Inside the playbook behind one location's six-figure growth in financed jobs

The Brothers That Just Do Gutters Albany franchise is running miles ahead of nearly every other franchisee. Last year they closed over six figures in new business financed through Wisetack, more than double any other Brothers that Just Do Gutters franchise location. 

The reason isn’t a magic pitch. It’s where financing sits in their sales process.

Before: a clunkier process and a tougher conversation

The team had originally offered financing through a legacy lender, but the process for customers to get approved was more arduous than it needed to be. This was losing them sales. Wisetack removed the friction. 

“It’s a lot easier than what we were used to,” said owner, Patrick. “Easier to explain, easier to qualify, easier to get to a yes.”

The shift: financing as the first move, not the last resort

Most franchisees treat financing as something you reach for when a customer flinches at the price or can’t afford the project. Patrick’s team does the opposite. They bring it up early and they make sure customers know about it before the first call.

“Before clients even call us, they know there’s financing. And that helps us build the project out—we’re not just selling them a basic system, we’re trying to maximize the sale.”

Financing shows up in the ads, on the website, and in the printed flyers—often tied to an extended 0% APR promotion. By the time a homeowner is talking to a rep, paying over time is one of the payment options, not a rescue plan. That timing quietly kills the most common objection. “The price is too high, I can’t afford it—we already went through that in the beginning,” Patrick said. “They kind of sell themselves.”

The insight: don't assume your customer's budget

The fear a lot of franchisees carry—that people only want financing when they need it—doesn’t hold up in the field.

“We find that many of the customers who choose to pay with financing are well off. It’s not just people who are struggling financially.”

Patrick describes stories of customers with strong credit who could pay in full preferring to choose the 0% APR financing. 

“Why spend a big chuck up front when you can hold on to your cash interest free?”

Framed that way, financing isn't a concession. It's a smart money move for budget-savvy customers.

About that transaction fee: the math to scale

Here’s the worry almost every franchisee raises when exploring financing options: the transaction fee on each financed job. It’s easy to fixate on this. It’s a real cost, it shows up on every transaction, and it feels like it’s eating into the margin on your hard earned work.

But that math only looks at the jobs you were already going to close. The fee isn’t a tax on existing work, it’s the price for the new work you’re able to unlock. The bigger package the customer upgraded to, the project they greenlit on the spot instead of waiting 6 months, the homeowner who chose to say yes today because of the ability to pay over time.

Patrick’s team doesn’t treat financing as a cost they have to swallow. They treat it as a tool to scale and the fee becomes a cost to achieve larger jobs, faster sales, and long-term growth. 

“We’re not just selling the customer a basic gutter system—we’re trying to sell the best job possible given their home's needs.”

Reframe the question. Don’t ask “what does this fee cost me per job?” Ask “what’s it worth to close more jobs, close them faster, and close them bigger?” A fee on a job you win beats no fee on a job you lose.

How they run it: everybody is a salesperson

The playbook works well because the whole company is bought in. The location has 15 people, including a four-person dedicated sales team, but the training doesn’t stop with them.

“Everyone on our team is responsible for sales. From our production guys to our office admin, it’s not just on the sales rep to close the deal.”

When a rep needs a financing app sent, the office helps support. Once accepted, they quickly follow up to book the job to match customer expectations. The talk track is taught to and used by everyone, so the message stays consistent no matter who the customer talks to.

The result, and what’s next

Six figures in financed volume last year. A near-perfect take rate on offers. A sales process the team didn’t have to rebuild—just one that now introduces financing from the first touch. And they’re planning to double their sales this busy season.

Patrick’s advice to other locations

“If you aren’t coordinated in putting all those efforts together—marketing, sales, the office admin—you’re only so good. Marry it all together.”