Best Home Improvement Marketing Tactics to Grow Faster

Your home improvement company can have the best closers in the world. But you still have to get your salespeople in front of qualified people to sell to. That means you need to generate or buy qualified leads. And that, in turn, means investing in digital marketing and other marketing strategies.

Here are some of the most important home improvement marketing strategies, digital marketing strategies, and lead generation techniques in use today among home improvement contractors and remodeling services businesses.

1. Begin with the end in mind.

Take a step back and think about your home improvement business model as a whole. Exactly what products or services do you want to sell, and what kinds of people buy them? Only once you answer those questions can you create an efficient, focused marketing system that will reliably place your home improvement company message in front of the right people. 

2. Define Your Key Marketing Techniques and Metrics.

These are a little different for any home improvement business. Every market is different. But there are two vital metrics you should be looking at because they drive your marketing strategy and decision-making process: 

Measure Your New Customer Acquisition Cost (CAC).

This figure represents your marketing and onboarding expenditure for each of your new customers. Your CAC is the number of marketing dollars you need to spend, on average, to bring a new home improvement customer on board. It's an accounting of your all-in cost to promote your brand, generate quality leads, and nurture leads through the sales process.

This marketing budget figure may include, but is not limited to:

  • Advertising costs and ad charges per click,
  • Web content
  • Direct mail 
  • Sales recruitment and training
  • Commissions and incentives paid
  • Total costs paid for qualified leads
  • Digital marketing consultation and digital marketing agency fees
  • Cost of time spent monitoring online reviews and responding to customers on review sites
  • Search engine optimization and online marketing costs

Your goal is to lower this number and keep it low, by keeping your marketing spend very efficient. But don't be afraid to spend what it takes to rank well in the search engines.

Measure Your Customer Lifetime Value.

This is the net present value of the total future stream of income you can expect of a new customer.

Lots of people don’t stop at one home improvement repair or upgrade. They’ll do multiple projects over a period of years. They may move across town and need work done on their new home. Or they may have kids move away and want to turn a bedroom into a home office.

Either way, a certain number of your existing customers will come back to you for other work.

Create a digital marketing strategy to keep your name and brand in front of your customers.

3. Focus on Customer Retention.

It’s usually a lot cheaper and more profitable to get repeat business than it is to generate a new customer from scratch. Your existing customers already know you and your work. They know your brand. They already know you can deliver. It’s just a matter of leveraging digital marketing tools and techniques and reaching them at the right time, maintaining a “top-of-mind“ presence… and making sure your customers are very happy with the value of your offering.

That doesn’t mean you don’t market to them. That just means your digital marketing to this segment will be much more efficient than your marketing to the general public. Upselling and cross-selling to your existing customers maximize your CLV number and is a great way to invest your marketing dollars. 

4. Provide Potential Customers with Flexible Finance Plans.

Many customers won’t have the cash on hand for your services up-front. In fact, studies show that most Americans would have trouble meeting a $1,000 expense without having to borrow money.

While homeowners tend to be more affluent than renters, that doesn’t mean they have enough cash on hand to handle emergency home expenses or start the improvement projects they’d like to do.

According to a recent Consumer Affairs report:

  • 69% of homeowners feel “house poor.”
  • 3 in 5 homeowners didn’t expect repair, maintenance, and upkeep costs to be as high as they are.
  • 3 in 5 homeowners are sacrificing home-related essentials in order to afford their housing costs.

This is where flexible finance plans come in: Flexible financing allows customers to pay for projects or services in convenient and affordable installments. We help home improvement companies help their customers do just that. 

A good financing program with a finance company that understands your business and your customers is absolutely a differentiator from your competition – and you should advertise it as such. Don’t limit your market to people who happen to have oodles of cash on hand. Offering a flexible financing plan enables you to serve exponentially more people, and generate more business and growth. 

The best finance companies for a home improvement business should offer the following:

  • Easy, quick applications
  • Fast credit decisions
  • Common-sense, manual underwriting of ‘on the edge’ applications
  • Approves a wide range of credit types - not just people with perfect credit
  • Lends enough to cover a large sale
  • Flexible terms to keep payments down
  • Competitively priced. 

The beauty of offering financing is that it's both low-cost and easy to implement, as long as you have the right support. 

To offer financing to your customers with a best-in-class consumer finance company that specializes in the home improvement industry, fill out this brief vendor information form.

5. Create a Powerful Home Improvement Internet Marketing and Email Campaign.

Email marketing is a solid and results-proven way to grow your home improvement business.

Great email marketing strategies are based on three key components:

  • A captivating subject line that compels people to open your email and read it.
  • High-quality content, such as blog posts or videos, for viewers so that they stay engaged with your message.
  • Relevant clickable links throughout the email for readers to take immediate action and convert into customers.

As a home improvement business launching an email marketing campaign, strong calls to action at the end of each email rather than simply providing information about home improvement services or products will be effective in engaging your potential home improvement clientele. 

For example, ask recipients if they want to see more examples of completed past home improvements projects in your portfolio or how their experience was when using a particular product. This way you will see which types of messages resonate better than others so you know what kinds of details to focus on.

Develop an advertising strategy that makes sense, targeting specific keywords such as "home improvement contractor."

Make sure you have a responsive website that displays well on both desktop/laptop computers and mobile devices.

A good digital marketing plan will create sales 'funnels' designed to convert visitors into sales leads, capture detailed information on those leads, and then nurture leads through the entire sales process until they become new home improvement customers.

 

6. Create a Powerful Incentive for Referrals.

The easiest way for a home improvement contractor to incentivize customer loyalty and drive sales is through referral programs. For instance, if someone invites their friends or family members on Facebook to use your services, you can offer them an exclusive discount in exchange for it.

Social media sites like Twitter also enable people to share information about your company with others who may be interested enough in your services, thus making these different social network avenues worth exploring.

 

7. Leverage Social Media and Online Groups.

Nowadays, businesses are realizing that they can tap into their target audience via online social groups. If you're in the home improvement industry, then this is a great way to find potential customers. Be active, friendly, and helpful in relevant online discussion forums and bulletin boards.

The best social media practice builders know how to sell by not selling. That is, they position themselves as approachable, reliable, and knowledgeable subject matter experts. They don’t pitch their own products or services, other than letting people know who they are. They concentrate on serving their customers and the general public. 

And they get more than their share of business by doing just that. 

 

8. Maximize Home Improvement Company Local Search Results.

Unless you’re a truly national business that can work anywhere, you want to focus on generating search results specific to your city, county, or state. 

Here’s why: 

  • 46% of all searches on Google have local intent. 
  • 97% of users searched online to find a local business. 
  • 28% of all local searches are followed by a purchase. 
  • 24.4% of clicks on local searches will go to the first business listed. 
  • “Near me” searches grew by 136% last year. 

To maximize your benefit from local search traffic, make sure you have content on your website or blog specific to your location. It could be case studies from local projects, reviews of other local businesses or contractors, blog posts that mention your town or the places you want to do business. 

Ready to Take Action?

The time to take advantage of the home improvement industry is now.

A compelling marketing strategy that lays out the roadmap for the tactics you need to implement will serve you well.

Without a doubt, flexible finance plans are one of the most powerful ways to grow your business.

 

#1 Consumer Financing Provider

Learn more about how our clients boost sales with our flexible options

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Sara Hafeman

With years of experience in the consumer financing industry, Sara Hafeman currently leads marketing and partner development at Time Investment.

Shawn Peterson

Director of Business Development

Shawn Peterson is the Director of Business Development at Time Investment, where he leverages nearly two decades of experience in the finance sector , specifically within the home improvement industry. Since entering the field in 2004, Shawn has honed his skills in closing deals and delivering impactful sales presentations.  His journey has been enriched by learning from industry leaders, which has instilled in him the confidence and expertise necessary for success.  At Time Investment, he is eager to share his knowledge and enhance the company’s commitment to providing common-sense lending and exceptional service through a dedicated team.

Shawn is passionate about building relationships and believes that service is paramount!

He emphasizes that true value lies not just in financial transactions but in fostering connections that help contractors achieve their goals.

Outside of work, Shawn enjoys spending quality time with his wife, Tiffanie, engaging in activities such as traveling, DIY home improvement projects, cooking and relaxing with a good movie.

Lorraine Weber

Inside Sales Representative

Lorraine Weber is an Inside Sales Representative at Time Investment. In her current role, Lorraine focuses on expanding the dealer network and providing support to new dealers as they join the Time family. Before Joining Time Investment, she spent an impressive 34 years at Castle Credit, where she held various roles within the dealer network, shaping her extensive career in sales and customer relations.  Lorraine was drawn to Time Investment not only for its family orientated culture but also for the opportunity to continue working within the same industry.  She finds great satisfaction in introducing former Dealers to Time Investment and helping them access financing solutions that foster their business growth.

Outside of her professional lifer, Lorraine is a dedicated family person, married and a mother of one child.  She cherishes spending quality time with her family and enjoys traveling together.  Additionally, Lorraine is passionate about giving back to her community through volunteering at her local food pantry and church.

Among the core values of Time Investment Company, Lorraine resonates most with Integrity.  She believes that being true to herself and maintaining honesty in her interactions with colleagues and clients is essential for building trust and fostering meaningful relationships in her work environment.

Rick Mumford

Regional Sales Manager

Rick is an entrepreneurial sales management strategist with a 30+ year record of achievement in the highly competitive Fenestration marketplace. Specializing in dealer network sales, Rick is adept at driving growth of company revenues, improving sales team performance, and building strong relationships with customer base. His Core Competencies include strategic sales planning, market expansion, relationship management, and high impact sales presentations. Though Rick was referred to Time Investment, he was extremely interested in our values and the enormous opportunity for growth. Rick accepted his new position as   Regional Sales Manager in September 2023.

Outside of work, Rick enjoys spending time with his family and engaging in activities such as hunting fishing, golfing, and church.   He believes Time Investment offers him the opportunity to achieve a balance between his family and professional goals. Time Investment’s focus on exceptional servicing of our customers, a core value, resonates with Rick. This value, above others, drives our customers to want to continue to use Time investment’s platform and expand their opportunities with us, and is a key component to Rick’s decision to join our team.

 

Tonya Schmirler

Senior Manager Loan Servicing

Tonya is the Senior Manager of Loan Servicing at Time Investment, having started in 2023.  With over 20 years of experience in the finance industry, she held various positions in collections, customer service, and operations leadership roles.  At Time Investment, she finds the sense of community, influence, and emphasis on quality and customer satisfaction to be the most rewarding aspects of her role.  Tonya personally interacts with clients and customers by prioritizing their needs and ensuring a high level of service. 

In her personal life, Tonya enjoys spending time with her family, riding motorcycles with her husband enjoying the Wisconsin scenic back roads, fishing, and reading.  She resonates the most with the Time Investment value of excellence, believing it to be the heart of everything we do. Tonya strives to achieve excellence in all relationships, going above and beyond, delivering quality, and continuously improving.  

Ben Hafeman

Concierge I

Ben Hafeman began his career at Time Investment Company (TIC) as a seasonal worker in the summer of 2020.  Over the years, he has developed robust skills in the customer care and collections department, gaining a solid understanding of loan processing and underwriting.  In spring 2024, he graduated from the University of Wisconsin- Whitewater with a Bachelor of Business Administration.

 

Currently Ben works full-time as a Concierge Representative.  He finds the growth opportunities and supportive staff at TIC particularly rewarding, application how colleagues are always willing to assist with any issues or concerns.  His Daily responsibilities involve interaction with Dealers, entering new applications, and addressing inquiries to ensure efficient and effective service.

 

Outside or work, Ben enjoys hiking, spending quality time with family and friends, and collecting Legos.  He has a passion for exploring new areas and aspires to travel the world, embracing new experiences and cultures.

 

The Value that resonates most with Ben is Excellence and Integrity. He believes that striving for excellence means exceeding Dealers’ expectations and ensuring that all interactions are seamless and efficient. This commitment to high standards is crucial for fostering positive relationships.

 Integrity is equally important to Ben; he asserts that being honest and straightforward with Dealers is essential.  This transparency helps build trust and solidifies relationships. By prioritizing these values, Ben aims to create a collaborative and trustworthy environment that benefits both himself and the Dealers he works with.  

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As Director of Business Development, John Hafeman heads our sales team at Time Investment Company. He’s been with TIC for 29 years.

Prior to joining TIC in 1993, John was an outside sales representative for a Wisconsin-based office supply company. He started with TIC as a collection and customer service representative. But his hard work, dedication, and integrity earned him numerous promotions, and he was soon heading up the entire customer service and collection department.

At the same time, John was putting his sales experience to work, working with Tom on the dealer development and dealer relations side of the business.

Today, John oversees all aspects of business development at Time Inc., working tirelessly to build and cement the company’s relationships with contractors, dealers, home improvement firms, water treatment companies, and anyone else whose customers need an affordable financing solution.

Of all the Time Investment Company Core Values, the ones that resonate with John the most are Fun and Generosity, as these two have been keys to getting him through the many trials and challenges along the way.

“Being generous with our time, talent, treasures, and having fun along the way is what it’s all about to me!” says John.

Outside of the office, John enjoys fishing, hunting, and the great outdoors of Northern Wisconsin. He is an avid golfer and member of the West Bend Country Club.

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Wendy DuBois

Concierge II

Wendy is a veteran with the Time Investment Company. She started in 1999 at our collections desk and was soon promoted to dealer services. Later in her tenure at TIC, she did underwriting and management. Twenty-three years later she is working in dealer concierge, providing outstanding customer service to our dealer clients.

Wendy chose to join TIC while she was working in a daycare facility. A friend working here told her to apply… and the rest is history!

Her hobbies include watching her children play sports, spending time with her family, and traveling.

The TIC Core Values she cherishes the most is Fun. “Don’t you want to come to work and love your job and the place you work for?” she asks. With the fun aspect, you are not just clocking in, doing your job, and going home. You’re making new friends, loving your job, and all while having fun!”

Monica Sabala

Concierge III

Monica Sabala has a passion for helping others. Which is what attracts her to work in customer care and collections. She now works in the Concierge office at TIC, an inside sales position, setting industry standards in the customer experience field.

She joined the Time Investment Company because it was “a great fit that offered flexibility, remote work, and the opportunity for growth.”

Outside of the office, she treasures family time and sharing the love of the Lord.

TIC’s core value that Monica relates to most is Excellence.

“Living a life of excellence is the standard. It’s seen in everything — attitude, preparation, and execution. To see it in my workplace is very motivating!”

Joe Peplinski

Concierge III Lead

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Joe worked his way through college as Junior Golf Coordinator for the Mary Hafeman Golf Experience in Mequon, Wisconsin. After graduating in 2019, Joe joined TIC as an inside sales representative. He has since been promoted to Concierge III Lead, where he strives to provide best-in-class service to our valued dealer clients.

Joe saw the opportunity at TIC as a great experience to start at a finance company and build his resume. He holds a degree in Business Management and Marketing from Edgewood College.

His hobbies include playing sports and traveling. Of all the Core Values at TIC, Joe likes to focus on Service and Excellence. “The company is all about relationship building and being a team player,” he says. “We are all working together to achieve our goals. I believe this sets us apart from most finance companies. We have that personal touch instead of hearing an automated voice. You will be able to talk to a real person and go over anything in regard to an account.”

Zachary Hafeman

Concierge Manager

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Zach started working at Time Investment Company ever since he graduated from high school 12 years ago. He started out at the company working seasonally while playing Junior A hockey, and then later doing customer verification calls, collections, and cash management duties to learn the business. He continued to work with us while attending college.

Once he graduated, he joined the company full-time, working in the Dealer Services Department. He then took on TIC’s first inside sales position as New Client Growth Strategist and worked in that capacity for three years before being promoted to Concierge Manager in 2022.

Zach enjoys playing golf, and hockey, watching TV shows and movies, spending time at the lake, and watching Packer games.

Integrity is the TIC Core Value that he holds as the most crucial. “I find it the most important to always be upfront, truthful and trustworthy with not only business customers but also with everyone I interact with on a daily basis,” he says.

Mark Willis

Regional Sales

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With more than 30 years of financial services experience, Mark Willis is a proven, successful leader with a long, winning track record of results in finance, business, and home improvement.

Mark joined TIC in 2021 after being referred by Mike Farrell. A driven self-starter, Mark came to Time Investment Company having achieved years of success as a self-employed consulting and sales professional.

He served as a product sales and solutions manager at Toshiba and was Vice President of Store Operations and Product Management at Axcess Financial. Prior to that, Mark had more than a decade of successful management at Walmart, where he last worked as Senior Director of Category Management, Strategy, and Product Development.

His hobbies include playing golf and making home improvements. He has a bachelor’s in business/corporate communications from Abilene Christian University and an MBA in Management and Operations from Babson F.W. Olin Graduate School of Business.

The cove value that particularly strikes a chord with Mark is Service. “It’s all about taking care of our dealers,” Mark says.

David Bocian

Regional Sales

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David brings more than 30 years of professional experience in both the home improvement and consumer finance industries, making him an ideal match for the Time Investment Company and our customers. Over the years, David has worked with national lenders on both sides as a dealer and as a sales representative.

Prior to joining TIC in January 2022, David was an accomplished operation and finance manager with solid skills in consumer finance, sales, and marketing. He came to us from his position as business development manager at Veracity Strategic Business Solutions in Tampa, Florida. Before that, David was the Director of Sales and Business Development Manager at Castle Credit in Chicago. He also worked for 11 years as the VP of Operations at FJB Associates in Berlin, Connecticut.

David chose to come work for us here at Time Investment Company when he got a surprise call from a recruiter asking if he would be interested in joining the company. “I was so impressed after the first Zoom call with Mike, Tom, and John. Their knowledge of the industry from the dealer’s perspective fascinated me.”

His favorite hobbies include family time with his wife of 25 years and 3 sons. He also enjoys golfing and watching Steeler Football games.

The TIC Core Value that is most important to David is Integrity. He holds a BA in Political Science and Government from Assumption University.

Nicole Ishay

Administrative Recovery Manager

“The culture here at TIC is something that I am not used to, and I knew I would fit right in,” says Nicole. “Learning new things every day and making an impact in the organization’s growth is what I am most passionate about.”

Outside of work, Nicole loves walking, shopping, and traveling.

The TIC Core Value she holds dearest is Fun. “It helps people to have a more positive mindset, enjoy higher levels of well-being, and better mental health.”

“Fun at work is a key element of employee happiness.” She quips when asked what values here at TIC are most close to her heart, continuing, “I chose Fun as one of the TIC Core values because it helps people to have a more positive mindset, enjoy higher levels of well-being and better mental health.”

Toni Steldt

Loan File Manager

Toni comes to TIC with a strong background in customer service in a variety of contexts – from waitressing to manufacturing.

She chose to join us at Time Investment Company because of our focus on employees and providing them room for growth.

Outside of the office, Toni’s hobbies include camping with her family, having bonfires in the backyard, and motorcycling.

Toni relates most to the TIC Core Value of Fun. “I believe laughter is the best medicine,” she says.

Jamie Phillips

Controller

Jamie spent over 15 years in various roles at Bank of America, culminating in a four-year tenure as Director, Global Principal Investments Finance. In that role, he served as the chief financial officer for BAML Capital Access Funds, where he supported the firm’s growth from $175 million to $1.2 billion in commitments.

He then spent several years as Accounting Director at GMR Marketing before joining the Time Investment team.

Jamie joined TIC because he likes the indirect lending/consumer finance industry, and he likes the culture at our company.

Jamie holds a Master of Business Administration Degree from the University of Chicago.

His hobbies include cooking, hurling, and watching his daughter play sports.

The TIC Core Value of Excellence holds a special place in Jamie’s heart.: “I am always trying to improve and make things better,” he says.

Mary Kelly

Senior Manager, Customer Care

Mary came to TIC after serving as a Customer Service Team Leader at Alta Resources in Neenah, Wisconsin, where she worked for Johnson & Johnson, Kellogg’s, and Purina Pet Care. Before that, was also the Sample Department Manager for the County Materials Corporation, where she experienced driving standard operating procedures as a production foreman. For six years, Mary also ran her own business as a personal chef.

Mary joined TIC because she was ready and excited to move forward with her career in a new industry.

Mary’s hobbies include crocheting, watching movies, going to farmer’s markets, and walking.

Our core value that resonates with Mary the most is Fun! “When the workday gets long, a bit of laughter makes the time go by,” she says.

Michael Blue

Senior Manager, Collections

With 25+ years of call center experience and two decades in collections, Michael has a strong track record of leading teams to increase recoveries on multiple portfolios such as out-of-statute debt, credit cards, medical, auto, and private and government student loans.

Michael comes to TIC after more than 20 years of working in a corporate environment. Prior to joining TIC in 2019, Michael served as the Extended Business Office Manager at State Collection Service. Prior to that, he spent nearly 14 years at the Van Ru Credit Corporation as a collector, supervisor, collection manager, and assistant general manager.

“I love all the people that I work with and the family atmosphere,” he says of the Time Investment Company. “TIC has become my second family and the company focuses on its core values. This company is full of smiles and is a fun place to work!” he says.

Michael enjoys spending his free time with his family and outdoors camping, riding ATVs, and fishing. He feels that he can never get enough sun.

The TIC Core values that he best relates to is Excellence: “I am committed to setting high expectations for myself and my staff to maximize recoveries and minimize delinquency,” says Michael.

Russell Brown

Director of Platform Applications

Russell has more than 30 years of financial services industry experience working with companies of all sizes. He has a long track record of success in operations, process improvement, and consumer protection regulatory compliance. He has skills in change management and transformation initiatives that support customer loan origination and servicing systems, electronic banking, and debit/credit payment solutions.

He also has an extensive background directing highly skilled financial management teams in supporting and achieving company objectives in a variety of contexts.

Russell holds the Certified Compliance Professional credential from the American Bankers Association’s Institute of Certified Bankers.

Outside of work, Russell enjoys traveling, training for the next Marathon, and spin cycling. He also enjoys the warm weather and is a self-described “sucker for a scenic view.”

The TIC Core Value he relates to the most is integrity. “I’ve always been taught to do the right thing and take ownership of your decisions and actions,” says Russell. The best way to engage with people is to treat everyone the way you want to be treated.”

Sara Hafeman

Director of Marketing and Sales Support

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Sara came to the Time Investment Company from the hospitality industry, where she spent 15 years honing her sales and customer service expertise in a variety of positions, culminating in her role as Director of Catering at Marriott Hotels. She joined TIC in 2011, just as the company was set to expand, and needed someone with a deep background in sales and customer service like hers.

That background soon led her into new roles with TIC, including sales support, marketing, and management.

Sara enjoys outdoor activities like hiking, golfing, relaxing by the lake and loves traveling with family.

Of the TIC Core Values, Sara finds the most resonance with Service. “My whole career has been built around serving my customers and building their trust so they know, no matter what, I will take care of them,” she says.

Jayne Peplinski

Director of Human Resources

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The chief talent officer of Time Investment Company, Jayne started with the Time Investment Company in 2004 as a data entry specialist. She was soon promoted to accounts receivable manager, and then to her current position in 2012.

After a number of years working in the public school system, Jayne came to TIC to be a part of a family-owned business and to make a difference, not just for her family and herself, but also for others.

Outside of the office, Jayne’s favorite activities include hiking, listening to music, reading, and spending time with her family.

Her favorite of the TIC Core Values is Fun. She strives daily to contribute to making the Time Investment Company a joyous place to work, where employees feel valued and appreciated. “My team helps to create a fun atmosphere whether it is volunteering opportunities, fundraising competitions, luncheons, or just handing out candy on Fridays,” says Jayne. “We spend a lot of time working so why not have fun while we are here!?”

Todd Figard

Director of Servicing/Chief Compliance Officer

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Todd has more than 20 years of leadership and management experience in the credit and collections field. He has diverse experiences managing a variety of portfolios and debt types, including auto loans, personal loans, medical debt, utilities, credit card collections, and government debt. He has a proven track record of maximizing recoveries of delinquent and charged-off debts.

Todd joined the Time Investment Company after meeting with the owners and senior leadership and noticing and seeing that our vision and values aligned with his own. He enjoys working with others and working for a company that values people and relationships above everything else. Prior to joining TIC in 2018, Todd worked in a variety of collections and operations roles for Van Ru Credit Corporation, culminating in more than a nine-year stint as general manager.

Outside of work, Todd enjoys outdoor activities such as hiking, biking, and swimming. He also enjoys stargazing, traveling, and putting his Nikon P900 camera to good use. A lifelong learner, Todd enjoys listening to audiobooks and podcasts on business, success, spirituality, theology, health, and anything else that will help to learn and to grow as a person, and better serve his family, community, business associates, and customers.

Todd’s favorite of the TIC Core Values is Integrity. “Integrity and Trust are the foundation that other values rest upon,” says Todd. “True integrity isn’t always popular or convenient, but it is the path I have chosen.”

Paul Worachek

Chief Credit Officer

With three decades of experience in the lending and credit industry, Paul is one of our newer leaders on the team. He joined TIC in May of 2022. “TIC has a terrific reputation in our industry and is a family-owned, values-based company,” says Paul, and this reputation is part of what led him to join TIC as the Chief Credit Officer. “This is the atmosphere and culture I enjoy, and our customers appreciate.”

Paul’s career has focused on credit underwriting, leadership, business development, risk management, and customer success. He enjoys creating a positive experience for customers and team members.

Prior to joining the Time Investment Company, Paul was Vice President of Lending at Marine Credit Union and Regional Vice President of Heights Finance Corporation. He holds a BBA in finance from the University of Wisconsin – Whitewater.

Paul enjoys spending time with his family and friends. He especially enjoys the family cottage trips, annual family apple picking, trips to the Caribbean, and getting to as many Packers, Badgers, and Brewers games as possible. When he isn’t working, you will find Paul outside enjoying a round of golf, going for a walk, or just working in the yard.

Paul’s favorite of the TIC Core Values is Fun:

“Having fun at work is critical in making the other four Values thrive,” says Paul. “We work hard each day striving for excellence, and it is important to enjoy the journey.’

Jonathan Gelhaus

Chief Information Officer

As Time Investment Company’s chief technologist, Jon has more than two decades of information technology experience in the consumer finance and commercial insurance industries. His career focus is on leading effective digital transformation and leveraging technology to create more efficient business workflows. Over the years, Jon has held roles in data security, infrastructure, data warehousing and business intelligence, application development, compliance, and information security.

Prior to joining TIC in 2021, Jon held C-level roles in a private equity-owned consumer finance company where he was a key member of a management team driving double-digit year-over-year growth which ultimately led to a successful sale of that business and a profitable exit for the PE firm.

In 2021 he joined TIC’s leadership with a focus on personal relationships that drive success, not only for our company but also for our dealers and contractors.

Jon’s hobbies include touring the country on his motorcycle, traveling, baking, and camping with his wife of 23 years and 3 young adult children. He lives in West Bend.

His favorite TIC Core Value is Generosity.

“It is not enough to only be successful,” says Jon. “You also need to use that success to make your community a better place to be.” Jon is committed to fostering and nurturing personal relationships that drive success not just for TIC, but also for our dealers and contractors.

Mike Farrell

Chief Operating Officer

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Mike Farrell came to Time Investment Company in 2017, for the opportunity to create unique company growth in the indirect lending industry. He has more than 20 years of experience in banking and commercial lending.

Prior to joining TIC, Mike was the managing director of BlueTrail Finance from 2015 to 2017. Mike spent eight years as President, COO, and CFO of Axiom Bank in Orlando, Florida. Before that, he had a 19-year career at Fifth Third Bank, including experience in business development and finance roles. Mike holds a B.S.B.A. from the University of Dayton and an M.B.A. degree from Xavier University.

His hobbies include cycling, golfing, and hanging out at the beach.

Mike’s favorite of the TIC Core Values is Service. “I have always believed in building valuable relationships.”

John Hafeman

Vice-President, Director of Business Development

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As Director of Business Development, John Hafeman heads our sales team at Time Investment Company. He’s been with TIC for 29 years.

Prior to joining TIC in 1993, John was an outside sales representative for a Wisconsin-based office supply company. He started with TIC as a collection and customer service representative. But his hard work, dedication, and integrity earned him numerous promotions, and he was soon heading up the entire customer service and collection department.

At the same time, John was putting his sales experience to work, working with Tom on the dealer development and dealer relations side of the business.

Today, John oversees all aspects of business development at Time Inc., working tirelessly to build and cement the company’s relationships with contractors, dealers, home improvement firms, water treatment companies, and anyone else whose customers need an affordable financing solution.

Of all the Time Investment Company Core Values, the ones that resonate with John the most are Fun and Generosity, as these two have been keys to getting him through the many trials and challenges along the way.

“Being generous with our time, talent, treasures, and having fun along the way is what it’s all about to me!” says John.

Outside of the office, John enjoys fishing, hunting, and the great outdoors of Northern Wisconsin. He is an avid golfer and member of the West Bend Country Club.

Tom Hafeman

President

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Tom Hafeman began his career working alongside his brother Mike, doing collections for another finance company. He then took a year off to caddie for his sister Mary, a pro golfer in the LPGA. (Mary won the Women’s Eastern Amateur Tournament in 1981).

Shortly after Tom returned to a more traditional career path, the Time Investment Company was born.

“My brother Mike dreamed of starting his own consumer finance company, and I was just along for a short ride,” says Tom. Here I am, 39 years later, the President of the company, and living the American Dream!”

As a veteran of nearly 40 years with the company, Tom credits his success at TIC to the solid foundation in collections and sales that he and his brother developed over the years.

Outside of work, Tom has a passion for big game hunting and bowhunting and is active in wildlife management. He also enjoys traveling and spending time with his family.

As President of Time Investment Company, Tom played a big role in defining the company’s five Core Values: Service, Excellence, Integrity, Fun, and Generosity, and strives to live them every day.

Mike Hafeman

Chief Executive Officer

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As one of the original co-founders of the Time Investment Company in 1981, Michael Hafeman has a lifelong passion for entrepreneurship. After cutting his teeth working in collections for another consumer finance company in the late 70s, Michael realized that contractors and home improvement companies had a huge unmet need for a first-rate consumer finance company to work alongside with to help make their services affordable for middle-class customers.

“I felt there was a great need for a quality financing partner,” Michael explains. “We would create success by building long-term beneficial relationships not just with contractors, but also with doctors, dentists, and anyone who provides services people need but can’t always afford to pay cash for up front.”

An expert both in consumer finance and life safety industries, Michael was the CEO of the Dallas-based MasterGuard Fire Safety Solutions, an international fire alarm wholesaler, from 1994 to 2000.

His hobbies include spending time with his family, traveling, golfing, and exercising.

Michael relates most strongly to the TIC core value of “Fun:” There’s a cherished poster hanging in the company conference room with a quote from Walt Disney saying, “it’s kind of fun to do the impossible.”

Michael loves what he does, and his energetic and infectious attitude helps make the rest of us love it, too.