Roof financing for roofing companies: how to offer it, present it and stay legal
A guide for roofing companies on homeowner financing: how homeowners really pay, monthly payment math, how to present it at the kitchen table and ad rules.
Two-story American suburban home with a covered front porch. Illustrative photo: Christian O'Meara / Unsplash
Roof financing helps a roofing company close more retail replacements when it is ready before the visit and shown as a monthly payment next to the total price. Most homeowners pay for big home projects from savings, so the roofer who can say “here is the total, and here is what it looks like per month” keeps the deal alive when savings fall short.
This guide is for owners of retail replacement roofing companies. It covers how homeowners actually pay, the payment math, how to present financing and the ad rules to follow. It is not legal or financial advice.
How homeowners pay for big home projects
There is no large public survey on how homeowners pay for roofs alone, but the biggest renovation survey in the US gives a clear picture of how they pay for home projects in general:
| How homeowners paid for 2024 renovations | Share of homeowners |
|---|---|
| Savings | 84% |
| Credit cards | 29% (down 8 points from 2023) |
| Secured home loans (HELOC, cash-out refinance, home equity loan) | 12% |
| Cash from a home sale | 10% |
| Insurance payout | 5% |
| Unsecured loans | 3% |
Source: 2025 U.S. Houzz & Home Study, more than 22,000 US homeowners. Shares add up to more than 100% because many used more than one source.
What this means for a roofer: most homeowners plan to pay from savings, and many mix sources. Financing is rarely the whole plan. It is the bridge between what the homeowner has saved and what the roof actually costs.
What a roof costs the homeowner
The bridge is often big. In the 2025 Cost vs Value report from the Journal of Light Construction, the national average job cost was:
| Project (national average, 2025) | Job cost | Cost recouped at resale |
|---|---|---|
| Roofing replacement, asphalt shingles | $31,871 | 67.5% |
| Roofing replacement, metal | $51,865 | 50.1% |
Your tickets may be lower or higher depending on roof size, pitch, materials and market. The point stands: a full replacement is a five-figure bill, and many homeowners can’t or won’t pay it all from savings at once.
The monthly payment math
Homeowners compare a roof to their monthly budget, not to a price list. These are simple loan math examples, not lender quotes. Real rates depend on the lender, the plan and the homeowner’s credit.
| Amount financed | APR | Term | Monthly payment | Total interest |
|---|---|---|---|---|
| $15,000 | 7.99% | 10 years | about $182 | about $6,830 |
| $15,000 | 9.99% | 15 years | about $161 | about $14,000 |
| $25,000 | 9.99% | 10 years | about $330 | about $14,630 |
| $25,000 | 17.99% | 7 years | about $525 | about $19,130 |
Two things to notice. A longer term lowers the payment but can double the interest, so show the homeowner both. And credit matters a lot: NerdWallet’s roof financing guide lists personal loan APRs from about 6% to 36%, with the lowest rates usually going to borrowers with scores of 690 or higher.
The financing options homeowners have
| Option | How it works | Good to know |
|---|---|---|
| Contractor financing program | You partner with a lender; the homeowner applies with you, often on a phone or tablet | Fast and easy for the homeowner. Promotional plans often carry a dealer fee for you |
| Personal loan | The homeowner borrows from a bank or online lender | No home equity needed; rates depend heavily on credit |
| HELOC or home equity loan | The homeowner borrows against the home | Usually lower rates; takes longer and puts the home up as collateral |
| Cash-out refinance | The homeowner replaces their mortgage with a bigger one | Only makes sense if rates and timing work for the whole mortgage |
| Insurance claim | Storm or hail damage covered by the homeowner’s policy | Different process; see our storm damage playbook |
For a roofing company, a contractor financing program is the one you control. Have it set up, test the application yourself and know the approval time before you need it at a kitchen table.
How to present financing without losing trust
- Say it early. On the confirmation call or at the start of the visit: “We have payment options if that helps. I’ll show you both when we get to the price.”
- Inspect and explain first. The homeowner should understand why the roof needs replacing before they hear any number. Our roofing sales process covers this step by step.
- Show total and monthly together. “The total is $18,400. With our financing partner, that’s about $X a month for Y years, subject to approval.” Use the payment your lender’s tool gives you, never a guess.
- Offer a choice, not a push. Cash, card, financing or a mix. Many homeowners will use savings for part and finance the rest.
- Let them apply on the spot if they want. A soft-pull pre-qualification, if your lender offers one, lowers the fear of a credit hit.
- Follow up the ones who didn’t sign. “Was it the total or the monthly payment?” tells you what to adjust.
Ad rules: monthly payments in your marketing
“New roof for $150 a month” is a strong hook, but it is also a credit ad. Under the federal Truth in Lending Act rules, Regulation Z section 1026.24, stating the amount of any payment, the number of payments or the down payment in an ad triggers more disclosures, including the APR and the terms of repayment.
- Safe and simple: “Financing available” or “Ask about payment options.”
- If you name a payment, use the exact ad copy and disclosures your lender approves.
- Never promise approval for everyone, and never say “no credit check” unless it is true for that plan.
One more rule worth knowing: under the FTC’s Holder Rule, when a seller arranges consumer financing, the credit contract has to include a notice that lets the homeowner raise claims against the seller with the lender too. In plain terms, poor work can follow you into the loan. Do the job right and keep good records.
How to measure if financing is working
Don’t judge financing by how many homeowners apply. Track:
- Financing mentioned: in what share of estimates did your rep show the monthly payment?
- Applications and approvals: how many applied, how many were approved, at what plan.
- Close rate with and without financing shown: compare the two groups over at least 30 to 60 estimates.
- Net ticket after dealer fees: a low APR plan that costs you a large fee may not be worth it on smaller jobs.
Then check your numbers against what you can afford to spend to win a roof with the 3x rule calculator.
Get more homeowners to the kitchen table
Financing only helps if homeowners show up for the estimate. Booked Contractor books roof estimate appointments for US roofing companies doing $1M+ a year. We run Meta ads on your own ad account, call every lead in under a minute, qualify the homeowner (owns the home, real roofing project) and book the estimate on your calendar. You pay a flat fee only when the homeowner sits down with your team, and we work with one roofing company per city. See how it works for roofing companies and pricing.
Related: Roofing sales process · How roofers can increase show rate · How much do roofing leads cost
Frequently asked questions
Should a roofing company offer financing?
Most retail replacement roofers should have at least one financing option ready. A replacement roof is one of the largest bills a homeowner pays for their house, and many prefer a monthly payment to draining savings. Financing does not replace a good estimate and follow-up, but without it you lose homeowners who would have said yes to a payment.
When should a roofer bring up financing in the sales process?
Twice. Mention early in the visit that you offer payment options, then show the monthly payment next to the total price when you present the estimate. Don't wait for the homeowner to ask, many never will.
Can I advertise a monthly payment like 'new roofs from $150 a month'?
Only with care. Under the federal Truth in Lending rules (Regulation Z, 12 CFR 1026.24), naming the amount of a payment in a credit ad is a triggering term that requires you to also disclose the down payment, the terms of repayment and the APR. Use the exact wording your lender approves.
Do roofers pay a fee to offer financing?
Often yes. Many contractor financing programs charge the contractor a dealer fee on promotional plans such as low APR or deferred interest. Ask each lender for the fee on every plan in writing and build it into your pricing before you quote.
David Sierra is the founder of Booked Contractor. In 10+ years of digital marketing and lead generation he has worked with 300+ clients, generated thousands of qualified sales calls and invested more than US$30M in ads.