What financing actually costs a roofing company, what it does to your close rate on storm and replacement jobs, and which providers contractors use.
A new roof runs $10,000 to $20,000 or more. Most homeowners don't have that in a checking account. Financing can close jobs that would otherwise walk away. It also comes at a real cost to you.
Why financing changes the conversation
A homeowner in Oconomowoc gets a quote for a $14,000 roof. That number alone can end the talk before you even discuss materials or warranty. Turn it into "$210 a month" instead. The math in their head changes completely. The total cost stays the same, or goes up slightly.
That's the real value of financing. It's not about making the roof cheaper. It's about making the decision feel manageable.
What financing actually costs you
Most financing programs charge you a "dealer fee." Some call it a "merchant fee." It typically runs 3% to 15% of the job total. The rate depends on the term length. It also depends on the interest rate offered to the customer. A 0% interest, 12-month plan usually costs you more in fees. A longer plan with some interest costs less. That's because you cover the no-interest offer yourself.
Read the fee schedule closely before you sign up. A shorter, 0% term almost always carries the highest dealer fee. The lender makes nothing off interest. So it recovers its cost elsewhere. A 24 or 36 month plan with some interest is often cheaper for you. It looks less flashy to the homeowner, but it costs you less.
Take a $15,000 roof with an 8% dealer fee. You net $13,800 instead of $15,000. Factor that real number into your pricing. Don't treat it as an afterthought.
What it does to close rate
Roofers who add financing often close more storm and replacement jobs. This shows up most on larger jobs. That's where the total price alone would have caused hesitation. The exact lift varies by market. It also depends on how you present the options. But the pattern holds across a lot of trades. A monthly number next to the total price keeps more people in the room.
Providers contractors actually use
A few financing companies show up again and again in roofing and home improvement:
- GreenSky (now part of Goldman Sachs's home improvement financing) is common for larger remodel and roofing jobs
- Wisetack is popular with smaller and mid-size contractors for its simple approval process
- Service Finance Company and Foundation Finance are both widely used specifically in roofing and exterior trades
Each has different dealer fees and approval rules. Get quotes from at least two before picking one to feature in your sales process.
How to present it without sounding like a used car lot
The way you introduce financing matters. Don't lead with the total price, then scramble to offer financing once the customer hesitates. Present both numbers together from the start. Try something like: "The full project runs $14,500. Or we can set you up with financing around $220 a month if that works better for your budget."
This keeps you in control of the conversation. It also avoids the awkward feeling of financing as a last resort to save a dying deal.
Weigh it against your own cash flow
If you're a smaller shop with tight cash flow, financing can help you too. Most providers pay contractors close to the full job amount upfront, minus the dealer fee. You skip the wait on customer payments over the loan term. That's worth knowing if slow-paying customers have been a pain point.
It's not the only way to make big jobs feel easy
Financing isn't the only lever here. Clear, structured pricing on your own website helps too. A straightforward sales process does the same. Both help customers feel confident about a big purchase before financing even comes up. If your website does that work well, it's often listed alongside your plans and pricing. That way customers know what they're getting before the financing talk starts.
When financing isn't worth it
For smaller jobs, repairs, or mostly maintenance work, financing programs usually aren't worth setting up. The dealer fees and paperwork only pay off once you're regularly quoting jobs in the five figure range.
Train your crew or estimator to bring it up too
If someone else does your estimates, make sure they present financing the same way you would. A confident, natural mention of monthly payments beats a link buried in an email later. Practice the script together. It should sound like a normal part of the conversation. It shouldn't feel like a fallback pulled out when the homeowner hesitates on price.
Storm season makes this especially useful
Storm damage jobs in Wisconsin often involve insurance. The gap between what insurance covers and the full job cost can catch homeowners off guard. Financing that gap keeps more storm jobs moving, instead of asking for the difference upfront. Otherwise, the job stalls while a homeowner figures out how to cover the shortfall.
Questions people ask
Do I need to pick just one financing provider?
No. Some roofers offer two options: one for 0% interest short-term plans, one for longer terms with lower monthly payments. Just don't overwhelm the customer with more than two choices.
How fast do customers usually get approved?
Most financing apps give a yes or no in minutes. That often happens while you're still standing in the driveway.
Does offering financing make my company look less trustworthy?
Not when you present it clearly as an option, not a pressure tactic. Homeowners are used to financing on big purchases. They often expect it to be offered.