Lenz Plumbing Free Estimate that costs $170 Janesville Wisconsin

Lenz Plumbing promotes a free estimate.  Unfortunately I took him at his word and asked him to provide me an estimate to replace a water heater in my home.  He estimates the job to be $2,800. Anyone who has ever had this estimated before knows how high of a price this is.  Thankfully, I contacted another licensed plumber in my area and with photos only, they were able to estimate and conduct the work for less than $800.  Instead of honoring his free estimate, Lenz decided to charge me $170.  After numerous attempts to work with him to resolve the issue it seems that his business model is to provide over priced estimates and then just charge for an estimate.