Digital Marketing Demystified
5 “Light-lift Ways” to Generate Residential Solar Leads Now
Contributing Author Andrew Barks
By now, you know you should be optimizing your residential solar company’s website, building a brand identity, and mastering local SEO.
But let's be real: When you're running a solar business, you're juggling site assessments, installations, permits, financing… your marketing "department" might just be one overstretched person, or maybe even just you.
Here’s the good news: Effective digital marketing for residential solar doesn't necessarily require a massive budget, a team of developers, or a specialist on staff. Mostly, it takes focus and commitment.
If you feel intimidated by complex, expensive tactics, we’re here to reassure you. You can take immediate, low-cost actions that improve your online presence and start generating more qualified leads this week.
Here are five simple steps you can prioritize, even with limited time and resources.
1. Own Your Google Business Profile (GBP)
One of your most important pieces of digital real estate is your free Google Business Profile. For homeowners searching for "solar near me," this is often the first and only thing they see — and the first source scraped by any AI citation.
Here’s how to tackle it:
Audit and complete: Dedicate 30 minutes to logging in and ensuring every field is 100% complete: accurate hours, service area, phone number, and a compelling business description.
Post semi-regularly: Post a simple update once a month — once a week if you’re feeling ambitious. The post can be something as simple as a photo of a recent installation, a new incentive, or even a simple "We're here to help!" This signals to Google that your business is active.
Respond to reviews: Don't let reviews sit idle. A quick, personalized "Thank you," or a professional response to any review (even negative ones) shows prospective customers you care and are responsive.
2. Come up with a Solar Savings Calculator to Capture Leads
Rooftop PV solar systems are an investment, and prospects need to understand the long-term financial benefits to commit to them. A complex, bespoke tool is unnecessary. You need a simple widget that converts curiosity into a lead.
Many solar-specific software providers offer embeddable calculators for a low monthly fee or for free.
Put the calculator on your homepage — ideally, a dedicated Solar Financing Options or solar ROI landing page.
Require an email address or phone number to view the final savings estimate. This step is critical, as it turns a curious visitor into an actionable lead.
3. Record Customer Success Videos on Your Phone
Social proof is crucial in a high-trust sector like residential solar, but professional video shoots can be expensive. The most authentic and persuasive content is often the simplest: a real customer talking about a real result.
When the timing is right, try these few steps for creating a simple marketing tool:
After a successful installation, ask one of your most satisfied clients if they'd consider giving a quick 60-second testimonial.
Use your smartphone and record a short video of the customer standing in front of their new panels, answering two simple questions:
What was your biggest concern before going solar?
How have the experience/savings been since installation?
Post the footage to your GBP, your site, and your social channels. The genuine nature of the video can build trust more effectively than a highly polished corporate ad.
4. Create Hyper-local FAQ Pages
Stop writing generic "Why Go Solar" content, and invest in deeper-funnel queries that target specific buyers in certain areas. You need digital content that captures the highly specific searches of your local residential solar prospects.
Start by picking the cities or counties where you do the most business. Then draft Location-Specific Q&A to create three separate pages that answer questions specific to that region, such as:
Permitting/AHJs/HOA challenges in the area
Local incentives or utility rebates specific to that provider
Weather concerns unique to that geography, from high winds to hail to snow loads
Lastly, ensure the page title explicitly includes the city or region name, making it easier for search engines to match your content to local searches.
5. Launch a Formal Referral Program
Referrals may be your best leads, but you can’t rely on a word-of-mouth strategy.
Investing in a referral program — ideally buoyed by a branded email template — can go a long way toward codifying that payoff. It also takes very little time relative to its impact on customer acquisition costs.
Start by defining the reward for referring customers. Determine a simple, achievable reward — like a gift card for every referred installation. Make sure it’s clear, desirable, and easy to pay out. Then set a calendar reminder for six months after an installation, prompting an automated email to be sent to the customer.
Use a template — tools like Mailchimp and HubSpot offer them for almost every industry and referral type — and create simple, reusable messaging that thanks the customer, asks if they are satisfied, and clearly outlines the referral program reward and how they can submit a lead. This automated, recurring touchpoint does the marketing work for you.
No one ever said marketing was easy, but it doesn’t have to be max-effort, either.
By focusing on these five simple, low-resource actions, you can stop feeling overwhelmed by marketing and start generating the highly qualified, high-intent leads your residential solar installation business needs to grow.
While following these steps is doable for you, we know you value your time. The right marketing team can also be the solution you're looking for. When you invest in the right marketing, it pays for itself. At Brayer Marketing, we specialize in developing strategic, cost-effective lead-gen campaigns that deliver results for solar installers, no matter your budget. Schedule a FREE 15-minute consultation to learn more.