Contractor’s Corner Ep. 5: It Pays to Talk Financing — with Gregory Bjornson

In this episode of Contractor’s Corner, Don Kilcoyne sits down with Gregory Bjornson, the company’s Finance Program Manager.

Greg advocates including a financing discussion in every in-home sales meeting. Even if you’re happy with your close rate (but really, who’s completely satisfied with their close rate…?) adding financing gives your customers more options, which gives you more opportunity.

Greg addresses the many ways financing in roofing differs from financing in other industries, the often-misunderstood difference between margin and markup, how to begin offering financing, and much more.

Statistics in some areas of home improvement – windows, siding, HVAC – financing is included in 50-80 percent of transactions. That is not the case for roofing. According to Greg, it’s not even close with some estimating only three – seven percent using financing. Why is that? It could be because roofing contractors typically have shied away from offering financing to their customers.

Greg explains that there are probably a lot of opportunities that are lost because the roofing contractor did not offer a financing option. He is an advocate of adding financing to the conversation every time. It’s already concept for the homeowner. They are most likely financing many things – cars, homes, cell phones.  

A benefit of financing is that contractors can have an improved cash flow. Listen to the episode to learn more about financing, how it can help your closing rate and the difference it can make in your business.  

If you have questions about financing, drop a note to ccpfinancing@gaf.com.

About GAF
Founded in 1886, GAF, a Standard Industries company, is the leading roofing and waterproofing manufacturer in North America. The company’s success is driven by a belief that nothing matters like a roof designed, manufactured and installed to protect what matters most. For more information about GAF, visit www.gaf.com.