How financing helps contractors close more sales

By Jesse Sanchez. 

Presenting financing options early can reduce sticker shock and improve closing rates. 

Roofing contractors are working in a market where homeowners are paying closer attention to how they manage large expenses. With interest rates elevated, inflation influencing household budgets and insurance deductibles increasing, many customers are actively seeking flexible solutions that make major projects more manageable. Speaking on this episode of Roofing Road Trips®, Jon Abernathy of TAMKO argues that financing* should no longer be treated as a backup plan. Instead, it should be introduced at the very start of the sales conversation. should no longer be treated as a backup plan. Instead, it should be introduced at the very start of the sales conversation. 

Jon said the timing of the financing discussion often determines whether a deal moves forward. When contractors open with a full project total, homeowners can disengage before they fully understand what is possible. To avoid that reaction, he recommends leading with structured payment options instead of a lump-sum figure. Framing the conversation this way, he explained, shifts the focus from sticker shock to affordability and flexibility, keeping homeowners engaged in the decision-making process. 

Jon pointed to his own experience as a former multi-location roofing contractor. When his company formally introduced financing and trained its team to present it consistently, the results were immediate. “I know the first year that we introduced financing was actually back in like, I think 2015 and we were going to train on it that year. We grew the business 30% and that 30% was because of financing,” Jon said. He attributes that growth to a simple shift in approach. Rather than opening with a lump-sum number, he recommends offering structured options upfront. 

Stressing that financing should be offered on every job, whether insurance-driven or retail, Jon said consistency is critical to making the strategy work. “I always, always, always offered it on every deal. Whether it was insurance, retail, it didn’t matter. Every single time it was offered,” he said. If a homeowner ultimately prefers to pay cash, that conversation can follow a complete inspection and scope review. By that stage, the contractor has built trust, clarified the scope and positioned financing as an option rather than a last-minute tactic. 

As deductibles increase and unexpected roof replacements become more common, financing provides a practical path forward. Contractors who build it into their standard sales process, Jon said, are better positioned to close more deals in a challenging market. 

* For informational purposes only — not legal, financial, lending, or compliance advice. No guaranteed results. Financing examples are illustrative only; terms and disclosure requirements vary by lender, state, and applicable law (including TILA). Consult qualified advisors before acting. 

Listen to the entire podcast to learn more about financing strategies for roofing contractors!