When it comes to large purchases like a pool or hot tub, price tag shock is real. Seeing a total cost upfront can feel overwhelming — even unattainable — for many homeowners. But reframe that as a manageable monthly payment, and suddenly, it’s a whole different conversation.
Monthly payments tap into how people naturally budget: in bite-sized chunks. It’s easier for customers to imagine a recurring monthly expense than handing over a lump sum all at once. This mental shift lowers resistance, builds confidence, and often speeds up the decision to buy.
We spoke with industry leaders who have tapped into this strategy and seen their sales, and customer satisfaction, rise.
MEETING CUSTOMERS WHERE THEY ARE
“It’s important that we try to meet consumers where they’re at,” says Mike Panella, CEO of Swimming Pool Services in Waukesha, Wis. “While there’s certainly a segment of buyers who’ll bring cash or pay in full at the time of the transaction, there’s still a large segment who love our products but need a little help with financing to execute.”
Panella points out a key statistic from Watkins Wellness: The company reports that roughly 40% of their hot tubs sold last year were financed. “That’s a huge chunk,” he says. “Without a variety of payment plans — different term lengths and interest rates — we know we’re leaving a lot of business on the table.”
Panella’s team has taken that insight to heart, bringing in a second financing partner that offers more flexibility. “Our highest-end hot tubs can now be purchased for payments as low as $300 or $400 a month,” he says. “And for many people, that’s half of their car payment.”
FROM TOTAL COST TO TANGIBLE PAYMENTS
Too often, signage and quotes lead with a big number that triggers sticker shock. Panella explains how shifting the sales dialogue to a monthly payment discussion changed the whole conversation:
“We’re no longer leading with total cost,” he says. “Instead, we talk about monthly payments first — and it’s made a big difference. Customers feel like it’s something they can realistically take on, which leads to more productive conversations.”
Pro tip from Panella: “Add a ‘Starting at $___/month’ tag on signage and quotes to plant that seed early.” He notes that Watkins recommends updating financing-based pricing at least quarterly, if not monthly, to keep offers fresh and competitive.
DIGITAL PRICING AND ACCESSORY UPSELLS
Katie Maze, a marketing specialist with Lake Air Pool Supply in Waco, Texas, shares how the company said goodbye to static printed pricing when material costs began to frequently change.
“When we advertise what the cost would be per month, the purchase becomes a bit more palatable for customers,” says Maze. “We can say, ‘This Freeflow spa would be $102 a month,’ or ‘$86 a month,’ depending on financing. That generates more interest than advertising the full dollar amount.”
Maze adds that this approach makes not only the core spa more affordable in customers’ minds, but also the add-on accessories.
“Likewise, when you share the price per month to add on spa accessories — a cover lifter, steps, even premium chemicals — those accessories suddenly become more affordable, too.”
Maze is quick to stress transparency, though. Once the customer is comfortable with the monthly payment, the bottom line — including installation and delivery — is laid out in full. “That process pretty much makes the sale for us almost every time,” she says.
COACHING THE TEAM
Changing signs and website copy is one thing, coaching your sales team is another. Panella admits they’ve had to overcome personal biases among staff who, even in their own lives, might avoid interest or financing.
“It doesn’t matter what you would do,” he tells his team. “Ask yourself: What does the client want?”
He encourages early and frequent mentions of financing — ideally within the first five minutes of a conversation, and then repeated two to four times. “Sometimes clients start by saying, ‘I’ll just pay cash,’” Panella notes. “But when we circle back later with a 0% offer or a smaller monthly number, they often switch gears to preserve their cash.”
This early, consistent approach helps normalize financing as part of the purchase journey, rather than an afterthought or a desperate sales tactic.
SEEING THE IMPACT ON SALES
Panella reports that financing isn’t just moving more hot tubs — it’s shifting the mix toward higher-end models.
“We’re winning deals we wouldn’t win otherwise,” he explains. “And most of those financed units are our $17,000-plus models.”
Bringing those premium products within reach of more customers has a twofold effect: It raises average sale values and positions the company as a provider of top-tier experiences, not just budget-friendly options.
VALUE BEYOND COST
At a certain point, the conversation naturally shifts from cost to the value the product delivers. Panella gives the example of a cover lifter accessory:
“Instead of saying, ‘This cover lifter is $500,’ you say, ‘It’s $8 a month — and it’s the best cover lifter you can get. It’ll last 10-plus years.’ Suddenly, $8 feels like a great investment in convenience and safety.”
He extends this same reasoning to other add-ons — like spa steps, chemical treatment packages, or custom lighting fixtures. “When you frame each accessory at a few dollars a month,” he explains, “customers see how each element enhances their overall experience. They understand that quality matters, and financing makes that extra level of comfort attainable.”
Panella also notes that competitors will sometimes throw in low-cost, low-quality accessories to close the deal. “They’ll tack on a cheap cover lifter or generic steps just to sweeten the package,” he says. “Our sales team is trained to highlight long-term durability and performance, even if that means a slightly higher monthly number. It’s a value conversation, not a discount contest.”
CHOOSING THE RIGHT PARTNER
Finally, Panella stresses the importance of selecting a financing partner that’s easy for you and your clients. His checklist:
- Simple application process. Clients shouldn’t be intimidated by paperwork.
- Fast approvals. A quick “yes” keeps sales moving.
- Straightforward execution. Seamless onboarding and clear terms build trust.
- Responsive support. When issues arise, you want a partner who solves problems fast.
If your current lender isn’t meeting those criteria, Panella says, “Keep looking until you find one that does.”
LOOKING AHEAD
As the pool and spa industry matures, Panella thinks financing is poised to become as standard as it is for furniture or cars, and shares a personal anecdote: He bought living room furniture last year, paid off a 60-month, 0% loan in six months, and was glad to keep his cash working for him.
“I realized how foolish I’d be not to take that flexibility,” he says. “People are already conditioned to expect it in home goods. It’s time our industry caught up.”
The takeaways are clear: Embrace the psychology of monthly payments, coach your team to lead with affordability, and choose partners who make the process effortless. Your customers — and your bottom line — will thank you.
This article first appeared in the August 2025 issue of AQUA Magazine — the top resource for retailers, builders and service pros in the pool and spa industry. Subscriptions to the print magazine are free to all industry professionals. Click here to subscribe.
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