Raising rates on turf installation jobs, Home Depot sod just got cheaper than my markup

I'm trying to bump my prices on new lawn installs from $4.50 per sq ft to $5.25, but customers keep bringing up how they can grab sod from Home Depot for like $0.30 a sq ft and think I'm ripping them off. It's frustrating as hell when I explain the labor for prepping the soil and edging with my Stihl trimmer, but they just nod and ask for a discount. Anyone else dealing with this pushback on sod jobs?

man i feel that, been quoting $5 a sq ft for bermuda installs and half the time they balk cuz of big box prices.

same here, especially with the drought makin sod scarce. i just started adding a line item for install prep to justify it.