Earlier this year a local installer told us he wanted to keep selling ownership (cash/loan), but he needed to compete on price with the big guys. That's why we built the Strong Tail Solar Alliance. And when we asked installers what else we could help with, the answer was simple: "Where do I get quality leads?"
On September 30th we hosted How to Fill Your Sales Funnel with Quality Leads Post-ITC with
Jordyn Dollarhide (Co-Founder & CEO, Damaris Solutions) and
Brad Knudsen (Head of Marketing, Scanifly),
moderated by Scott Nguyen.
What we covered
- Track CAC, not just cost per lead. At PureLight Power, Jordyn's team ran about $40 per lead and a $485 CAC in 2022. Brad adds return on ad spend: every ad dollar should bring back more than a dollar.
- Meta before Google on a small budget. Both panelists said $1,000 goes further on Meta. Give an ad two weeks on Meta and 30 to 60 days on Google before you pivot.
- Stop wasting ad money. Use video instead of static graphics, and send traffic to a landing page with one call to action, not your homepage. Otherwise, as Jordyn put it, "It's just going to be basically donating to Meta."
- A drone is a lead source. Flying one at the site survey turns into a neighborhood event, and the neighbors who come out to watch become leads.
- Show up in AI search. We asked ChatGPT live for a reputable solar installer in Orlando, and our volunteer didn't make the list. Jordyn's fixes: say your service area at the top of your site, add video, blog about the searches you want to show up for, add an FAQ, and keep the Google reviews coming. Brad added project examples and credentials like NABCEP. And check that your robots.txt file isn't blocking AI crawlers.
- Win without being the cheapest quote. Scanifly customers see about a 20% lift in close rates with a drone and 3D model. Sending homeowners their own 3D model is also a good way to bring back leads that went quiet.
- Speed to lead. "Even one minute is too long," Jordyn said. AI can send the first text within seconds, but test any AI calling hard on objection handling before a homeowner hears it.
Watch the full webinar here
Join the Strong Tail Solar Alliance
Everything we talked about takes real work, and you don't have to do it alone. Alliance members get 20% off Damaris Solutions marketing services, 20% off a new Scanifly annual subscription plus a free drone, Bodhi's customer experience software free for approved installers, and equipment savings from JA Solar and Krannich Solar. All in, that's over $0.25/W in savings.
It's free to join. Fill out the form below and the right folks will reach out to you.
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