May 3, 2016 | By RGR Marketing Blog

Solar Energy Is a Competitive Market

 

If you’re in the solar business, then you know that competition is getting fierce out there. And while our industry tends to have a more collaborative spirit than most, there’s no denying that your solar installation business is in direct competition with the other installers operating in your area, regardless of the fact that we’re all working toward a brighter future.

At the end of the day, there are only so many solar prospects out there, and you want to make sure your business closes as many of them as it can handle. So how can you set your solar business apart in such a competitive industry?

Your Brand Is Your Lifeblood

It can be difficult to pin down what makes a good brand. A memorable and well-designed logo is a must, as are compelling messaging and consistency across marketing channels.

But beyond those key points, uniqueness is what really makes your solar brand stand out. Your logo should be easy to remember, but it should also convey your brand’s unique appeal. Have a professional designer help you come up with a service mark that stands out in a sea of copycat competitors.

Likewise, your messaging should illustrate the benefits of solar energy, but it should also give potential clients a taste of your business’s secret sauce. What sets your company apart from the rest? How do you do things differently? Why should your business be the one to get their business?

Switch Up the Language

After a while, solar marketing tends to blend together, and one company becomes nearly indistinguishable from the next. There are a few customers out there who will still be shocked by solar energy’s many benefits, but they’re getting more difficult to find.

If your marketing is focused chiefly on the fact that solar energy comes from the sun and is good for the environment, you’ll have a tough time standing out from all the other solar companies saying the exact same things.

Solar is amazing! Everyone gets it. But try to picture your marketing from the customer’s perspective. You can only hear the words “green” and “sun” so many times before you start to tune them out.

Take a look at two of the most successful solar marketing campaigns out there.

SolarCity’s series of commercials featuring the Egyptian sun god, Ra, are quite entertaining. They don’t really even sell the concept of solar power. Instead, they hint at all the great things solar energy can help you get done (vacuuming, late-night, reading, trimming the hedges), and the humorous aspects of what life might be like living with a hawk-headed deity.

SunRun’s commercials take a different approach. They knowingly poke fun at solar energy’s former Birkenstocks and granola image (You gonna start wearing hemp shirts now?) while clearly illustrating the point that the real reason many people are going solar is to save money.

Corner the Market on Your Unique Angle

What do the above examples have in common? They’re funny. They’re memorable. And perhaps most importantly, they’re not selling solar energy’s environmental benefits, because everyone already knows about those.

Instead, they’re establishing and reinforcing unique brands that customers will remember, trust, and want to do support.

As a solar installer, that’s the sort of magic you want to try to conjure. Your customers can buy solar panels from anyone. What you need to do is show them why they should buy from you.

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