A Buffalo Homeowners Guide: Why Are Walk-In Tubs So Expensive?

Are Walk-In Tubs Really Worth $20,000? A Buffalo Homeowner’s Guide

If you’re a homeowner in Buffalo, NY, and you’ve recently received a quote for a walk-in tub from one of the major national brands, you might be wondering: “Is this really worth the price tag?”

To clear up any confusion, when we mention the “big three” in the walk-in tub industry, we’re referring to American Standard, Safe Step, and Kohler. While there are several other reputable brands, these three dominate the market, and their pricing often raises eyebrows.

The Truth About Walk-In Tub Pricing

At Buffalo Bath Pros, we don’t question the quality of these tubs—they offer some impressive features. For instance, American Standard’s premium models include a patented quick-drain system and automatic drying technology. Safe Step boasts heated seats, which American Standard doesn’t currently offer.

However, we do take issue with their pricing strategies. Here’s why:

1. Exclusivity is a sales gimmick. These companies promote their tubs as “exclusive” and “only available through direct installation.” While it’s true that their high-end models aren’t sold in big-box stores, similar alternatives exist at a fraction of the cost.
2. National advertising costs get passed to you. Running a massive nationwide sales force and marketing campaign costs millions of dollars, and ultimately, the consumer pays the price.
3. Shareholders demand profits. These brands have investors who expect large returns, which means higher markups for you. While some installations require more work—such as removing walls, installing support structures, or even crane-lifting a tub into an upper-floor bathroom—these cases are the exception, not the rule.

The Sales Tactics You Should Know About

Most people looking into walk-in tubs fall into one of two categories:

• Seniors who want to stay in their homes safely
• Individuals with mobility challenges who need better accessibility

For many, a walk-in tub is not a luxury—it’s a necessity. Without features like hydrotherapy jets, low step-in thresholds, and handrails, some people may be at risk of severe injuries or even needing assisted living care. Unfortunately, the high-pressure sales tactics of national brands take advantage of these needs.

How the Sales Process Typically Works

1. A homeowner—often a senior—sees an ad online or on TV, promising a “limited-time 50% discount” or another urgent offer.
2. Feeling pressured, they schedule a consultation, usually within 24 to 48 hours because sales research shows this is the ideal window to close a deal.
3. A salesman, often labeled as a “safety specialist,” arrives with a sample kit and begins pointing out every potential hazard in the bathroom. They emphasize statistics like:
   • One in three adults over 65 falls every year.
   • Four out of ten people hospitalized for hip fractures never return home.
   • Every 11 seconds, a senior is treated in the ER for a fall.
4. After a two-hour presentation loaded with fear-based messaging, they reveal the price, often around $20,000 or more.
5. If the homeowner hesitates, they offer financing options, which can include high-interest rates that add thousands to the final cost.
6. After the salesman pressures you into signing, they’ll coach you on how to stand up to your “greedy kids” who “don’t want you to have nice things” because they’re “looking out for their inheritance”. Yes, these are real tactics we’ve seen first hand.

If you haven’t already, we encourage you to call one of these companies and get a quote yourself—you’ll see what we mean.

At Buffalo Bath Pros, we take a different approach:

• Our representatives visit your home at a time convenient for you. We encourage you to have a trusted family member or friend present for the consultation.
• Instead of upselling, we recommend the best option for your specific needs—often at a fraction of the price of national brands.
• We try not to install cheap acrylic walls; instead, we offer premium materials like cultured stone for a high-end finish.
• We won’t use fear tactics. You already know safety is important, which is why you’re considering a walk-in tub in the first place.

Get a Quote from Buffalo Bath Pros Today

If you’re ready to explore a walk-in tub solution that’s fairly priced and professionally installed, call Buffalo Bath Pros today. Our team will provide a free consultation with no high-pressure sales—just honest advice and quality craftsmanship.

Let us help you stay safe and comfortable in your own home. Click the phone icon on your screen to schedule your consultation now. We promise to treat you with the dignity you deserve.