Revenue Generation Strategies for Small Solar and Roofing Companies

Introduction

In the competitive world of solar and roofing, revenue generation is key. Small businesses in these sectors face unique challenges because they’re not yet large enough to benefit from “economies of scale”—the opportunity to benefit from larger orders, better pricing, increased competitiveness, and higher margins.

Understanding these challenges so that you can optimize for them is the first step. The next is finding effective strategies to overcome them.

This guide is designed to help. It provides actionable insights for small solar and roofing companies. The goal is to help these businesses increase their sales and profits.

We’ll explore a range of strategies, from identifying your target market and crafting a USP so you can be laser-focused on a niche to leveraging local SEO, social media, and customer reviews to increase lead generation. We’ll also delve into referral programs, cross-promotion, upselling, and more.

Each strategy is designed to be practical and effective. They can be implemented by any small solar or roofing company looking to boost their revenue. So, let’s dive in and explore these revenue-generation strategies.

Identifying Your Target Market

Knowing your target market is the critical first step for any small business. I know you’ve probably heard this before, but it’s truly the foundation of everything else you do. Identifying your target market defines what you say in sales and marketing materials, how you position the value you provide, and who you prospect.

For commercial solar and roofing companies, it boils down to understanding who needs your services the most—which involves researching properties, demographics, preferences, and the spending habits of potential customers.

Usually, the best way to build this profile is to start by analyzing your current customers. Ask yourself these questions to define your ideal client profile (ICP):

• Who are my best customers now?
• What problems do they need to be solved?
• Where are they located?

Once you have this information, it will inform every component of your marketing and sales process. In other words, by focusing on the right audience from the start, you increase your chances of identifying the right leads and closing more deals.

A deep understanding of your target market lays the foundation for all of the other revenue generation strategies we’ll talk about today.

Crafting a Unique Selling Proposition (USP)

A unique selling proposition (USP) distinguishes your business from competitors. Your USP is what captures potential customer’s attention in a crowded market. A well-defined USP communicates why customers should choose your services over others.

To develop a compelling USP, identify what sets your solar or roofing services apart. This could be superior materials, exceptional customer service, or innovative technology.

Ensure your USP is prominent in all marketing materials and communications. This clarity in messaging builds a strong brand identity, and fosters trust with potential clients.

Highlighting the unique benefits that you provide your ideal customer profile increases your chances of converting those who value your USP into loyal customers.

A great USP looks like this: “We provide the most durable, energy-efficient solar panels in the market today— all backed by a 25-year warranty and exceptional customer service.”

Property Intelligence Software

Now that you know who you’re targeting and the value that you provide, finding all of the ICPs in your territory is the next logical step.

Property intelligence is a powerful tool for finding local properties, but most commercial services and building products sales teams aren’t familiar with them because they’ve historically only been used by real estate professionals. Investors, tenants looking for space to lease, agents, and lenders all used these platforms to find comps, assess valuations, and other relevant information.

However, the right property intelligence software can be used by commercial solar and roofing companies to identify potential leads in minutes.

Platforms like Convex are lightyears ahead of the old property intel platforms you may have used in the past. Built specifically for sales teams prospecting decision-makers at commercial properties, Convex combines several powerful features that can help you find qualified leads and streamline sales. These features are:

1. Property Intelligence

2. Sales Intelligence

3. Buying Signals

4. Generative AI

To illustrate how easy it is to generate leads in Convex, here’s a step-by-step summary of how to find leads:

1. Log in and Check Signals 

Begin by logging into Convex and navigating to the “Signals” category—our exclusive buyer intent data. Here, you can identify individuals who are actively in the market and prepared to make a purchase. These signals offer intent scores derived from multiple factors, enabling you to prioritize high-value prospects effectively.

2. Search for Properties, Accounts, and Contacts  

Explore properties and accounts that align with your products and services. This can range from specific property types, like hospitals or airports, to individual contacts, job titles, account names, or tenant information. Convex’s property intelligence offers valuable insights, including permit histories, building age, square footage, ownership details, transaction histories, and equipment data, making it easier to identify and contact new leads.

3. Leverage Generative AI for Personalized Outreach  

With just two clicks, use Generative AI—trained on buyer signals, firmographic data, and your company’s contact data—to send a personalized email or draft a phone script. The AI uses data like job titles, decision-maker information, and property history to craft targeted messages that resonate with prospects.

4. Automate Follow-ups and Manage Leads

After outreach, set up automated reminders and track the lead in your CRM. Convex allows you to export lists of prospects, assign stages, tag coworkers, and assign dollar values to leads, offering light CRM functionality for lead management. Integration with CRMs like Salesforce or HubSpot ensures seamless pipeline tracking.

5. Aerial Imagery, Virtual Measurements, and Project Proposals

An added benefit of Convex is the aerial imagery and accurate virtual measuring tools. These tools allow you to do a virtual estimate of the project without ever stepping foot on site. This streamlines the sales process and saves hours of fieldwork- meaning more margin on each project.

Importance of a Professional, Mobile-Friendly Website

Once you’ve found your ICP and sent them a message, the first thing they’ll probably do is to “Google” your business, and a professional website serves as the digital “front door” they’ll need to walk through before they respond.

A well-designed, professional website is often the first interaction potential customers have with your company after they’ve received an email or seen an ad. A clean and user-friendly design not only makes your site easier to navigate, but it can also make a lasting impression.

Ensure your website is mobile-optimized and that scheduling time with your sales team is as simple as one or two clicks.

Highlight essential information such as services, contact details, and customer testimonials. Incorporating clear calls-to-action helps guide visitors toward a desired outcome, like requesting a quote.

Regular updates and engaging content ensure that visitors return, keeping your brand top-of-mind. Investing in a well-designed website not only improves user experience but also boosts search engine rankings.

Maximizing Local SEO for Nearby Customer Attraction

Local SEO is a powerful tool for small solar and roofing companies—after all, there’s no point in creating a great site if no one will be seeing it. Local SEO helps businesses attract customers in their immediate area by showing up at the top of Google search results for relevant keywords. Optimizing your online presence can lead to more local leads and higher revenue.

How to Improve Local SEO:

1. Claim and Update Your Google My Business Profile: Make sure your business listing is complete and correct. Add your address, phone number, hours, and services. This helps your business show up in Google searches and on Google Maps.

2. Use Local Keywords on Your Website: Add phrases like “solar panel installation in [Your City]” or “roof repair near [Your City]” to your website. Use them in your page titles, descriptions, and content to match what people are searching for.

3. Get Positive Customer Reviews: Ask happy customers to leave reviews on Google, Yelp, or other review sites. Good reviews make your business more visible online and help new customers trust you.

4. Build Local Connections: Partner with local businesses and take part in community events to get more people talking about your business. These partnerships can also create links back to your website, which improves your search rankings.

5. Join Local Directories: Add your business to local online directories like Angi or your local Chamber of Commerce. This helps customers find you and boosts your credibility.

By focusing on these simple steps, you can make sure your business stands out online. Local SEO helps you reach more customers, build trust, and grow your solar or roofing company for the long term.

Content Marketing: Engaging Customers Long-Term

As part of a great website, content marketing plays a vital role in building long-term relationships with customers. By creating valuable content, you can educate and engage your audience, establishing trust over time. This helps nurture leads and convert them into loyal customers.

Produce diverse content like blog posts, videos, and infographics tailored to your customers’ interests.

Focus on solving common problems and answering frequently asked questions. Consistent and high-quality content can position your brand as an industry expert. Not only does this boost your credibility, but it also improves your search engine rankings.

Long-term content marketing is a cost-effective strategy to sustain engagement and drive consistent revenue generation.

Social Media: A Goldmine for Brand Awareness and Leads

As you’re posting content, remember that people like to view value-driven content in different ways. Long-form, short-form, video, audio, written, and more. As you develop a deeper understanding of your ICP, you’ll begin to see where they enjoy spending time and how they consume content. This is your opportunity to begin sharing on platforms that are relevant to them.

Social media platforms offer immense potential for small solar and roofing companies. They provide an avenue for engaging with potential customers and enhancing brand visibility. A strong social media presence can translate into increased leads and sales.

Consider the following strategies to leverage social media effectively:

• Post regularly with engaging content.
• Use eye-catching images and videos.
• Respond promptly to comments and messages.
• Run targeted ad campaigns.

Social media is not just about broadcasting; it’s about building relationships and trust. This connection can ultimately lead to more business opportunities and revenue growth. Remember, social media is more like a community than an ad platform—if all you’re posting is sales-based, your audience will get burnt out and stop engaging with your content.

Pay-Per-Click (PPC) Advertising for Immediate Traffic

PPC advertising offers a swift way to attract potential customers to your site. But it comes at a cost. Bidding on keywords can be expensive, and if you’re not familiar with these platforms, you can ring up a big bill in no time.

Focus on targeting specific keywords related to your services so you can reach a highly relevant audience in your local area. Use platforms like Google Local Service Ads (LSA) rather than PPC getting started.

Set a clear budget and monitor your campaigns closely. Adjust your keyword bids to maintain competitiveness without overspending.

Use tools like SemRush, AdCreative, or Answer the Public to craft compelling ad copy to encourage clicks and conversions- and regularly analyzing the performance of your PPC ads can help optimize results.

With the right strategy, LSA and PPC can drive immediate traffic and generate leads, making it a great short-term revenue generation tactic.

The Power of Customer Reviews and Testimonials

Customer reviews and testimonials are vital for small solar and roofing companies. They help establish credibility and can significantly influence potential customers’ buying decisions. Positive feedback from satisfied clients serves as a powerful endorsement of your brand and encourages others to buy into what you’re offering.

1. Encourage customers to share their experiences on review platforms or social media.

2. Address any negative reviews promptly and professionally to maintain your reputation.

3. Highlight testimonials on your website, social media accounts, and other online assets to maximize their impact.

By focusing on gathering and showcasing customer feedback, you can build trust and drive new business. This can ultimately contribute to your growth and increase revenue for your company.

Referral Programs: Incentivizing Word-of-Mouth

Referral programs are a great way to boost your company’s growth. They leverage satisfied customers to bring in new clients. Offering incentives for referrals can motivate existing customers to spread the word about your business.

Designing an enticing referral program is key to its success. Here are a few incentive ideas:

• Affiliate and Partner programs that reward referrals which turn into sales.
• Discounts on future services or special opportunities that are only available to these referral partners (e.g., Think, “landscaping company who throws an exclusive holiday party for referral partners at the Zoo”—which is an actual example of a Cincinnati landscaping company).
• Gift cards or vouchers to places that they and their families enjoy.
• Cash bonuses for successfully closed deals—referrals are basically free money, so rewarding partners keeps them happy so the deals keep flowing.

Each option can lead to increased revenue generation for roofing and solar companies. By rewarding partners, friends, local businesses, and customers for their support, you encourage loyalty and attract new prospects effectively.

Partnerships and Cross-Promotion with Complementary Businesses

In the same way that referrals can drive business, collaborating with complementary businesses (true partnerships) can be a powerful revenue generation strategy. By partnering with companies that offer related services, you can tap into each other’s customer bases. This method not only increases visibility but also enhances credibility.

To implement effective cross-promotion, consider aligning with companies that share similar goals. Solar and roofing might include energy efficiency consultants, developers, or commercial builders.

Establish partnerships where both parties can benefit from mutual recommendations. This strategy broadens market reach and offers customers more comprehensive solutions, ultimately driving greater revenue for both parties involved.

Upselling and Cross-Selling: Increasing Customer Value

Maximizing customer value through upselling and cross-selling can lead to substantial revenue growth. Think about the added revenue you could generate if you were replacing a commercial roof and found out the customer was also interested in energy efficiency and solar. Offering this additional service would not only increase the sale amount but also establish you as a one-stop shop for all of your customers’ roofing and energy needs.

Upselling encourages customers to purchase anything from a more advanced version of the product to a more comprehensive version (like replacing an entire roof instead of a few sections). Cross-selling, on the other hand, offers additional, complementary products that would be an added benefit to things they’re already buying.

Here are some strategies to boost sales:

• Suggest solar panel upgrades during installations.
• Offer maintenance packages for existing roofing customers.
• Bundle-related services like energy audits and other value-added services for solar installations.

These strategies not only increase revenue but also enhance customer satisfaction by providing more value and comprehensive solutions. It’s crucial to train sales teams on these techniques to ensure they handle them effectively and sensitively.

Government Incentives: Capitalizing on Solar Rebates

Government incentives play a vital role in the solar industry’s profits. Many regions offer attractive rebates to encourage solar installations. These incentives can significantly reduce upfront costs for customers, making solar installations more appealing.

While I can’t give you the exact resources for government incentives in your area, I can tell you that there are great resources online to learn more about what is available to your potential customers.

To take advantage of this, companies should stay informed about available rebates and communicate these savings to clients. Highlighting potential cost reductions can persuade hesitant customers to proceed with installations.

Additionally, assisting customers with rebate applications can set your service apart from competitors while making the installation process smoother for them. This can be a simple as setting up a free Google Form to have them fill out to “get the ball rolling.”

Understanding and leveraging these incentives maximizes your business’s revenue potential while providing clients with tangible savings and value-added services.

Email Marketing: Nurturing Leads into Customers

Most customers won’t buy on the first email or the first call. They’ll require a bit of “warming” to convert into a sale. Email marketing is one of the best tools for converting these leads into customers.

Through personalized and targeted messages, you can keep your potential customers engaged as they make their decisions. Sending regular updates, promotions, and educational content keeps your brand fresh in their minds.

The easiest way to do this is to segment your email list to ensure relevance and effectiveness. Tailor your messages to different stages of the customer journey. Automated email sequences can simplify this process, saving you time while maintaining engagement.

A well-executed email marketing strategy nurtures leads and guides them seamlessly through the sales funnel. This method reinforces their decision and increases customer loyalty and conversion rates so you don’t miss opportunities.

CRM Systems: Managing Customer Relationships Effectively

Finally, you’ll need a place to manage all of the leads that come into your sales funnel. This means having a CRM like Salesforce, Hubspot, or Zoho.

Customer Relationship Management (CRM) systems are essential for small solar and roofing companies. They streamline the process of managing customer interactions.

A well-implemented CRM (meaning that it’s integrated with your other sales and marketing tools) keeps all customer information in one place, making it accessible and organized.

It allows you to analyze customer data and identify sales opportunities. By tracking interactions and preferences, you can tailor your communication. Automated tasks and reminders ensure no lead goes unnoticed.

Investing in a CRM system can significantly improve customer satisfaction. It also boosts your team’s productivity, leading to more sales opportunities.

Conclusion: Implementing Effective Revenue Generation Strategies

Leveraging various sales and marketing strategies like the ones we’ve talked about can significantly boost the success of smaller solar and roofing companies.

Begin by deeply understanding your Ideal Customer Profile (ICP) and the marketplace which you’re selling to. Establish a solid foundation on your website and social media accounts that effectively converts traffic into customers, and utilize the tools that drive business in the most efficient ways. Finally, prioritize building strong connections with your customers—this will pay dividends in the future.

By implementing these strategies, your business can differentiate itself and thrive, even in a competitive landscape.

If you’re ready to supercharge revenue, Schedule a free demo of Convex today! Our team would love to show you how we can help you find qualified leads and accelerate sales for your business.