That doesn’t necessarily mean demand disappears. Remodeling continues to represent a significant part of the residential construction market. According to the National Association of Home Builders (NAHB), the Remodeling Market Index remained in positive territory in the second quarter of 2026, with a reading of 61.¹
At the same time, the remodeling industry is navigating a period of slower growth. Harvard University’s Joint Center for Housing Studies projects that annual spending on home improvements and repairs will continue losing momentum through mid-2027, with year-over-year growth expected to slow to 0.5% by the second quarter of 2027.²
For dealers, these shifting market conditions make it increasingly important to have options that can support customers throughout the year. Financing solutions, like Aqua+, can be one of those options giving customers another way to consider projects while helping dealers create a more consistent sales process across different seasons.
Understanding the role of financing during seasonal shifts
Seasonality can affect different home improvement industries in different ways. Weather, project type, customer priorities and local market conditions can all influence when homeowners choose to move forward with a project.
Financing doesn’t eliminate those seasonal factors, but it can give dealers another tool to present when discussing project options with customers.
Rather than positioning financing as a solution to a seasonal slowdown, dealers can incorporate Aqua+ into their standard sales process year-round. This allows customers to learn about available payment options alongside the project itself.
For dealers, that can mean:
- Giving customers another way to evaluate the cost of a project
- Providing payment options alongside traditional payment methods
- Creating a consistent financing conversation across seasons
- Helping sales teams present the available project options
Keep Aqua+ part of the conversation
A customer’s timing for a home improvement project can depend on many factors, including project urgency, household priorities and available budget. That’s why Aqua+ financing solutions can be valuable as part of the broader sales conversation rather than something introduced only when a customer hesitates.
When financing is presented alongside project pricing, customers can learn about the options available to them and determine what works for their individual circumstances. Depending on the financing program and applicable terms, options may include promotional financing or installment payment plans. Dealers should present all financing terms and conditions clearly and consistently, in accordance with program requirements.
Make the most of existing customer opportunities
Seasonal changes can also be an opportunity to reconnect with customers who previously expressed interest in a project. A previous estimate doesn’t necessarily mean a customer has decided against moving forward. Circumstances and priorities can change over time, and a follow-up conversation can provide an opportunity to revisit the project and discuss currently available options.
Financing can be part of that conversation. For example, dealers may consider incorporating financing information into follow-up communications, seasonal marketing campaigns or customer outreach. The goal isn’t to pressure customers into making a decision. Instead, it’s about making sure customers are aware of the options available when they’re ready to revisit a project.
Support a consistent sales process year-round
A seasonal slowdown can affect more than the number of incoming leads. It can also create challenges around scheduling, staffing and planning for the months ahead. Maintaining a consistent sales process can help dealers stay prepared regardless of the season. Including financing as a standard part of that process gives sales teams another resource to discuss with customers when appropriate.
For dealers using Aqua+, financing can be integrated into the customer experience from application through funding. Aqua+ is designed to simplify the financing process with features that can help dealers manage applications, review available offers and move projects forward.
The right financing solution will look different for every dealer and customer. Factors such as project type, financing program, customer qualifications and applicable terms all play a role.
Prepare for every season
Seasonal fluctuations are a reality for many home improvement businesses, but they don’t have to define the entire sales calendar. The remodeling market continues to be an important part of residential construction. NAHB reported that bathroom, kitchen and whole-house remodeling were the three most common project types among its remodeler members in 2025.³
As the remodeling industry continues to evolve, dealers can benefit from having a range of tools available to support customers throughout the year. Consumer financing is one option that can complement a dealer’s existing sales process and give customers additional ways to consider their projects. With the right approach, financing becomes less about reacting to a seasonal slowdown and more about making it a consistent part of the customer experience.
Looking for ways to make financing simpler, faster, and better for your team? Aqua+ offers dealer financing solutions designed to help make the financing process simpler, faster and better. Contact us today to get started. 877-717-9494 | [email protected]
Aqua Finance, Inc. is an Equal Housing Lender
