Marketing
for solar installers

A market that changed

Marketing for solar installers in the US looks different in late 2026 than it did a few years ago. The federal residential clean energy credit, long the headline of solar ads, was ended for homeowner-owned systems after 2025 by the 2025 federal budget law. Net metering has been reduced in several states, with California's change being the best known. Interest rates affect financing. Battery storage and backup power have become a stronger selling point, especially in areas with outages, wildfires or hurricanes.

That means many installers are running ads and websites with claims that are no longer accurate. The first step in my work is a claim review: every number and promise on your site and ads, listed for your attorney or tax professional to approve or correct. Please verify current incentive rules with a professional; they change.

Savings claims and consumer protection

Solar is under scrutiny from the FTC, state attorneys general and consumer protection agencies. Actions have targeted misleading savings claims, "free solar" offers, hidden loan terms and high-pressure door-to-door sales. Several states, California among them, require specific disclosure documents in residential solar sales.

On the website, I build savings calculators that show assumptions in plain words, label results as estimates and avoid absolute promises. Ad copy talks about what the system does (produces power, stores it, keeps lights on during outages) rather than guaranteeing a bill amount. Financing ads use the lender's approved wording, since advertising terms like monthly payments can require disclosures under federal lending rules.

Owning your leads

Many solar companies buy leads. The problem is well known: leads are shared, consent can be questionable and close rates are low. The TCPA requires prior express written consent for marketing calls and texts using automated systems, and the solar industry has seen many lawsuits over calls to purchased leads. Your own website, Google Ads and a referral program bring homeowners who asked for you, with consent you collected yourself. See my article on the TCPA and SMS for the basics.

What homeowners search

"Solar panels cost" plus a state, "solar installers near me", "home battery backup", "solar panel cleaning", "solar roof". Pages for each, with real local installs, permit and interconnection timelines and financing options, convert better than one page about "going green".

Seasonality

Spring and summer bring the most interest, when homeowners see high cooling bills and long days. Fall is good for closing projects before year-end. Storm and wildfire seasons drive battery interest in Florida, Texas and California. Rate increases announced by utilities often trigger spikes in searches; a prepared campaign lets you respond fast.

Where I work

Solar demand is strongest in sunny, high-rate states. I work remotely with installers in places like Phoenix, Las Vegas, San Diego and Florida, with calls on Zoom in your morning. Accounts, domain and website code stay in your name, and contracts have no minimum term. For a structured start, see marketing strategy.