For decades, many pool builders have operated under a simple assumption: most customers pay cash for their projects. It is so common that builders often say, “My customers don’t need financing. They pay cash.” It seems logical. Customers say it confidently, put down a deposit, and appear ready to fund the rest of the project without assistance.
But according to Carla Barrera, director of business development, marketing and advertising at Lyon Financial, that assumption is costing builders more revenue than they realize.
“Many customers are financing behind the scenes,” Barrera says. “Just because a builder does not see the funding does not mean it is not happening.”
Carla Barrera
What builders don’t see
Most customers do not actually pay cash, even when they confidently say they will. Their decisions rarely match the behavior of true cash buyers.
“Customers say ‘cash,’ but then they hesitate, scale back, or phase projects,” Barrera explains. “Their behavior speaks louder than their words.”
Some customers protect their savings by reducing scope or delaying commitments. Others secure financing on their own through lenders who are not experts in outdoor living projects, often without realizing that better options exist. When builders guide customers to a trusted pool-specific financing partner, projects benefit from faster approvals, clearer expectations, and more predictable scheduling.
“Even true cash buyers benefit from seeing financing options because it preserves their liquidity and gives them more flexibility to build the project they actually want, not just the one they feel they can afford today,” Barrera says.
Why the myth sticks
Customers often present themselves as cash buyers because it feels easier than discussing credit, budgets, or financial comfort levels. Builders only see the deposit and not how the rest of the project will actually be funded. Many are also unaware of the specialized financing options available today, which leads them to assume financing is irrelevant or too complicated to offer.
Barrera sees this shift firsthand.
“Once builders understand the financing options available, it often elevates their entire sales approach,” she says, “and opens significant opportunities for their business by giving customers the confidence to move forward with larger, more complete projects.”
How the myth cuts into your revenue
When customers believe they must rely on savings, they choose smaller projects, eliminate high-margin upgrades early, and move more slowly through decisions. If they seek financing on their own, it often creates unpredictable timelines and last-minute scheduling challenges for the builder.
According to Barrera, the revenue impact is real.
“Builders underestimate how much they lose simply because the customer never realized financing was an option,” she says.
The truth: Customers do not behave like cash buyers
Even customers with the intent and means to pay cash often become cautious when real decisions begin. They may downgrade features, phase construction, or postpone approvals. Financing removes those barriers by giving customers confidence and flexibility to pursue the full project they genuinely want.
“When builders lead with financing, customers feel more comfortable exploring what they really want,” Barrera says. “It completely changes the conversation.”
How builders can break the myth
“Financing should be part of every conversation, not an afterthought,” Barrera advises.
Builders who introduce financing early give customers clarity, reduce hesitation, and keep projects moving forward.
Tips for success:
- Make financing part of every sales conversation.
- Always show both cash and monthly payment options.
- Position financing as a way to protect the customer’s savings.
- Work with financing partners that specialize in pool and outdoor living projects.
- Address financing early to support smoother decisions and more predictable schedules.
A simple shift that creates big results
The idea that “my customers pay cash” has shaped builder assumptions for years, but today’s buyer behavior tells a different story. Builders who introduce financing early create a more confident customer experience and position themselves for stronger long-term success. Making financing a standard part of the conversation also helps reduce hesitation and removes barriers that often slow down or shrink projects.
“Offering financing up front helps builders close more jobs and sell bigger ones, and it makes the entire process easier for both the builder and the customer,” Barrera says. “It is one of the easiest, smartest adjustments a builder can make to support their success.”
For more information, visit www.LyonFinancial.net.
