Introduction

Solar Installation Marketing: Facebook vs Traditional Lead Gen pits two proven approaches: scalable, data-driven Facebook systems and neighborhood-trust traditional plays like door-to-door, mailers, radio/TV, and home shows. This guide compares channel strengths, shows what creative/offer angles actually convert, and gives you budgets, KPIs, and a 30–60–90 plan to scale appointments responsibly.

1) Why this comparison matters

• Hybrid reality: Facebook scales discovery and retargeting; traditional builds local trust and referrals.
• Margin pressure: Rising CAC demands precise ICPs, clean routing, and policy-safe offers.
• Regulatory nuance: Messaging often changes by utility and state. Your process must reflect that.

2) ICPs & Targeting

3) Channel Fit Matrix

4) Facebook Lead System

1. Creatives: roof visuals, shade overlays, battery backup benefits (no sweeping claims).
2. Instant Form: custom questions: roof age, utility, average bill band, homeownership.
3. Messenger Flow: auto-reply within 60s; collect ZIP, bill band, roof type; book slot.
4. Remarketing: landing page visitors + 30/60/90-day video viewers.
5. Lead Sync: CRM with new → qualified → appointment → sold → PTO stages.

5) Traditional Playbook

• D2D: script = bill review + roof glance + appointment. Respect local rules and “no soliciting.”
• Mailers: variable data (utility name), QR to calculator, financing disclosures.
• Home Shows: live inverter + panel display, backup power demo, on-site booking.
• Radio/TV: short story + “book a roof check” CTA; mention that incentives vary.

6) Offers & Creative Angles (Policy-Safe)

CTA ideas: “Book a Roof & Bill Review” • “Check Incentive Eligibility” • “Get a PTO Timeline”

7) Lead Capture, Routing & Appointment Setting

• Capture on instant forms + site forms with 5 fields max (name, phone, email, ZIP, bill band).
• Route by ZIP/utility/roof type; prioritize qualified slots in 24–72h.
• Offer 2 time windows in confirmation SMS; send prep checklist (bill photo, roof info).

8) Nurture & Messenger Automation (24/7)

• Saved replies for eligibility, roof, incentives, PTO steps.
• Drip: Day 0, 1, 3, 7 with FAQs + case studies (no blanket savings promises).
• Re-engage no-shows with two new time options + checklist link.

9) Budget Guardrails & Media Mix

• Weighted to intent + remarketing: 50–70% Facebook (prospecting + RM), 15–30% traditional, 10–20% events.
• Target CAC ≤ 8–15% of project gross margin; reallocate to channels with higher appointment-held rates.
• Always fund speed-to-lead (replies < 5 min during open hours).

10) KPIs & Dashboard

Benchmarks: reply < 5 min • appt-held ≥ 55–70% • close ≥ 20–35% (market dependent).

11) A/B Tests That Move Appointments

• Creative: rooftop photo vs “bill + battery” graphic.
• CTA: “Roof & Bill Review” vs “Check Incentive Eligibility.”
• Form: 3 vs 5 fields; add utility name picker.
• Messenger: 2-question vs 4-question pre-qual flow.

12) Website & CRO

• Estimator (informational only) with eligibility notes; send PDF to email.
• Local proof: installs map, testimonials, permit timelines by city.
• FAQ section addressing incentives, financing, roof, batteries, PTO steps.

13) Seasonality & Local Events

• Q1/Q2: tax-time interest + spring roof work; prioritize booking capacity.
• Heat waves & outages: backup-power messaging (battery eligibility only).
• Home shows: collect bill photos and book on site with calendar links.

14) Compliance & Claims

• Never promise universal bill elimination; use “may” and “varies by usage, system size, and utility rules.”
• Disclose financing terms, APR ranges, and credit requirements when advertised.
• Note that incentives and net-metering vary by state and utility; include links or “check eligibility.”

15) 30–60–90 Day Rollout

Days 1–30 (Foundation)

1. Define ICPs by ZIP/utility; set up Facebook campaigns + remarketing.
2. Publish eligibility/permit FAQ pages; add fast booking flow.
3. Train SDRs on disclosures and appointment scripting.

Days 31–60 (Momentum)

1. Launch mailers to high-bill ZIPs; book a home show; pair with Facebook RM.
2. Produce two local case studies (with permissions); add video testimonials.
3. Run 2–3 A/B tests (CTA, form, creative) and kill losers quickly.

Days 61–90 (Scale)

1. Expand to adjacent ZIPs/utilities with winning creatives.
2. Increase budget to channels with ≥ 60% appt-held and healthy CAC.
3. Systematize compliance checks and quarterly creative refresh.

16) Troubleshooting & Optimization