The solar market is competitive. Contractors need a solar lead agency to find them leads that will generate revenue. But not all agencies are created equal.

According to Convoso, 30% of leads sold by third-party vendors are fraudulent. Agencies may not be as high-quality and exclusive as promised. As a result, contractors end up with leads that waste their time and don’t convert.

Contractors who ask the right questions can avoid these issues. A conversation can help them better understand the agency’s approach so they can ensure optimal results.

Common Solar Lead Agency Issues

Contractors encounter common issues when working with a solar lead agency. Here are some to look out for:

• Non-Exclusive Leads: Some agencies will promise their leads are exclusive, but when contractors call, they find they have been shared with other clients.

• Low-Quality Leads: Agencies may not vet leads. The contractor will find that the leads are low-quality. The consumers they contact may not be interested in solar, and some may not even own a home.

• Lack of Transparency: Contractors often find a lack of transparency in pricing structure, the language used, contract terms, communication, etc.

• Inflexible Contracts: The agency may present a contract that makes it difficult for contractors to cancel or pause services.

• Big Set-Up Fees: Agencies may charge a lot for qualified leads, but the ROI will make them worthwhile. However, excessive set-up fees could reduce profitability.

7 Questions to Ask a Solar Lead Agency

Contractors who ask the right questions can avoid common issues. Here are some you should include on your list.

1.  What Are Your Lead Generation Processes and Strategies?

Find out all aspects of lead generation, such as:

• Acquisition: How are leads acquired? Does the agency use social media? Paid ads? Referrals? Landing pages? Are the strategies well thought out and targeted to solar buyers in your demographic?

• Lead Qualification: How does the company qualify leads? Do they consider demographics, solar interest, home ownership, and property suitability?

• Lead Delivery: How are leads delivered, and what is the delivery schedule? Ideally, you want to find an agency that will deliver leads as soon as they are acquired.

2.  Are Your Leads Exclusive?

A solar lead agency provides two main types of leads:

• Exclusive: Which should not be shared with other contractors and are more expensive

• Shared: Which are shared with other contractors and are less expensive

Unfortunately, some agencies say they provide contractors with exclusive leads and charge them exclusive lead prices, but these leads are shared. So how can you tell if the agency is being honest?

Here are some telltale signs:

• Nontransparent Language: Ensure the company specifically uses the term ‘exclusive’ rather than ‘high quality’ or ‘premium’ when referring to leads.

• Look at customer reviews. A solar lead agency with mostly positive reviews is likely forthright about lead types.

• Ask for Detailed Reports: Reports that reveal how leads are obtained and vetted may indicate how agencies verify exclusivity.

3.  What is Your Pricing Structure?

According to Demand Sage, 9% of organizations spend $10 or less per lead, while 4% spend $1000 more. This wide range may cause many contractors to wonder what they should pay, and confusing pricing structures add to the dilemma.

Lead gen agencies can use various pricing structures, including cost per lead (CPL), cost for appointment, monthly retainers, or commission-based models. With so many options, it’s easy for companies to sneak in fees that you may be unaware of until you get the bill. Asking about the pricing structure in advance can help.

Don’t be afraid to get specific. Ask about:

• A detailed pricing structure

• Whether lead costs are fixed or variable

• If any additional fees apply

• Are there additional fees?

• Can you get discounts for purchasing leads in bulk?

• What are the payment terms?

4.  Are You TCPA-Compliant?

The Telephone Consumer Protection Act (TCPA) was enacted as a federal law in 1991. It regulates telephone solicitations, protecting consumers from unwanted calls. The law requires companies to:

• Maintain do-not-call lists

• Refrain from calling customers at inappropriate hours

• Obtain explicit consent before calling customers

• Avoid using automated processes for telemarketing purposes

Contractors who work with non-TCPA-compliant companies could pay a price. The company’s illegal behavior could lead to fines and reputational damage. So how can you ensure the solar lead agency you’re working with is TCPA compliant?

• Ask to see their do-not-call list

• Inquire about their lead sourcing policies

• Ask if they document consent

5.  What Is Your Lead Replacement Policy?

Like any company, a lead gen agency should offer a refund or replacement policy to customers unhappy with its services. Clarify these terms in advance. For example, you may ask:

• What are your lead replacement terms?

• Are there any limitations regarding the timeframe or the number of replacements available?

• What is the process for replacements?

6. What Is Your Lead Conversion Rate?

High conversion rates are imperative in the lead gen process. Find out about the agency’s likelihood to convert by asking about:

• Conversion metrics:  Inquire about the number of leads that convert on average.

• Lead to Sale Ratio: How many sales are generated from each lead, considering ongoing service, referrals, and repeat customers.

• Industry Comparison: Find out how their metrics compare to other agencies.

7.  Can You Provide Case Studies, Testimonials, or References?

While online reviews are helpful, first-hand experiences, which can be related through case studies, testimonials, and references, can give you a better sense of the quality of service a lead gen agency offers. In fact, 72% of consumers say positive reviews and testimonials make them trust a business more. Here’s how they can help you determine if you are working with a trusted provider.  

• Testimonials: These client success stories are typically posted on the agency’s website as videos or text. Although they should present actual experiences, they can be self-generated, and aren’t always the best source of transparency.

• Case Studies: These write-ups typically focus on a specific client issue and explain how the agency helped solve the problem. Although they can be self-generated, they often focus on a company the agency partnered with, indicating legitimacy.

• References: Perhaps the most helpful of the bunch, a reference is a past client you can speak to about the company's level of service.

Clean Energy Experts is a Leader in Solar Lead Gen

Unfortunately, there are many issues in the solar lead gen industry. You can spend time vetting various providers, or you can streamline the process by calling Clean Energy Experts first.

Our company is a top source for solar appointments and solar leads. Our track record shows we can generate over 45,000 monthly solar appointments and leads. With a flexible price structure, you set the price. We don’t require contracts, fees, money down, credit cards, or minimum purchases to get started.

Contact us to learn more about our transparent services and effective leads.

FAQs

What are the 4 Ls of Lead Generation?

The 4 Ls of lead generation are leads, lists, landing pages, and leverage. Companies that keep these strategies in mind can ensure success.

What Questions Are Asked in a Lead Gen Interview?

During a lead gen interview, you may ask:

1.    Describe your approach to identifying and targeting the ideal customer profile.

2.    Outline a successful lead marketing campaign you’ve managed.

3.    What metrics are crucial to measuring lead generation effectiveness?

How to Detect Fake Leads?

Telltale signs of fake leads include:

·  Unusually high volume of entries from the same IP Address

·  Inconsistencies in lead information

·  Spike in lead volume with minimal response

·  High bounce rates in communication

·  Discrepancy in engagement patterns

·  Poor feedback from sales or customer service teams.