The numbers on the cost of solar leads and the cost of customer acquisition in the solar industry show a worrying sign for commercial solar companies.
Retail solar selling prices are falling and the cost of generating genuine new leads is increasing.
In the past, solar providers used to be able to generate leads with telemarketing and door-knocking. But these methods are now proving to be unprofitable and time-consuming.
This trend has resulted in many savvy solar installers looking to implement tech tools to sources new leads.
Commercial Solar Leads
For those unfamiliar with the Reonomy Platform, it is a commercial real estate database consisting of more than 50 million properties—which equates to 99% coverage nationwide.
The power of the Reonomy platform lies in the ease of which the database can be navigated.
Below, we will show how filtered searches can uncover the leads most suited to your solar installation services.
Reonomy provides extensive data on each property, including building-level, transactional, and mortgage information.
Most importantly, Reonomy goes beyond the LLC to find actual property owners and their contact information—including names, phone numbers, email addresses and mailing addresses.
That data can be used to help you find the absolute best solar leads on the market before your competitors do and connect with them directly.
This article is broken out into two parts:
First, showing you how to find commercial solar leads. Then second, showing you how to turn those leads into paying customers.
The full breakdown is as follows:
How to Find Commercial Solar Leads with Reonomy
How to Turn Leads Into Paying Customers
How to Find Commercial Solar Leads with Reonomy
The key to building a great lead list with Reonomy is using the search criteria and applied filters that best fit your needs.
Below, see the common search filters that top solar installers use to build powerful lead lists.
They include searching by geography, asset type, building and lot specs, and by ownership.
Search Solar Leads by Geography
Reonomy provides a range of geographic filters to ensure that you are working leads in your local market.
You can filter properties by state, city, county, zip code, street name, and exact address. You can also search your local area using Reonomy’s interactive map.
All commercial properties will appear in your focus area as individual parcels.
You can click into any of these properties to uncover further info and see real images of the property.
Another popular geographic filter is drawing on the map with a custom Draw or Radius search (as seen in the screenshot below).
Many solar installers know their market like the back of their hand. You can simply draw it on a map and Reonomy will show you every commercial property in that area that meet your other designated criteria.
This is especially popular for off-grid solar energy installers that know areas where it is hard to connect to the grid. A quick radius draw or street input will produce all the commercial entities within this area.
Search Solar Leads by Asset Type
The next common filter used by solar installers is the Asset Type filter. With it, you can search for properties within your building class specialization.
An example of this can be seen in the screenshot below.
Solar installers focused on industrial clients could select only industrial properties, and even go more granular and pick the exact type of industrial property they want—e.g. manufacturing.
If you’re a solar installer focused on industrial clients, you could select “All Industrial” properties, or pick an exact type of industrial property.
Search Solar Leads by Building and Lot Size
With many solar installers targeting projects by scale, they’ll often identify opportunities by filtering their searches using Reonomy’s Building and Lot filters.
In the example below, you’ll see a search to filter for properties that have a building area square footage between 50k-100k.
Find Owner Contact Information
Once you’ve discovered a target property (or properties), you can now quickly uncover who the owners are, along with their contact information.
The image below is an example of the contact information of one property owner for one building:
At times, several individuals will be tied to the building. The contact information provided for these individuals will include phone numbers, emails and the mailing address for the owning entity.
Search Owner Portfolios
Many top solar installers love this tool, as it allows them to focus their lead acquisition efforts on the largest commercial property owners and develop repeat business.
There is no limit to the number of filters or the combination of filters that you can use in any one property search.
For ease of building lead lists, Reonomy has workflow tools that allow you to bulk-label target properties as well as export your final list of results into Excel.
How to Turn Solar Leads Into Paying Customers
So now you’ve built your target lead list and uncovered owner contact info. The rest should be easy right?
Well, from many of the installers we’ve talked to, actually closing business requires that you apply property and owner information correctly.
Here are the common ways that commercial social installers have leveraged the information they found using Reonomy.
Email can be seriously cheap and although you should spend time in carefully crafting your copy it still makes for a great form of marketing with one of the best ROIs out there.
For most companies, finding the emails to email is the expensive part – though you’ve got that sorted!
Not only can your message be delivered immediately, you also benefit from results that are fully analyzable through email campaign management software . Data feedback can include bounce, open and click through rates.
There are a range of email campaign management tools out there, Mailchimp is one popular, affordable solution.
Depending on this feedback, the structure of your email campaign can be changed and altered.
Common email variations/tests include altering between the number of recipients (mass emails and individual emails), the tone of the email (direct sales email vs. providing value like an article) and the sequence of a campaign (how many emails will you send to the same recipient).
The most successful cold call campaigns for commercial solar installers are conducted by experienced phone marketers.
The phone marketers conducting your campaign must be highly knowledgeable about your solar business and ready to answer any question thrown at them.
In saying this, by using Reonomy – you know you have a highly qualified call list. – with several numbers for each lead. This should compensate cold callers who do not have the same experience as a phone marketer.
Dedication of team members who are focused on nurturing relationships with potential customers and adhering to strict guidelines for following up and tracking is required.
Direct Mail Campaigns
Despite the power of the Internet, there are some marketing strategies that have not gone out of style. Direct mail campaigns continue to be a powerful method for generating commercial leads.
A direct mail campaign can cost thousands of dollars, but if it lands you just one lucrative commercial job, the campaign can pay for itself.
In this marketing strategy, thousands of mailer pieces are sent out to targeted prospects within a given area, usually building owners or key contacts within a certain radius of mileage from a central location.
When they receive the direct mail pieces, it is likely that some of the targeted prospects will call up the contractor who sent out the mail pieces, so they can discuss their needs or arrange for an inspection.
While lest providing less feedback compared to email, at times it can have more cut throat to the recipient.
Reonomy provide the mailing address for the owning entity which will go directly to the owner/manager of that owner entity.