Growing a solar business in 2022 can be a challenge, especially when it comes to lead generation. However, an opportunity to gain experience in your sales and increase your market share has opened with the recent reauthorization of the federal tax credit as part of the Inflation Reduction Act.
As a solar installer, when you choose to buy solar leads, it is essential that you understand the several types of solar leads, how much they cost, and which ones to avoid. Keep reading if you want to grow your business and maximize this opportunity.
Finding reasonable costed leads
To grow a successful business, you need to source high-quality leads at a reasonable cost. The definition of a reasonable cost may differ depending on what state your business operates in, for example, it may differ in Texas than it would in California by a few hundred dollars.
When trying to work out a reasonable cost for your business and measure your success, it is important to not only consider the cost to close but also the time your sales reps are spending on closing deals. This will make a dramatic difference, as small businesses with smaller teams will have different results.
Prices per lead are increasing due to growing competition. Buying solar leads can be more expensive, especially if you are buying them with methods such as website opt-ins. However, spending more money can often be worthwhile, as you will be investing in high-quality leads that are more likely to convert. If you buy them too cheaply, then the quality is lower, and the risk is much higher.
Different types of home solar leads
There are different types of home solar leads from which you can benefit. From appointments to telemarketing and canvassing leads, each has its benefits and risks that you need to be aware of.
A website opt-in is one of the best ways to gain leads. This is because a customer has chosen to be contacted about a solar installation. This helps your business stay compliant and is less risky than other methods. These can be generated via search engine optimization (SEO), pay-per-click (PPC), social media platforms, and you have the ability to buy emails address.
Solar appointments are buyer-ready appointments that are typically scheduled right on your calendar. They will help you avoid chasing dead-end leads and wasting valuable time.
While these can be great, the risk is high. This is because installers will pay on average $180-$350 per appointment, which is low. You must be careful as many companies that sell appointments are not compliant with US law. Unfortunately, this puts your business at risk of a lawsuit, which can cost millions of dollars. Make sure you choose a company that is TCPA compliant.
Telemarketing leads generate new business by cold calling homes. This is a practice that has been used for decades and has always been successful due to the volume of people who are contacted.
However, it is important to be careful with telemarketing leads as in recent years, telemarketing has been given a bad reputation which can reflect poorly on your business. People are not so keen on being contacted this way, especially if their details were obtained illegally. Telemarketing is a risky way to gain leads unless they have been obtained by a trustworthy company.
Canvassing generates leads by knocking on people’s doors and having conversations with them. With the right sales team, who are enthusiastic, knowledgeable, and have the correct permits, this can be a terrific way to gain more leads.
However, if you use a company that doesn’t pay their staff well and leaves them unequipped, it could reflect negatively on your reputation.
Some organizations choose to buy aged data to use in a call canter. These are extremely cheap because they have a low return and present many issues unless they have been well-maintained.
Growing your solar installation business can be hard. Make sure you maximize on leads by opting to collaborate with a reputable solar lead generation company that can offer high-quality leads, at a reasonable price and less risk to you.