Most solar installers do not have a lead problem. They have a conversion problem. Leads arrive from ads, suppliers and referrals, and then a large share disappear: phones not answered, surveys not booked, quotes not followed up. Generating solar leads profitably means building a system around them, from the first ad to the signed contract.
The solar lead journey
| Stage | What happens | Where leads are lost |
|---|---|---|
| 1. Attract | Homeowner sees an ad, search result or referral | Wrong audience, vague message |
| 2. Enquire | Form, call or message | Long forms, unclear next step |
| 3. Qualify | Check homeowner, roof, usage, budget | No questions asked; time wasted on poor fits |
| 4. Contact | First call or message | Slow response; lead goes cold |
| 5. Survey | Remote or on-site | No-shows, rescheduling |
| 6. Quote | Proposal with system, savings, price | Slow quote, no follow-up |
| 7. Install | Contract signed | Finance or timing issues |
1. Start with a credible offer
Solar buyers are wary of hard sells. Clear, honest offers work better than "free solar" headlines:
- "See your estimated savings in 2 minutes" with a simple calculator.
- "Free remote survey from photos of your roof."
- "Fixed-price 4 kWp systems from £X, fully installed."
- Time-relevant facts, stated accurately. For example, the 0% VAT rate on domestic solar in Great Britain runs until 31 March 2027 unless extended.
Typical installed costs in 2026 range from about £6,500 to £8,000 for a 4 kWp system and £10,000 to £14,000 with a battery (Heatable). Showing realistic ranges filters out people expecting something for nothing.
2. Qualify early
Ask three to five questions before or during the first contact:
- Do you own the property?
- What type of roof (pitched, flat) and which direction does the main slope face?
- Roughly what is your monthly electricity bill?
- Are you interested in a battery?
- When would you like it installed?
On Meta lead forms, use conditional logic to close the form politely for renters. On landing pages, put the questions in a short multi-step form.
3. Respond in minutes, not days
Research published in Harvard Business Review found firms contacting leads within an hour were nearly seven times as likely to qualify them as firms that waited an hour longer, and over 60 times as likely as those waiting a day. Solar leads often enquire with several installers at once.
- Automatic text within five minutes confirming who you are and what happens next.
- A call within the hour during working hours.
- At least three attempts over two days at different times.
- Online booking for surveys so keen buyers can book themselves.
4. Make the survey easy
Remote surveys from roof photos and satellite imagery reduce friction for early-stage buyers. Offer on-site surveys for those ready to proceed. Send reminders the day before, and a photo of the surveyor, which reduces no-shows.
5. Quote fast and follow up
Send the quote within 48 hours, with a simple summary: system size, estimated generation, estimated savings, price, finance options and installation timescale. Follow up after three days and again after a week. Many solar quotes are not lost; they are forgotten.
6. Nurture the not-yet-ready
A large share of solar leads are interested but not ready this month. Keep them warm with occasional, useful messages: changes in energy prices, export tariffs, VAT relief deadlines, customer case studies. Retarget them with ads showing installations in their area.
7. Measure every stage
Illustrative funnel, not a benchmark.
Track these numbers by source. If Meta leads qualify well but rarely book surveys, the issue is follow-up. If Google leads book surveys but rarely buy, look at pricing or the quote. Each stage tells you where to act.
Where leads come from
With the system in place, choose sources: Google Search Ads for high-intent homeowners, Facebook and Instagram for volume, referrals for quality, and bought leads only to fill gaps. For costs by channel, read how to get solar leads: channels compared.
Frequently asked questions
How do solar companies generate more leads?
Combine a credible offer, a short qualifying form, Google Search and Meta ads, referrals and partnerships, and respond to every lead within the hour.
Why do solar leads not convert?
Common reasons are slow response, no qualifying questions, hard-to-book surveys, slow quotes and no follow-up. Track each stage to find the leak.
What questions should a solar lead form ask?
Homeownership, roof type and orientation, approximate monthly electricity bill, interest in a battery and timescale.
How fast should solar installers respond to leads?
Within minutes by text and within the hour by phone. Research published in Harvard Business Review found contacting leads within an hour made them nearly seven times as likely to qualify.
Related guides
- How to Get Solar Leads: Channels Compared
- Google Ads for Solar Companies
- Bought Solar Leads vs Your Own Ads
Sources
- ITV News, record solar, battery and heat pump installations in H1 2025 (MCS data)
- Heatable, solar panel costs UK (updated 13 October 2026)
- Solar Energy UK, VAT on solar and battery storage
- Whito, renewables leads cost UK (checked September 2026)
- SmartCompany summary of "The Short Life of Online Sales Leads" (Harvard Business Review, 2011)
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