Roofing Financing Marketing: How to Use Financing to Close More Jobs
Roofing financing is the single most underused sales tool in the industry. Homeowners who say 'I can't afford a new roof right now' become buyers when you show them it's $189/month. Here's how to market roofing financing to dramatically increase your close rate.
Why Roofing Financing Changes the Sales Conversation
A $12,000 roof replacement sounds unaffordable to many homeowners. $189 per month on a 7-year term sounds very affordable. Roofing companies that offer financing and lead with the monthly payment in their marketing typically see 20–35% increases in close rates and 25–40% increases in average job size.
How to Market Roofing Financing in Your Ads
- Google Ad headline: 'New Roof — $0 Down, 0% Interest for 12 Months'
- Facebook Ad: 'Stop patching — a new roof starting at $149/month. Free estimate, no credit impact to apply.'
- Website CTA: 'See Financing Options — 0% Available'
- GBP post: 'Now offering 18-month zero-interest financing on roof replacements'
The Best Roofing Financing Programs
- GreenSky — roofing-specific lender, 0% APR promotional plans, high approval rates
- Hearth Finance — aggregates multiple lenders, shows customers the best rate they qualify for
- GoodLeap — home improvement lender with attractive promotional terms
- Synchrony Home — home improvement credit card with promotional financing
How to Present Financing in Estimate Appointments
Introduce financing early: 'Before I go through the estimate, I want to let you know we offer financing — 0% for 12 months on jobs over $5,000.' Presenting financing proactively increases acceptance by 3–4x vs. only offering it after a price objection.