On March 19th, 2026, Cilio hosted a webinar titled “Leads, Labor & Lending.” The session brought together (6) industry experts to help home services contractors navigate a market that feels more unpredictable than ever.
Gary White, VP at Installations Made Easy, provided current housing and retail trends. Josh, CEO of Toolbelt, spoke about workforce and labor capacity. Ken Conway from Bayview Financial/Fastlane Lending shared insights on lending and financing trends. Carl Coffey of Skills Alliance discussed workforce challenges and contractor experience. David Brass from Cilio Technology focused on operations and technology, and Coy West from Divining Point covered lead generation and marketing.
The goal was to break down the real challenges and opportunities around demand, labor, and financing- and to share practical strategies contractors can use to grow confidently in 2026. The session focused on three key areas: generating and handling leads, planning and managing labor, and positioning financing to close more jobs.
The Market Isn’t Slowing. It’s Shifting
There is a lot of talk about a slowdown. And yes, some parts of the market, especially big discretionary remodels, have cooled.
But the numbers tell a different story. People are staying in their homes longer, and the average home in the U.S. is now over 42 years old. Roughly half of all homes were built before 1989, which is driving a huge need for repairs and essential upgrades.
This shift is creating a “break-fix economy.” Roof replacements, HVAC repairs, water heater installations, and essential bathroom upgrades are all in high demand. Non-discretionary spending dominates, while luxury remodels take a backseat.
Smart contractors are focusing where the demand is- these essential repairs-and planning accordingly.
Getting Leads Is Easy. Winning Them Is Not
Most contractors say they need more leads, but the bigger challenge is what happens after a lead comes in.
Homeowners today move fast. They often reach out to two or three contractors within minutes. If you respond slowly or your process feels confusing, you are out of the running.
Ken Conway emphasized that the contractors winning jobs today are not necessarily the cheapest. They are the easiest to work with. They respond quickly, follow up consistently, and communicate clearly.
A fast response combined with clarity and professionalism separates the contractors who close jobs from those who miss opportunities.
Labor Problems? It’s More About Planning
Labor is a major concern for contractors. Josh shared that while there is a shortage in certain trades like mechanical, electrical, and plumbing (MEP), other areas such as painting or interior work are more readily available.
He noted that 87% of companies earn less than $5 million in revenue and often lack the systems to effectively manage labor. Most hiring is reactive. A job gets delayed, the customer gets frustrated, and the scramble to find workers begins—usually too late.
The solution is planning. Contractors who stay ahead treat labor like a pipeline. They build relationships with subcontractors early, especially heading into Q2 (April–June) when labor availability peaks. They also create a trusted bench of workers and expand into adjacent services to meet customer needs.
Why Financing Is Where Most Deals Get Stuck
Financing is often overlooked. Ken highlighted that while total U.S. home equity is around $34 trillion, homeowners are hesitant to tap into it.
Customers today think in terms of monthly payments. They finance phones, cars, and furniture, but contractors often focus only on the total cost of a project. This mismatch creates hesitation.
The key is to introduce financing early. Instead of overwhelming customers with a big number, present them with manageable monthly payments. Ken shared a real-life example where a customer opted for 0% financingand ended up expanding the scope of the project because monthly payments made it feel affordable.
Financing isn’t just a convenience—it’s a tool to increase conversions and larger project sales.
What Smart Contractors Are Doing Differently
The webinar highlighted that success doesn’t come from shortcuts. It comes from consistent execution:
- Respond to leads immediately.
- Plan labor ahead of demand.
- Make it easy for customers to say yes.
These steps, while simple, separate contractors who grow from those who merely survive.
Final Thoughts: Keep It Simple and Stay Consistent
The opportunity in today’s market is huge, driven by aging homes, high home equity, and low turnover.
Success is not about chasing more leads or doing everything at once. It’s about tightening up operations, planning labor proactively, responding quickly, and selling with clarity—especially around financing.
Contractors who focus on these three pillars—leads, labor, and financing—aren’t just surviving. They are growing.
If you want to watch the entire “Leads, Labor & Lending” webinar and not miss a thing, here is the full recording. Get complete insights straight from the experts and start applying them to your business today.
