In today’s fast-growing solar energy solutions industry, the ability to find and convert the right browsers into paying customers can make or break your business. That’s where solar lead generation comes in to help.
A solar lead is someone who has shown interest in installing solar panels—either for their home or business. These people aren’t just names on a list, they are potential customers who are ready to be guided through the solar buying journey with our help.
Leads are the lifeline of solar sales. Without a steady stream of qualified prospects, even the best installation team will struggle to close deals fast enough to help your business grow. Whether you’re a new solar installer or an established provider in your area, lead generation is essential for scaling your business operations and staying competitive.
There are two ways to get leads: generate them yourself or buy them from a third party. Both approaches have pros and cons depending on what your business is looking for. Choosing the right one depends on your goals, budget, and sales process. You should also consider if you’re looking for quick leads you can purchase, or long lasting lead generation efforts.
In this guide, we’ll explore the best ways to generate high-quality solar leads, then we’ll compare buying vs. generating leads, after that we’ll share proven marketing strategies. Finally, we’ll finish off by showing you how to qualify and convert more prospects into paying customers.
The solar industry is growing quickly. With lower panel costs, new tax credits, and rising energy bills, more people are turning to solar than ever before. In fact, solar installations in the U.S. are expected to increase by up to 5x by 2035.
But installing panels isn’t the challenge—finding the right customers is. That’s why solar leads are essential to maintaining and improving your business growth. They power your entire sales pipeline, giving your team real people to educate, engage, and convert into paying customers.
A strong lead isn’t just a name on an email list. It’s someone already thinking about investing in some type of solar solution for their home or business. These warm leads are far more likely to buy than cold contacts you get from cold calling. In many cases, the difference in conversion rates can be as much as a 5x increase.
One solar company in Arizona made the switch to inbound lead generation and saw real results, quickly. Within six months, they doubled their installations and cut their cost per sale nearly in half—all because their leads were interested in the products they offer and ready to take action.
In short, solar leads help you sell more, spend less, and scale faster. If real business growth is your goal, a steady supply of quality leads is non-negotiable.
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Before you spend time or money on leads, it is important to know what kind you’re getting before committing to anything. Different lead types come with different costs, timelines, and success rates. Choosing the right kind depends on your sales goals, your business strategies and how your team operates.
Exclusive leads are sold to only one company, and no one else. That means that you’re the only one contacting the customer, which usually means a higher chance of closing the deal. Shared leads are sent to multiple solar providers at once. They cost less, but you’ll need to compete for attention and have a smaller chance of turning the lead into a paying customer.
Residential leads come from homeowners looking to lower their energy bills. These are common and typically have shorter sales cycles as customers are more prepared to invest. Commercial leads are from businesses or property owners. They take longer to close but can be much more valuable to your business, and are more likely to lead to more sales later on.
Inbound leads find you—through your website, ads, or referrals from past customers. They’re often more informed and ready to move forward with their purchase. Outbound leads are people you reach out to, like cold calls or canvassing. These can work but usually take more effort to convert into paying customers.
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Lead Type | Description | Cost | Conversion Potential |
Exclusive | Only sold to your business | High | High |
Shared | Sold to multiple companies | Low | Medium |
Residential | Homeowners | Medium | Medium–High |
Commercial | Businesses and developers | High | Medium |
Inbound | Leads come to you | Medium | High |
Outbound | You reach out to prospects | Low | Low |
Knowing the differences can help you focus on the leads that will actually grow your business long term. Paid leads stop after you stop paying for them, whereas other leads can support your business’s long term growth.
Generating solar leads isn’t about chasing random names—it’s about building a system that attracts, educates, and converts real prospects into customers. Below we have shared some proven digital marketing strategies that can help your solar business grow with consistency and control.
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Creating helpful content is one of the most powerful ways to attract quality leads over time. When you answer questions people are searching for, you position your company as a trusted expert in the field. This is the easiest, and cheapest way to set your business up for long term success.
Start by launching a blog. Cover topics like how solar panels work, cost breakdowns, tax credits, and local solar laws in your areas of service. You can also create short videos explaining your installation process or showing before-and-after results. This builds trust with your customers and you’re able to show off your past work.
This strategy takes time but pays off in the long run. A strong content library keeps working for you 24/7, bringing in leads who already trust your expertise. This is an amazing way to set your business up for long term, lost cost success.
Pro Tip: Start off by creating content to answer the most common questions your customers ask during consultations.
Paid ads are a fast way to get in front of people searching for solar solutions right now. Platforms like Google Ads and Bing let you show up when someone types “solar installers near me” or “best solar panels for home.” These leads do cost money, and leads do stop coming once you stop paying for the service.
To make the most of PPC:
Well-run campaigns can bring in leads almost instantly—but poor targeting or bad pages can waste your budget.
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Search Engine Optimization (SEO) helps your website rank higher in organic search results. Unlike ads, it brings in traffic for free—but it takes time and effort to build. Get started today to help set your business up for long term growth.
Start with your website:
Don’t forget local SEO:
Bonus tip: Add schema markup to your pages so search engines better understand your services and service area. This is a type of code in your HTML that will help your business rank higher organically on search engines.
If you ever feel like your SEO growth is stuck, you should run a Google Analytics audit to identify areas for improvement.
Social Media Lead Generation
Social media platforms help you connect with your audience in a more casual, engaging way. You can share customer stories, explain solar myths, and highlight team members or share recent installations. Your potential customers are more likely to trust you if they have clear examples of the work you can deliver.
Organic content (free posts) builds trust and brand awareness, while paid campaigns allow you to target users based on location, interests, and behavior.
Best platforms for solar businesses:
Try running a campaign with a strong offer, like “Free Home Solar Assessment.” Posts with images of real installs, short videos, or client reviews tend to perform best.
Not every lead is ready to buy right away. That’s where nurturing comes in, you can keep in touch until the timing is right.
Start by offering a lead magnet like a solar savings guide or rebate checklist. Once someone signs up, send a short series of follow-up emails or texts that:
Use names, local references, and previous actions to personalize your messages. Automation tools make it easy to stay top-of-mind without additional manual work. This allows customers who are thinking about purchasing to interact more with your business before making a decision.
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Some of your best leads are already in your network.
Encourage happy customers to refer friends or neighbors. Offer a reward, such as a gift card or service discount, for every install that comes from a referral.
You can also build partnerships with:
Many of your customers are already talking to other homeowners in the area and can introduce you at the perfect moment.
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While digital tactics are powerful, real-world presence still matters—especially in smaller, local markets.
Join or sponsor community events, set up a booth at a local fair, or advertise in neighborhood newsletters to spread awareness of your business. These efforts create trust and name recognition, even if they don’t bring instant leads it will keep you top of mind.
Also consider printing flyers or door hangers for specific neighborhoods, especially after a local installation.
Teaching is a strong sales tool. Hosting educational or informative sessions helps you connect with prospects in a low-pressure way.
Run a free webinar about solar savings, or offer an in-person workshop on home energy efficiency. Product demos, either live or virtual, can also help demystify the solar process for those who are on the fence regarding making a purchase.
During these sessions:
These efforts build trust, show your expertise, and bring in leads who are ready to move forward.
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When it comes to generating solar leads, choosing between inbound and outbound marketing is crucial. Both strategies have their strengths, but understanding the key differences can help you decide which works best for your business. So, take a step back and evaluate if your business is looking for quick, more expensive leads, or cheaper leads that support long term business growth.
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Purchasing solar leads can seem like a quick way to fill your pipeline, but it’s important to understand both the benefits and risks involved. It’s very important to make sure you’re buying from quality lead generation companies if this is the route you decide to take.
You can buy solar leads from a variety of companies. Some of the most popular options include:
These companies specialize in generating and selling solar leads, but each has its own pricing structure and lead quality.
Cost Implications: Exclusive leads cost more upfront, but their higher quality may justify the expense if you’re consistently turning leads into new customers. Shared leads are cheaper but may result in wasted time and resources if you don’t get the sale.
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Before committing to a lead purchase, ask:
Lead fraud can be a serious issue. Be cautious and:
Generating leads for residential and commercial solar customers requires distinct strategies, as the two segments have different buying cycles and needs.
Understanding the differences between these segments helps you refine your lead generation strategy and focus on what works best for your business.
Qualifying and nurturing your solar leads is crucial for improving conversion rates. Not all leads are created equal, so it’s essential to filter them effectively and build a nurturing process that increases the likelihood of closing sales. Each type of lead will likely need to be nurtured in a different way to convert.
When you first capture a lead, ask key questions to determine their intent and readiness to buy. Some critical questions to include are:
These questions help you gauge the lead’s motivation, budget, and decision-making status.
Once you’ve captured the lead, using a CRM (Customer Relationship Management) tool is essential for nurturing. CRM systems like HubSpot, Zoho, and Salesforce allow you to track interactions, follow up on appointments, and automate reminders.
These tools provide insight into each lead’s journey and ensure timely, personalized follow-ups. With a CRM, you can segment your leads into different categories (e.g., interested, hot, cold) and target them accordingly.
Nurturing isn’t just about sending emails—it’s about creating a sequence of thoughtful touchpoints. Some effective strategies include:
The key is to provide timely, valuable content that moves leads closer to a decision.
While generating solar leads can be highly effective, there are some common mistakes to avoid that can hinder your success. If you happen to see any of these mistakes on your site already, it’s not too late to get started now!
Purchasing large quantities of shared leads might seem like a fast way to boost your pipeline, but these leads are often less qualified. They’ve been sold to multiple companies, which means you’re competing with others for the same prospect. Instead, invest in exclusive, high-quality leads that are more likely to convert.
More and more customers are searching for solar solutions on mobile devices. If your website isn’t mobile-friendly, you risk losing potential leads. Make sure your site is optimized for mobile, with fast loading times, easy navigation, and clear calls to action.
In the solar industry, timing is everything. If you wait too long to follow up with leads, they may lose interest or go with a competitor. Make sure to follow up quickly, ideally within 24 hours and maintain consistent communication until the lead is either converted or disqualified.
Relying on just one lead generation channel can limit your success. Diversify your approach—mix content marketing, paid ads, social media, email nurturing, and other strategies to create a steady flow of leads from multiple sources.
To streamline your lead generation and management efforts, several tools can help you optimize the process.
CRMs (HubSpot, Zoho, etc.)
CRM systems are essential for managing your leads and tracking interactions. HubSpot, Zoho, and other CRM tools let you automate follow-ups, track customer journeys, and improve communication with leads.
Solar Design/Quoting Tools
Solar businesses can use design and quoting tools like Aurora Solar or PV*SOL to create accurate solar designs and provide immediate quotes. These tools help generate professional proposals that can improve lead conversion rates.
Lead Scoring Tools
Tools like LeadSquared or Salesforce offer lead scoring features, helping you prioritize high-quality leads based on their engagement with your content, inquiries, and behavior.
Landing Page Builders
Platforms such as Unbounce, Instapage, and Leadpages allow you to build high-converting landing pages with minimal effort. These tools are key for capturing leads through paid ads or content offers.
Generating solar leads effectively can drive business growth and expand your reach in competitive markets like the solar solution industry. By implementing the right strategies, qualifying leads, and nurturing them properly, you can turn prospects into loyal customers.
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To help clarify some of the most common questions about solar lead generation, we’ve compiled answers to a few frequently asked questions. These can help you make informed decisions and improve your strategy.
The best way to generate solar leads is through a combination of strategies like content marketing, SEO, paid advertising, social media, and email nurturing. By creating high-quality content and using targeted ads, you can attract warm leads who are already interested in solar energy. A strong inbound marketing strategy coupled with outbound efforts like referral programs can yield the best results.
The cost of a solar lead can vary depending on the source and the quality of the lead. Exclusive leads, which are sold to one company only, tend to cost more than shared leads. On average, exclusive solar leads can range from $20 to $100 per lead, depending on the market and location. It’s important to weigh the cost against the potential return on investment (ROI) when deciding whether to purchase leads.
While having a website is a powerful tool for generating solar leads, it’s not the only option. You can also generate leads through platforms like social media, paid ads, email marketing, and partnerships with other businesses in the industry. However, a website helps you build credibility and capture leads more efficiently, making it a key asset for long-term success.
Buying exclusive leads can be beneficial if you’re looking for higher-quality prospects who are more likely to convert. Exclusive leads are sold to only one company, so you don’t have to compete with others for the same customer. Although they can be more expensive, the ROI tends to be higher, making them a worthwhile investment if you have the budget.
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