Buy Solar Leads: A Practical Guide for Solar Installers Who Want Predictable Growth

Buying solar leads can accelerate growth—but only if done right.

For residential and commercial solar installers, lead quality matters more than lead volume. Poorly sourced or oversold leads burn sales teams, inflate CAC, and slow down installs. High-intent, exclusive solar leads, on the other hand, can shorten sales cycles and create predictable pipeline flow.

This guide breaks down how to buy solar leads effectively, what to look for in a provider, and how to turn purchased leads into real installations.

What Does It Mean to Buy Solar Leads?

Evaluate potential partners rigorously using these criteria:

1. Lead Source Transparency
Ask: How are leads generated? Are they truly opt-in? What qualification questions are used? Avoid providers who can’t—or won’t—explain their acquisition funnel.

2. Geographic & Utility Targeting
Quality providers filter leads by ZIP code, utility company, homeownership status, and (where possible) roof type or energy usage. The more precise the targeting, the higher the conversion.

3. Lead Freshness
Real-time delivery is critical. Lead conversion rates drop sharply after 24 hours. Insist on timestamps and guaranteed delivery SLAs.

4. Refund & Replacement Policy
Reputable providers offer clear policies for invalid numbers, duplicates, and non-homeowner contacts. No policy means higher risk.

Are Bought Solar Leads Worth It?

Yes, when used strategically.

Buying solar leads works best when:

• You have a fast response sales process (under 5 minutes)

• You operate in clearly defined service areas

• You treat bought leads as a supplement, not your only growth channel

They are less effective when:

• Leads are resold to multiple installers

• No pre-qualification is done

• Follow-up is slow or inconsistent

In short: leads don’t close deals, systems do.

Types of Solar Leads You Can Buy

1. Exclusive Solar Leads

• Sold to one installer only

• Higher intent and higher close rates

• Higher cost per lead (CPL) but better ROI

Best for: Premium installers, high-close-rate sales teams

2. Shared Solar Leads

• Sold to 2–5 installers

• Lower CPL, higher competition

• Requires aggressive and fast follow-up

Best for: Teams with strong call center operations

3. Aged Solar Leads

• Older inquiries (30–180 days old)

• Lower intent, cheaper cost

• Work well for remarketing and reactivation campaigns

Best for: Long-term nurture and SMS/email re-engagement

How to Choose the Right Solar Lead Provider

Before you buy solar leads, evaluate providers on these criteria:

Lead Source Transparency

Ask:

• How are leads generated?

• Are they opt-in or scraped?

• What question set is used to qualify interest?

If a provider can’t explain their acquisition funnel, walk away.

Geographic & Utility Targeting

High-quality solar leads should be filtered by:

• ZIP code or utility provider

• Homeownership status

• Roof type or power usage (when possible)

More targeting = better conversion.

Lead Freshness

• Real-time delivery converts best

• Leads older than 24 hours drop sharply in close rate

• Ask for timestamps and delivery SLAs

Refund & Replacement Policy

Professional providers offer:

• Invalid number replacement

• Duplicate lead replacement

• Non-homeowner filtering

No policy = high risk.

What Is a Good Cost Per Solar Lead?

There’s no universal number, but realistic benchmarks:

Focus on cost per install, not cost per lead.

How to Convert Bought Solar Leads Into Installations

Buying leads is only step one. Conversion depends on execution.

Speed to Contact

• Call within 5 minutes

• Use auto-dialers + SMS follow-ups

• First contact attempt matters most

Education-First Selling

Modern buyers want:

• Savings breakdowns

• Incentive clarity (ITC, net metering)

• Payback timelines

Sales teams that educate close more.

Multi-Touch Follow-Up

Most solar installs happen after:

• 6–10 touchpoints

• Calls + SMS + email

• 10–21 days of follow-up

Leads rarely convert on day one.

Common Mistakes Installers Make When Buying Solar Leads

• Buying leads without checking intent quality

• Over-relying on bought leads alone

• Not tracking lead source to install attribution

• Expecting immediate ROI without nurturing

Solar is a high-consideration purchase—treat it like one.

Should You Buy Solar Leads or Generate Them In-House?

The best-performing installers do both.

Buy solar leads when:

• You need immediate pipeline

• You’re entering new service areas

• Your sales team has excess capacity

Build organic lead gen when:

• You want long-term CAC reduction

• You need brand trust

• You want predictable inbound demand

Bought leads create speed. Owned channels create stability.

Buying Solar Leads the Smart Way

Buying solar leads can be a powerful growth lever—but only when paired with strong qualification, fast follow-up, and realistic expectations.

If you’re considering buying solar leads, focus on:

• Lead intent, not volume

• Transparency, not promises

• Conversion systems, not shortcuts

Solar growth isn’t about more leads, it’s about better ones.