The short answer: body sq ft × per-sq-ft rate + trim LF × trim rate × prep-tier multiplier. A 1,800 sq ft body + 250 LF trim job at $2.50/sq ft body + $1.50/LF trim = $4,875 base. Apply prep-tier markup. Paint Launch auto-calculates body and trim measurements from Google Solar API + Street View imagery, applies the painter's per-sq-ft rate, and generates three tier prices in 30 seconds.
The pricing formula
Total = (body sq ft × body rate) + (trim LF × trim rate) + soffit/gable + prep-tier multiplier
- Body wall sq ft (front + sides + rear minus windows + doors).
- Trim linear feet around windows, doors, fascia, soffits.
- Soffit + gable area for separate-color pricing.
- Prep-tier multiplier (1.0 wash+paint / 1.3 scrape+prime / 1.7 full-prep+premium).
Typical per-sq-ft rates by prep tier and region
| Prep tier | Per-sq-ft range | Notes |
|---|---|---|
| Wash + paint | $1.50-$2.50/sq ft | Pressure wash, no scrape, single-coat finish |
| Scrape + prime + paint (most common) | $2.25-$3.25/sq ft | Spot-scrape, spot-prime, two-coat finish |
| Full prep + premium product | $3.00-$4.50/sq ft | Full scrape, sand, caulk, prime, premium finish (Sherwin-Williams Emerald, Benjamin Moore Aura, Behr Marquee) |
| Trim (simple) | $1.00-$1.75/LF | Window casings, door frames |
| Trim (decorative) | $2.00-$3.00/LF | Shutters, dentil molding, gables |
Coastal and high-labor markets sit at the high end. Rural and competitive metros sit at the low end. Add 15-25% for 2-story homes with steep elevations requiring lift or scaffold work.
Three-tier quoting — show all three
The single biggest exterior paint pricing mistake is quoting one number. Always show three tiers — most homeowners pick the middle tier when shown three:
- Entry (wash+paint): typical 1,800 sq ft body + 250 LF trim = $3,500-$5,500. Closes on price-shoppers.
- Standard (scrape+prime+paint): same job = $5,500-$8,000. Most common close.
- Premium (full-prep+Aura/Emerald): same job = $8,000-$13,500. Closes on premium homes wanting 10+ year durability.
Paint Launch's customer portal shows all three tiers anchored to the rendered repaint and the homeowner's selected color combo.
HOA color-restricted pricing
HOA-restricted color palettes don't change the base price but can lift conversion because the homeowner-decision burden is lower. Paint Launch auto-detects HOA neighborhoods and surfaces the approved palette in the customer portal — homeowners pick from the pre-approved options and an HOA submission letter auto-generates.
Target gross margin
A healthy residential exterior painting business runs 35-50% gross margin. The upper end is driven by efficient spray crews, premium materials with fewer callbacks, and prep-tier upsell discipline. New painters running heavy aggregator leads in year 1 typically run 20-35% gross; direct acquisition (mailed quotes in January-March) lifts margin into the upper range.
The fastest quote workflow
- Render the home in Paint Launch's Render Agent in your default body + trim combo (~30 seconds).
- Read the auto-calculated body sq ft + trim LF from the render.
- Apply your per-sq-ft rate + prep-tier multipliers (set once in account settings).
- Send the customer portal link or mail the postcard. Homeowner sees three prep-tier prices and picks one.
Quote any paint job in under a minute.
Free rendering, automatic wall + trim measurement, three-tier auto-pricing on every render. $1 per mailed paint quote when you're ready.
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