Why shared and bought solar leads underperform
Plenty of installers start with purchased leads. You pay per lead, the leads arrive, the sales team calls. Then the close rate disappoints.
Here's why that happens. Many lead vendors sell the same homeowner to several installers. By the time your rep calls, the homeowner may have heard from other companies. Some leads come from broad "see if you qualify" offers, so the person may rent, have a shaded roof or be only mildly curious.
A lead you paid for and a homeowner who wants solar from you are not the same thing. Raw lead count is easy to sell and hard to bank. A good solar marketing agency should be measured on installs.
The economics of a solar lead
The number that matters isn't cost per lead. It's cost per install. Here is the math:
- Qualified rate = qualified leads ÷ total leads
- Set rate = appointments set ÷ qualified leads
- Sit rate = appointments sat ÷ appointments set
- Close rate = deals sold ÷ appointments sat
- Cost per install = total marketing spend ÷ deals sold
Illustrative example only. These are made-up round numbers to show how the math works. They are not client results or industry benchmarks.
Option A: cheap leads. 200 leads, 60 qualified, 25 set, 15 sat, 3 sold.
Option B: pricier exclusive leads from your own ads. 100 leads, 55 qualified, 30 set, 22 sat, 6 sold.
If both cost the same total, Option B delivers twice the installs with half the leads. On a lead-count report, A looks better. On the bank statement, B wins. That's why we track every stage.
Speed matters at every step. InsideSales' 2021 study of 5.7 million inbound leads found conversion rates were 8 times higher when the first attempt came within 5 minutes than when it came between 5 minutes and 24 hours. Exclusive leads called fast tend to set; shared leads called late tend to vanish.
What we run for solar installers
Attract
- Meta ads. Creative and targeting built around homeowners in your service area, with honest offers that pre-qualify instead of overpromising savings.
- Google Ads. High-intent searches like solar installers near me and solar panel cost, with negatives that filter out jobseekers and DIY research.
- Local SEO. Google Business Profile, reviews and location content so buyers who search find you, not a lead aggregator.
Capture
- Conversion landing pages with qualifying questions: homeowner or renter, roof age, shade, average power bill. Fewer junk leads, better conversations.
Book
- Nurture and CRM. Instant text and email on every new lead, reminders before every appointment to protect sit rate, and long-term follow-up for homeowners who aren't ready yet.
Improve
- Reporting by channel and campaign, all the way to sold deals.
See all of our services.
How we measure: leads, qualified, set, sat, sold
Every campaign is reported across five stages:
- Leads. Everyone who called, filled a form or messaged.
- Qualified. Homeowners in your area with a roof and situation that can work.
- Set. Appointments on the calendar.
- Sat. Appointments that actually happened.
- Sold. Signed contracts.
When a number drops, we know where to look. Low qualified rate means targeting or offer. Low set rate means speed or follow-up. Low sit rate means reminders and confirmation. Low close rate is a sales conversation, and we'll tell you so honestly. Our contractor sales funnel guide breaks down each stage.
What we won't do
We won't promise a power bill of zero in an ad. Overpromising savings fills the calendar with homeowners who feel misled at the kitchen table, and that hurts sit and close rates.
We won't resell your leads to another installer. Every lead from your campaigns is yours.
And we won't report a cheap cost per lead as a win if it never turned into installs. If a channel produces volume but no sold deals, we'll say so and move the budget.
Working with us
It starts with a growth call. We look at where your leads come from today and where they stall. Then we recommend a plan. Pricing depends on scope and ad spend, and it's covered on the call before you commit.
We serve US solar installers remotely. No fake local offices, just campaigns aimed at your real service area.
Also run a roofing crew? See marketing for roofing contractors.