From my experience I would say that you should calculate and transfer only those loads that absolutely have to run during a power failure (i.e refrigerator, sump pump, well pump, furnace, etc.) and size your generator accordingly. There's no need to run a double wall oven, 3 AC units, microwave, etc. However, if your customer wants every appliance, receptacle, and light to be available during a power outage the generator will end up being the size of a Buick, the transfer switch and related materials extremely expensive and you may end up needing a gas line whose size may not be available in a residence.
Most of the residential gen set installs that I've done have used between a 10K and a 16K genarator and have been more than ample. The auto-xfer switches have come pre-fab with 10-20 breaker spaces depending on the size of the generator. BTW, if you try to call Generac/Guardian (if that's who you're using) they won't give you any info unless you're a dealer. You can become a dealer by committing to buy 2 gen sets a year. You'll also have to go for their training in Wisconsin and you'll have to agree to service any Generac installations in your area.