he feels he is qualified to tell others how to shop for one?
    And E,if I were one of those three plumbers, I would collect my service fee and encourage the other two to do the same.

  • Plumbing tech

    After writing the above post, something about the article was nagging at me so I went back and read it again, and it hit me like a ton of bricks.The article is a work of fiction.A complete fabrication for the purposes of coming across as being finance savvy and the person you should go to for advice in these matters.
    If you let a person talk long enough or you read enough of what they write, they will always without exception tell the truth.It may be a very small portion of it but it is always there.

    (Quote) I am constantly getting mailings with discounts for plumbers. Even my town calendar has a few coupons for plumbers.(Quote)

    Financial guru that he is, he twice chose not to call any of the companies that he had discounts or coupons for?BULLSH1T!!!

  • Scott

    @Richard McCormack, mike, chuck, et al.

    To those recent posters, understand that this, technically, is a lesson in game theory and finance, not in dealing with plumbers specifically. Ficticious or not, the plumbing element of the story is merely a backdrop in analyzing the relevant strategies and methods of reasoning one can use to make decisions: the essence of game theory.

    First, despite the use of the word “game,” there is no implication that the matters here are trivial, unimportant, or without real stakes. Rather, “game” is a technical term that denotes any situation where the decisions you make to maximum your gain (or minimize your loss) depend on the decisions or actions of other participants in that same situation. While there is a strong connection between the games of game theory and trivial games played for leisure, one shouldn’t rely on that connection to the point of taking it as a personal insult that their occupation is used as an example in a game theory lesson. Everything from tic-tac-toe to thermonuclear warfare has been analyzed in terms of game theory.

    Second, this topic isn’t an assault, attack, or critique about plumbing. As such, that plumbing is a valid, honorable, occupation in and of itself, in which plumbers train, get licensed, pay to run, need to feed their family and pay expenses, are all irrelevant. They have nothing to do with the topic at hand. I’m sure the “50 buck hack” has a family to feed and expenses to pay as well. It’s neither here nor there.

    The point of this article (kindly summarized as the key points at the bottom) were:
    –Think about the other person’s motivations
    –In repeated business, don’t settle for full price on the first time
    –An initial non-discounted quote may be a big rip-off

    All of those points are true, regardless of the occupation being talked about. I notice that none of you have actually addressed what this post was about. I also find it hard to believe that absolutely, positively, no plumber in the history of this entire planet has ever overcharged.

    To further sumarize the point of the article:
    “Shop around.”

    Do any of you disagree with that piece of advice?

  • Plumbing tech

    Scott, I understand the theory just fine.My problem with it is that it is theory, not fact.The best way to shop for anything is to educate yourself as a consumer first.
    And lets look at those key points.

    (Quote)–Think about the other person’s motivations(Quote)
    No hidden agenda here.You have a plumbing problem.You called my shop.I showed up to fix the problem.My motivation is to make a good living at a trade I have spent years learning.

    (Quote)–In repeated business, don’t settle for full price on the first time(quote)
    My repeat clients recieve a coupon everytime we do business.I’m not giving a first time client a discount.Demonstrate some loyalty and then we can talk discounts.
    (Quote)–An initial non-discounted quote may be a big rip-off(Quote)
    Or it may be a fantastic deal.A little research on the consumers part can take a lot of the guess work out of the equation.

    (QUOTE)All of those points are true, regardless of the occupation being talked about.(Quote)
    No they are not.Try # 1 at the doctors office, the next time you go out for a meal, pay a utility bill, put gas in your car, etc., etc.

  • Scott

    @Plumbing tech

    Anyone that says anything along the lines of “it is theory, not fact” doesn’t, in fact, understand what theories are. Without getting too off-topic, facts and theories are not interchangeable designations that indicate the level of confidence we have in it. Things aren’t promoted from facts to theories. Rather, facts are the building blocks in which theories are made. Theories aren’t facts, they’re built from them.

    As far as your analysis:

    The only people suggesting some sort of ulterior motive or dishonesty, are you guys. It’s abundantly clear what the agenda is on the part of the plumber: to make money. That is the only assumption here: That the plumber wants to make money. There are different strategies for making money. One strategy is through repeat business. Another is by charging more and not worrying about repeat business. As the scenario states, the price range for plumbing services vary wildly. Are you suggesting that only the highest rates are fair and all of the lower ones are hacks?

    Not giving first-time clients a discount is your business strategy. It is not the ONLY business strategy. I would argue that not giving first time clients a discount is, in the grand scheme of business strategies, a rarity. Everywhere I look I see deals offering people initial discounts. Or is plumbing the only honest profession?

    Yes, a non-discounted quote may still be a good deal. Based on his research, he determined it was not.

    As far as putting these points to use at other places. I do. I understand that the motivation is to make money. Do you disagree with this?

  • Plumbing tech

    Scott, I make it a point to never argue with idiots, as they tend to drag you down to their level and beat you with experience.
    Have a nice day!
    Sheppard

  • Scott

    Except … you were arguing with me. So either you aren’t consistent in adhering to your plagarized ‘point’, or you’re simply trying to distract attention from your failure to address any relevant points.

    Oh, and politeness doesn’t count when it follows an insult. But what do I know? I’m an idiot, apparently, for daring to disagree with a plumber.

  • Richard McCormack

    I guess our “problem” with this whole theory is that you chose our trade to test/write about. And, if you read the first few responses – from people like “E” and others, the whole theoretical point or intent was lost on them as well. The theory (as applied in this example) begins with the assumption that all “plumbers”, their abilites and the degree to which they play by the rules are equal – they’re not. If that’s your starting point, then the only logical conclusion is that the guy who wanted to charge you $150 is a con artist, while the $50 guy is “fair”. That’s an oversimplification, and I think that’s what causes us to bristle the most. You said, “I’m sure the ‘$50 hack’ has a family to feed, too”; well…don’t be so sure. If someone’s out there charging $50 per hour, then his wife and kids are either homeless, starving or both. And I can guarantee you he’s not reporting a dime of what he earns, or buying insurance, and he’s certainly not going to be around when you need him again no matter how “loyal” you are to him.

    Anyway…I know I’m missing the finer, intellectual point in the whole article, but ivory tower theories oftentimes fail miserably when applied to practical/”real life” scenarios.

  • Scott

    @Richard

    I don’t see that plumbers should be immune from being included in economic scenarios. Plumbing is a business. The goal of business is to make money. Businesses will employ different strategies to realize that goal. Other than the specifics, it doesn’t seem clear that any other assumptions being made.

    What is clear, though, is that, through some manner, a plumber (or plumber advocate) saw this article, took offense, then went to the nearest plumber’s message board and posted how this mean ol’ economist was dissing plumbers.

    Then a group of you came here and started posting about how anyone charging that low is a criminal, unlicensed hack with no family (or a starving family) and to not accept the first offer to that is given is tantamount to stealing food from an honest plumber’s family’s mouths.

    I find it hard to believe that any one of you actually read the article with an objective, unbiased mind about the situation. So if you want to talk about assumptions, why don’t we start there?

    But since we’re already on assumptions, let’s address the article then, shall we?

    Doing anything requires assumptions. You poo-poo this (unjustly, I might add) as little more than an ivory tower theory, but since no person is omniscient (as defensive as you are about plumbers, I’m willing to bet that you’re not going to go as far as to claim that they literally know everything) then we all have to make assumptions. The question is whether or not they’re justified.

    To be clear, the assumptions made in this article are (as I perceive them):

    1. The possible scenarios were (a, b, c, d, e, as listed above).

    2. Plumbing is not a service that lends itself to fixed prices (a la brand control). The author gave his reasoning by way of the wide span of available prices.

    3. Because of #2, the price was unlikely to be simply fair, but either a discount or a markup.

    4. One way plumbers make money is through repeat customers.

    5. One way plumbers entice customers to come back is through an initial discount.

    6. Discounts are almost always advertised.

    Now, based on those assumptions. He reasoned that, since no discount was advertised, it was unlikely that a discount was given, meaning neither A nor B were probable scenarios. Having already reasoned that C wasn’t an option, that leaves D and E. This brings us to one more assumption.

    7. By employing the strategy of a markup, the plumber is conceding the possibility or desire of having a repeat customer and will make up this potential loss of future revenue by using a larger markup. Again, this reasoning was provided in several links.

    This rules out D, leaving E.

    Now, nothing is certain. Game theory doesn’t offer guarantees, except in the most abstract of scenarios. Rather, based on the available information, it offers strategies which give you better odds than others, to maximize gain or minimize loss.

    The author made a gamble, and knowingly made a gamble. He acknowledges this explicitly.

    Now, the issues of prices being associated with skill (as well as costs, rather than markups) weren’t, as you claim, assumed to be the same for all plumbers. Rather, they weren’t factored in at all. This is common in such scenarios, though not always correct.

    I think a good point could be made that, by taking such a lower price, the author could be also purchasing a far inferior service. I consider it a shame that such a point has been drowned out by what amounts to little more than emotional pleas and insults.

    Another point to consider is the fact that it is unlikely that plumbing fair prices fall within the same everywhere. What’s considered cheap in New York may be expensive in Backwatersville, KY.

    Anyone here is welcome to address the assumptions (as they are), to criticized the reasoning around them. In doing so, you might actually do something productive here. Otherwise, what do you think is going to be accomplished?

  • Will
  • mike

    You are correct about a non price fixed environment for plumbing. Where your next step fails however is you aren’t buying the same product from all plumbing companies. There are companies that offer a wide variety of services, and some that may only offer simple repairs like setting toilets or changing faucets.

    In plumbing, as in other mechanical trades, the work isn’t always a given. Your simple toilet repair could go from a direct replacement to something more very easily. The 50 dollar discount plumber may not have the skills, license or equipment to handle a growing problem. I’ve shown up on many jobs where piping condition, a prolonged leak or other unforseen problem has changed a simple repair to a complex project.

    When you shop strictly on price, that is exactly what you recieve. The lowest cost plumber often rushes through work and may not address problems with your specific installation. Some things like your toilet flange may be too low. The discount plumber may use two wax seals (product in a way it isn’t intended for). Your toilet may not leak right away but the potential is there. The problem could be fixed the correct way without much,if any additional cost. Do you think the bottom dollar guy is more or less likely to go this extra step?

    Due to the great variation in quality of service, it is unfair to compare services such as plumbing based on price alone. Would you take the lowest cost surgeon? Generally the better skilled, more cautious, and better equipped professionals demand a higher price for their service.

    I don’t know the quality of each plumber and can only speculate on the service you recieved. I can only tell you that from my experiance as a company owner, the extra steps I provide my customer could not be done for much lower than the price I charge. Things like laying down floor protection, wearing shoe covers, complete cleanup and the best way of fixing the problem are what define a truly professional company.

    I would be lying if I said price wasn’t an important factor in making your decision. It is however, only one factor in considering the total job. The highest priced company may not be the best choice either. You need to be educated in exactly what your service professional should provide and what they will provide.

    In conclusion, it is my contention that the total value of a service is determined by the sum of service, quality and price. By simply looking at one part of the equation, your theory is invalidated.

  • mike

    “The game is one of building trust and getting repeat customers. And most plumbers entice new customers with discounted service.”

    This quote is another problem I had with your article, albeit a small one, is you use the word most as you are a major authority on plumber’s pricing. In my experiance, which I’m sure you would agree is more than yours in the pricing of plumbing companies, is many companies that offer “discounts” start at a higher labor rate. They may also try to allude to more problems than are already there for a greater total bill. Just because it says “discount” doesn’t mean it is.

    It also costs money to put out those colorful ads chocked full of coupons and discounts. It’s a cost that you can bet is passed onto the end consumer somehow. Business is dictated by overhead. With a high overhead, advertising adds up FAST, the end consumer’s total cost will be higher. Some companies have devised tricks to hide the extra costs but rest assured, they are still there.

  • Chris

    Here is some fresh content for you. (You are winning the free SEO content game. LOL).

    So you made an assumption about what is a “fair” price. There is no probability, scientific, or “game” theory that can be applied to a human perception. (what is “fair” to both parties in a service transaction is not the same for everyone.) If the price was for a tangible commodity, for which all decision making criteria are 100% equal, there may be some logic to your decision.

    As for the service you received, if you were happy with paying much less than what it usually costs to provide fair plumbing services, congratulations. You made a good connection. You’re experience is probably an exception to what you can “fairly” expect in return for so little.

  • Chris

    So what can you “fairly” expect to make from Adwords on this site?

    What can one expect to find in fair return for information from a “free” website?

  • Scott

    “So you made an assumption about what is a “fair” price.”

    Actually, he didn’t. If such an assumption was made, then this article would simply be a comparison made against that “fair” price. Except that’s not the case here. Rather the author admits that he doesn’t know what a fair price would be, and resorts to other forms of reasoning to draw his conclusions.

  • Prof. B

    Game Theory is an advanced academic discipline like say, psychology. I came to this website to read articles on Game Theory just like I would have come to read articles on psychology. The mention of plumbers is irrelevant to the subject matter at hand. The author had to use some trade to make his point. I am an academic (psychology professor) who, believe it or not, is also a licensed gunsmith and scuba diving instructor. In making an analogy, I might use one of these trades. Could everyone just kindly relax here? If you are interested in Game Theory, please enjoy the free content that the author has provided likely at his expense. If you do not have an interest in Game Theory, visit sites of interest to you. I am sure there are a multiplicity of great Plumbing sites out there.

    Regards,
    Pro. B

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