Solar Marketing Strategies That Actually Generate Leads

Marketing a solar installation business requires more than posting on social media and hoping for the best. With increasing competition from other installers, you need a structured approach to consistently generate quality leads.

The most effective solar marketing strategies are: optimising your Google Business Profile for local searches, building referral programmes with meaningful incentives (£100-250 per installation), creating educational content that answers buyer questions, and running targeted social ads. These work because solar is a high-value purchase where customers research extensively and need to trust you before committing.

This guide covers proven marketing strategies specifically for solar installers, from digital tactics to referral programmes that actually work.

Why is solar marketing different from other industries?

Solar installations are high-value, considered purchases. Homeowners don't impulse-buy a 10kW system. They research extensively, compare quotes, and often take months to decide.

This means your marketing needs to:

• Build trust over time through educational content
• Capture leads early in the research phase
• Nurture prospects until they're ready to buy
• Demonstrate expertise in your specific market

Generic marketing tactics designed for low-cost products won't work. You need strategies tailored to the solar buying journey.

How do solar installers rank in local search results?

When someone searches "solar installers near me" or "solar panel installation [your town]", you want to appear at the top. Local SEO makes this happen.

Google Business Profile optimisation

Your Google Business Profile (formerly Google My Business) is often the first thing potential customers see. Optimise it by:

• Completing every section including services, service areas, and business hours
• Adding photos of your installations, team, and branded vehicles
• Collecting reviews systematically after every installation
• Posting updates about completed projects and industry news
• Responding to all reviews both positive and negative

Local keyword targeting

Create pages on your website targeting local search terms:

• "Solar panel installation in [city]"
• "Solar installers [county]"
• "MCS certified solar installer [region]"

Each page should include genuine local content, not just the city name swapped in. Mention local landmarks, weather patterns, and grid connection specifics for your area.

Citations and directories

Ensure your business name, address, and phone number (NAP) are consistent across:

• Industry directories (MCS, RECC, TrustMark)
• Local business directories
• Review platforms (Trustpilot, Which? Trusted Traders)
• Social media profiles

Inconsistent information confuses search engines and hurts your rankings.

What content should solar installers create?

Educational content attracts potential customers early in their research. When someone reads your helpful guide today, they remember you when they're ready to buy in three months.

Blog topics that generate leads

Focus on questions your customers actually ask:

• "How much do solar panels cost in 2026?"
• "Do I need planning permission for solar panels?"
• "How long do solar panels take to pay back?"
• "Can I add a battery to my existing solar system?"
• "What happens to solar panels in winter?"

Answer these thoroughly. Include specific numbers, local regulations, and real examples from your installations.

Video content

Video builds trust faster than text. Consider:

• Installation timelapses showing a complete project
• Customer testimonials filmed on site after handover
• Educational explainers about how solar works
• Virtual surveys showing your consultation process

Post videos on YouTube (for search visibility) and repurpose clips for social media.

Case studies

Document your best installations with:

• Property details and system specifications
• Challenges overcome during installation
• Energy generation data and customer savings
• Customer quotes and satisfaction scores

Case studies demonstrate capability and give prospects confidence.

How should solar installers use social media?

Social media for solar isn't about going viral. It's about consistent presence that keeps you top-of-mind with local homeowners.

Platform priorities

For most solar installers:

1. Facebook is where homeowners spend time, and local targeting works well
2. Instagram suits installation photos and visual before/after content
3. LinkedIn helps with commercial solar and B2B relationships
4. YouTube builds long-term search value with educational content

Don't spread yourself thin. Focus on two platforms and do them well.

Content that works

• Before/after installation photos with permission
• Customer testimonial videos (even 30-second clips)
• Team photos showing real people behind the business
• Educational posts answering common questions
• Local community involvement (sponsorships, events)

Avoid purely promotional content. The 80/20 rule applies: 80% helpful or interesting content, 20% promotional.

Paid social advertising

Facebook and Instagram ads can target homeowners in your service area with specific interests:

• Targeting: Homeowners, interested in sustainability, specific age ranges, geographic areas
• Creative: Use your best installation photos and customer testimonials
• Offer: Free survey, no-obligation quote, or educational guide download

Start with a small budget (£10-20/day), test different creatives, and scale what works.

How do you build a solar referral programme?

Satisfied customers are your best salespeople. A structured referral programme turns this into a consistent lead source.

How to structure referrals

Offer meaningful incentives for successful referrals:

• Cash rewards (£100-250 per installed referral)
• Charity donations (some customers prefer this)
• Service credits (free monitoring or maintenance)
• Gift cards (Amazon, experience days)

Make the process simple. Provide referral cards at handover and follow up by email with a unique referral link.

Timing matters

Ask for referrals:

• At handover when satisfaction is highest
• After first energy bill showing savings
• At annual service visits when you re-engage
• When generation milestones hit (10,000 kWh generated)

Don't wait for customers to think of you. Prompt them at the right moments.

Track and reward

Use your CRM to track:

• Who referred whom
• Which referrers generate the most leads
• Conversion rates by referral source

Thank referrers personally when their referral converts. This encourages more.

Email marketing: Nurture leads over time

Not every lead is ready to buy immediately. Email marketing keeps you connected until they are.

Lead magnets

Offer something valuable in exchange for email addresses:

• Solar savings calculator
• "Solar Buyer's Guide" PDF
• Checklist: "Is my roof suitable for solar?"
• Webinar: "Solar installation explained"

These attract people actively researching solar and give you permission to follow up.

Nurture sequences

Create automated email sequences that:

1. Deliver the promised content immediately
2. Provide additional value over the following weeks
3. Share social proof (testimonials, case studies)
4. Make a soft offer (free survey, quote)
5. Stay in touch monthly with useful content

Most leads need 5-12 touchpoints before they're ready to commit. Email provides these efficiently.

Measuring what matters

Marketing only works if you track results. Focus on these metrics:

Lead metrics

• Cost per lead (by channel)
• Lead volume (by source)
• Lead quality (survey booking rate)

Conversion metrics

• Survey to quote rate
• Quote to installation rate
• Average deal value

ROI metrics

• Marketing spend as percentage of revenue
• Customer acquisition cost
• Lifetime customer value (including referrals and add-ons)

Review these monthly. Double down on what works, cut what doesn't.

Where to start

You don't need to implement everything at once. Pick three things:

1. Optimise your Google Business Profile. It's free and high impact.
2. Set up a simple referral programme. Your existing customers are your best salespeople.
3. Create one piece of cornerstone content. Answer the question you get asked most often, and answer it thoroughly.

Build from there as you see results. Consistent effort over time beats sporadic campaigns.

The solar market is growing, but so is competition. Installers who market strategically will capture more customers. Those who rely solely on word-of-mouth will struggle to scale.