Solar & Storage, built to close.

Straight answers on solar marketing.

Why is solar marketing harder than other trades?

Because the category has a trust problem it did not create alone. Aggressive door-to-door sales and overstated savings claims have made homeowners skeptical by default, so credibility has to be established before the offer rather than after it.

What actually converts a solar lead?

Honest math they can check. A modeled savings figure with the assumptions shown, against their actual utility rate, beats any incentive framing. The homeowner has usually been given optimistic numbers already and is looking for someone whose numbers survive scrutiny.

How do incentives affect solar marketing?

They change by year, state, and utility, which means a maintained and visibly dated page on what currently applies is disproportionately valuable. It is also a liability if it goes stale, since being wrong about an incentive costs the trust the rest of the pitch depends on.

Should solar companies market financing?

Carefully and clearly. Financing is central to the purchase and it is also where the category's reputation was damaged, so terms stated plainly and early do more good than a headline monthly figure that needs qualifying later.