Where Projects Actually Stall

For most established contractors, the challenge is not generating interest. It is converting that interest into committed projects.

You see it in real time:

A homeowner is engaged.
The project scope makes sense.
The numbers are workable.

And then the decision slows down.

In our research, 59% of homeowners said they would walk away from a project due to lack of trust in the process or contractor.

Not because they did not want the project. Because something in the experience did not feel clear or confident enough to move forward.

This hesitation is not limited to financing alone. It reflects how homeowners evaluate the entire project. Financing is often the moment where that uncertainty becomes most visible.

Financing Doesn't Lose Deals. It Reveals Where Confidence Breaks Down.

One of the clear takeaways from the research is that financing is not the root issue. It is the moment where uncertainty becomes visible.

• 79% of homeowners say they are likely to finance a future project
• But only 26% use contractor-offered financing

That gap is not driven by rates or approvals alone. It is driven by how financing is introduced, explained, and experienced within the broader project conversation.

From homeowners:

"When they pushed financing too hard, I got suspicious."

"I almost walked away because I didn't understand the terms."

Financing is where homeowners look for signals.

Is this clear?
Is this structured?
Can I trust how this works?

If the answer isn't yes, homeowners are likely to pause.

What High-Trust Contractors Do Differently

The contractors who consistently close projects are not necessarily offering more financing options.

They are creating a more confident experience around how those options are introduced and discussed.

Here are four behaviors that consistently improve conversion.

Timing plays a bigger role than many contractors expect.

• 42% of homeowners consider financing before choosing a contractor
• 47% want it acknowledged during the estimate process

High-performing contractors bring up financing early, but position it as part of planning the project, not as a sales tactic.

The goal is to create awareness without pressure and allow the homeowner to evaluate options at their own pace.

What works:

• "We offer financing if that's helpful as you think through options."
• "Some customers like to look at financing alongside their estimate."

What does not work:

• Leading with monthly payments
• Turning financing into a pitch

Nearly half of homeowners disengage when financing feels pushed.

That reaction is immediate, and it is driven by the emotional weight that financing already carries.

Homeowners are balancing:

• Cost considerations
• Financial impact
• Confidence in their decision

"When they pushed financing too hard, I got suspicious."

High-performing contractors recognize that their role is not to accelerate the decision. It is to create a process where the homeowner feels comfortable making one.

According to our survey, the primary barrier in financing is not access. It is clarity.

• 68% of homeowners worry about hidden fees
• 51% say financing options feel confusing

Homeowners are not asking for less information. They are asking for clearer information.

"Everything looks good until you read the fine print."

"The information is out there, but it's hard to tell what's real."

High-performing contractors take time to:

• Walk through estimates clearly
• Introduce financing and guide customers through what to expect
• Help address questions and direct customers to clear, reliable information

Clarity builds momentum. Confusion slows it down.

This is also where the financing experience itself matters. When terms are clearly presented, communication is consistent, and expectations are defined upfront, it reinforces confidence instead of introducing new questions.

Trust is not just about the numbers. It is about how the entire financing experience is structured.

• 93% of homeowners say trust in the lender and clear terms are critical in their decision

At the same time, homeowners want to feel that they are making an independent, informed choice.

"I don't like feeling like the contractor and lender are in it together."

High-performing contractors reinforce trust by ensuring financing feels:

• Transparent, with clear terms and no surprises
• Structured, with a predictable process from application through funding
• Customer-controlled, where the homeowner owns the decision

This is where the design of the financing experience becomes critical.

Slice^® by FNBO is built around these principles. Customers apply directly, review terms independently, and approve funding themselves. This keeps the contractor focused on the project, not the financing decision, while reinforcing homeowner control.

At the same time, clear communication and defined process steps help reduce confusion and create a more predictable experience for both the homeowner and contractor.

As part of FNBO, one of the largest privately held banks in the U.S., this approach is supported by established risk, compliance, and governance practices, reinforcing stability and trust throughout the process.

What This Means for Your Business

For contractors operating at scale, improving conversion is not just about generating more leads.

It is about reducing hesitation within the opportunities you already have.

Because:

• Demand is already there
• Homeowners are already researching options
• The experience determines whether they move forward

For contractors focused on growth, this directly impacts close rates, sales cycle length, and the ability to move large projects forward.

The right financing experience supports this.

When financing is transparent, structured, and customer-controlled, it reduces friction in the sales process. It allows contractors to introduce financing naturally, without pressure, while reinforcing confidence in both the project and the process.

When financing aligns with how homeowners want to make decisions, it becomes a tool that supports conversion rather than slowing it down.