Solar installers should reply to every new lead within five minutes, by text and email, and call soon after. Research on online leads shows the odds of qualifying a lead drop sharply within the first hour. After the quote, follow up patiently for two to three weeks with useful answers, not pressure, because homeowners usually compare several bids.
- Target a first reply within 5 minutes, on every channel.
- Homeowners compare quotes. The first credible reply has an advantage.
- Follow up on every quote for two to three weeks.
- Keep claims about savings and incentives specific and current.
Why does speed matter so much for solar leads?
The Lead Response Management study (MIT with InsideSales.com) found the odds of qualifying a lead were 21 times higher when it was contacted within 5 minutes rather than 30 (LRM study). In a Harvard Business Review study of 2,241 US companies, firms that tried to contact a lead within an hour were nearly seven times as likely to qualify that lead as firms that waited even one more hour (HBR, 2011). For solar, the effect is stronger because leads are expensive and homeowners often request quotes from several installers at once.
How do homeowners compare solar quotes?
The FTC advises consumers to get detailed written bids covering system size, expected output, total cost and warranties, and to avoid companies that pressure them into signing quickly (FTC). That means clear, unhurried follow-up wins more trust than urgency tactics.
What does a good solar follow-up sequence look like?
| When | What to send |
|---|---|
| Within 5 minutes | Text and email reply with a link to book a consultation |
| Same day | A call from a real person |
| After the consultation | The written quote with assumptions explained |
| Days 3, 7 and 14 | Answers to common questions: financing, timelines, maintenance, reviews from nearby customers |
| Day 21 | A final check-in, and an offer to revisit later |
What should solar installers avoid saying?
- "Free panels," or anything that hides how leases and power purchase agreements work.
- Savings figures without the assumptions behind them. The FTC notes future utility rates are hard to predict (FTC).
- Incentives or tax credits you haven't confirmed are current and available to that homeowner.
How do you automate solar follow-up?
Connect every lead source (website, ads, marketplaces, calls) to one CRM. Trigger the instant reply, assign a person to call, and start the quote sequence when a quote is sent. Stop messages as soon as the homeowner books or signs. See marketing automation and CRM and solar marketing.
Want to know how fast your solar leads hear back? We test it in the Visibility & Lead Audit.
Book your Visibility & Lead AuditFrequently asked questions
Is it pushy to reply within five minutes?
No. The homeowner just asked for information. A helpful, quick reply is good service; pressure is what feels pushy.
Should we text solar leads?
Yes, with consent. Marketing texts need proper consent under the TCPA (FCC).
How many times should we follow up after a quote?
Three or four useful touches over two to three weeks is reasonable. Stop when they decide or ask you to.
What about leads from marketplaces?
They're shared with other installers, so speed matters even more. Route them into the same CRM and reply instantly.
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Shiela De La Cruz
Founder of Anchor Growth Co, a marketing and automation agency for environmental businesses. A forestry graduate (BS Forestry, magna cum laude, UP Los Baños) who has worked on environmental projects since 2023 and holds three HubSpot certifications, Shiela builds marketing and follow-up systems for environmental businesses. More about Shiela