In the solar industry, growth hinges on one thing: consistent, high-quality leads. Unfortunately, effective solar lead generation is often easier said than done, and new solar lead generation companies are popping up constantly.
Of course, that also means that less-than-reliable vendors often talk companies into purchasing solar leads that don't yield results.
Whether you’re a seasoned solar installer or just getting started, you’ve likely asked yourself at some point, “Should I buy solar leads?”
The short answer?
Yes—but only if you’re buying the right leads.
Many solar companies fall into the trap of prioritizing quantity over quality, assuming that more leads will naturally equal more conversions. But the reality is that not all leads, especially those from potential customers, are created equal.
A high volume of poor-quality leads can drain your budget and your sales team’s time. On the other hand, a smaller pool of targeted, high-intent leads can transform your bottom line and help you generate leads that actually convert into sales.
In this guide, we’ll break down the exact process to generate high quality solar leads, analyzing solar leads cost, the mistakes to avoid, and how you can ultimately take control of your lead generation by creating your own sales pipeline with game-changing lead generation tools like Convert_.
Let’s dive in.
Quality Over Quantity: Why Your Solar Leads Matter
Before you can generate solar leads, you need to understand how much your leads are actually worth. Contrary to popular belief, more solar leads doesn't always mean more sales.
In fact, a small pool of strategically selected leads can have a greater impact on your bottom line than hundreds of cheap leads combined.
Here's a practical example:
Imagine you buy 500 solar leads.
That sounds great, right? However, once your team starts making house calls, you quickly learn that more than half of your leads aren’t homeowners, 30% aren’t in a viable solar installation location, and the rest never actually expressed interest in going solar. (Say Hello to getting the door slammed in your face.)
Poor-quality leads don’t just hurt your conversion rate—they erode morale, inflate your cost-per-sale, and damage your reputation if pursued aggressively, especially when you’re offering quality solar technology.
On the flip side, a smaller list of well-qualified leads—verified homeowners, in your service area, with real interest in solar—can produce massive ROI. That’s why buying high quality solar leads is so important.
Even better?
You can bypass third-party lead vendors altogether by creating your own high-intent leads using tools like Convert_’s solar funnel builder just like Eltex who went from 0 to 30 high quality leads per day.
With custom solar calculators, dynamic forms, and automated workflows, you get full control over who enters your pipeline—and what they’re worth to you.
Step 1: Define Your Lead Criteria
Now that you understand why certain types of leads matter for your solar business, you can start creating a strategic plan for generating and maybe even buying residential and commercial solar leads.
But before you even start looking at providers or platforms, define exactly what kind of leads you need to reach your target audience. With clear criteria, you can avoid wasting time on irrelevant or overpriced leads and streamline your sales pipeline for maximum results.
Here’s what to consider:
Location:
First, consider which cities, counties, or ZIP codes you should be targeting. Your sales team should feel confident that every lead is a viable candidate before they ever knock on their front door. If you’re capturing your own solar leads, use a solar leads form with location API to generate accurate estimates for prospects based on their address.
Homeownership status:
For the residential solar industry, communicating with property owners is crucial. Make sure you're certain about the homeownership status before pursuing relevant leads.
Property type:
Does your solar business service single-family homes? Commercial properties? Or multi-family spaces? No matter what types of solar panels you're selling, choosing the right property type matters.
Roof condition:
Solar systems are reliant on good roofs with adequate sun exposure. Before pursuing a lead, make sure the roof condition is suitable for solar power.
Credit score:
Do your financing partners require a minimum credit threshold? If so, make sure that you're pursuing high-quality leads who can be easily pre-approved for their solar systems.
Energy bill size:
Solar solutions don't just have environmental benefits. Many customers are interested in saving money on their energy bill with solar energy, so look for property owners with more than $100+ in energy costs.
Lead intent:
Finally, are these leads actively researching solar, or just “curious”? Being able to appropriately distinguish between customers interested and those just entertaining your offer can save your team valuable time.
The more specific your criteria, the easier it is to filter out low-quality leads later in the process.
If generating your own leads, setup a calculator form on your website that captures the exact lead information you need. Like this customizable solar lead generation funnel template:
RZF9egLas6eNbbA9g
Step 2: Research and Compare Solar Lead Companies
With your criteria in hand, it’s time to research buying solar leads from vendors, including those that use paid search.
Like any industry, not all providers operate with the same level of transparency, and pricing can vary widely. This is where you’ll separate the pros from the pretenders.
How to research effectively:
Read reviews on platforms like G2, Capterra, or Reddit forums to see which companies actually generate high-quality leads.
Ask for recommendations from another solar sales professional or industry insiders that you trust.
Join Facebook groups or LinkedIn communities for solar pros to learn which companies your peers are choosing.
Look at BBB ratings and complaint history before purchasing solar leads from any vendor.
Compare pricing models—are they pay-per-lead, pay-per-appointment, or rev-share?
Reputable solar lead providers to consider:
Each provider has its strengths. For example, Solar Exclusive is known for higher-cost but appointment-ready leads, while Modernize offers volume at a lower cost per lead. Do your due diligence before making a commitment.
Step 3: Request Samples of Solar Leads
You wouldn’t buy a used car without test driving it. The same goes for purchasing leads.
Reputable vendors will often provide a sample list of leads so you can get a sense of the quality, format, and level of detail, and any reliable provider will be more than happy to offer you a sample before you buy leads from them.
What to look for in sample leads:
Completeness
Are phone numbers, emails, and addresses included? Cheap leads often include partial or incomplete information, whereas quality solar leads give you a comprehensive customer profile.
Lead source
High quality solar leads start with casting a wide net of sources. Your marketing strategy should include everything from Google PPC leads and Google ads to organic search results, social media platforms, and more.
Timestamp
Just because a lead looks good on paper doesn't mean the customer is actually interested. Check the timestamps to ensure your leads and fresh and ready for the taking.
Qualification questions
Like we've mentioned, home conditions are a huge factor in converting leads. Your sample should include things like energy bill size, roof condition, and credit information.
Opt-in proof
Can the provider show that the lead explicitly requested solar info? If not, there's a good chance your leads will never make it through your sales cycle.
Pro Tip: If a vendor refuses to provide a sample or dodges basic questions—red flag.
Step 4: Analyze the Costs Involved
It’s tempting to just look at the cost per lead (CPL) when evaluating vendors. But the real metric that matters in the solar market is cost per acquisition (CPA).
For example, a $20 lead that never converts is far more expensive than a $150 lead that turns into a $15,000 install. So, when evaluating a solar lead's cost, ask yourself these key questions:
Questions to ask yourself:
How many leads convert into appointments?
How many appointments convert into sales?
What’s my average revenue per installation?
How much does it cost to close a deal from each vendor?
Also, factor in hidden costs—like time spent chasing unqualified leads or following up multiple times without a response. Sometimes, a vendor with a higher up-front price actually saves you money in the long run.
Step 5: Make a Purchase and Track Performance
Once you’ve vetted your options and made your choice, it’s time to make a purchase. But your job doesn’t stop there. You need to actively track how those leads perform.
Set up a tracking system:
Use a CRM like HubSpot, Zoho, or Salesforce to tag leads by source and get a clear picture of how your solar leads perform.
Track conversion rates at every stage, from the initial lead to the follow-up and closing the deal.
Calculate cost per sale by dividing total spend by number of deals closed, and evaluate your results in real-time.
Set KPIs and hold vendors accountable when their solar leads aren't meeting your goals.
If a lead source underperforms over time, cut it. If it performs well, scale your spend and double down. It's really that simple!
Common Mistakes to Avoid When Buying Solar Leads
These days, too many solar companies waste thousands of dollars before learning these lessons.
But you don't have to be one of them.
Before you commit to buying solar leads, make sure that your sales team has the education and training they need to avoid making costly mistakes that waste your time and money.
Here are the top mistakes to watch for:
1. Buying unqualified leads
Many platforms lump renters, apartment dwellers, or non-homeowners into their lead list. Always ask how leads are qualified, and steer clear of vendors who don't give you insight into their lead generation techniques.
2. Chasing stale leads
Some vendors sell leads that are days or even weeks old. Solar interest drops off quickly— and your sales team should be contacting leads within minutes, not days.
3. Not following up fast enough
Did you know that contacting a lead within 5 minutes increases conversion rates by up to 9x?
This is particularly critical when dealing with aged solar leads. If your sales process isn’t optimized for speed, even good leads can go cold.
4. Not tracking performance
If you don’t tag leads by source and track ROI, you’ll never know which vendors are working and which are wasting your money.
5. Relying too heavily on bought leads
Buying solar leads is a good tactic, not a long-term strategy. Over time, the most profitable solar companies build their own lead-gen engines and create reliable systems that yield consistent results.
Which brings us to…
Generating Your Own Solar Leads (The Smart Way)
Buying solar leads can be effective, but it’s not the only way—and in many cases, it’s not the best way.
Creating your own leads gives you full control over who enters your pipeline, how much they cost, and how qualified they are, allowing for a steady stream of potential customers.
Most importantly, you can target your ideal customer, pre-qualify them using custom forms, and build a predictable, scalable acquisition engine and customer relationship management system.
Tools like Convert_ make it easy.
With Convert_, you can:
Build interactive quote calculators that pre-qualify prospects in seconds.
Offer tools like solar savings calculators and solar loan calculators on your website to qualify and collect new leads.
Collect lead info and customize questions to match your ideal customer profile and fine-tune your target audience.
Integrate with your CRM for automatic lead capture and nurturing that leads to more satisfied customers.
Test and optimize different funnels for the best performance from your solar leads.
Just think of it like having a lead-gen machine on your website that works 24/7.
BrM5LNLmG7GS8mxEj
Check out this solar case study to see how one company used Convert_ to drive consistent, high-quality leads—without buying solar leads from third-party vendors.
Conclusion: Make Informed Decisions, Not Costly Mistakes
If you’re serious about scaling your solar business, quality leads are non-negotiable. Purchasing solar leads is a great way to pursue real-time leads, all while creating an in-house system to generate organic traffic to your solar business.
That being said, whether you’re buying them or generating them yourself, your success depends on how well you qualify, track, and convert those leads into satisfied customers.
Start by defining your criteria. Do your homework on lead providers. Track every dollar and every deal. And when you’re ready to build a lead-gen engine that runs on your terms, give Convert_ a look.
The future of solar sales is smarter, faster, and more efficient. Make sure your lead strategy keeps up.
In the solar industry, growth hinges on one thing: consistent, high-quality leads. Unfortunately, effective solar lead generation is often easier said than done, and new solar lead generation companies are popping up constantly.
Of course, that also means that less-than-reliable vendors often talk companies into purchasing solar leads that don't yield results.
Whether you’re a seasoned solar installer or just getting started, you’ve likely asked yourself at some point, “Should I buy solar leads?”
The short answer?
Yes—but only if you’re buying the right leads.
Many solar companies fall into the trap of prioritizing quantity over quality, assuming that more leads will naturally equal more conversions. But the reality is that not all leads, especially those from potential customers, are created equal.
A high volume of poor-quality leads can drain your budget and your sales team’s time. On the other hand, a smaller pool of targeted, high-intent leads can transform your bottom line and help you generate leads that actually convert into sales.
In this guide, we’ll break down the exact process to generate high quality solar leads, analyzing solar leads cost, the mistakes to avoid, and how you can ultimately take control of your lead generation by creating your own sales pipeline with game-changing lead generation tools like Convert_.
Let’s dive in.
Quality Over Quantity: Why Your Solar Leads Matter
Before you can generate solar leads, you need to understand how much your leads are actually worth. Contrary to popular belief, more solar leads doesn't always mean more sales.
In fact, a small pool of strategically selected leads can have a greater impact on your bottom line than hundreds of cheap leads combined.
Here's a practical example:
Imagine you buy 500 solar leads.
That sounds great, right? However, once your team starts making house calls, you quickly learn that more than half of your leads aren’t homeowners, 30% aren’t in a viable solar installation location, and the rest never actually expressed interest in going solar. (Say Hello to getting the door slammed in your face.)
Poor-quality leads don’t just hurt your conversion rate—they erode morale, inflate your cost-per-sale, and damage your reputation if pursued aggressively, especially when you’re offering quality solar technology.
On the flip side, a smaller list of well-qualified leads—verified homeowners, in your service area, with real interest in solar—can produce massive ROI. That’s why buying high quality solar leads is so important.
Even better?
You can bypass third-party lead vendors altogether by creating your own high-intent leads using tools like Convert_’s solar funnel builder just like Eltex who went from 0 to 30 high quality leads per day.
With custom solar calculators, dynamic forms, and automated workflows, you get full control over who enters your pipeline—and what they’re worth to you.
Step 1: Define Your Lead Criteria
Now that you understand why certain types of leads matter for your solar business, you can start creating a strategic plan for generating and maybe even buying residential and commercial solar leads.
But before you even start looking at providers or platforms, define exactly what kind of leads you need to reach your target audience. With clear criteria, you can avoid wasting time on irrelevant or overpriced leads and streamline your sales pipeline for maximum results.
Here’s what to consider:
Location:
First, consider which cities, counties, or ZIP codes you should be targeting. Your sales team should feel confident that every lead is a viable candidate before they ever knock on their front door. If you’re capturing your own solar leads, use a solar leads form with location API to generate accurate estimates for prospects based on their address.
Homeownership status:
For the residential solar industry, communicating with property owners is crucial. Make sure you're certain about the homeownership status before pursuing relevant leads.
Property type:
Does your solar business service single-family homes? Commercial properties? Or multi-family spaces? No matter what types of solar panels you're selling, choosing the right property type matters.
Roof condition:
Solar systems are reliant on good roofs with adequate sun exposure. Before pursuing a lead, make sure the roof condition is suitable for solar power.
Credit score:
Do your financing partners require a minimum credit threshold? If so, make sure that you're pursuing high-quality leads who can be easily pre-approved for their solar systems.
Energy bill size:
Solar solutions don't just have environmental benefits. Many customers are interested in saving money on their energy bill with solar energy, so look for property owners with more than $100+ in energy costs.
Lead intent:
Finally, are these leads actively researching solar, or just “curious”? Being able to appropriately distinguish between customers interested and those just entertaining your offer can save your team valuable time.
The more specific your criteria, the easier it is to filter out low-quality leads later in the process.
If generating your own leads, setup a calculator form on your website that captures the exact lead information you need. Like this customizable solar lead generation funnel template:
RZF9egLas6eNbbA9g
Step 2: Research and Compare Solar Lead Companies
With your criteria in hand, it’s time to research buying solar leads from vendors, including those that use paid search.
Like any industry, not all providers operate with the same level of transparency, and pricing can vary widely. This is where you’ll separate the pros from the pretenders.
How to research effectively:
Read reviews on platforms like G2, Capterra, or Reddit forums to see which companies actually generate high-quality leads.
Ask for recommendations from another solar sales professional or industry insiders that you trust.
Join Facebook groups or LinkedIn communities for solar pros to learn which companies your peers are choosing.
Look at BBB ratings and complaint history before purchasing solar leads from any vendor.
Compare pricing models—are they pay-per-lead, pay-per-appointment, or rev-share?
Reputable solar lead providers to consider:
Each provider has its strengths. For example, Solar Exclusive is known for higher-cost but appointment-ready leads, while Modernize offers volume at a lower cost per lead. Do your due diligence before making a commitment.
Step 3: Request Samples of Solar Leads
You wouldn’t buy a used car without test driving it. The same goes for purchasing leads.
Reputable vendors will often provide a sample list of leads so you can get a sense of the quality, format, and level of detail, and any reliable provider will be more than happy to offer you a sample before you buy leads from them.
What to look for in sample leads:
Completeness
Are phone numbers, emails, and addresses included? Cheap leads often include partial or incomplete information, whereas quality solar leads give you a comprehensive customer profile.
Lead source
High quality solar leads start with casting a wide net of sources. Your marketing strategy should include everything from Google PPC leads and Google ads to organic search results, social media platforms, and more.
Timestamp
Just because a lead looks good on paper doesn't mean the customer is actually interested. Check the timestamps to ensure your leads and fresh and ready for the taking.
Qualification questions
Like we've mentioned, home conditions are a huge factor in converting leads. Your sample should include things like energy bill size, roof condition, and credit information.
Opt-in proof
Can the provider show that the lead explicitly requested solar info? If not, there's a good chance your leads will never make it through your sales cycle.
Pro Tip: If a vendor refuses to provide a sample or dodges basic questions—red flag.
Step 4: Analyze the Costs Involved
It’s tempting to just look at the cost per lead (CPL) when evaluating vendors. But the real metric that matters in the solar market is cost per acquisition (CPA).
For example, a $20 lead that never converts is far more expensive than a $150 lead that turns into a $15,000 install. So, when evaluating a solar lead's cost, ask yourself these key questions:
Questions to ask yourself:
How many leads convert into appointments?
How many appointments convert into sales?
What’s my average revenue per installation?
How much does it cost to close a deal from each vendor?
Also, factor in hidden costs—like time spent chasing unqualified leads or following up multiple times without a response. Sometimes, a vendor with a higher up-front price actually saves you money in the long run.
Step 5: Make a Purchase and Track Performance
Once you’ve vetted your options and made your choice, it’s time to make a purchase. But your job doesn’t stop there. You need to actively track how those leads perform.
Set up a tracking system:
Use a CRM like HubSpot, Zoho, or Salesforce to tag leads by source and get a clear picture of how your solar leads perform.
Track conversion rates at every stage, from the initial lead to the follow-up and closing the deal.
Calculate cost per sale by dividing total spend by number of deals closed, and evaluate your results in real-time.
Set KPIs and hold vendors accountable when their solar leads aren't meeting your goals.
If a lead source underperforms over time, cut it. If it performs well, scale your spend and double down. It's really that simple!
Common Mistakes to Avoid When Buying Solar Leads
These days, too many solar companies waste thousands of dollars before learning these lessons.
But you don't have to be one of them.
Before you commit to buying solar leads, make sure that your sales team has the education and training they need to avoid making costly mistakes that waste your time and money.
Here are the top mistakes to watch for:
1. Buying unqualified leads
Many platforms lump renters, apartment dwellers, or non-homeowners into their lead list. Always ask how leads are qualified, and steer clear of vendors who don't give you insight into their lead generation techniques.
2. Chasing stale leads
Some vendors sell leads that are days or even weeks old. Solar interest drops off quickly— and your sales team should be contacting leads within minutes, not days.
3. Not following up fast enough
Did you know that contacting a lead within 5 minutes increases conversion rates by up to 9x?
This is particularly critical when dealing with aged solar leads. If your sales process isn’t optimized for speed, even good leads can go cold.
4. Not tracking performance
If you don’t tag leads by source and track ROI, you’ll never know which vendors are working and which are wasting your money.
5. Relying too heavily on bought leads
Buying solar leads is a good tactic, not a long-term strategy. Over time, the most profitable solar companies build their own lead-gen engines and create reliable systems that yield consistent results.
Which brings us to…
Generating Your Own Solar Leads (The Smart Way)
Buying solar leads can be effective, but it’s not the only way—and in many cases, it’s not the best way.
Creating your own leads gives you full control over who enters your pipeline, how much they cost, and how qualified they are, allowing for a steady stream of potential customers.
Most importantly, you can target your ideal customer, pre-qualify them using custom forms, and build a predictable, scalable acquisition engine and customer relationship management system.
Tools like Convert_ make it easy.
With Convert_, you can:
Build interactive quote calculators that pre-qualify prospects in seconds.
Offer tools like solar savings calculators and solar loan calculators on your website to qualify and collect new leads.
Collect lead info and customize questions to match your ideal customer profile and fine-tune your target audience.
Integrate with your CRM for automatic lead capture and nurturing that leads to more satisfied customers.
Test and optimize different funnels for the best performance from your solar leads.
Just think of it like having a lead-gen machine on your website that works 24/7.
BrM5LNLmG7GS8mxEj
Check out this solar case study to see how one company used Convert_ to drive consistent, high-quality leads—without buying solar leads from third-party vendors.
Conclusion: Make Informed Decisions, Not Costly Mistakes
If you’re serious about scaling your solar business, quality leads are non-negotiable. Purchasing solar leads is a great way to pursue real-time leads, all while creating an in-house system to generate organic traffic to your solar business.
That being said, whether you’re buying them or generating them yourself, your success depends on how well you qualify, track, and convert those leads into satisfied customers.
Start by defining your criteria. Do your homework on lead providers. Track every dollar and every deal. And when you’re ready to build a lead-gen engine that runs on your terms, give Convert_ a look.
The future of solar sales is smarter, faster, and more efficient. Make sure your lead strategy keeps up.
In the solar industry, growth hinges on one thing: consistent, high-quality leads. Unfortunately, effective solar lead generation is often easier said than done, and new solar lead generation companies are popping up constantly.
Of course, that also means that less-than-reliable vendors often talk companies into purchasing solar leads that don't yield results.
Whether you’re a seasoned solar installer or just getting started, you’ve likely asked yourself at some point, “Should I buy solar leads?”
The short answer?
Yes—but only if you’re buying the right leads.
Many solar companies fall into the trap of prioritizing quantity over quality, assuming that more leads will naturally equal more conversions. But the reality is that not all leads, especially those from potential customers, are created equal.
A high volume of poor-quality leads can drain your budget and your sales team’s time. On the other hand, a smaller pool of targeted, high-intent leads can transform your bottom line and help you generate leads that actually convert into sales.
In this guide, we’ll break down the exact process to generate high quality solar leads, analyzing solar leads cost, the mistakes to avoid, and how you can ultimately take control of your lead generation by creating your own sales pipeline with game-changing lead generation tools like Convert_.
Let’s dive in.
Quality Over Quantity: Why Your Solar Leads Matter
Before you can generate solar leads, you need to understand how much your leads are actually worth. Contrary to popular belief, more solar leads doesn't always mean more sales.
In fact, a small pool of strategically selected leads can have a greater impact on your bottom line than hundreds of cheap leads combined.
Here's a practical example:
Imagine you buy 500 solar leads.
That sounds great, right? However, once your team starts making house calls, you quickly learn that more than half of your leads aren’t homeowners, 30% aren’t in a viable solar installation location, and the rest never actually expressed interest in going solar. (Say Hello to getting the door slammed in your face.)
Poor-quality leads don’t just hurt your conversion rate—they erode morale, inflate your cost-per-sale, and damage your reputation if pursued aggressively, especially when you’re offering quality solar technology.
On the flip side, a smaller list of well-qualified leads—verified homeowners, in your service area, with real interest in solar—can produce massive ROI. That’s why buying high quality solar leads is so important.
Even better?
You can bypass third-party lead vendors altogether by creating your own high-intent leads using tools like Convert_’s solar funnel builder just like Eltex who went from 0 to 30 high quality leads per day.
With custom solar calculators, dynamic forms, and automated workflows, you get full control over who enters your pipeline—and what they’re worth to you.
Step 1: Define Your Lead Criteria
Now that you understand why certain types of leads matter for your solar business, you can start creating a strategic plan for generating and maybe even buying residential and commercial solar leads.
But before you even start looking at providers or platforms, define exactly what kind of leads you need to reach your target audience. With clear criteria, you can avoid wasting time on irrelevant or overpriced leads and streamline your sales pipeline for maximum results.
Here’s what to consider:
Location:
First, consider which cities, counties, or ZIP codes you should be targeting. Your sales team should feel confident that every lead is a viable candidate before they ever knock on their front door. If you’re capturing your own solar leads, use a solar leads form with location API to generate accurate estimates for prospects based on their address.
Homeownership status:
For the residential solar industry, communicating with property owners is crucial. Make sure you're certain about the homeownership status before pursuing relevant leads.
Property type:
Does your solar business service single-family homes? Commercial properties? Or multi-family spaces? No matter what types of solar panels you're selling, choosing the right property type matters.
Roof condition:
Solar systems are reliant on good roofs with adequate sun exposure. Before pursuing a lead, make sure the roof condition is suitable for solar power.
Credit score:
Do your financing partners require a minimum credit threshold? If so, make sure that you're pursuing high-quality leads who can be easily pre-approved for their solar systems.
Energy bill size:
Solar solutions don't just have environmental benefits. Many customers are interested in saving money on their energy bill with solar energy, so look for property owners with more than $100+ in energy costs.
Lead intent:
Finally, are these leads actively researching solar, or just “curious”? Being able to appropriately distinguish between customers interested and those just entertaining your offer can save your team valuable time.
The more specific your criteria, the easier it is to filter out low-quality leads later in the process.
If generating your own leads, setup a calculator form on your website that captures the exact lead information you need. Like this customizable solar lead generation funnel template:
RZF9egLas6eNbbA9g
Step 2: Research and Compare Solar Lead Companies
With your criteria in hand, it’s time to research buying solar leads from vendors, including those that use paid search.
Like any industry, not all providers operate with the same level of transparency, and pricing can vary widely. This is where you’ll separate the pros from the pretenders.
How to research effectively:
Read reviews on platforms like G2, Capterra, or Reddit forums to see which companies actually generate high-quality leads.
Ask for recommendations from another solar sales professional or industry insiders that you trust.
Join Facebook groups or LinkedIn communities for solar pros to learn which companies your peers are choosing.
Look at BBB ratings and complaint history before purchasing solar leads from any vendor.
Compare pricing models—are they pay-per-lead, pay-per-appointment, or rev-share?
Reputable solar lead providers to consider:
Each provider has its strengths. For example, Solar Exclusive is known for higher-cost but appointment-ready leads, while Modernize offers volume at a lower cost per lead. Do your due diligence before making a commitment.
Step 3: Request Samples of Solar Leads
You wouldn’t buy a used car without test driving it. The same goes for purchasing leads.
Reputable vendors will often provide a sample list of leads so you can get a sense of the quality, format, and level of detail, and any reliable provider will be more than happy to offer you a sample before you buy leads from them.
What to look for in sample leads:
Completeness
Are phone numbers, emails, and addresses included? Cheap leads often include partial or incomplete information, whereas quality solar leads give you a comprehensive customer profile.
Lead source
High quality solar leads start with casting a wide net of sources. Your marketing strategy should include everything from Google PPC leads and Google ads to organic search results, social media platforms, and more.
Timestamp
Just because a lead looks good on paper doesn't mean the customer is actually interested. Check the timestamps to ensure your leads and fresh and ready for the taking.
Qualification questions
Like we've mentioned, home conditions are a huge factor in converting leads. Your sample should include things like energy bill size, roof condition, and credit information.
Opt-in proof
Can the provider show that the lead explicitly requested solar info? If not, there's a good chance your leads will never make it through your sales cycle.
Pro Tip: If a vendor refuses to provide a sample or dodges basic questions—red flag.
Step 4: Analyze the Costs Involved
It’s tempting to just look at the cost per lead (CPL) when evaluating vendors. But the real metric that matters in the solar market is cost per acquisition (CPA).
For example, a $20 lead that never converts is far more expensive than a $150 lead that turns into a $15,000 install. So, when evaluating a solar lead's cost, ask yourself these key questions:
Questions to ask yourself:
How many leads convert into appointments?
How many appointments convert into sales?
What’s my average revenue per installation?
How much does it cost to close a deal from each vendor?
Also, factor in hidden costs—like time spent chasing unqualified leads or following up multiple times without a response. Sometimes, a vendor with a higher up-front price actually saves you money in the long run.
Step 5: Make a Purchase and Track Performance
Once you’ve vetted your options and made your choice, it’s time to make a purchase. But your job doesn’t stop there. You need to actively track how those leads perform.
Set up a tracking system:
Use a CRM like HubSpot, Zoho, or Salesforce to tag leads by source and get a clear picture of how your solar leads perform.
Track conversion rates at every stage, from the initial lead to the follow-up and closing the deal.
Calculate cost per sale by dividing total spend by number of deals closed, and evaluate your results in real-time.
Set KPIs and hold vendors accountable when their solar leads aren't meeting your goals.
If a lead source underperforms over time, cut it. If it performs well, scale your spend and double down. It's really that simple!
Common Mistakes to Avoid When Buying Solar Leads
These days, too many solar companies waste thousands of dollars before learning these lessons.
But you don't have to be one of them.
Before you commit to buying solar leads, make sure that your sales team has the education and training they need to avoid making costly mistakes that waste your time and money.
Here are the top mistakes to watch for:
1. Buying unqualified leads
Many platforms lump renters, apartment dwellers, or non-homeowners into their lead list. Always ask how leads are qualified, and steer clear of vendors who don't give you insight into their lead generation techniques.
2. Chasing stale leads
Some vendors sell leads that are days or even weeks old. Solar interest drops off quickly— and your sales team should be contacting leads within minutes, not days.
3. Not following up fast enough
Did you know that contacting a lead within 5 minutes increases conversion rates by up to 9x?
This is particularly critical when dealing with aged solar leads. If your sales process isn’t optimized for speed, even good leads can go cold.
4. Not tracking performance
If you don’t tag leads by source and track ROI, you’ll never know which vendors are working and which are wasting your money.
5. Relying too heavily on bought leads
Buying solar leads is a good tactic, not a long-term strategy. Over time, the most profitable solar companies build their own lead-gen engines and create reliable systems that yield consistent results.
Which brings us to…
Generating Your Own Solar Leads (The Smart Way)
Buying solar leads can be effective, but it’s not the only way—and in many cases, it’s not the best way.
Creating your own leads gives you full control over who enters your pipeline, how much they cost, and how qualified they are, allowing for a steady stream of potential customers.
Most importantly, you can target your ideal customer, pre-qualify them using custom forms, and build a predictable, scalable acquisition engine and customer relationship management system.
Tools like Convert_ make it easy.
With Convert_, you can:
Build interactive quote calculators that pre-qualify prospects in seconds.
Offer tools like solar savings calculators and solar loan calculators on your website to qualify and collect new leads.
Collect lead info and customize questions to match your ideal customer profile and fine-tune your target audience.
Integrate with your CRM for automatic lead capture and nurturing that leads to more satisfied customers.
Test and optimize different funnels for the best performance from your solar leads.
Just think of it like having a lead-gen machine on your website that works 24/7.
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Check out this solar case study to see how one company used Convert_ to drive consistent, high-quality leads—without buying solar leads from third-party vendors.
Conclusion: Make Informed Decisions, Not Costly Mistakes
If you’re serious about scaling your solar business, quality leads are non-negotiable. Purchasing solar leads is a great way to pursue real-time leads, all while creating an in-house system to generate organic traffic to your solar business.
That being said, whether you’re buying them or generating them yourself, your success depends on how well you qualify, track, and convert those leads into satisfied customers.
Start by defining your criteria. Do your homework on lead providers. Track every dollar and every deal. And when you’re ready to build a lead-gen engine that runs on your terms, give Convert_ a look.
The future of solar sales is smarter, faster, and more efficient. Make sure your lead strategy keeps up.
FAQ
Read our answers to frequently asked questions below.
Is it better to buy leads or generate them myself?
Buying solar leads can be a fast way to scale, especially when you're just starting or need to fill short-term pipeline gaps in your high-quality solar strategy.
However, generating your own leads—especially through tools like Convert_—gives you more control, better quality, and much lower costs. Ideally, you should do both: buy to scale quickly, build your own to grow sustainably.
Is it better to buy leads or generate them myself?
Buying solar leads can be a fast way to scale, especially when you're just starting or need to fill short-term pipeline gaps in your high-quality solar strategy.
However, generating your own leads—especially through tools like Convert_—gives you more control, better quality, and much lower costs. Ideally, you should do both: buy to scale quickly, build your own to grow sustainably.
Is it better to buy leads or generate them myself?
Buying solar leads can be a fast way to scale, especially when you're just starting or need to fill short-term pipeline gaps in your high-quality solar strategy.
However, generating your own leads—especially through tools like Convert_—gives you more control, better quality, and much lower costs. Ideally, you should do both: buy to scale quickly, build your own to grow sustainably.
How much should I expect to pay for solar leads?
Prices vary based on the lead source, qualification level, and whether you are buying exclusive or shared leads. Expect to pay anywhere from $15 to $150 per lead. High-quality, appointment-ready leads can cost $ 200 or more, but they often convert much better, making them more cost-effective in the long run.
How much should I expect to pay for solar leads?
Prices vary based on the lead source, qualification level, and whether you are buying exclusive or shared leads. Expect to pay anywhere from $15 to $150 per lead. High-quality, appointment-ready leads can cost $ 200 or more, but they often convert much better, making them more cost-effective in the long run.
How much should I expect to pay for solar leads?
Prices vary based on the lead source, qualification level, and whether you are buying exclusive or shared leads. Expect to pay anywhere from $15 to $150 per lead. High-quality, appointment-ready leads can cost $ 200 or more, but they often convert much better, making them more cost-effective in the long run.
What’s the difference between exclusive and shared leads?
Exclusive leads are sold only to you, while shared leads are sold to multiple solar companies at the same time. Exclusive leads tend to be more expensive but offer a higher conversion rate since there’s less competition. Shared leads require faster follow-up and sharper sales skills.
What’s the difference between exclusive and shared leads?
Exclusive leads are sold only to you, while shared leads are sold to multiple solar companies at the same time. Exclusive leads tend to be more expensive but offer a higher conversion rate since there’s less competition. Shared leads require faster follow-up and sharper sales skills.
What’s the difference between exclusive and shared leads?
Exclusive leads are sold only to you, while shared leads are sold to multiple solar companies at the same time. Exclusive leads tend to be more expensive but offer a higher conversion rate since there’s less competition. Shared leads require faster follow-up and sharper sales skills.
What should I ask a lead provider before buying?
You should always ask where the leads come from, how they're qualified, and how old they are.
If you can get a sample, consider what their return policy is, and whether they're exclusive. Also inquire about volume, pricing tiers, and integration with your CRM if needed.
What should I ask a lead provider before buying?
You should always ask where the leads come from, how they're qualified, and how old they are.
If you can get a sample, consider what their return policy is, and whether they're exclusive. Also inquire about volume, pricing tiers, and integration with your CRM if needed.
What should I ask a lead provider before buying?
You should always ask where the leads come from, how they're qualified, and how old they are.
If you can get a sample, consider what their return policy is, and whether they're exclusive. Also inquire about volume, pricing tiers, and integration with your CRM if needed.
How do I track the ROI of purchased leads?
Use a CRM or lead management system to tag each lead by source. You can also track metrics like contact rate, appointment rate, close rate, and revenue generated. Your cost per acquisition (CPA) is calculated by dividing your total spend by the number of closed deals from that source.
How do I track the ROI of purchased leads?
Use a CRM or lead management system to tag each lead by source. You can also track metrics like contact rate, appointment rate, close rate, and revenue generated. Your cost per acquisition (CPA) is calculated by dividing your total spend by the number of closed deals from that source.
How do I track the ROI of purchased leads?
Use a CRM or lead management system to tag each lead by source. You can also track metrics like contact rate, appointment rate, close rate, and revenue generated. Your cost per acquisition (CPA) is calculated by dividing your total spend by the number of closed deals from that source.
Can I get a refund if leads are bad?
Many reputable vendors offer credit or refunds for leads (e.g., incorrect contact info, non-homeowners, duplicate entries). Always clarify the return policy before making a purchase, and document any bad leads for dispute.
Can I get a refund if leads are bad?
Many reputable vendors offer credit or refunds for leads (e.g., incorrect contact info, non-homeowners, duplicate entries). Always clarify the return policy before making a purchase, and document any bad leads for dispute.
Can I get a refund if leads are bad?
Many reputable vendors offer credit or refunds for leads (e.g., incorrect contact info, non-homeowners, duplicate entries). Always clarify the return policy before making a purchase, and document any bad leads for dispute.
How quickly should I follow up with new leads?
Immediately. When it comes to converting solar leads, the first 5 minutes are critical. If you can’t respond that fast, consider using automation or hiring a virtual assistant or call center to handle initial outreach and prevent aged leads.
How quickly should I follow up with new leads?
Immediately. When it comes to converting solar leads, the first 5 minutes are critical. If you can’t respond that fast, consider using automation or hiring a virtual assistant or call center to handle initial outreach and prevent aged leads.
How quickly should I follow up with new leads?
Immediately. When it comes to converting solar leads, the first 5 minutes are critical. If you can’t respond that fast, consider using automation or hiring a virtual assistant or call center to handle initial outreach and prevent aged leads.
Continue reading
More leads in less time_
Start building the future of your company, today
Create powerful on brand calculators, lead generation forms and apps that automate your marketing and sales processes
Start with a template
Find inspiration or customize an outstanding template, complete with functional formulas and flows to help you get started.
Let us build for you
We can build your calculator, and afterwards you can always make changes yourself. Our service starts at just $250.
More leads in less time_
Start building the future of your company, today
Create powerful on brand calculators, lead generation forms and apps that automate your marketing and sales processes
Start with a template
Find inspiration or customize an outstanding template, complete with functional formulas and flows to help you get started.
Let us build for you
We can build your calculator, and afterwards you can always make changes yourself. Our service starts at just $250.