Pick the program whose costs you understand, whose marketing rules you can live with, and whose application process your customers will actually finish. The headline offer to homeowners matters, but it isn't the only thing that decides whether a program helps your plumbing business. Below are 25 questions to put to any licensed lender, grouped by theme, with notes on why each matters for marketing. We don't name, rank or recommend lenders, and this guide is not financial or legal advice; your own lawyer and accountant should review any agreement.
First, confirm who you're dealing with
You want to know the lender's regulatory status before anything else. The Financial Consumer Agency of Canada explains that federally regulated lenders, such as banks, have federal disclosure duties, while other lenders are covered by provincial or territorial rules.
- Is the lender federally regulated, or provincially regulated in the provinces where my customers live? This tells you which rules govern their disclosures and where customers can complain.
- Is the company I'm signing with the lender, or a platform or intermediary that connects me to lenders? If it's an intermediary, find out who actually extends the credit.
- Which provinces and territories does the program cover? If you serve customers across a border, such as Ottawa–Gatineau or Lloydminster, check both sides.
The costs to you
These answers feed straight into the break-even calculation in our close-rate maths guide.
- What fee, if any, do I pay on each financed job, and does it vary by the promotion the customer chooses?
- Are there set-up, monthly or minimum-volume charges?
- When is the money paid to me, and on what trigger (job completion, customer sign-off, a set number of days)?
- What happens if a customer disputes the work? Can funds be held back or reclaimed?
- Am I allowed to charge different prices to customers who finance? What does the agreement say about passing on costs? Ask, and keep your advertised pricing consistent with the answer.
The marketing rules
This is the part most owners skim and later regret. It decides what we, or anyone, can put on your website and in your ads.
- Which materials are pre-approved: logos, banners, web copy, payment examples?
- Do I need approval before publishing my own ads that mention the program? How long does approval take?
- Can I mention the lender's name in Google Ads and on my Google Business Profile?
- Are payment examples available, and do they come with the disclosure wording I must use alongside them?
- Are French-language materials available for Quebec or New Brunswick customers?
- What must I remove, and how fast, if a promotion ends or the program changes?
If the answers are vague, push for them in writing. Vague marketing rules lead to cautious, invisible marketing, which defeats the purpose of signing up. Our financing pages service is built around whatever rules you end up with.
The customer's experience
A program only helps if homeowners can complete it without frustration.
- How does the customer apply: online, by phone, in person with my technician? Can they do it from the driveway on a phone?
- How long does a typical decision take? A quick decision fits a failed water heater; a slower one may be fine for a planned repipe.
- What does the customer see if they're declined, and do they hear it from the lender or from me? You want the lender, not your technician, delivering that news.
- Is there a soft check or pre-qualification step, and how is it described to customers? Use only the lender's description of it.
- Who does the customer call with questions about their account? It should be the lender, and your materials should say so.
- How are complaints handled?
Data and privacy
Customer financing involves sensitive personal information. Canada's private-sector privacy rules, summarised by the Office of the Privacy Commissioner, apply to commercial activity, with BC, Alberta and Quebec having their own similar laws.
- What customer information, if any, does the lender share with me, and what am I allowed to do with it?
- Does my staff ever need to collect or see application details? The less your company handles, the simpler your obligations.
- Can I see application and approval counts in a portal for my own reporting, without customer details? This makes funnel reporting much easier.
Getting out
- What is the term of the agreement, and how much notice is needed to end it?
- What happens to customers with open financing if the agreement ends? They should be unaffected; confirm it.
How to compare two offers side by side
Put each lender's answers into a simple table:
| Factor | Program A | Program B |
|---|---|---|
| Regulatory status confirmed | ||
| Fee per financed job | ||
| Fixed monthly costs | ||
| Payment timing | ||
| Pre-approved web and ad materials | ||
| Approval needed for own ads | ||
| French materials | ||
| Application on a phone | ||
| Reporting portal | ||
| Notice to exit |
Then run the break-even maths for each. A program with a slightly higher fee but far better marketing materials and a smoother application may win more jobs overall.
Red flags
- Pressure to sign the same day
- Marketing material that promises approval to every customer
- No written answer on what you're allowed to say in ads
- Unclear answers about who the actual lender is
- Requests for your staff to handle customers' financial documents without a clear process
Where we fit
After you sign: the first 30 days
The first month decides whether a program becomes part of how you sell or just another logo. Within 30 days, aim to have the lender's approved wording on your biggest job pages, a quote insert in use on every large quote, a short script for the office, and a log of which quotes mentioned financing. Without that log, you won't be able to judge the program at renewal.
Once you've signed, a program launch turns the agreement into scripts, quote inserts and habits. Before you sign, we're happy to talk through how each program's marketing rules would affect your website and ads. Call, text or email; the first consultation is free.
Frequently asked questions
Can you recommend a lender?
No. We don't name or recommend lenders and we take no commission from any. These questions are meant to help you compare offers yourself.
Should I sign with more than one lender?
Some contractors do, to cover customers who don't fit one program. It adds complexity for staff and marketing, so start with one unless you have a clear reason.
Who should review the agreement?
Your own lawyer and accountant. We can review the marketing and conduct sections from a marketing point of view, but we don't give legal advice.
What is the most overlooked question?
What happens to your marketing materials and customers' experience if the program ends. Ask how much notice you get and what you must remove.