SOLAR — LEAD GENERATION

Your problem isn't leads.
It's the ones that can't qualify.

Solar has the longest consideration window and the highest disqualification rate in home services. Filter for credit and roof before the appointment, and your acquisition cost collapses without buying a single extra lead.

Apply for a slot → How it works
Where CAC is lost Disqualification not lead cost
Market exclusivity 1 : 1 one firm per market
Infrastructure live in 14 days from end of discovery
01The situation

If you're reading this,
one of these is true.

Every solar company has a lead problem that is actually a qualification problem. You are paying full price for homeowners who were never going to close, and finding out at the kitchen table.

  • Your setters book appointments and half of them cannot pass credit.
  • You send a closer to a house with a roof that needs replacing first.
  • Your no-show rate is 30% and it is priced into your CAC whether you admit it or not.
  • Incentives change, the offer you advertised last quarter is now wrong, and nobody updated the ads.
  • You are competing with a national brand's TV budget for the same search term.
02The real cost

The number nobody puts
on the invoice.

Where solar CAC actually goes
Situation What happens What it costs you
Credit-failed appointments Discovered at the table, after the drive Full lead cost, full closer cost, zero revenue. This is usually the largest line.
Roof-disqualified homes Roof needs replacement before panels You paid for a lead you have to refer away, or upsell into a job you don't do.
No-shows Booked, confirmed, nobody home The cheapest fix in the funnel and the one most companies never instrument.
Stale incentive messaging Ads promising terms that changed Wasted spend plus a trust problem you have to overcome in the first two minutes.
03The mechanism

Built for this vertical.
Not adapted to it.

Solar rewards filtering more than it rewards volume. Every disqualification you move from the kitchen table to the form is pure margin, and it costs nothing extra in media.

01

Qualify in the funnel, not at the table

Homeownership, roof age and condition, utility spend and a soft credit indicator asked before an appointment is offered. Unqualified traffic never reaches your closers.

  • Pre-qualification logic
  • Roof and utility screening
  • Soft credit signals
02

Buy intent, not curiosity

Targeting built around utility bill pain and specific incentive windows rather than broad "go solar" interest, which is where the unqualified volume comes from.

  • Bill-pain targeting
  • Incentive-window campaigns
  • Negative audience hygiene
03

Kill the no-show

Confirmation sequences, reminders, reschedule flows and a held-appointment rate you can actually see and improve week over week.

  • Confirmation sequences
  • Reschedule automation
  • Held-rate reporting
04

Keep the offer current

Incentives and utility rates change. Creative and landing pages are versioned so what you advertise is what is true this month.

  • Versioned offer assets
  • Incentive change alerts
  • Compliance review
04What you get

In your accounts.
In your name.

Everything below is built inside infrastructure you own. If we part ways, it stays with you — accounts, pages, tracking, lists.

  • Campaigns targeting utility bill pain and live incentive windows
  • Pre-qualification on the form: ownership, roof, utility spend, credit signal
  • Confirmation and reminder sequences that lift held-appointment rate
  • Landing pages versioned to the incentives that are actually current
  • A long nurture track for the consideration window solar actually has
  • Reporting on cost per held appointment and cost per signed contract
05Who this is not for

We'd rather tell you now.

Three kinds of firm should not apply. Saying so up front costs us applications and saves both of us a bad engagement.

  • Companies that measure their marketing on appointments set rather than appointments held. This system deliberately reduces set count and raises held and closed rates.
  • Anyone who wants unfiltered volume for a setter floor to grind through. That model can work, and it is not what we build.
  • Companies without a clear answer on roof-disqualified homes. If you have no referral or partner path for them, we are generating leads you have to throw away.

And if you do fit: month to month, 30 days' notice, no lock-in. Everything we build is in your name from day one. We would rather earn next month than trap you into twelve.

06Apply

One partner
per market.

We take a single client per market, so we are never bidding two of you against each other. If your market is already taken we will tell you in the first reply instead of booking a call to find out.

What happens after you submit

  • We check your market. If it's open, you hear back with next steps. If it's taken, you hear that instead.
  • One call, 30 minutes. Your numbers: close rate, average job value, current spend. No pitch deck.
  • A written plan or a no. If the math doesn't work for solar, we say so and nobody loses a quarter.
Application 6 fields · 60 seconds

We reply to every application. If your market is taken, we say so.
No newsletter. No list sharing. Ever.

07Questions

Straight answers.

Q1 Can you pre-qualify credit without running credit?
We use soft indicators — homeownership, tenure, utility spend, self-reported ranges — not a hard pull, and we never collect or transmit financial account data through the form. It does not replace your underwriting. It moves a meaningful share of the failures out of your closers' calendars, which is where the cost is.
Q2 Our no-show rate is the real problem. Does this fix it?
It is the cheapest thing to fix and usually the least instrumented. Confirmation sequences, reminders at the right intervals and a frictionless reschedule path typically move held rate materially. We report held rate as a headline metric, not appointments set.
Q3 How do you handle incentives changing mid-quarter?
Creative and landing pages are versioned, so when a utility rate or an incentive changes we swap the assets rather than leaving a claim live that is no longer true. Advertising a terminated incentive is both a wasted click and a trust problem at the table.
Q4 Can you compete with the national brands on search?
Not on brand terms, and we would not spend your budget trying. Local intent, bill-pain queries and incentive-window searches are where a regional installer wins, because the national player is optimizing nationally and cannot be more relevant than you in your own county.

Other verticals: see all →