In the early years of my career—long before Curatola Masonry became a recognized name in the industry—I spent countless nights writing estimates by hand. I wasn’t just bidding jobs; I was learning the business. Each estimate was a lesson in risk, cost, craftsmanship, and most importantly—ethics.
I’ve always believed that estimating isn’t just a math exercise. It’s a reflection of how you do business. Over the years, I didn’t just price out work for my own crews—I quietly helped dozens of other contractors sharpen their scopes, understand real-world costs, and deliver better value to their clients. Some were colleagues. Some were competitors. And some came with good intentions… while others didn’t.
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When an Estimate Becomes a Blueprint
There were times I knew my numbers were being used as a benchmark—sometimes without acknowledgement, sometimes without permission. But here’s what people often missed: the numbers were only part of the story. The real value came from experience—understanding why certain costs exist, when to include contingencies, how to anticipate failure points, and how to deliver lasting quality.
Trying to undercut or imitate without fully understanding the “why” behind the price? That’s not strategy. That’s short-term thinking. And in this industry, shortcuts don’t build foundations. They build call-backs and lawsuits.
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What’s Ethical vs. What’s Not
There’s a clear difference between learning from someone and exploiting their work. I’ve always welcomed mentorship—I’ve trained masons, coached new contractors, and helped good people win better work. But there’s a line that should never be crossed:
✅ Ethical: Asking for advice, guidance, or training to improve your own estimation skills.
❌ Unethical: Using someone’s detailed proposal to mimic, undercut, or win work you’re not qualified to execute.
Your estimate is your handshake. It sets the tone for how you’ll perform, how you treat your crew, and what kind of partner you’ll be on the job.
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How I Built My Companies
I didn’t grow Curatola Masonry by chasing the lowest number. I built it by pricing with honesty, accounting for true craftsmanship, and standing behind our scope—even when it cost more up front. Clients learned to trust that if I said it would cost $18,400, it was because I understood the labor, the material, the schedule, and the site.
I’ve never cut corners to win a bid. I’ve walked away from plenty of jobs where the expectations didn’t align with quality, safety, or ethics. And that’s exactly why we’re still standing—and growing.
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Advice to the Next Generation of Builders
If you’re just starting out, or trying to grow your business, here’s what I’ve learned from 25+ years in the field:
• Don’t copy—understand. Estimating is part art, part science, and all experience.
• Price like it’s your own home. That mindset will keep you honest and competitive.
• Respect the process. If someone takes the time to teach you, honor that.
• Don’t chase the cheapest number. Chase the most complete, accurate, and responsible one.
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Final Thought
In construction, reputation is everything. And your estimate is more than a piece of paper—it’s a promise. If you get the numbers right, you win the job. But if you get the integrity right, you win a career.
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Justin Curatola
Founder | Curatola Masonry & Facility Engineering
25+ Years | Masonry | Historical Restoration | Facility Solutions | U.S. Navy Veteran
📍 Columbus, OH