Geoff Lane

About

Geoff Lane is the founder of Woogoro, a free contractor-quote analyzer that reads home-service bids, auto-repair invoices, medical bills, legal fee agreements, and moving estimates, then benchmarks them against local pricing data so homeowners can tell whether a quote is fair.

Woogoro started after Geoff received a $22,000 roofing quote and realized every "average cost" website gave price ranges so wide they were useless, and every "free estimate" tool was a disguised lead-generation form. He built the product he wanted to exist: a tool that reads your actual quote, compares it to local benchmarks, and tells you what's missing — without collecting your email or selling your information.

The tool now covers 20 home-service trades plus auto repair, medical bills, legal fees, and moving estimates, with pricing data across 14,000+ U.S. cities. All analysis is free. The site does not collect emails unless a user explicitly opts in to price-alert notifications, and it has never sold a user as a lead.

Areas of expertise

• Home improvement cost estimation and regional pricing variance
• Contractor quote scope evaluation (roofing, HVAC, plumbing, electrical, solar, painting, siding, windows, insulation, concrete, foundation, fencing, kitchen, landscaping, garage doors, gutters)
• Medical billing audits, CPT/HCPCS code pricing, Medicare vs commercial rates, No Surprises Act compliance
• Auto repair pricing, dealership vs independent markup
• Legal fee structures (hourly, flat, retainer, contingency)
• Moving company estimate evaluation and scam detection
• Service-industry consumer protection and pricing transparency

Methodology & data sources

Woogoro's pricing model is built on publicly available government data, refreshed monthly by automated scripts:

• U.S. Bureau of Labor Statistics (BLS) — occupational wages for construction trades, residential-remodeling wage indices
• BLS Producer Price Index (PPI) — seven material cost series (lumber, concrete, asphalt, gypsum, copper, steel, plastic pipe)
• U.S. Energy Information Administration (EIA) — 51-state residential electricity and natural gas prices, used for solar payback and HVAC heat-pump favorability modeling
• BEA Regional Price Parity (RPP) — city-level cost-of-living adjustments blended into per-metro multipliers
• CMS Medicare Physician Fee Schedule — CPT code benchmarks for medical bill auditing
• CMS NCCI (National Correct Coding Initiative) — procedure-code bundling rules for detecting unbundling on hospital bills

Full methodology is published at woogoro.com/methodology.

Recent writing

Press & media

Published citations will be listed here as they appear. Journalists and editors are welcome to request expert commentary on contractor pricing, medical billing, or service-industry consumer issues via the contact information below.