Offering financing to roofing customers is one of the highest-leverage moves a roofing company can make — and most contractors either don't offer it at all, or offer it awkwardly as an afterthought after the homeowner has already hesitated on price.
This guide covers everything you need to know about setting up and using financing as a tool in your roofing business: how it works, which programs to consider, how to present it to homeowners, and how to integrate it into your proposal so it becomes a close — not a last-ditch save.
Why Financing Matters More Now Than Ever
Roofing is expensive. The average full replacement in the US runs $10,000–$20,000+ for a typical home. Even homeowners with solid credit and real savings may not want to write a $15,000 check — especially if it wipes out their emergency fund.
High interest rates have made the math even tighter. In a 7%+ mortgage rate environment, homeowners who would have pulled from a HELOC a few years ago are now looking for other options. Financing is often that option.
Contractors who offer financing close more jobs, close them faster, and close them at higher average values — because the monthly payment conversation removes the sticker shock of the total price.
How Roofing Financing Actually Works
Third-party financing for roofing works like this:
- You partner with a financing company (GreenSky, Hearth, Mosaic, or similar)
- When a homeowner is interested, they apply on their phone — takes 2–3 minutes
- They get an approval decision instantly or within a few minutes
- If approved, they accept the terms and sign the loan agreement
- You complete the job and submit for payment
- The financing company pays you directly (minus their fee, typically 3–8%)
- The homeowner repays the financing company monthly
You get paid in full. The homeowner pays over time. You absorb the financing fee as a cost of doing business (or build it into your pricing — more on that below).
Types of Financing Roofing Contractors Offer
Same-as-Cash / Deferred Interest
The homeowner pays no interest if they pay off the balance within a promotional period — typically 12, 18, or 24 months. If they don't pay it off, the deferred interest is added to the balance. This is the most popular option in home improvement financing because it sounds like zero-cost financing to the customer.
Contractor fee: typically 4–7% of the financed amount. On a $15,000 job with a 5% fee, that's $750 — a meaningful cost to weigh against the value of closing the deal.
Low Monthly Payment / Installment Loans
Fixed monthly payments at a set interest rate over 60, 84, or 120 months. $15,000 at 8.99% over 84 months is about $235/month — a number many homeowners can absorb. The appeal is predictability and a low monthly payment.
Second-Lien / Home Improvement Loans
Loans secured by the homeowner's equity, typically at lower rates than unsecured personal loans. Requires more documentation and takes longer to process, but can work for larger projects and borrowers with significant equity.
The Main Financing Programs for Roofing Contractors
Each platform has different approval rates, contractor fees, and application experiences. The right choice depends on your customer base and volume.
GreenSky
One of the largest home improvement financing platforms, partnered with major banks. Strong approval rates across a wide credit range. Offers both deferred interest and installment loan products. Popular with larger roofing companies doing significant volume.
Hearth
Specifically built for home services contractors. Competitive approval rates, fast customer application, and a clean mobile experience. Hearth is designed for contractors doing smaller volumes — easy to set up and use without a large commitment. No dealer fees on some products.
Mosaic
Originally focused on solar financing, now expanded into roofing. Strong in states with high solar/roofing overlap (California, Texas, Florida). Competitive rates for borrowers with good credit.
Synchrony / EnerBank
Large bank-backed platforms with broad product offerings. EnerBank is particularly strong in home improvement and has good approval rates for near-prime borrowers.
Recommendation: offer 2 programs minimum. Different customers have different credit profiles and different preferences. Having a same-as-cash option and a low-monthly-payment option covers the widest range of situations.
How to Present Financing to Homeowners
The biggest mistake roofing companies make with financing is presenting it reactively — only after the homeowner shows price resistance. That positions financing as a workaround for a problem rather than a normal, professional option.
Present financing proactively, in every proposal, for every customer:
In the Proposal
Include a financing section in your proposal alongside the total price. Show the monthly payment calculation:
“Project total: $16,800. Or, as low as $265/month with approved financing.”
This converts the price conversation from “$16,800 is a lot of money” to “can I do $265/month?” — a much easier yes.
In the Conversation
When you walk through the proposal with the homeowner, mention financing naturally, not desperately:
“A lot of our customers prefer to finance rather than writing a large check — especially if this is unexpected. We have a same-as-cash option where there's no interest if you pay it off in 18 months, or a fixed monthly payment if you'd rather spread it out over a few years. Which would you want to know more about?”
The goal is to make it feel like a standard option, not a last resort.
When Price Objections Come Up
When a homeowner says “that's more than I was expecting,” financing is your tool — but deploy it confidently:
“I hear you. What budget were you working with? [...] We could cover that with our financing option — the monthly payment would be right around $X. Want to apply and see what you qualify for?”
Handling Common Objections
“I don't want to go into debt for a roof.”
“That makes total sense. The same-as-cash option might work for you — there's zero interest if you pay it off within 18 months, so you're really just choosing how you want to time the payments. You could pay it off next month if you wanted to.”
“What's the interest rate?”
Be transparent. Know your products. If you're offering a 0% same-as-cash promotion, say so clearly. If you're offering an installment loan, quote the rate range. Homeowners who feel like they're getting a straight answer trust you more.
“I need to talk to my spouse.”
“Of course — why don't I send over the financing details along with the proposal so you both have everything to review together?” A digital proposal with financing information gives the spouse a way to see the monthly payment, not just the big number.
The Contractor Fee Question: Build It In or Absorb It?
Financing programs charge you a dealer fee — typically 3–8% of the financed amount. You have two options:
- Absorb it: Your price stays the same whether the customer pays cash or finances. Simpler customer experience, but you're giving up 3–8% of margin on financed jobs.
- Add a financing surcharge: Your cash price and financed price differ. Legally, you must disclose this clearly. Some states regulate this — check your state's consumer lending laws before implementing.
Most roofing companies absorb the fee for simplicity and build their financing costs into their overall pricing model. The alternative — having different prices for cash vs. financed — creates friction and requires legal care.
Integrating Financing Into Your CRM and Proposal Workflow
Financing only gets used if it's easy to offer. If your reps have to remember a separate login, pull up a different app, and explain a program they barely understand, they won't use it consistently.
The best setup: your proposal tool includes a financing section automatically, with the monthly payment calculated based on your proposal total. The customer applies from a link in the proposal — no extra steps for the rep.
Ketterly's proposals include financing options so homeowners can see their monthly payment alongside the total price — and apply directly from the proposal link without any additional friction.
What to Look For in a Financing Partner
Not all financing programs are worth the setup. Evaluate programs on:
- Approval rate — what percentage of your customers get approved? Some programs are conservative and will frustrate customers with borderline credit.
- Application experience — is it mobile-friendly? Fast? Clean? A bad application experience loses the customer mid-process.
- Contractor fee — what do you pay, and does it vary by product type?
- Payout speed — how quickly do you get paid after job completion? Some programs take 3–5 days, others 1–2.
- Customer support — when a homeowner has a question about their loan, who handles it?
- Integration with your CRM — can financing status be tracked inside your existing workflow?
Key Takeaways
- Offer financing proactively, in every proposal — not reactively when homeowners push back on price
- Show the monthly payment alongside the total price in every estimate
- Offer at least two products: a same-as-cash option and a fixed monthly payment option
- The financing fee (3–8%) is a cost of doing business — weigh it against the deals you close because of it
- Make the application process as easy as possible — integrate it into your proposal so customers can apply in one click
- Check state regulations before adding financing surcharges for cash vs. financed customers
Go Deeper: Financing Resources
- GreenSky vs Hearth vs Mosaic for Roofing — Honest comparison of dealer fees, approval rates, and which fits which company
- Same-as-Cash Financing Explained — How deferred interest actually works and the exact script for introducing it
- Financing vs Insurance: How to Position Both — Reading the homeowner situation and steering the right conversation
- Close More Roofing Jobs With Financing — The three-option close and data on close rate impact
- How to Integrate Financing Into Your Roofing Proposal — Exactly where the monthly payment goes and how to present it in person
- Roofing CRM Financing Features — What real financing integration looks like vs. a link to a lender portal