The Future of Solar Marketing Goes Beyond ‘Educating Consumers’

By Grit Daily Staff Grit Daily Staff has been verified by Muck Rack's editorial team
Published on March 23, 2023

The solar industry has grown increasingly popular, even as the costs to heat and power homes have gone up. Meanwhile, the Inflation Reduction Act, signed into law last year, has expanded and extended the federal Investment Tax Credit (ITC) for solar photovoltaics.

The ITC has increased in amount, providing a 30% tax credit if you install rooftop solar within their allotted ten-year timeframe. As if a tax credit isn’t enough to pique the interest of homeowners across the country, the ITC also cut the installation cost by 30% or roughly $7,500 for an average system. The goal of this legislation is to help millions of American families get solar panels on their roofs while saving thousands of dollars on their electricity bills.

As with any booming industry with the potential to earn big, people are flooding the market to get a piece of the pie. There are now countless individuals and companies selling solar and numerous marketing agencies promising clients the best leads. However, not everyone who tries to find success in this industry is going to do so, and when it comes to large amounts of money, many consumers are only going to go with those with a proven track record of success.

For the solar marketing industry, there is one agency that consistently stands above the rest, and that’s Rich Feola’s Solar Exclusive. Feola is an industry leader who has surpassed the basic standards of success and has managed to stay ahead despite the recent oversaturation of the market, and he has some advice for those interested in doing the same.

Stay True to Your Roots

Before digital marketing became common, solar sales were made door-to-door, and Feola was in neighborhoods knocking right alongside the rest of them. His mindset towards door-knocking now that advertising has shifted to a digital space makes Feola unique, and his continued approach to it has proven to provide success for his company.

“Why restrict yourself to only door knocking? Why make online lead strategy the only thing you do? Knock when you feel like it or in the areas with other sales and add the extra digital layer. Do both, it’s the best way and it’s served us well,” said Feola.

A lot of digital marketing agencies look down on door-knocking, but a majority of people still like this form of advertising. Feola’s multilayer approach to marketing has helped him stand out from others.

Stay Ahead of the Curve

When marketing took a digital turn, solar marketers found their way to Facebook. The space eventually became saturated, and some marketers decided to switch to the YouTube platform. Feola is one of the largest advertisers on the video site. He has a team of Google and YouTube ad experts, as those two places have been proven to be the highest frequented when it comes to consumers looking for information about solar.

“Interest in solar has increased fivefold since 2020. In January 2020, there were 800,000 Google searches for solar-related terms. Last month, there were over 3.2 million,” said Feola.

Feola and his team have generated over two million leads for their clients on these sites by staying ahead of the marketing curve. Now, with the Inflation Reduction Act, they can increase their client’s sales and build their reputation even more by taking advantage of the increased interest in solar.

“Recent legislation makes it even more financially appealing for homeowners to utilize rooftop solar. It helps our clients generate more business since more savings for the homeowner translates to increased sales for our clients. It impacts our lead generation process because we have good press and current legislation to back up the claims we are making as far as savings are concerned,” said Feola. “So, it is a timely and helpful batch of legislation pushing the industry forward on all ends for both us and our clients.”

Keep the Future in Mind

Feola is a firm believer that education in front-end marketing will be a key factor in making sure that the end consumer is knowledgeable and won’t be taken advantage of by one of the untrustworthy companies sprouting up now that the industry has taken off even more.

“Our data suggests that homeowners search frequently asked questions about solar 6X as often before requesting a quote, so answering frequently asked questions before requesting a quote is a major shift we’re implementing on the marketing front,” he said.

Using the information readily available now to help implement better strategies for the future could make all the difference for those seeking success in this industry. As the expanded legislation includes more than just rooftop solar panels, marketing for companies that sell other solar-related materials, such as batteries, is one such tactic.

“Batteries help homeowners in certain states store energy during times when the electric companies charge peak hour rates. It’s a great strategy for states like California and Arizona,” said Feola.
For companies selling solar or marketing for those who do, success can be found if you stay true to what you know works in the space, stay ahead of the curve and build a reputation as industry leaders, and keep the future in mind.

By Grit Daily Staff Grit Daily Staff has been verified by Muck Rack's editorial team

Journalist verified by Muck Rack verified

Grit Daily News is the premier startup news hub. It is the top news source on Millennial and Gen Z startups — from fashion, tech, influencers, entrepreneurship, and funding. Based in New York, our team is global and brings with it over 400 years of combined reporting experience.

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