Most Irish tradesmen are undercharging by 15–25%. This guide covers day rates, quote strategy, and how to raise your prices without losing customers.
It's one of the most common conversations in Irish trade circles. A plumber mentions what they charge. Another plumber is shocked — they're charging 20% less for the same work, in the same area. Neither of them knows what the market rate actually is.
The result: a significant portion of Irish tradesmen are working harder than they need to, for less than they should be earning, because they're afraid raising prices will lose them customers.
The data doesn't support this fear. But the fear is very real.
These are approximate day rates for established tradesmen in major Irish cities. Rates will be lower in rural areas and higher in Dublin.
If you're significantly below these ranges, you're likely undercharging for your market and experience level.
Before you can price correctly, you need to know your actual costs. Most tradesmen calculate hourly rate as "what I want to earn." The real calculation is:
A tradesman wanting €60,000 take-home with 200 billable days and €15,000 in costs needs to bill €375/day minimum — before profit. Most are billing less.
New customers don't know what you used to charge. Start your new rate from day one for any new enquiry. You don't need to explain or justify it.
"Due to increased material and fuel costs, my day rate is increasing from [X] to [Y] from [date]. I wanted to give you advance notice." Most good customers understand. Those who push back hard at any increase are often not the customers you want to keep at low margins.
A 10% price increase rarely costs you 10% of customers. The research consistently shows that well-delivered price increases cost 0–3% of customers — while increasing revenue significantly. A tradesman on €400/day who raises to €440 and loses 2% of customers has increased their effective earnings by ~8%.
Studies consistently show that the first detailed quote wins the job 60–70% of the time — regardless of price. Send your quote within 4 hours while the homeowner is still engaged.
A quote that says "job: €800" loses to a quote that says "Labour (8 hours): €400, Premium materials: €200, Warranty: 12 months, Guaranteed start date: [date], Total: €800." The breakdown justifies the price.
"Reply YES to book this in, and I'll confirm your slot within 2 hours." Remove friction. Make it easy to say yes.
A tradesman who raises day rates by 15% and improves quote conversion by 10% through faster response and better presentation can realistically increase annual earnings by 25–30% — without working more hours. The leverage is entirely in pricing and process, not in working harder.
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