For many builders, financing is treated as an afterthought in the sales process or something left for the homeowner to research and bring up. But according to Joe Garcia, national sales director at Lyon Financial, that approach is costing them opportunities.
“Financing is more than getting a loan approved,” Garcia says. “It shapes how the customer understands the project and whether they feel comfortable moving forward.”
When leveraged effectively, the right financing partner becomes a sales tool, helping builders present payments confidently, win more jobs, drive larger projects, protect scope, and improve close rates.
Monthly Payments Are What Move Projects Forward
Homeowners rarely decide based on total project cost alone. Financing helps builders translate that price into a manageable monthly payment, making it easier for customers to say yes and often say yes to more.
“It’s a win for the customer and potential for the builder to sign a contract and increase the project cost.”
The right partner makes that shift seamless, helping builders present payments confidently and move more projects forward.
Financing the Full Backyard Drives Larger Projects
A strong financing partner should offer financing for not just the pool, but everything around it. When financing makes additional outdoor living features more affordable, it becomes easier for customers to commit to a complete backyard instead of settling for a basic pool and minimal decking.
“Knowing you have one partner who can assist in pool projects and with outdoor living–pergolas, kitchens… what that means to the client is one loan and less cost to others,” says Garcia. “There’s peace of mind knowing it’s more efficient to have one loan, and one partner.”
That one-stop-shop approach makes it easier for builders to offer upgrades and easier for customers to say yes. With the right financing in place, many of those additions become just a small increase in the monthly payment instead of a large jump in total cost.
What to Look for in a Financing Partner
Not all financing partners deliver the same results. Those differences directly impact how many projects move forward and how much revenue is captured.
Rates often come to mind first, and they are important, but they are only one part of the equation. Here are a few key questions builders should ask:
Are their programs built for pool projects?
Financing should be designed specifically for pool and outdoor living projects. Builders should look for loan options with longer terms and competitive fixed rates, which help create lower monthly payments and make it easier for customers to move forward.
Garcia notes that extended 20- or 30-year terms provide a lower monthly payment, making projects more affordable.
Equally important is a simple, streamlined process and a partner that understands the pool industry. That combination makes it easier for both the builder and the homeowner, reducing friction, avoiding unnecessary delays, and helping move projects from quote to contract more efficiently.
What is their approval rate?
Approval rates are critical. Low approvals mean more stalled projects and missed opportunities.
“You want to hear 60-70% versus 10-15%,” Garcia says.
Higher approval rates increase the likelihood that leads convert to sales, and sales convert to projects.
What fees do they charge?
Some lenders charge borrower fees that add thousands to the project cost, often paid out of pocket, which can be a deal breaker. Even when those fees aren’t paid by the builder, they still increase total cost and lead customers to scale back or hesitate.
“Find someone who charges a flat fee or no fee, so customers can focus on what they want instead of what they can get,” Garcia says.
What support do they offer?
Builders should consider the level of support a financing partner provides, especially when it comes to helping their team present financing and close deals.
“A lot of builders know how to design but don’t know how to overcome obstacles or convert a big project cost to monthly cost,” Garcia says. “You want someone who can come and educate your team.”
The right partner acts as an extension of the sales team, helping builders overcome objections and confidently communicate monthly payments.
Just as important, that partner becomes an extension of the builder in the eyes of the customer. How they communicate, support, and guide the homeowner reflects directly on the builder’s business, so it’s critical they deliver the same level of service your customers expect from you.
For more information, visit lyonfinancial.net.
