Solar energy
Leads are cheap and expensive at once: high volume, but most have no suitable roof, consumption or credit. Sales reps spend the day on simulations that never close.
What changes in the pipeline
- Electricity bill amount and property type as qualification before the visit
- Booked technical visit as the conversion, not the simulation request
- Intended payment method recorded: cash and financed have different cycles
How we measure results here
Cost per completed technical visit and visit-to-signed-proposal rate.
The objection that always comes up
Leads are too expensive in this market.
They are expensive because they are measured as leads. The number that matters is cost per technical visit.