Why This Conversation Matters
Financing isn’t just a side option, it’s one of the most powerful tools you have to help homeowners say “yes” to their dream pool. Too often, builders wait too long to bring it up, or avoid the topic altogether, leaving projects stalled or budgets cut short.
Even homeowners planning to pay cash benefit from hearing about financing. When they see how manageable structured payments can be, they often increase their budget or accelerate their project timeline.
This guide gives you practical scripts and sales coaching tips to introduce financing with confidence, build trust, and close more sales.
1. When to Bring Up Financing
Timing is key. Position financing as a helpful tool, not a last-minute fix. Introduce it after exploring the homeowner’s dream pool vision but before sharing the estimate. This prevents sticker shock and keeps their options open.
Best Practice Flow:
- Ask about the homeowner’s vision (“Tell me about the pool you’ve always wanted”).
- Guide them through design and must-have features.
- Before you present cost, say:
“Most families like to see both cash and financing options before they make decisions. Would you like me to show you both?”
Do: Position financing as a tool that supports their dream.
Don’t: Wait until after they’ve already reacted to the price.
Keep in mind: You’re the trusted expert guiding them through a major investment. Introducing financing positions you as a problem-solver, giving homeowners real choices instead of just a price.
2. How to Position Financing as a Benefit
Financing should never sound like “debt.” Frame it as flexibility, empowerment, and smart planning. When you frame financing as a way for customers to keep cash liquid and still get upgrades, they see you as a partner, not a salesperson.
Builder Talking Points:
- “Financing provides more options without touching your savings, letting your money continue working for you.”
- “It lets you move forward now instead of waiting years.”
- “A lot of homeowners use financing even when they have cash; they want to keep their money liquid.”
3. Talking Points That Work With Homeowners
Different motivators drive different families. Adapt your language to what matters most to them:
- Lifestyle angle:
“Financing lets you enjoy your pool this season instead of waiting. Every season you use your pool adds to the return on your investment.” - Upgrade angle:
“It makes it easier to include the features you’ll love now and enjoy for years to come, getting the most out of your pool.” - Budget angle:
“Spreading costs over time often feels more comfortable than one big lump sum. Your pool is a long-term investment, and your finances should fit that.”
Sample Conversation Flow
- Vision: “Tell me about the pool you’ve always pictured. What features are most important to you?”
- Budget Setup: “Most families like to see both cash and financing options before they make decisions. Would you like me to show you both?”
- Financing Bridge: “Financing is about keeping your options open. Many homeowners use it to keep savings intact and still get the pool they want.”
- Visual Tool: “Let me pull up Lyon’s calculator so you can see how this looks monthly. Most families are surprised at how manageable it feels.”
- Close: “Now that you’ve seen both options, which features would you like to include so we can move forward?”
4. Overcoming Common Objections
Homeowners will hesitate. That’s normal. The key is to acknowledge first, then pivot back to benefits.
Objection: “We’d rather pay cash.”
Response:
“That’s great. Many of our cash customers still explore financing. It lets them keep savings intact, start sooner, and sometimes add more upgrades.”
Objection: “We’re not sure we want a loan.”
Response:
“There’s no obligation at all. Pre-qualifying just shows you what’s possible. It’s simply an option on the table.”
Objection: “We want to wait and save more.”
Response:
“That’s smart planning. The challenge is that construction costs usually rise each year. Financing lets you lock in today’s pricing and start enjoying the pool right away.”
5. Quick Wins for Builders
3 Must-Do’s ✅
- Bring up financing before showing the estimate.
- Use simple, outcome-focused language (not finance jargon).
- Show Lyon’s calculator in real time to make the pool feel attainable.
3 Mistakes to Avoid ❌
- Don’t assume “cash customers” aren’t interested.
- Don’t bury financing in paperwork at the very end.
- Don’t overwhelm with loan terms or acronyms.
Final Takeaway for Builders
Financing isn’t about selling a loan, it’s about removing obstacles so buyers can confidently say “yes.” Builders who consistently introduce financing see faster closes, larger projects, and happier homeowners.
Why Builders Partner With Lyon Financial
Lyon Financial isn’t just another financing option. Since 1979, we’ve specialized in pool projects and work closely with builders to help homeowners say “yes.” With over four decades of experience, we support your sales process, helping you close more projects, increase order size, and build trust with clients.
Ready to Grow Your Business?
Financing isn’t just a tool for homeowners, it’s a tool for builders, too. Positioning financing strategically helps your clients move forward faster, keeps budgets flexible, and can turn more leads into signed contracts. Lyon Financial provides the tools, scripts, and resources to make it happen.
