Solar Sales Process: How AI Moves Leads Through Funnel
From first click to install day—this playbook shows how AI captures, qualifies, schedules, surveys, proposes, and follows up for more signed deals.
Compliance: Always obtain consent for SMS/voice (TCPA), verify utility/interconnection rules, incentives, finance terms, and licensing in your jurisdiction before running campaigns.
Introduction
Solar Sales Process: How AI Moves Leads Through Funnel gives owners and sales leaders a practical roadmap to automate each stage: capture, qualify, schedule, survey, propose, and close—without losing the personal touch that wins homeowner trust.
Expanded Table of Contents
- 1) Why AI in solar sales matters now
- 2) The Funnel Map (Attract → Close → Install)
- 3) Data & Tracking Foundations
- 4) AI Lead Capture: Forms, Chat & Marketplace
- 5) Qualification & Lead Scoring
- 6) Speed-to-Lead & Appointment Setting
- 7) Virtual Site Survey (Roof, Usage, Shade)
- 8) Proposal Automation & Rate Plans
- 9) Financing Pre-Qualification
- 10) AI Follow-Ups & Nurture
- 11) Objection Handling Library
- 12) Content Engine: Proof & UGC
- 13) CRM Pipelines, SLAs & Roles
- 14) KPIs & Dashboard Formulas
- 15) Channel Mix & Budget Tiers (Illustrative)
- 16) 30–60–90 Day Rollout Plan
- 17) Troubleshooting & Optimization
- 18) 25 Frequently Asked Questions
- 19) 25 Extra Keywords
1) Why AI in solar sales matters now
- Latency kills: Replies after a few minutes lose intent. AI answers in seconds, 24/7.
- Personalization at scale: Home-specific usage, roof type, and utility plan shape the pitch.
- Clean handoffs: AI gathers details → rep arrives prepared → faster close.
2) The Funnel Map (Attract → Close → Install)
- Attract: Search/LSA, local SEO, social/Marketplace, referrals
- Capture: AI chat/form, consent, address, bill/usage
- Qualify: roof fit, credit range, utility, timeline
- Schedule: calendar link + SMS reminders
- Survey: virtual (photos + utility) or in-person
- Propose: modeled system, savings range, warranties
- Finance: pre-qual, terms, monthly options
- Close: e-signature, welcome packet
- Install: permitting/interconnection updates
3) Data & Tracking Foundations
- Unique call/SMS numbers per channel, UTM on every link
- Consent field + opt-out language on all forms
- Pipeline stages: New → Working → Survey → Proposal → Financing → Verbal → Won/Lost
Close Rate = Deals_Won / Proposals_Sent
Speed-to-Lead = Time(first_reply) - Time(lead_created)
Show Rate = Surveys_Completed / Appointments_Booked4) AI Lead Capture: Forms, Chat & Marketplace
High-Intent Form Fields
- Address (autofill) + Utility
- Avg bill or kWh (upload photo option)
- Homeowner? (Y/N) • Roof type • Shade level
- SMS consent checkbox (required)
AI Chat First Reply (SMS/DM)
Thanks for reaching out 👋
I can check your roof + bill and show options.
What’s your address? We have {4:30p} or {6:15p} today for a quick virtual check.5) Qualification & Lead Scoring
| Signal | Score | Why it matters |
|---|---|---|
| Avg bill > $150 | +25 | Larger savings potential |
| Owner-occupied | +20 | Decision authority |
| South/East roof + low shade | +15 | Production fit |
| Credit pre-qual passed | +25 | Finance readiness |
| Move-in < 6 months | -10 | Utility history thin |
6) Speed-to-Lead & Appointment Setting
- AI proposes two time slots; books directly to rep’s calendar
- T-24/T-2 reminders with map link and rep photo
- No-show rescue text auto-offers new time within 24 hours
“Still good for {today 6:15p}? Reply 1 to confirm, 2 to reschedule.”7) Virtual Site Survey (VSS)
- Homeowner uploads panel of utility bill + 4 roof angles
- AI extracts kWh, TOU flags, and estimates roof planes & shading
- Rep receives a one-pager with notes before the call
Goal: shorten time from first contact to proposal under 24 hours without sacrificing accuracy.
8) Proposal Automation & Rate Plans
- Pre-built templates by utility/plan (verify NEM rules locally)
- Side-by-side options: cash • loan (x yrs) • PPA (where applicable)
- Warranty, monitoring, and production assumptions stated plainly
// Illustrative savings math (simplified)
Est_Annual_Savings = (kWh_offset * blended_rate) - loan_payment
Payback_Years = Net_System_Cost / (Est_Annual_Savings)9) Financing Pre-Qualification
- Soft-pull pre-qual in chat; present 2–3 monthly options
- Auto-attach disclosures and APR ranges
- Send e-signature packet with payment schedule
10) AI Follow-Ups & Nurture
48-Hour Nurture
Subject: Your roof looks great for solar ✅
We modeled {X} panels with {Y}% offset.
Prefer a shorter term or lower monthly? Reply A/B/C.Long-Tail Check-ins
Quick update: Incentive windows and rate plans change—want us to re-model your options this month?11) Objection Handling Library
- “I’m busy.” → “No problem—virtual 10-minute survey today 6:15p or tomorrow 12:30p?”
- “Rates might drop.” → “We can lock options now and re-model if rates move before install.”
- “Roof age?” → “We’ll check condition; if replacement is smarter first, we’ll outline both paths.”
12) Content Engine: Proof & UGC
- Before/after meter screenshots, drone clips, homeowner testimonials
- “Bill to solar” transformation posts with clear disclaimers
- Short reels: inverter app tour, monitoring alerts, snow/leaf tips
13) CRM Pipelines, SLAs & Roles
| Stage | SLA | Owner | Exit Criteria |
|---|---|---|---|
| New | Reply < 60s | AI/ISA | Booked survey |
| Survey | 48h | Rep | VSS or in-person done |
| Proposal | 24h | Rep | Proposal sent + review call |
| Financing | 24–72h | Finance | Pre-qual outcome logged |
| Verbal | 24h | Rep/PM | Signed + deposit |
14) KPIs & Dashboard Formulas
Top
Leads, speed-to-lead, booked rate
Middle
Survey show rate, proposals sent
Bottom
Close rate, CPA, CAC, margin
Quality
Review velocity, cancellation %, compliance
CAC = (Ad_Spend + Salaries_Attributed + Tools) / Installs
Proposal→Close = Deals_Won / Proposals_Sent
Lead→Install Time = Avg days from first contact to install15) Channel Mix & Budget Tiers (Illustrative)
| Tier | Monthly Budget | Split | Notes |
|---|---|---|---|
| Lean | $3k–$6k | LSA 35% • Search 25% • SEO/GBP 15% • Paid Social 15% • Tools/Tracking 10% | Intent first, nurture by SMS |
| Grow | $6k–$12k | LSA 30% • Search/PMax 25% • SEO 15% • Paid Social/Video 20% • Remarketing 5% • Tools 5% | Scale reach + retarget |
| Scale | $12k–$30k+ | LSA 25% • Search/PMax 25% • SEO 15% • Social/Video 25% • Nextdoor 5% • Remarketing 5% | Dominate target zips |
16) 30–60–90 Day Rollout Plan
Days 1–30 (Foundation)
- Install call/SMS tracking, UTMs, and consent language.
- Launch AI chat + two-slot scheduler; set SLAs.
- Publish VSS instructions + bill upload on landing page.
Days 31–60 (Momentum)
- Automate proposal templates by utility/plan.
- Turn on remarketing and review requests with photo prompts.
- Weekly KPI review; prune low-return keywords/adsets.
Days 61–90 (Scale)
- Expand winning geos; add video creatives and UGC.
- Hire/enable ISA coverage for nights/weekends.
- Publish 2 case studies; tighten finance pre-qual flow.
17) Troubleshooting & Optimization
| Symptom | Likely Cause | Fix |
|---|---|---|
| High leads, low shows | Weak reminders | T-24/T-2 SMS + rep photo + map pin |
| Slow close cycles | Late proposals | VSS + proposal within 24h, then 3-touch sequence |
| Policy flags | Claims language | Add disclosures; avoid guaranteed savings |
| Duplicate leads | No dedupe rules | Phone/email dedupe; one link per household |
18) 25 Frequently Asked Questions
1) What is “Solar Sales Process: How AI Moves Leads Through Funnel”?
A repeatable system to automate capture → close while staying compliant.
2) Do I need new software?
Often no—layer AI chat/SMS and proposal tools onto your current CRM.
3) How fast should we reply?
Under 60 seconds for the first response, 24/7 with AI + human handoff.
4) Can AI really book my calendar?
Yes—offer two timeslots, confirm address, and push to your calendar.
5) What’s a good show rate?
60–80% with reminders and easy rescheduling.
6) How accurate is Virtual Site Survey?
Great for pre-design; confirm critical details before final permit set.
7) How do I handle incentives?
Publish general ranges; verify specifics locally before proposing.
8) What about storage add-ons?
Offer a battery option in the proposal with clear benefits/costs.
9) Best channels to start?
Google LSA/Search + GBP + remarketing; add social/video as you scale.
10) Do referrals still matter?
Yes—automate referral asks after PTO or first bill.
11) Can AI do objection handling?
Yes—use a curated library and escalate complex cases.
12) Is door-to-door dead?
Not everywhere—combine routed canvassing with digital booking.
13) What about HOA rules?
Gather HOA status early and provide specification sheets.
14) How do I prevent spam leads?
Use phone/email verification and scoring thresholds.
15) What’s a solid close rate?
20–35% of proposals sent, varying by market/offer.
16) Should I charge for site visits?
Commonly free; keep visits short and purposeful.
17) How do I manage cancellations?
Rescue script + re-model options; capture reason codes.
18) Which KPIs to watch daily?
Speed-to-lead, booked rate, show rate.
19) How soon to send the proposal?
Within 24 hours of capture, sooner if VSS is complete.
20) What’s a healthy CAC?
Varies widely; track by channel and aim to improve monthly.
21) Should I bid on competitor names?
Carefully—ensure relevance and landing page quality.
22) Can AI read utility bills?
Yes—extracts kWh, plan type, and TOU flags when legible.
23) When do I add CTV/Video?
After intent channels (LSA/Search) are fully funded.
24) Do reviews affect close rate?
Strongly—aim for steady weekly review velocity.
25) First step today?
Add consented AI chat to your landing page and set SLAs for replies/turnarounds.
19) 25 Extra Keywords
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- solar growth playbook 2025
