How Solar Installers Get Leads That Survive the Site Survey
Solar lead generation is a qualification exercise before it is a marketing exercise. Volume is easy to buy; what costs money is sending crews to homes that are rented, shaded, or have roofs that need replacing first. The approach that works is advertising built around the homeowner's actual motivation — a rising bill — with a capture page that screens for ownership, roof condition and bill size before an appointment is booked, then a fast human call to confirm. Fewer, better appointments beat a full calendar of dead surveys.
Where leads for solar installers actually come from
1. Bill-driven video ads
Homeowners respond to the utility bill, not to panel technology. Ads that name the bill and the neighbourhood outperform product-specification creative.
2. A screening capture page
Ownership, roof age and average bill, asked on the page. Three questions remove most of the appointments that would have wasted a survey slot.
3. Roofing and home-service partnerships
A roofer who just replaced a roof has an ideal solar prospect, and vice versa. Reciprocal referrals are cheaper than any lead source.
4. Referrals from installed customers
Neighbours notice panels. A structured referral offer to recent installs produces leads that close faster than anything bought.
Screen before you drive
Every unqualified site survey costs a crew slot, fuel and an afternoon. Three screening questions on the capture page and a confirmation call the day before turn a busy, unprofitable calendar into a smaller and far more profitable one.
Say honest things about savings
Savings and incentive claims are scrutinised by regulators and by customers. Talk about how the numbers are worked out for a specific home rather than advertising a figure that may not apply, and keep incentive information current.
Mistakes that quietly cost the most
- Booking surveys without confirming home ownership.
- Advertising a savings figure that does not apply to every home.
- Ignoring roof condition until the crew is on site.
- Buying shared leads that three other installers are already calling.
Frequently asked questions
What makes a good solar lead?
A homeowner, with a roof in serviceable condition and a bill large enough for the economics to work, who has confirmed the appointment with a human.
Are bought solar leads worth it?
Only with immediate contact and firm screening. Shared leads are contacted by several installers within the hour.
What should a solar ad focus on?
The electricity bill and the specific neighbourhood, not the panel brand or the technology.
Want this run for you?
We build the ads, the capture page and the follow-up calls, and put appointments on your calendar.
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Last updated 2026-09-12