This business wanted a financing company “without a lot of fine print” — they chose Wisetack

Wisetack Team
February 5, 2024
min read

“Elite” is in the name for a reason

Based in Tallahassee, FL, Buck and Ashly Deese are the founders of Deese Elite Concrete Coatings, a company that specializes in designing and installing concrete coatings. Their goal, as stated on their site, is to “make concrete pretty.” And based on their perfect Google average rating (on 300 reviews, too), it’s clear that the company’s customers have all been delighted with their new floors.

According to Ashly, the company’s success has been greatly facilitated by Builder Prime — its software platform of choice since 2020. By streamlining operations and substantially reducing admin work, Deese Elite is able to focus on what matters most: providing the best possible service to customers. This has led to not just company growth, but industry recognition as well. Today, Deese Elite serves on the coveted Penntek Coatings advisory board and is recognized as a thought leader in the home improvement industry.

Maintaining the company’s stellar reputation

To maintain the company’s remarkable reputation — and to land more jobs — the Deeses knew that offering consumer-friendly financing options was a necessity. In fact, research conducted by Lowe’s shows that 62% of customers want financing when getting a job or project done.

Finding the right financing partner, however, is always tricky. Before opting for Wisetack, Ashly considered several other companies, but could not find one she felt comfortable working with. Common issues she cited were complicated systems and the feeling of working with a “conglomerate” that did not provide adequate customer service.

But upon hearing rave reviews from another local business (Gutter Hawk Roofing), she and Buck decided to give Wisetack a try — and never looked back.

The value of feeling valued

During initial conversations with Wisetack, Ashly received substantial support from a product expert, which she took as a clear sign that the company was committed to customers. This experience was a major reason she ended up going with Wisetack as Deese Elite’s only financing provider.

“I felt comfortable with Wisetack from the get-go. Everything seemed so genuine — I knew there wouldn’t be any fine print.”

– Ashly Deese, COO, Deese Elite

Wisetack’s pricing model also appealed to Ashly: She was only charged a flat fee per transaction, meaning the business didn’t have to pay anything until they got paid. Plus, there was no cost to sign up. In other words, giving Wisetack a try was a no-risk proposition.

A workflow kept simple

Using the Builder Prime platform, Buck and Ashly have established an efficient workflow for Deese Elite, and any consumer financing solution they implemented needed to fit seamlessly within this workflow.

Wisetack is fully integrated with Builder Prime, allowing things to remain streamlined — no need to juggle multiple apps or browser tabs. Further facilitating the process, sending a financing application via text or email only takes one click — a link to do so is included on every project.

And when a design consultant is sent to a customer’s house, they can upsell with confidence using their unique prequal link — knowing that it will take less than a minute for a customer to prequalify with no impact to their credit score.

Keeping customers happy every step of the way

Buck and Ashly pride themselves on providing stellar service to their local community, and they needed a financing partner that would do just the same. “We worked so hard to have integrity and be a good local company that people can trust,” Ashly said, adding that “doing shady financing is a quick way to lose the trust of the community.”

With Wisetack offering things like 0% APR options, the ability to check options with no credit impact, and no hidden fees, Ashly felt like customers would be able to have complete trust in the product.*

“I liked the terms and conditions from a customer’s perspective — like not charging late fees. I didn’t want to get into a situation where we were ripping customers off.”

– Ashly

In addition, she wanted to make sure customers could quickly and easily apply for financing — the process can be tedious with some companies. Wisetack also checked that box: customers can complete an application in seconds and without any paperwork involved.

What’s next?

Deese Elite’s quality of work and dedication to customer service have given the company a literal flawless reputation. Now with Wisetack in their toolbox, Buck and Ashly can continue to delight their customers — and win more jobs in the process. And along the way, they’ll keep getting help from the Wisetack team, who continues to strategize alongside their team on how to get the most out of financing.

About Builder Prime: Builder Prime enables remodeling and home improvement contractors with the “Does-It-All” CRM, estimating, and production management platform. Automate lead management, eliminate missed leads, and gain precision insights across marketing, sales, and production. If you are interested in learning more about Builder Prime, please visit and request a demo with an expert today.

*All financing is subject to credit approval. Your terms may vary. Offers range from 0-35.9% APR based on creditworthiness. No other financing charges or participation fees. Payment options through Wisetack are provided by our lending partners. See

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