Roofing Contractor Financing Guide 2026

Here's the hard truth about roofing sales: Most homeowners don't have $15,000 sitting in their checking account. They need a new roof, they want a new roof, but writing a five-figure check stops them cold.

That's where financing changes everything.

When you offer financing, you're not asking for $15,000. You're asking for $175/month. That's the difference between "I need to think about it" and "Let's do it."

How Roofing Contractor Financing Works

You're not becoming a bank. You're partnering with established lenders who handle all the financial risk.

Here's the simple version:

1. You partner with a third-party lender (GreenSky, Hearth, Service Finance, etc.)
2. Customer applies during your sales presentation (takes 2-5 minutes)
3. They get approved for a loan amount
4. You complete the work
5. Lender pays you in full (minus a dealer fee)
6. Customer makes monthly payments to the lender

The lender takes all the risk. If the customer doesn't pay, that's the lender's problem — you've already been paid.

The Math: Why Financing Makes Sense

Let's break down a typical roof replacement scenario:

Which sounds more doable to a homeowner?

• "That'll be $15,000"
• "That's about $249 a month"

The psychology is powerful. $249/month feels manageable. $15,000 feels impossible.

Dealer Fees: What You Actually Pay

Financing isn't free for contractors. Lenders charge "dealer fees" — a percentage deducted from the loan amount before you're paid.

Example: On a $15,000 job with a 5% dealer fee, you'd receive $14,250. That $750 dealer fee is the cost of offering financing.

But here's the thing: if financing helps you close 30-50% more jobs, the math works out heavily in your favor. A $14,250 job you close beats a $15,000 job you lose.

Top Roofing Financing Companies for Contractors

Here are the major players in contractor financing:

GreenSky

The 800-pound gorilla of home improvement lending. Most roofing contractors start here. Good approval rates, reliable funding, and homeowners often recognize the name. Dealer fees are competitive.

Hearth

Hearth isn't a lender — it's a platform that connects your customer to multiple lenders. One application, multiple offers. This can increase approval rates since customers see options from several lenders. Good for maximizing approvals.

Service Finance

Strong for promotional financing (0% for 12-18 months). If you want to offer "same-as-cash" deals, Service Finance has competitive programs. Their promotional offers can be powerful sales tools.

Synchrony

Major consumer lender with strong brand recognition. Customers may already have Synchrony cards from other retailers. Good for larger projects and customers with strong credit.

How to Present Financing to Customers

The way you present financing matters. Here's what works:

Bad approach: "The total is $15,000. But if you can't afford that, we do offer financing."

Good approach: "For this complete roof system, you're looking at about $249 a month. That includes the full tear-off, new underlayment, 50-year shingles, and our 10-year workmanship warranty. Want me to show you your options?"

Pre-Qualification: The Game Changer

Most financing programs offer "soft pull" pre-qualification. This checks the customer's eligibility without affecting their credit score.

Why pre-qualify early?

• You know what they can afford before you spend an hour on options
• Eliminates the "I need to talk to my spouse" objection
• Creates commitment — they've already taken a step toward buying
• Shows exact monthly payments for their specific situation

Pre-qualification takes 2-5 minutes. The customer enters basic info on their phone (or your tablet), and you immediately see their approved amount and monthly payment options.

Financing for Insurance Roofing Jobs

Financing isn't just for retail work. It's powerful for insurance jobs too.

Common insurance financing scenarios:

• Deductible financing — Customer can't pay their $2,500 deductible upfront
• Upgrade financing — Insurance pays $15,000, customer wants $22,000 in upgrades
• Supplement gaps — Insurance underpays, customer finances the difference

Example: Insurance approves $14,000 for a basic tear-off and reshingle. The customer wants upgraded shingles, new gutters, and a ridge vent — $21,000 total. Finance the $7,000 difference at $140/month, and you've significantly increased your ticket.

Setting Up Financing: Step by Step

1. Research lenders — Compare GreenSky, Hearth, Service Finance, and others for your market
2. Apply as a dealer — Submit business info, licensing, and insurance (1-5 day approval)
3. Complete training — Learn the lender's portal, mobile app, and documentation requirements
4. Update your sales process — Add financing qualification to your standard presentation
5. Train your team — Everyone should know how to present financing options
6. Track results — Monitor close rates, average tickets, and which financing options customers prefer

Common Financing Mistakes to Avoid

Managing Financed Jobs with Roofing Software

When you're running dozens of financed jobs, organization matters. You need to track:

• Which jobs have financing vs. cash payment
• Loan amounts and terms for each customer
• Completion documentation status
• Funding status and expected payment dates
• Dealer fees paid (for accounting)

FieldFuze helps roofing contractors manage all of this — estimates, contracts, job tracking, and payment status — in one place. And it's free ($0/month), so you're not paying software fees on top of dealer fees.

Financing ROI: Real Numbers

Let's run the math on a roofing company doing $1M/year in revenue:

Even after dealer fees, financing can add $300K+ to a million-dollar roofing company's revenue. The math works.

Roofing Contractor Financing FAQ

How do roofing contractors offer financing to customers?

Roofing contractors offer financing through third-party lenders like GreenSky, Hearth, Service Finance, or Synchrony. You partner with a lender, get approved as a dealer, then offer financing options to customers at the point of sale. The lender pays you in full, and the customer makes monthly payments to the lender.

What are the best roofing financing companies for contractors?

Top roofing financing companies include GreenSky (most widely used), Hearth (best for multiple lender options), Service Finance (best for 0% promotional rates), Mosaic (best for solar/roofing combo), and Synchrony (best brand recognition). Each has different dealer fees, approval rates, and promotional offers.

How much do roofing contractors pay for financing?

Roofing contractors typically pay dealer fees of 3-15% depending on the financing terms offered. Standard rate loans have lower dealer fees (3-6%), while 0% promotional financing has higher fees (8-15%). The dealer fee is deducted from the loan amount paid to you.

Does offering financing help close more roofing jobs?

Yes, offering financing can increase close rates by 30-50%. A $15,000 roof replacement becomes $150-250/month with financing, making it more accessible. Contractors who offer financing also report higher average ticket sizes because customers are more willing to add upgrades when paying monthly.

What credit score do customers need for roofing financing?

Most roofing financing requires a credit score of 600-650+ for approval. Some lenders offer options for lower credit scores with higher interest rates. Approval rates typically range from 60-85% depending on the lender and your customer base.

How do I present financing to roofing customers?

Present financing as a monthly payment option, not as "getting a loan." Say "Your new roof would be about $175 per month" instead of "The total is $15,000 but you can finance it." Always show the monthly payment alongside the total price. Have customers pre-qualify with a soft credit check before discussing specific numbers.

Getting Started with Roofing Financing

If you're not offering financing, you're leaving money on the table. Every competitor who offers payment options is winning deals you're losing.

Start here:

1. Sign up with one or two financing partners (GreenSky and Hearth are good starting points)
2. Train your sales team on pre-qualification and presentation
3. Add financing to every proposal — make monthly payments visible
4. Track your results and optimize

The contractors who close the most deals aren't always the cheapest or the best. They're the ones who make it easy for customers to say yes.

Financing makes it easy to say yes.