From the Field: How Our Sales Team Supports Modern Contractors

Publish Date: January 15, 2025

Contractors don’t always have time to analyze market shifts or sift through the fine print of financing programs—they need a partner who understands their world and simplifies it. Our team spends every day listening to contractors, empathizing with their challenges, and helping them navigate an increasingly complex industry. These real conversations shape how we serve contractors and why we’re committed to being more than just a financing provider. 

We recently sat down with two members of our sales organization, Chad Cosby and David Solis, to hear what they’re learning from contractors across the country and how Watercress Financial is stepping up to support them. 

What Contractors Need Most from Financing Today

When asked what contractors want most from a financing partner, both leaders pointed to the same priority: simplicity and strong approvals. 

“They’ve got a million things going on,” said Chad Cosby, SVP and Senior Account Executive. “We have to make their lives easier on the financing side.”

For in-home sales reps, simplicity means instant approvals, fast mobile tools, and clear monthly payment options they can confidently present at the kitchen table. For business owners, it means predictability, consistent funding timelines, and approval rates they can rely on to drive growth. 

“Contractors need an easy process where they can go into the home, run that application, and get it done in 90 seconds.”

Chad Cosby (SVP)

Chief Sales Officer David Solis echoed this from an executive perspective. When asked what contractors value most, he didn’t hesitate: “Approvals, competitive pricing, and a frictionless digital experience. Contractors need and should expect this from their financing partner.” 

He noted that these two factors remain the most critical benchmarks contractors use to evaluate any financing partner. "At the end of the day, strong approvals and strong pricing will always outweigh everything else," David explained. 

Chad reinforced this point, highlighting the competitiveness of Watercress Financial’s offerings: “This comes down to the type of financing we offer—15-year terms, very competitive interest rates, and no contractor fee options.” 

Contractor Pain Points: Let’s Talk

Even with all the opportunities financing can unlock, many contractors still experience familiar frustrations with their financing partners—slow approvals, clunky portals, and inconsistent customer support. 

Chad and David both acknowledged these ongoing challenges. 

Chad put it plainly: “Contractors don’t have time for back-and-forth. If they’re calling, they’re not calling to say hi… we need to answer. We work hard to make their lives easier.” 

From David’s viewpoint, most of the feedback he hears comes down to two issues: 

  • Losing jobs because of low approvals 
  • Difficult or outdated digital tools from lenders 

He explained how Watercress Financial takes this feedback seriously and responds with meaningful improvements—like an intuitive Contractor Portal app and a simplified, streamlined credit application process. 

As David noted, contractors consistently praise these enhancements: “Our in-home customer experience is arguably the best in class.”

Changing the Conversation About Financing

Beyond operational challenges, many contractors still carry outdated assumptions about financing—and those misconceptions can cost them real business. When asked what advice they’d give to contractors who aren’t yet offering financing, both leaders were unequivocal: if you’re not offering it, you’re losing business. 

Chad shared a common misconception: “Contractors see a nice car in the driveway and assume the homeowner doesn’t need financing. But those are often the customers who want it the most. A homeowner will get financing somewhere else if the contractor doesn’t bring it up.” 

David added that one of the biggest barriers is simple unfamiliarity: 

“Some contractors’ perceptions are that homeowners will reject financing, or that APRs may concern them. It is important to remember that most consumers have not budgeted and therefore do not have cash to pay for these larger expenses. They need a budget-friendly payment, and that is where financing is needed, an expectation that contractors offer it.”

David Solis (CSO)

David also noted that when you compare Watercress Financial’s rates to credit cards hovering around 25%, the value becomes immediately clear: 

“These rates are very reasonable for unsecured lending. For those with good credit, they are not too dissimilar from a mortgage,” he explained. “The key is to offer financing on every job by quoting a monthly payment.” 

How Watercress Financial Steps Up for Contractors

So how does Watercress Financial respond to these needs? By pairing competitive products with a high-touch support model and an executive team built on decades of experience. 

David highlighted the standout elements of Watercress Financial’s business model: 

  • A streamlined contractor experience 
    • A modern, intuitive app 
    • A quick, easy application process 
    • Customer experience that contractors call ‘best in class’ 
  • Uniquely flexible change-order capabilities
    • David emphasized how rare it is to have the ability to easily adjust loan amounts—mid-project—without the hassle of repapering the deal: “For contractors running unforeseen install issues or change-order upgrades, our ability to update loan amounts with ease is a huge value. That level of adaptability is unique to Watercress Financial.” 
  • A support structure built for real-world scenarios 
    • Sales Executives for drive adoption and training 
    • Account Managers who provide performance insights and coaching 
    • Contractor Support for real-time help when reps are in the home 

“Our teams all sit together in Des Moines,” David said. “If a contractor calls with an issue, our team can literally look over a shoulder to get answers fast. That human connection matters.” 

David Solis (CSO)

Why Having Contractors’ Backs Matters Most

At the heart of Watercress Financial is a team with decades of home improvement lending experience. Both leaders agree that our people are what truly differentiates us. 

“We focus on the person in the attic installing a system in 120-degree heat. If we can make their life easier, we’ve done our job.” 

Chad Cosby (SVP)

David described the Watercress Financial team in five words: 
“Experienced. Sincere. Ethical. Engaged. Excited.” 

At every level, from executive leadership to contractor support, Watercress Financial is built to adapt, evolve, and respond quickly. Contractors don’t need more complexity; they need strategic partners who understand their world, deliver strong approvals, provide competitive pricing, and show up when it matters. 

Our leaders’ insights drive our products, our support model, and our commitment to helping contractors close more jobs, serve more homeowners, and grow stronger businesses. 

At the end of the day, we’re not just a financing company—we’re a dedicated team with deep industry experience who care about having contractors’ backs. 

– Madison Schoppe (Marketing Content Developer)