I got to back Big Dog...at least a little bit anyways. I live and work in Sacramento, Ca. While I charge more than 25 p/h, I see sole prop painters that are licensed, bonded, etc....and are painting for 25 p/h and less, out here right now!
Here are a few things to consider about NorCal. The majority of the region is in a severe economic funk. Layoffs are happening all over the place, and unemployment is around 15%. New construction is slow, repaints are steady but HO out here are really pinching pennies.
People are dying for work. Lets look at that 25 p/h hour figure. Take out taxes, advertising, licensing fees, bonding, truck costs, depreciation costs, insurance costs and other "soft costs" and you can easily take half of that 25 dollars p/h away. So...the guy charging 25 bucks per plus materials is making say...$12.50 per hour. If the guy is working steady (hopefully) 40-50 hours a week thats $2,000 - 2,500 per month take home.
People out here ARE working for that wage!!! and not just hacks.
Heres another example. I bid a two story house ext repaint 2400 sq ft, two coats, quality paints, good work etc etc....My bid was 3500...HO gets two other licensed bids that I saw bid quotes for 1400 and 1700. I couldnt believe it and the HO thought I was way too high. I later saw the finished product and I wasnt real impressed, but the house was painted and looked ok...it was painted and to some / many HO thats all they want.
So...go easy on Big Dog. While its not my working rate, and I dont like customers in that range, i'm not going to badmouth a guy who is just trying to keep working in a tough area.
James.