Solar company marketing: trust, proof and careful claims

2 min read · Updated

The short answer

Solar company marketing has to overcome distrust, because many homeowners have met aggressive door-to-door sales and exaggerated savings promises. Show installs in their area, your licenses and warranties, and the equipment you use, and keep savings and incentive claims specific, current and backed up. Incentives change, and regulators have acted against deceptive solar sales.

Proof that you're local and real

  • Installs in nearby towns, with photos and system size.
  • Your licenses and certifications.
  • Equipment brands and warranties, in plain words.
  • Reviews from customers a year or more after install.

Claims you can back up

Savings depend on the roof, usage, rates and financing. Show how you estimate them, not a headline number. Tax credits and utility incentives change, sometimes with little notice, so date any incentive information and check it before each campaign.

Leasing, loans and ownership

Explain the difference between buying, financing and leasing, and who owns the system in each case. It's the question customers most need answered before they sign.

Questions

Should I publish prices?

Price ranges per system size help, with what changes the final number.

Are lead-selling sites worth it for solar?

They can fill a pipeline, but the same lead often goes to several installers.

Do reviews matter for solar installers?

A great deal. Ask after the system is running, and again after the first year.

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