My old man has been telling me for years that size is objective. LOL
And I wouldn't consider 5000 sq.ft really all that big. 10k gets tough, but they're pretty rare any more. I'd take the base floor plan drawings and lay it out as though it was a large track job. Do your service calculations off of that. Then re-plan the project with a median range of higher end options; recessed lighting, lighting control, sub systems, data, higher receptacle count, and upgrade the service with a back-up system.
You have to do a real throrough evaluation of the customer. Younger owners are much easier to sell tech upgrades, older clientele are easier for convinience upgrades.
I've limited us to exclusively refferal based residential for 4000 sq.ft and up, and there is money to be made but you have to vet the client. I've got 4 guys on a first floor/first phase of a 5,500 square foot right now. Initial price was just short of $9k including the kitchen. After the first site meeting, the service was upgraded, the lighting package doubled and the job was at almost $30k. The guys are adding the last of the A/V, control system stuff and exterior lighting rough today and the project is at $48K, so I can see the number for your job getting WAY up there. But, I'm in Jersey and the market here is different.
We run these like a small commercial project, and bid with a higher difficulty factor. If the customer can't stomach the price, bail. As soon as you see plaster and lathe or plater and mesh, realize how much labor is involved in set-up/teardown, PPE slowdowns, cleanup equipment, etc. Plaster dust can ruin a floor finish fast, not to mention cost a bundle for a talented repair. If you REALLY want this and budget is a concern, sell it in gut-reno pieces. With the mess out of your way the customer can get everything they want, smooth wall finishes, viable insulation, simple infrastructure upgrades, and the costs are way lower. Plus, some one else deals with the tear down mess.
If this was a "Hey can you come rewire my 100 year old 5000sq.ft house, and not wreck anything while I live here?" I'd immediately walk away.