How Second-Look Financing Fueled a 200% Revenue Surge for Benjamin Franklin Plumbing of Connecticut

Benjamin Franklin Plumbing has been in business for 25 years, but in the past two years, the Connecticut branch saw a 200% revenue surge —  from $5 million in 2023 to $10 million in 2024.

What made that leap possible? According to Felix Jimenez, the owner, there’s one key factor: 

Integrated financing.

That’s because integrated financing with Turns Second Look Waterfall gives more options to customers with lower credit, automatically routing them to the next best offer, from near prime to subprime to no credit.

“Before Covid, everybody had good credit scores. But now, Turns is actually giving us more revenue than [our first-look provider] right now just because of the environment we're in. Everybody's penny pinching, and credit is all they have to pay with,” says Jimenez.

(I’m) happy that (we) have this opportunity to offer more services — whether people do or don’t have credit…without the outrageous rates.”

Empower techs and increase approval rate

Turns is easy for techs to navigate in ServiceTitan. They can quickly transition from first-look to second-look if a customer is initially declined, and get an instant decision — all in the same screen. This removes the awkward moment that can follow an initial decline from the primary lender. It also prevents customer drop-off by eliminating the need to re-enter their credit application for a second look.

Benjamin Franklin Plumbing has made it a company policy to introduce financing with every customer. They don’t want to assume who can afford their services and who can’t. And it’s not about shaming — it’s about making plumbing services accessible and dignified for every homeowner.

A ‘52% increase in approval rate’

Jimenez uses the Financing Dashboard to see which of his techs have financing applications, and uses it to train the ones who have a low volume.

Using “as low as” messaging helps break down the cost of a larger job into a more palatable one. 

“Anyone can afford a cup of coffee, but when you're talking about a $3,000 project, they go ‘Whoa!’” Jimenez said. “But when you break it down to them, it's like $100 a month; you can (even) break it down to 5, 6 coffees (a month). People understand it, and they're willing to buy from you.”

Contractors are able to save both time and jobs with the integrated end-to-end financing workflow in ServiceTitan. After incorporating the second-look waterfall, Benjamin Franklin Plumbing increased their approval rates by 52%.

Get Second-look Waterfall by Turns, within ServiceTitan Integrated Financing at no additional cost

ServiceTitan Integrated Financing boosts your approval rates with an automated second-look waterfall of lenders that gives declined customers another shot at financing. If the first-look lender says no, Turns steps in with a waterfall of lenders, from backup prime to no-credit-required leases–all within ServiceTitan so your techs can avoid screen-hopping and save time. Only soft credit pulls are used with second-look, so your customer’s credit score is not impacted when applying. 

With offer amounts averaging $15,000 and average contractor fees at 6.7%*, you can close more jobs while maintaining your bottom line with Turns Second-Look Waterfall. Plus, integration is completely free.

All financing is provided by third-party financing partners; ServiceTitan is not responsible for any credit decisions. 

Our customers experience different results depending on a number of factors, and these revenue and approval rate increases are not necessarily representative of the results achieved by other customers of these types or otherwise.

*Contractor financing fees may vary based on the selected plan and are subject to individual lender terms.