Customer acquisition is a tough nut to crack for many solar contractors. But by looking at what strategies have worked over time, we can determine some best practices to lowering customer acquisition cost, building a referral-based business and moving closer to achieving profitability.
Non-referral strategies and the growth of residential solar
Non-referral customer acquisition strategies (content marketing, telemarketing, providing a proposal before an in-home consultation and canvassing, for example), have resulted in tremendous growth for residential rooftop solar installers—about 53% in the residential sector since 2005, according to SPV Market Research.
But what is the cost of that growth? High growth rates of 50, 60 or 70% are great, but they also require putting a lot of money into generating non-referral leads. It’s important for contractors to strike the right balance between growing and staying profitable.