How to Include the Solar Movement in Your Marketing

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June 7, 2016 | By RGR Marketing Blog

Not Just a Business; A Mission: The Future Is Solar

Solar power is shaping up to be the energy source of the 21st century and beyond. From rank-and-file consumers and small businesses to giant corporations, utilities, and governments, electricity users of all sizes are taking advantage of the most practical and scalable renewable energy source available.

Naturally, environmental concerns are playing a sizable role in solar energy’s exponential growth; the scientific community has predicted dire consequences for life on earth if immediate action isn’t taken to stem the tide of global climate change.

There’s Money in Sunshine

As a solar installer, you know that saving the environment isn’t the most popular reason to go solar. Yes, your average consumer or business owner cares about the environment, but when they learn that going solar can actually save them money, that’s when their eyes light up.

In fact, if you’ve been in the solar business for a while, you’ve probably seen a shift in your overall client demographic. Where once your clients were primarily environmentally concerned citizens, now you might even be installing solar for people who don’t believe climate change is a real thing. They just want to save money.

Going Solar: The More, the Merrier

As someone who’s probably well informed about the threat posed by climate change, you might take issue with their interpretation of the available data, but you can’t argue with their decision to go solar. After all, the more solar panels you install, the better off we’ll all be, regardless of the motivating factors. And let’s not forget: ideology aside, you’re in the solar business to make money, too.

The mainstreaming of solar is cause for a re-examination of your solar marketing strategy. If you’re leaning too hard on the environmental benefits as a selling point, then you might be turning off, or at least not appealing to a substantial portion of your potential customers.

Meet Your Average Solar Customer

It may interest you to know that politically speaking, the average solar adopter is just left of center, but not extremely so. About half consider themselves to be tech enthusiasts, and around 30% say they like the idea of being ready for anything. They also tend to be middle class and budget conscious. On average, they save around $1,500 per year after going solar.

They like being able to run the AC guilt-free during the summer, and the idea of offsetting their commute with solar energy.

Sure, they care about the environment, but when it comes down to it, they’re not extremists. They’re just average folks trying to save money, live a good life, and hopefully leave the world a better place.

Speak the Language

To market effectively, you have to speak to your clients’ needs in credible and relatable way.

As we’ve illustrated, money is the chief motivator for going solar. So it makes sense to gear your marketing message so that cost savings is the primary thrust. Show them how much money they can save – now and in the future. After all, who doesn’t like saving money?

And we’re not suggesting that you eliminate the environmental message from your marketing materials – far from it. Solar’s environmental benefits are still a persuasive factor for many solar customers, as they should be.

The Sun Belongs to Everyone

But when you address the environmental issues in your marketing, you may want to err on the side of tact and political neutrality, even if you have strong feelings on the subject.

As consumers, we all want to buy from providers who we like, trust, respect, and relate to. If your marketing comes off as too preachy or casts aspersions on people of a certain political stripe, then you could be losing customers.

If you make them feel judged or vilified, that conservative family down the street might take their solar business elsewhere, or worse yet, not go solar at all.

There’s plenty of sun and savings to go around, and there’s room in the solar revolution for everyone. Make sure your marketing reflects that.

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Not Just a Business; A Mission: The Future Is Solar

There’s Money in Sunshine

Going Solar: The More, the Merrier

Meet Your Average Solar Customer

Speak the Language

The Sun Belongs to Everyone

Start making more
money today!

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Not Just a Business; A Mission: The Future Is Solar

There’s Money in Sunshine

Going Solar: The More, the Merrier

Meet Your Average Solar Customer

Speak the Language

The Sun Belongs to Everyone

Start making more money today!

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