Offering financing isn’t a checkbox. It’s a system. The contractors who win the most jobs treat financing as part of their marketing, their sales process, and their follow-up — not something they mention once and forget.
This is the guide to follow. Take one step at a time. Implement it and master it. Once you do, you could be selling way more often.
Here are the 7 things you need to get right. Heads up, this is all based on observations of the top home improvement contractors across the US.
Put Financing in Your Marketing
If you offer financing but don’t advertise it, it’s not doing anything for you. Put it in your ads. Put it on your flyers. Add it to your Google Business Profile. Customers who see “affordable monthly payments” click and call at a higher rate than those who just see a price.
Add Financing to Your Website — Above the Fold
Homeowners spend seconds on your site before deciding to call or bounce. “Financing available” needs to be one of the first things they see — not buried in a footer or FAQ. Put it at the top of your homepage, near your phone number and CTA.
Answer 100% of Your Phone Calls and Offer Financing at First Contact
A missed call is a missed job. If a homeowner calls and no one picks up, they’re calling the next contractor on the list — and you just paid to generate that lead for nothing. You need a system that never misses.
Some of the best companies in the US start qualifying their customer with payment options during the first conversation. Something as simple as “Hey, before I hang up just an FYI…we take check, cash, credit card and have affordable monthly payment options.”
Include Financing on Every Single Estimate
Every estimate should show the total price and an estimated monthly payment. List your payment options clearly: cash, check, credit card, or affordable monthly financing. As an example, when a homeowner sees “$199/mo” next to “$8,500,” the project feels doable instead of expensive.
Pro Tip: Talk about it as “affordable monthly payments” instead of “financing.” (Some folks squirm at the word ‘financing’).
Follow Up on Every Unsold Estimate
The #1 reason homeowners don’t move forward? Price. Not quality, not timing — price. A follow-up that reminds them financing is available turns a “not right now” into a signed contract. Most contractors never follow up. That’s the gap.
Accept Credit Cards
It’s how Americans pay for everything. If you’re not accepting cards, you’re adding friction to getting paid. Find a processor that doesn’t gouge you on fees — you’re probably overpaying right now.
Bonus: Collect 5-Star Reviews After Every Job
A happy customer who doesn’t leave a review is a wasted opportunity. Reviews improve your rankings, make you more visible in local search, and give the next homeowner the confidence to call you. The best time to ask? Right after they pay.
More good news. Hearth has got your back. We can help you actually implement financing into your sales and marketing. Got 5 minutes right now? Call us at 737-299-8756 to get started.
