Today’s roofing customers are weighing more than shingle colors and warranties when choosing a contractor. Increasingly, they’re asking: “How will I pay for this?” In industries ranging from auto repair to healthcare and even retail, flexible payment plans are now becoming the norm. Homeowners have grown used to paying overtime—and they expect the same when making one of the most important investments in their home: replacing or upgrading their roof.

For roofing contractors, this shift represents both a challenge and an opportunity. Those who fail to offer financing may lose jobs to competitors who do. On the flip side, those who embrace payment flexibility can position themselves as customer-focused, modern, and better equipped for success in a competitive market.

The Rise of Payment Options in Consumer Behavior

The rise of buy-now-pay-later (BNPL) services underscores how firmly payment flexibility has become part of everyday consumer behavior. More than 56 percent of U.S. consumers used a pay-later plan in the year ending October 2024 (eMarketer), with nearly 35 percent using it for groceries, 42 percent for clothing and accessories, and 28 percent for home furnishings.

If homeowners expect flexible payment options for everyday purchase, it’s only natural they want the same when facing a $12,000–$20,000 roof replacement. An April 2025 survey of 2,000 U.S. consumers aged 18 to 79 found that nearly half of adults have used a BNPL service (Forbes). For today’s customers, a decision to purchase isn’t just defined solely by total cost — it’s about whether the payment options can fit comfortably within their household budget. 

Photo: Stockwerk-Fotodesign | Adobe Stock

Why Financing Gives Roofers a Competitive Edge

Consider the difference between presenting a $15,000 roof replacement as an upfront cost versus offering it as a $250 monthly payment. For many households today, the monthly payment option is simply the more realistic option. 

Financing can also open the door for customers to consider upgrades they may have initially ruled out. Premium shingles or impact-resistant products designed to withstand severe weather often carry higher upfront costs. Flexible payment options allow homeowners to consider these enhancements without the need to pay the full amount upfront, helping them choose solutions that best meet their needs. 

The data shows this is a long-term shift. Fortune Business Insights projects the global BNPL market will grow from $37.19 billion in 2024 to $167.58 billion by 2032. For roofing contractors, this trend underscores that payment flexibility isn’t going away. Those who make financing a routine part of their proposals are aligning their businesses with the way today’s consumers already expect to buy.

Photo: Mathew | Adobe Stock

Meeting Today’s Standard in Roofing Sales

Despite the advantages, some roofers hesitate to mention financing, assuming customers can pay cash. In reality, homeowners of all financial backgrounds can appreciate the flexibility financing provides. Others worry it will complicate the sales process. The truth is that qualified financing partners make it fast, simple, and seamless. Approvals can often be completed in minutes, with tools that integrate directly into proposals and contracts.

Across nearly every industry, payment flexibility has become standard. By making it a routine element of every proposal, roofing contractors not only meet those expectations but also build trust and stand out in a crowded marketplace. By embracing payment flexibility, roofers can better serve their customers and ensure their businesses remain relevant in a market where expectations continue to evolve.

See how Watercress Financial empowers roofers with competitive financing solutions and real support.