Real-time web leads are contacts that have (very) recently shown interest in a specific product or service. Solar companies can instantly send a customer’s information back to their sales team, so the customer can get the information or quote they need.
This is a popular form of marketing because companies can contact customers at the beginning of their journey, which can help their brand stand out. We’ll look at the benefits of this strategy and why solar companies should consider it — even if they’ve had steady or even rising sales.
Solar Today
To understand real-time web leads, it’s important to know what the market is reflecting today. At the beginning of COVID, the solar industry saw a major shift in demand. Everything from delays in the supply chain to financial concerns conspired against owners, slashed job growth, and introduced doubt across the country. In one study, over half of respondents answered that they’d seen a negative impact due to the virus. This has led to owners reconsidering how they will market this year, and a rise in demand for real-time web leads as a result.
Here and Now
The competition for a real-time web lead can come in a variety of forms, but your first instinct might be to compare it to the aged lead. Why are people opting for real-time but not aged leads in the solar industry during COVID? It comes down to timing.
An aged web lead in a steady economy can be exceptionally valuable to a business. Someone fills out a request for information because they’re mildly interested in panels, then forgets about it until a salesman reaches out. Not much has changed over the weeks and they’re still interested in hearing the spiel.
But with the market as slippery as it is, the stakes have changed for solar companies. While there are moves toward stability in the form of vaccines and federal aid, COVID has made us all wary of rapidly shifting goalposts.
Real-time web leads seize opportunity then and there, here and now. This is not about overwhelming a customer who had an idle curiosity more than a real desire to start the installation process. It can be as simple as starting a dialog with someone who recognizes the inherent value of solar and wants to learn more.
Capturing the Lead
Real-time web leads give you the chance to market to someone who hasn’t managed to talk themselves out of making a purchase. You’re contacting them at a moment when their interest is already focused on you. This is something of a magical sweet spot, one that may only take a few selling points from you to close the deal.
Of course, this is not to say that every real-time lead is a sure-fire bet, only that they’re considered less risky in the solar industry right now. These may be more of an initial investment for an owner, but it also comes with a higher reward.
Tips on Maximizing Your Return
The best advice is to go into these leads with both eyes open. People fill out lead forms for different reasons, so keep in mind that not all of them will be ready to sign a contract yet. In some cases, you might only be able to establish a quick connection with them so they can mull it over on their own time. That being said, even a well-phrased voicemail can be enough to spark their interest.
You should also have a good idea of what your competitors are up to in your area. If a person is interested in solar, they may have already contacted a few companies to get a sense of who is offering what and how the products/services align with their needs. When a person is leaning toward your biggest rival, it helps to have specific reasons about why your company is a better fit.
Are Real-Time Web Leads Better Than Aged Web Leads for the Solar Industry?
At Conversion Marketing, we help professionals close the gap between businesses and customers who would benefit from their products or services. Fortunately, there’s more than one way to do that.
In our experience, there is no better or worse if you’re asking this question. There is only what’s better for your company at this moment. In six months, you might find that aged leads make more sense for you. They’re more affordable and their yield is every bit as good as their real-time counterparts. Ultimately, it allows you to follow up on that many more leads for less money.
Right now though, the emphasis is on real-time web leads for solar professionals. Testing the waters at a time when anything could happen could waste valuable resources that companies don’t have right now.
Looking Ahead
The solar industry has many reasons to be optimistic about this year. People are interested in improving their homes, and there are few better ways to do this than with solar power.
Not only does it save owners on electricity costs, but they also get the added bonus of saving the environment at the same time. It’s satisfying all around to use what we already have rather than generate more waste.
Yet there’s still reason to play it a little cautious right now. As federal aid dries up and people get back to normal, no one wants to be left high and dry by the time the dust settles. The best thing that you can do is keep plugging away at finding customers who have something to genuinely gain by choosing you.
Know the Game
Conversion Marketing has done a lot of the legwork when it comes to real-time web leads, and solar is undoubtedly one of our fastest growing sectors. This all comes down to understanding a prospective customer’s behavior online, what they’re looking for, and why they’re enticed to sign up for certain offers and not others. Our insight is what makes our leads so valuable and the reason why our clients trust us to go the distance for them. If you don’t want to miss out on real-time leads in a real-time market, contact us today if your campaigns are in need of a jolt.
