Understanding the Different Types of Solar Leads

Not all solar leads are created equal. For solar installers trying to grow their business, understanding the different types of leads — and how each one performs — is the difference between a profitable pipeline and a money pit. This guide breaks down the main categories of solar leads, how they're generated, and what to expect from each.

A solar lead is any homeowner or property owner who has expressed interest in solar energy. The key variable isn't just whether someone expressed interest; it's how much intent they showed and how recently they showed it. Those two factors drive conversion rates more than anything else.

Shared Leads (Web Form)

Shared leads are the most common — and most misunderstood — type of solar lead. A homeowner fills out a web form on a third-party lead generation site, and that form submission is sold to multiple solar companies simultaneously. Prices typically range from $15–$60 per lead. By the time you call a shared lead, they've already been contacted by 3–5 other solar companies. Response rates are low, and the homeowner is often frustrated by the volume of calls.

Exclusive Leads

Exclusive leads are sold to only one solar company. The homeowner fills out a form or calls a number, and that inquiry goes directly to you — no competition. Exclusive leads cost more upfront (typically $80–$200+ per lead), but the conversion rates are significantly higher because you're the only company in the conversation. Best for solar installers who want to control their pipeline and are willing to pay a premium for quality over quantity.

Pay-Per-Call Leads (Inbound Calls)

Pay-per-call leads are inbound phone calls from homeowners actively seeking solar installation. Instead of a form submission, the homeowner picks up the phone and calls — the highest possible signal of intent. You only pay for calls that meet your criteria (minimum duration, correct geography, valid homeowner). Conversion rates from inbound calls are typically 3–5x higher than form-based leads.

Booked Appointments

Booked appointments are the highest-value lead type. A third party (like LL Media) handles the entire lead generation and qualification process, and delivers a confirmed appointment directly to your calendar. The homeowner has agreed to a specific date and time for a consultation — your sales rep shows up to a warm, pre-qualified prospect. Best for solar companies that want to eliminate the prospecting process entirely and focus their sales team on closing.

Canvassing and Door-to-Door Leads

Door-to-door canvassing generates leads through in-person contact. A canvasser knocks on doors in a target neighborhood and collects contact information from interested homeowners. These leads can be high quality in the right markets, but the cost per lead (including labor) is often higher than digital channels, and scalability is limited.

Referral Leads

Referral leads come from existing customers who recommend your company to friends, family, or neighbors. These are typically the highest-converting leads of all — a warm introduction from a trusted source carries enormous weight. The challenge is that referrals are unpredictable and can't be scaled on demand.

How to Evaluate Solar Lead Quality

Regardless of lead type, the metrics that matter most are: Contact Rate (what percentage of leads can you actually reach?), Appointment Set Rate, Sit Rate, Close Rate, and Cost Per Acquisition. The cheapest lead is rarely the most profitable. Shared leads may cost $30, but if your close rate is 2%, you're spending $1,500 per closed deal. Exclusive appointments may cost $200, but if your close rate is 25%, you're spending $800 per closed deal.