It’s that time of the year again when the solar sector must start preparing for new regulatory requirements scheduled to go into effect at the start of the new year. Residential solar installers, in particular, will face a new sales landscape that may necessitate a strategic shift in best practices for marketing, lead generation, and customer acquisition.

Far from being a roadblock, the new regulatory changes present an opportunity for forward-thinking solar companies to revisit approaches to customer engagement and gain a competitive edge.

Let's explore how solar installers can leverage this opportunity by updating best practices for better sales pitches while remaining compliant with new regulations and evolving consumer preferences.

FCC Regulations Upend Solar Installer Lead Generation

Gone are the days of cold calls and unsolicited pitches. The Federal Communications Commission's (FCC) updated Report and Order and Further Notice of Proposed Rulemaking (“the Order”) under the Telephone Consumer Protection Act (TCPA) is set to take effect on January 1, 2025, and will dramatically alter how solar companies generate and communicate with leads. The cornerstone of these changes is the "1:1 consent rule," which requires sellers to obtain explicit, individual consent from consumers before making marketing or sales-related calls or texts. The Order also prohibits lead generators from using a single blanket consent form to cover multiple companies.

Many solar installers may find existing lead databases obsolete if the customer data does not meet the new consent requirements. For some companies, the changes will require a total overhauling of lead-gen practices to ensure compliance, and others may incur increased costs to acquire leads as the process becomes more stringent.

Key Points for Updating Best Practices for Compliance and Lead Generation

Success will hinge on embracing these changes and proactive adapting to navigate regulatory changes, optimize financial strategies, and deliver compelling value propositions to customers. 

Solar installers should evaluate their best practices to ensure compliance and, if necessary, adapt current strategies to:

Implement robust consent mechanisms

Develop clear, user-friendly opt-in processes that comply with the new regulations so consumers understand precisely which company they're consenting to have contact them. 

A double opt-in process via email and text message marketing is a wise route. Additionally, maintain a comprehensive database with auditable records of obtained consent for record-keeping purposes, including timestamps and acquisition methods. Regularly scrub contact lists against the National Do Not Call Registry.

Invest in new technology

Some solar companies may need to invest in new technology to help maintain TCPA compliance, like Customer Relationship Management (CRM) systems that can track and manage consent for each lead or specialized TCPA compliance software and Automated Consent Management platforms that automatically manage and update opt-outs, consent records, and calling schedules and remove opted-out contacts from call lists.

Leverage digital marketing

With more restrictions on outbound calling, inbound digital marketing strategies will gain importance. Focus on inbound marketing strategies that attract potential customers who can voluntarily provide contact information, including search engine optimization (SEO) to improve website visibility, creating valuable content that addresses common customer questions and concerns, and becoming more active on social media platforms for engagement and education.

Utilize referral programs

Encourage satisfied customers to refer friends and family, as these leads are often higher quality and more likely to convert. Train your sales teams to request referrals at appropriate times, consider offering incentives for both the referrer and the new customer, and use customer success stories in marketing materials.

Partner with reputable lead generation companies

Choose partners that prioritize compliance and provide auditable opt-in records for each lead. Although the TCPA will also force lead-gen companies to update their processes and practices, the onus remains on the installer to ensure compliance at the end of the day. 

Educate your sales team

Ensure all team members understand the new regulations and the importance of obtaining proper consent before calling or sending texts. This continuing workforce education can also coincide with the sales team training for requesting referrals.

Although installers may find these challenges daunting, the new rules enable ethical solar companies to stand out by prioritizing high-quality, consent-based leads. The new regulations will likely weed out less scrupulous operators, improving the industry's overall reputation with the public.

Additional Considerations to Emphasize in Solar Sales Pitches

Updating lead gen and customer acquisition practices only tells half the story, and installers should also consider evolving customer preferences.

Be transparent

Building trust and enhancing credibility remains crucial in an industry that has sometimes been plagued by aggressive sales tactics. Be upfront about all costs, potential savings, and any limitations of the proposed solar system. Take an education-first approach by educating customers about solar technology, financial benefits, and environmental impact rather than pushing for an immediate sale.

Third-party validations, industry certifications, awards, or partnerships demonstrating your company's expertise and reliability are also an excellent way to alleviate potential customer concerns about credibility.

Deliver peace of mind

In 2025, with increasing concerns about climate change and extreme weather events, installers must provide more than renewable power; they must deliver durable and reliable solar systems that give customers peace of mind.

In areas prone to hailstorms and other extreme weather events, highlight solar panels with 3.2mm tempered glass and backsheet that show no defects in third-party testing with hailstones up to 45mm, withstand high wind speeds, perform under snow loads up to 5400 Pa, and offer protections against moisture and environmental stressors.

Promote comprehensive solar warranties of 25-year product warranty and 25-year performance warranty with guaranteed power output levels. However, as many consumers know, a warranty is just a piece of paper without a financially strong company backing it. That’s why solar bankability is the new secret weapon for residential installers to instill more trust in customers.

Remember, the key to effective solar sales involves prioritizing your customer's needs and giving them the information and assurances so they can make confident decisions about their energy investments and future.

Interested in offering your customers durable and reliable rooftop PV systems that give your customers total peace of mind? Find a distributor here today.