If you are a homeowner in Upstate NY (specifically the areas of Buffalo, Rochester, Syracuse, Utica, or Albany) and you are reading this article, you’ve likely just gotten a quote from one of “the big three” walk-in tub companies and you’re wondering, “Are walk-in tubs really worth $20,000?”
Just so there is no uncertainty, when we talk about “the big three,” here is who we are referring to: American Standard, Safe Step, and Kohler. There are also some smaller, very reputable brands in the market, but this article will mainly be discussing the bigger players in the industry.
At Bath Pros, we have no issue with the quality of these tubs. In fact, we’ve installed quite a few! Some of them come with genuinely impressive features. American Standard’s premier model, for example, boasts a patented quick-drain system and an automatic drying feature. Safe Step, despite its drawbacks, offers heated seats—something American Standard doesn’t (at least at the time of writing). That being said, no, we don’t believe most of these companies are offering fair pricing.
First, these companies love to claim their tubs are “exclusive” and “only available through direct installation”—which is only partially true. The high-end models they push are intentionally tweaked just enough to be different from widely available alternatives, making the “exclusive” angle more of a sales gimmick than a reality.
Second, running a national sales force is incredibly expensive. These companies pour millions into nationwide advertising, and guess who ends up footing the bill? The customer. Third, all of these companies have shareholders who expect a profit! While some installations may require extra work—removing doors down to the studs, taking out walls, using cranes to lift tubs onto upper floors, or even removing windows—these situations are the exception, not the rule. In most cases, the installation process is far simpler than the price tag suggests.
For the right customer, these are high-end luxury tubs that may justify the price, and our issue isn’t with the tubs themselves: It’s with the high-pressure sales tactics and the predatory nature in which these companies operate.
Most customers shopping for a walk-in tub fall into two categories:
- Seniors looking to age in place
- Individuals with mobility challenges
In general, these customers are recovering from surgery, dealing with joint pain or circulation issues, or struggling with accessibility in their homes. For many, a walk-in tub isn’t a luxury or even a convenience—it’s an absolute necessity. Without the therapeutic and accessible features these tubs provide, some seniors may be forced into nursing homes, and those with circulation issues could face life-altering consequences, including the loss of a limb. Yes, this is serious business.
Here’s how the sales process typically works:
A homeowner in need—usually over the age of 70—sees an ad on TV, Google, or Facebook, promoting a “50% discount on installation,” a “seasonal deal,” or some other urgent offer. At Bath Pros, we do offer seasonal discounts, but they typically range between 5-10% off. Why? Because we price our products fairly from the start. Some seasons are slower than others, so we adjust accordingly—but we’re never going to slash prices in half just to create a false sense of urgency. Now, back to how these companies operate.
Feeling like they don’t want to miss out on this “one-time” deal, the homeowner reaches out. An appointment is scheduled—usually within 24 to 48 hours (because research shows this is the ideal time frame for closing a sale).
On the day of the appointment, a salesman arrives, all smiles, carrying a sample kit. But don’t be fooled—this isn’t just a salesman. No, this is a “safety specialist,” and their job is to remind you just how dangerous your bathroom is. They’ll walk through, assessing every corner, nodding knowingly as they point out each hazard. “Imagine if you slipped here. What if you fell there? What if you were home alone?” The pressure begins.
Don’t take our word for it — if you haven’t already, call one of them up and get a quote for yourself. You will sit through a two-hour presentation because, after all, the more time spent developing rapport with the customer, the higher the likelihood of a sale! While informative, the ones we’ve seen focus a little too much on scary titles like:
“Approximately one in three adults over 65 experiences a fall each year.”
“What Makes Your Bathroom So Dangerous?”
“Nearly 90% of fractures in older adults are caused by falls.”
“Once someone has fallen, there is a high likelihood—about two-thirds—that they will fall again within six months.”
“Every 11 seconds, an older adult is treated in an emergency room for injuries related to a fall.”
“Four out of ten people hospitalized for hip fractures are unable to return home afterward.”
Yes, these are real, and if we are a little too on the nose it’s because more than one of our Bath Pros representatives has worked for a company like this in the past. The practice is ghoulish and, in our opinion, this type of sales process is predatory. There are even post-close trainings on “how to train your customer to stand up to their kids,” because, after all, “they’re just after the inheritance!” Yes, seriously. Predatory is an understatement.
Here’s how we do it at Bath Pros: A representative will come out and inspect your bathroom at a time most convenient to you. If you’re a senior, we encourage you to have someone looking out for you! Feel free to have your child, partner, or a trusted friend join us. We will carefully recommend not the most expensive option, but the best option for your individual circumstance. Most of the time, we will come in a fraction of what the bigger companies would charge you. Most importantly, unless you are really budget-conscious, we will never install cheap acrylic walls. You will receive a truly high-quality installation that is tailored to you. Check out what a cultured stone walk-in tub installed by Bath Pros looks like:
Not only that, but we promise to not fearmonger. Is it important to make your home and bathroom safe? Absolutely. Do you already know that? Of course you do, or you wouldn’t be calling us in the first place! At Bath Pros, we strive to treat all customers with the honesty and respect they deserve. You’ve made it this far … let us help make things a little more comfortable now.
If you’d like a quote for a walk-in tub, please call today by clicking the phone icon at the corner of your screen and give us the opportunity to help you remain in your home with dignity. You’ll work directly with the family, and there is no hard sell because we know we’re offering a quality product at a fair price. Call (315) 217-1151 today for your free consultation.
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