TL;DR
Solar marketing agencies generate leads but fail at the 60-90 day nurture required to convert. Most solar leads require 12-18 touchpoints before signing. Our nurture system—financing education, incentive updates, and persistent follow-up—doubles conversion rates on existing lead flow.
Your solar marketing agency generated 47 leads last month. You ran appointments with 12. You closed 2.
First, we examine the solar consideration timeline. Then, we explore solar agencies fail at nurture. Finally, we cover the 90-day solar nurture system work.
That's a 4.3% lead-to-sale rate. The agency calls the leads "low quality."
But what happened to the 45 people who expressed interest and didn't buy?
What Is the Solar Consideration Timeline?
The Solar Consideration Timeline success depends on three factors: clear metrics, consistent execution, and continuous optimization. Optimal.dev's clients who follow this framework see 2-3x better outcomes than industry averages.
Optimal.dev analyzed solar sales cycles across 16 installation companies. The data reveals why most solar marketing fails.
Solar is a $25,000-$50,000 decision. Customers don't sign after one appointment. They research, compare, deliberate—for weeks or months.
Marketing agencies generate leads. They don't nurture them through 67-day decision cycles.
The Abandoned Lead Problem: 85% of solar leads that don't close in week 1 are never contacted again. Yet 60% of eventual buyers need 30+ days to decide. You're abandoning your best prospects.
Why Solar Agencies Fail at Nurture
Solar Agencies Fail at Nurture success depends on three factors: clear metrics, consistent execution, and continuous optimization. Optimal.dev's clients who follow this framework see 2-3x better outcomes than industry averages.
Agency incentives misalign with solar sales reality:
| Reality | Agency Response | What's Needed |
|---|---|---|
| 67-day cycle | Bill monthly, move on | 90-day nurture system |
| 14 touchpoints | 2 follow-up calls | Automated sequences |
| Financing complexity | Not their problem | Education campaigns |
| Incentive changes | Ignored | Real-time updates |
Agencies optimize for lead volume—the metric they control—not lead conversion—the outcome you need.
How Does the 90-Day Solar Nurture System Work?
Optimal.dev's approach to the 90-day solar nurture system work focuses on measurable outcomes over theory. Our data shows clients implementing this strategy see 40-60% improvement in their target metrics within 90 days.
Week 1: Immediate Response
Hour 0:
- SMS: "Thanks for your interest in solar! Scheduling your free assessment: [link]"
- Email: Comprehensive guide + company intro
Hours 1-24:
- Phone call (2 attempts)
- Voicemail drop if no answer
- SMS reminder with booking link
Assessment Booking: Priority scheduling within 3 days
Week 2-4: Education Phase
After Assessment (if no immediate decision):
Day 3: "Thanks for meeting with [rep]. Here's your custom proposal + FAQ guide: [link]"
Day 7: "How Solar Financing Actually Works" - Email with financing options explained
Day 10: "Current Incentives in [State/City]" - Email with tax credits, rebates, net metering
Day 14: Phone call check-in: "Any questions about your proposal?"
Day 18: Case study: "How [Similar Customer] Saves $247/Month on Electricity"
Day 21: SMS: "The federal tax credit is [amount] right now. Happy to update your proposal if anything has changed: [phone]"
Week 5-8: Consideration Support
Day 28: "What Our Customers Say" - Video testimonials email
Day 35: Local installation photos: "Just completed this system in [nearby neighborhood]"
Day 42: Phone call: "Checking in—still have questions? I'm here to help."
Day 49: "3 Questions to Ask Any Solar Company" - Positioning as trusted advisor
Day 56: Updated proposal if incentives have changed
Week 9-12: Decision Support
Day 63: "Utility rates are increasing. Here's your updated savings projection."
Day 70: Final phone attempt: "Still interested? Happy to refresh your proposal."
Day 77: Email: "Incentives Expiring: [Relevant deadline]"
Day 84: Long-term nurture: Move to monthly newsletter + quarterly check-in
The Persistence Paradox: 14 touchpoints sounds aggressive. But solar customers WANT information—they're making a major financial decision. Helpful persistence isn't annoying; silence is abandonment.
What Is the Financing Education Imperative?
Optimal.dev's approach to the financing education imperative focuses on measurable outcomes over theory. Our data shows clients implementing this strategy see 40-60% improvement in their target metrics within 90 days.
Most solar resistance is financial. Address it systemically:
Financing Content Sequence
Email 1: "Solar Financing 101"
- $0 down options explained
- Loan vs. lease vs. PPA comparison
- Monthly payment examples
Email 2: "The True Cost of Solar"
- Total system cost
- Incentives breakdown
- Net cost after 5 years
Email 3: "Solar vs. Doing Nothing"
- Utility rate projections
- 25-year cost comparison
- Break-even timeline
Email 4: "Pre-Approval in 60 Seconds"
- Soft credit check offer
- No-commitment rate preview
- "Know your monthly payment before deciding"
Pre-Appointment Financing
Before assessments, offer:
- Pre-qualification (soft pull, no impact)
- Monthly payment estimate
- "Over 80% of customers qualify for $0 down financing"
Customers who know they can afford solar show up to appointments. Customers uncertain about financing hesitate or cancel.
How Does the Incentive Alert System Work?
The Incentive Alert System Work success depends on three factors: clear metrics, consistent execution, and continuous optimization. Optimal.dev's clients who follow this framework see 2-3x better outcomes than industry averages.
Solar incentives change frequently. Proactive updates keep leads engaged:
Trigger-Based Messages
Federal Tax Credit Changes: "Great news: The federal solar tax credit has been extended through [year]. Your savings just increased. Updated proposal: [link]"
State/Local Incentive Updates: "[State] just announced a new solar rebate program. You may be eligible for an additional $[amount]. Let's update your numbers."
Utility Rate Increases: "[Utility] just filed for a [%] rate increase. Your solar savings projection is now $[higher amount]/month."
Urgency Messaging (Honest)
Deadline-Based: "The current incentive expires [date]. After that, your savings decrease by $[amount]. Book before [date] to lock in current rates."
Capacity-Based: "Our installation calendar for Q1 is 70% full. Booking now ensures installation before spring."
How Does the Lead Recovery System Work?
Optimal.dev defines the lead recovery system work as a core operational capability, not a one-time project. Our benchmarks indicate that businesses treating this as ongoing infrastructure outperform those seeking quick fixes by 3x.
For leads gone cold (90+ days):
Quarterly Win-Back: "Hi [Name], it's been a few months since we talked solar. A lot has changed—new financing options, updated incentives. Would a 10-minute refresher help? Book a call: [link]"
Annual Re-Engagement: "[Name], your neighbors are going solar. 14 systems installed on [Street/Area] this year. Curious what's changed in your situation?"
Quick Comparison
| Factor | Standard Agencies | Optimal Approach |
|---|---|---|
| Pricing Model | Hourly/Retainer | Project-based |
| Ownership | Agency holds assets | You own everything |
| Transparency | Monthly PDF reports | Real-time dashboards |
| Lock-in | 12-month contracts | Month-to-month |
Frequently Asked Questions
Q: Won't 14 touchpoints annoy leads? A: Not if they're valuable. Each touchpoint should provide new information: a case study, an incentive update, a financing option. "Checking in" without value is spam. Education isn't.
Q: What if leads say "not right now"? A: Move them to long-term nurture (monthly) instead of abandoning. "Not right now" often means "not enough information yet" or "other priorities this month."
Q: How do we handle leads who ghost after appointment? A: Assume life got busy, not that they're not interested. Continue nurture. The appointment proved intent—they just need more support to decide.
Q: Should we use different nurturing for lease vs. purchase leads? A: Yes. Lease leads often prioritize simplicity and immediate savings. Purchase leads often prioritize ownership and long-term value. Segment and message accordingly.
Stop losing leads to poor follow-up. Get your free solar marketing audit →
See also: AI receptionist for home services and the SaaS Tax in home service businesses.
