Residential solar is one of the highest-CPL verticals in US digital, with regulatory complexity that makes generic ad copy lose to operators who teach the math. Most solar installers live with cost per lead (search) in the $250-$1,200 range, and the marketing program either respects that math or burns it.
Federal ITC and state incentive math changes every 12-24 months, so landing pages and rep training go stale fast. That is the constraint every solar installers operator hits in the first 90 days of growth.
Lead-to-install cycles run 60-120 days, requiring deep CRM nurture to keep prospects warm. The shops that compound are the ones who solve this operationally before they solve it through advertising, but most operators try the reverse and pay tuition for 18 months.
Door-to-door and lead-broker channels create reputation risk that web channels then have to repair. Inparlor's engagement for solar installers reflects that, we run the program against the unit economics, not the vertical brand. Average install ticket of $20,000-$45,000 is the number we build the funnel against.
$250-$1,200
Cost per lead (Search)
5-15%
Lead-to-signed close rate
$20,000-$45,000
Average install ticket
30-90 days
Sales cycle length
Paid traffic that pays for itself inside 90 days.
The cheapest reach in US digital, when the creative is right.
Technical, content, and authority, fixed in that order.
Hundreds to thousands of pages that earn organic traffic, not penalties.
One high-converting page per week, ready to run ads against.
Federal ITC, state SREC programs, and utility net-metering rules vary by ZIP. We build calculator pages that compute total savings against the homeowner's actual address.
Solar plus battery is now the dominant new-install package. We build the funnel for the combined offer, not the panel-only offer.
Utility delays kill deals at the worst possible moment. We set expectations on the landing page and provide check-in templates so the sales team can shepherd the wait.
Solar leads take 60-120 days. We build 8-touch sequences across email and SMS so the lead is still warm when financing finally clears.
Tell us about your current numbers and what is broken. We respond with scope, pricing, and timeline inside 48 hours.
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