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My wife got someone requesting $80 yesterday for the heavy, icy snow. She refused and someone came along willing to do it for $40 (no getting down to $30 for this one). Ahh, competition.
Another thing that could explain the wide range of prices is the number of other service the plow does nearby. Some people are saying that it only takes a few minutes to do these small driveways, but it takes much more time to drive from job to job if the jobs aren't nearby. And time is extremely valuable to them. People want their driveways plowed right away once the snow stops and certainly don't want to wait until the next day.
Buy a snow blower. You don't have to wait for them to come around. You'll save money in the long run. And you can probably do a better job with less damage to your driveway than a plow would do.
The simple answer for what is the going rate is to call around. That will be the going rate. If you call 10 places and they all tell you $75 it doesn't matter what someone else tells you is the "going rate". It only matters what you can find. Having said that you obviously paid more for a last minute appointment.
I paid 150.00 for my 6/10ths of a mile drive way, large parking area and paths to out buildings (a farm) for the first snow then 80 for the ice slush mix the next day. PRICELESS and I even made them cookies and gave them fresh eggs when they were done. Or I could spend 400.00 on getting my quad repaired and then plowing myself, I'd rather them plow. I figure a F250, plow and time is worth having the driveway plowed since just pulling that truck out of the owners driveway probably cost 50.00.
How much is a plow? We have a GMC 3500 truck so when we finally buy a house maybe I should get one? Then I can charge my neighbors to clean their drivways too!
Buddy of mine has an HVAC/Plumbing business and also plows on the side. He paid $5k for the plow and made it back in little over a half a season and that was 2 years ago. He tells me he's making a killing this year (he does some residential but mostly commercial properties). Need to get me a truck and a plow.
My friend from down in GA called the snow the Devils Dandruff, my plow guy calls it crystal gold...........
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