Financing
How To Calculate Your Blended Finance Cost
This guide helps home improvement contractors price financing into their business model. Plus, use our free calculator to simplify the math!
Too many deals are lost when price comes up. Not because homeowners can’t afford it, but because of how the price is presented. The good news? You can fix that with a clear, consistent way to guide every price talk.
Leads are down across the industry, and the cost to get them hasn't eased up. That means every appointment you run is money already spent and you only get one shot to turn it into revenue.
Yet too many deals are lost in those few minutes when price comes up. Not because the homeowner can't afford the project, but because of how the price gets presented.
The solution lies in sales psychology and a consistent framework that guides every price conversation the same way, every time.
The Path to Affordability™: A 7-Step Framework
Breaking Down the Sales Psychology (With Scripts You Can Start Using Right Away)
What follows is the reasoning behind each step and the language that brings it to life. The scripts are examples—use them as a starting point and adjust for your market.
Step 1: Price Permission
Most reps jump straight to numbers, which triggers the homeowner's defenses immediately. They hear a big number and their brain goes into "protect my wallet" mode before they've even processed what they're buying.
Price Permission does something different. It establishes that the customer is capable of making a decision on their timeline, not yours. You're not asking "can you afford this?"—you're asking "would you want to know about savings if they're available?"
This reframes the entire conversation. Instead of the rep pushing urgency, the homeowner is granting permission to show them options.
Example Script"Bob and Sue, as promised, I'd like to work up some numbers that are good for a year, and some numbers that are good for the next 30 days. Do you feel that you would know one way or another in the next month or so if this is a project you would go ahead with?" "And if there were any rebates or special savings that I could apply towards your project—sometimes they can save you a significant amount of money but may require a decision sooner than 30 days—would you at least want to know what's available?" If they agree: "Sounds good. It will take me a few minutes to work up some numbers. Why don't you watch this quick video while I get everything ready." |
Step 2: Confirm the Scope
Before you show any numbers, recap exactly what those numbers represent. This prevents the "wait, that doesn't include X?" objection that surfaces after you think the deal is closed.
It also gives you one more chance to reinforce value—your process, your warranty, what makes you different—before price enters the equation. When homeowners understand what they're getting, the price feels justified rather than arbitrary.
Example Script"I have some numbers all set for you, but just want to make sure we all understand exactly what they represent. These numbers are based on [recap the scope—the new bath system, the kitchen remodel, whatever you designed together]." |
Step 3: Present the Monthly Investment First
This is where most reps blow it. They either blurt out a big total number ("Your project is $24,500"), which causes sticker shock, or they rush through multiple numbers so fast the homeowner can't process any of them.
The key insight from sales psychology: people can't evaluate what they can't absorb. If you're talking while they're still processing, you've lost them.
You share both the overall investment and the monthly payment, but focus the conversation on the monthly investment—because that’s how most people think about affordability. Then pause and give them space to react.
The silence is uncomfortable, but it's essential. You need to see their reaction to know whether you're focusing on monthly payments or the total investment.
Example ScriptLay down the overall investment sheet. Do not verbalize the total dollar amount yet. Then lay down the monthly investment: "It looks like this project is coming in at only $XXX a month." Now pause. Do not talk. Wait for the customer to react. Based on their response, you can gauge whether to focus on the overall investment or keep the conversation centered on monthly affordability. |
Step 4: Apply Savings Slowly
Discounts feel fake when they come too fast. If you rattle off "we're taking 10% off, plus there's a $500 rebate, and I can do another $300 if you sign today," it sounds like you're making it up as you go.
The homeowner wonders: "Was the first price even real?"
But when you slow down and apply each discount individually, pausing to let them see the dollar impact, each one feels earned. You're building trust by being transparent about what's available and why.
Example Script"Like I mentioned earlier, I'm really good at helping my customers design beautiful projects and then making them affordable. Do you have any certificates or rebates that I can apply while I look to see what savings opportunities might be available for this project?" Then apply each discount one at a time:
The psychology here is simple: people value what they see being built in front of them. |
Step 5: Offer Two Clear Payment Options
Most homeowners freeze up when you give them one payment option because it feels like a take-it-or-leave-it moment. They're either in or out, with no room to maneuver.
When you present two options, something shifts. They're no longer deciding whether to move forward—they're deciding how. That's a fundamentally different psychological position, and it removes the pressure.
Example Script"There are a lot of different ways that our customers will fund projects like this, but there are 2 programs that customers typically use to get their project started." Option 1 - Split Payment Structure: "The first is what I like to refer to as our '2 Easy' program. It's 2 easy payments, and for your project you'd be looking at only $XXX to get your project started, and the other $XXX wouldn't be due until final completion." Option 2 - Low Deposit with Monthly Financing: "The more common program is our 'Easy Investment Plan.' Typically, our customers will do a deposit of about 10%, but they are welcome to do more. So, for your project that would be about $X,XXX, which would then be a monthly investment of only $XXX." Then ask: "Which one of these works better for you?" Notice you're not asking if they want to move forward. You're assuming they do and just helping them choose the path. |
Step 6: Ask for the Business
After everything you've built—the permission, the options, the transparency—you need to close with confidence. A direct ask paired with a physical gesture like extending your hand signals that moving forward is the natural next step.
Example Script"Are those some numbers you can live with?" Then put your hand out. Smile and nod your head. Another approach if you need to remind them of the pain: "Considering [their pain point—the leaking shower, the unusable bathroom, etc.], don't you feel it makes sense to get this project started?" |
Step 7: Handle Objections and Adjust to Close
Even with a perfect presentation, some homeowners will hesitate. The key is isolating the specific concern so you can solve it surgically instead of slashing price.
When a homeowner says "it's too much," most reps hear "I can't afford it" and panic. But often the real objection is narrower—the down payment, the monthly amount, or the loan term.
Your job is to identify which specific element is causing hesitation, then solve for that one thing while keeping the rest of the framework intact.
Example ScriptIf they say: "It's too much money / a little more than expected." You respond: "I can appreciate that. Is it the down payment, or the monthly investment?" If they ask: "How long are those payments for?" You say: "Well, I figured it for 60 months. We could do longer, shorter, or does 60 work for you?" Additional Tools to Close the GapInstallation schedule savings: If scheduling flexibility creates operational efficiencies, offer additional savings for customers who book quickly: "If there was a way for us to save you some money on this project, but it may require us getting this project scheduled, is that something you'd be open to?" Scope adjustments: When budget is the sticking point, give them a choice: "We have two types of customers: those locked in on a budget who are open to some tweaks, and those locked in on a design who are open to adjusting their budget. Which sounds more like you?" If they're locked on budget, adjust scope—swap premium options for good options. If they're locked on design, extend the financing term to lower monthly payments. |
Price Presentation: The Feature Built to Execute This Framework Consistently
Executing this framework manually introduces friction: reps juggle papers, recalculate numbers, and present financing as an afterthought.
That's why we built Price Presentation: a new feature now available to all users in One Click Estimating. It takes the entire Path to Affordability™ framework and turns it into a guided, visual experience that makes execution faster, more consistent, and completely transparent across your team.
And for contractors using 1LOOK® Financing, it connects the entire flow—from pricing to approval—in one seamless process.
Here's how it works:
1. Three payment options on one screen
Price Presentation displays cash, same-as-cash, and financing side by side so homeowners can compare options visually and understand affordability at a glance. Monthly payment ranges appear right next to cash pricing, making financing feel like a natural part of the conversation.
The benefit: Homeowners process all their choices simultaneously, which removes confusion and speeds up decision-making. Reps no longer have to verbally explain multiple scenarios or do mental math on the fly.
2. Discounts configured and applied consistently
Set up your approved discounts on the backend—rebates, promotions, schedule-based savings, whatever fits your business model. Every customer gets the same treatment, every discount gets applied in the right sequence, and your margins stay exactly where you set them.
The benefit: No more wondering why Rep A closes at 55% margin while Rep B closes at 42%. Managers get full visibility into discount usage across the team, making it easy to spot patterns and coach more effectively.
3. Financing connects in one tap
For contractors using 1LOOK® Financing, Price Presentation eliminates the awkward handoff between pricing and financing. The homeowner selects their preferred payment option on the Price Presentation screen, the rep clicks to initiate the financing application, and the entire approval process happens right there—guided, compliant, and fast.
The benefit: Financing stops being a separate conversation that feels like Plan B. It's woven into the pricing presentation from the start, which increases take rates and makes homeowners more comfortable saying yes.
The Result: A Consistent Sales Process You Can Trust
When your team uses Price Presentation, they execute the Path to Affordability™ framework faster because the tools support the psychology at every step.
- Homeowners see clear choices, compare options visually, and move forward with confidence because they understand exactly what they're agreeing to.
- Reps close more efficiently because they're not shuffling papers, recalculating numbers, or trying to verbally explain financing terms.
- Managers gain visibility into pricing consistency, discount application, and financing adoption across the team.
- Owners protect margins and reputation with a scalable process that works the same way every time.
Whether you've got five reps or fifty, every customer gets the same polished, professional experience.
Price Presentation is live now for all One Click Estimating users and connects directly with 1LOOK® Financing for instant, in-home approval.
👉 Book a demo and see how it all clicks.