The 2026 Benchmark
- Low-cost regions (rural Midwest, South): $79-$99
- Mid-market metros (Charlotte, Phoenix, Denver): $99-$129
- High-cost metros (NYC, SF Bay, Seattle, LA): $149-$199
- Emergency / after-hours premium: +50-100%
The trend: $129 is the new $99. Service call fees have climbed 25-40% since 2020 due to wage inflation and parts cost.
What the Service Call Fee Should Cover
- 30-60 minutes of diagnosis time
- Truck rolled cost (fuel, vehicle wear, insurance, equipment)
- Burdened tech labor for travel + diagnosis
- Overhead allocation
The fee is typically credited toward the repair if the customer approves work. If they decline, you keep the diagnostic fee.
The Math That Justifies $129
- Burdened tech ($45/hr × 1.5 hrs travel + diagnosis): $67.50
- Truck rolled cost (~$25 per stop)
- Overhead allocation: $20
- Cost: $112.50
- Target 50% margin → $129 minimum
Multi-Option Proposal (Where the Money Is)
Don't just diagnose and quote. Present 3 options:
- Good: Minimum repair to restore function (e.g., capacitor replacement) — $285
- Better: Repair + adjacent worn parts (e.g., capacitor + contactor + tune-up) — $485
- Best: Repair + tune-up + service agreement — $685
Industry data: presenting 3 options lifts average ticket 18-32% vs single-quote.
How to Raise Without Losing Customers
- Raise on new customers first. Existing relationships get 60 days notice.
- Frame it: "Our diagnostic fee includes a full system check, manufacturer warranty verification, and is credited toward any repair we perform."
- Offer a service agreement that waives the call fee — converts price-sensitive customers to recurring revenue.
- Expect 5-10% pushback at raise time. The 90% who pay justify the math.
Software That Helps
To execute multi-option proposals well, you need a pricebook. Options:
- ServiceTitan Pricebook Pro — for $1.5M+ revenue shops
- Housecall Pro Plus/Max — built-in pricebook
- FieldEdge — mature pricebook for QB Desktop shops