The S&P Global Market Intelligence recently published a report that said solar would hit new records in 2022. Fueled by a snowballing trend of energy transition, people are anxious to start the future today. The predictions predicted that as much as 44 gigawatts of utility-scale solar would come online, nearly double that of the new capacity brought on in 2021. 

If the S&P has it right, the opportunities are going to be unprecedented for solar companies that are ready to grow their revenue, expand into new territories, or both. If you’re having a tough time with your conversion metrics, we’ll give you a few pointers that can take your business in a new direction. 

Find Better Leads 

We cannot overstate that the demand for solar power is strong. If you’re struggling right now, it’s extremely unlikely it’s because there’s no interest. It is likely that you’re marketing to the wrong people. Whether it’s because someone doesn’t have the financial wherewithal for solar or because they already signed on with a competitor, starting with a vetted and reliable list can do wonders for your percentage. 

Explore the Benefits of Live Transfers 

A live transfer refers to a marketing technique that only connects you with people who have an express interest in solar power:

• Lead companies will make outbound calls and field inbound calls. 
• Call center reps speak directly with prospective customers and verify their interest in the product. 
• Only when customers’ requests are qualified will call center reps transfer them to solar business owners. 

So instead of talking to someone with a passing understanding of your services at best, you’re talking to someone who wants to know how much they can save on their utility bills for a 2,500 sq. ft. home or a 30,000 sq. ft. office space. 

Consider Changing Up Your Lead Strategy

Every solar company in 2022 should have a lead strategy that takes into account not just the products they offer, but also their position in the industry and the people they cater to. For instance, some people prefer aged leads because they’re inexpensive and they give business owners the chance to start real conversations with people. This can lead to stronger connections and an incredible referral rate. 

Because some degree of time has passed between when a person expressed interest and when they’re contacted by a business owner, the approach is far less aggressive. The casual tone can instantly endear the customer to the owner, which can help the business even if they’re not looking to buy anytime soon. 

Aged leads are often more than happy to spread the word to people they know and to choose the business owner that made such a good impression when they are ready to take the plunge. 

Or you could consider the opposite approach, which we would highly recommend if demand is rising in your area. Real-time leads might be more costly, but they put you in touch with people who have solar power on their mind right now. Before they move onto another home project or business venture (or worse, one of your competitors), now’s a good time to jump on their enthusiasm and take the reins. 

The Work of Conversion Marketing 

Conversion Marketing specializes in leads for solar companies that will actually mean something for their profit margins. Our entire company is built on the premise that better prospects equals steady growth. Contact us today if you want to learn more about getting your percentage up to scratch. 

Generating leads for a solar business depends on everything from the season to the clientele you’re
targeting. If you’re trying to find the best marketing practices for your company, it all comes down to
knowing what’s available and how it works in practice. And because you’re probably interested in
conserving your budget, we’ll start with the least expensive and work our way up.

Aged Solar Leads

Aged solar leads are both affordable and readily available. As they suggest though, they refer to
potential customers who expressed interest in solar products a while ago. There is no exact moment
when a real-time lead switches to aged, but the standard is around 48 hours.

● The good: Aged leads are plentiful and relatively inexpensive, allowing solar businesses to build
a strong database of prospects. This is a long-game strategy, one that can cement your business’
name and reputation for many years to come.
● The bad: The information from aged leads might be outdated. From the addresses to the needs
of the individual, it can be difficult to connect with a customer when you don’t have the right
information at your fingertips.

Real-Time Leads

Real-time leads refer to people who have recently expressed interest in solar products. You’ll see this
typically with Google ads or other pay-per-click ads, tactics where you only pay if you get someone to
click on your website or fill out a form. For a solar company, one that’s affected by the whims of the
weather and economy alike, timing is critical when you’re in the mood to make quick sales.

● The good: You get to pounce on someone’s needs immediately. Rather than pushing a package
down their throats though, you have an opportunity to cultivate a relationship at the precise
moment someone’s looking for it.
● The bad: Real-time leads are more expensive, and they need to be cultivated correctly to be
effective. Some people may inadvertently click a box or opt-in to information without realizing it,
which can get the conversation off on the wrong foot.

Live Transfers

A solar live transfer is a specific service offered by an outside call center. It can be used to accept
inbound calls from people who are ready to buy solar. Typically, the agent will verify personal
information and confirm that the caller is still interested in solar. Only then will they transfer the
prospective customer to a solar business.

● The good: Live transfers cut down on all the superfluous conversations, freeing a business up to
concentrate on doing what it does best.
● The bad: Live transfers are a significant investment for any company. They can also interfere
with your relationships. Talking to someone who never makes a purchase might be frustrating in
the short-term, but it can spark goodwill and referral business in the long-term.

What’s Right for Your Solar Business?

There are pros and cons to every form of marketing, but it all comes down to how you want to connect
with your customers.

The most important information to get across to them is that you’re reliable, professional, and
knowledgeable about your industry. You can do this with aged leads — even if they don’t end up buying
that day. Or if you don’t have much time to waste, you might want to opt into real-time or transfer
leads.

Conversion Marketing specializes in helping companies figure out the best practices based on their
needs. Contact us today to learn how we can help you adapt solar lead generation marketing strategies
so they work best for you.