I embed in your solar business as your marketing leader, own SEO, paid, lead nurturing, Google Business Profile, attribution, and intake, and stay accountable to one number: signed contracts and installs.
As your fractional CMO, I'm the senior marketing leader your solar company gets without paying $200K+ for a full-time hire. I set the growth strategy, lead the vendors and CSRs who touch marketing, and own the result the way a full-time CMO would. The difference is that I'm not just advising from the sidelines, I'm in the account doing the work and reporting on it.
The first thing I build is real attribution. I set up call tracking with CallRail or CallTrackingMetrics and connect it to whatever CRM you run, whether that's a solar-specific platform, HubSpot, or Salesforce, so we can follow each lead from appointment to signed contract to install. With a high CPL and a sales cycle that runs weeks to months, that tells me where to scale spend and where to cut it, instead of guessing from lead counts. For solar specifically, I market to the real economics: solar is a high-ticket, long-consideration, financing-driven purchase with no recurring base. A $15,000 to $40,000-plus system earns back on one install plus add-ons like battery storage, EV chargers, and roof work, so I market accordingly. I nurture leads through the long cycle, lead with trust and financing, and optimize for appointment-set rate and cost per install rather than chasing the cheapest clicks.
The role is strategic, not just tactical. I run competitive and market analysis to understand what other solar companies in your markets are doing, and I track the demand drivers that move the business: rising utility rates, the federal tax credit and local incentives, net metering changes, and the pull toward energy independence and backup power. I use that to inform your strategy and your business direction from a marketing lens: where to push, which markets to enter, and how to position as the local, trustworthy installer instead of another high-pressure sales pitch. And I stay close. I'm in your inbox most days, send a weekly performance report, and keep you current on exactly what got done and what's next. Most solar owners get strategy from a consultant, execution from an agency, and accountability from no one. I bring all of that into one person who owns the number.
Senior marketing leadership and hands-on execution for solar operators who need a CMO but aren't ready to hire one full-time.
10 years embedded in home services across HVAC, plumbing, pest, electrical, and roofing. I'm not a generalist consultant learning your industry on your dime.
I've generated $100M+ in revenue and 2M+ leads. I measure cost per acquired customer, cost per install, and signed contracts, not impressions or click-through rates.
No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.
I wire up CallRail and CallTrackingMetrics and connect them to your CRM so we can follow each lead from appointment to signed contract to install, then scale the spend that actually produces installs.
Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.
I start by auditing your market with tools most operators don't have access to, so I can see who's winning, who's losing, and why. That tells us where the real opportunity is before we spend a dollar.
Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where your appointments, signed contracts, and installs are actually coming from today. No generic playbook gets applied until I understand your numbers and your sales cycle.
I build a plan to hit and exceed your revenue goals, with clear milestones, realistic timelines, and a budget mapped to the goal. You know what we're doing, when, and what it should return before we start.
Part of onboarding is getting your positioning right. Most solar companies go to market like everyone else, so they get lumped in with the high-pressure, door-to-door reputation that makes homeowners suspicious. I tease out what you actually do (local, no high-pressure sales, standing behind the install and warranty) and make that trust the center of your message.
We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, with payback period, monthly savings vs your current bill, and financing options front and center. Then I A/B and split-URL test with tools like Visual Website Optimizer to keep lifting conversion rate over time.
I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your team is setting appointments and qualifying homeowners. Because the solar cycle is long, I also build email and retargeting nurture so research-stage leads don't go cold. Then I report spend, cost per appointment, cost per acquired customer, and cost per install by channel every week or two, so we always know where to put dollars to scale.
This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how solar actually grows.
Solar is a high-ticket, considered purchase: a $15,000 to $40,000-plus system with a sales cycle that runs weeks to months. There's no recurring base to lean on, so every dollar has to earn back a one-time install plus add-ons like battery storage, EV chargers, and roof work. I'd rather pay more for a qualified homeowner who sets an appointment and signs than chase a pile of cheap leads that never get past the research phase.
I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect it to whatever CRM you run, whether that's a solar-specific platform, HubSpot, or Salesforce. Because CPL is high and the cycle is long, I follow each lead from appointment to signed contract to install and measure cost per acquired customer and per install, not cost per lead. Then I scale the spend that produces signed deals and cut what just produces tire-kickers.
Most homeowners researching solar are months from signing: they're comparing quotes, weighing financing, and deciding if it's worth it. So I build email and retargeting nurture that keeps you top of mind through that whole journey, with content that answers payback period, savings, and warranty questions. Lead quality and appointment-set rate beat raw lead volume every time on a purchase this size.
Solar searches range from 'solar company near me' and 'solar panel installation' to high-funnel research like 'is solar worth it', 'solar cost', and 'battery backup'. I tighten your Google Business Profile, build service and city pages plus educational content that captures and nurtures that research intent, and push review velocity so you win local search and earn trust before a competitor's door-knocker does.
For solar, Google Ads and LSAs matter but paid social, SEO, and nurture carry more of the load than they do in home services. I route demand to pages built to convert a high-ticket, financed purchase, with payback period, monthly savings vs the current bill, and loan, PPA, and lease options front and center. Then I send signed-contract and install data from your CRM back to the platforms so they optimize toward acquired customers, not cheap clicks.
Solar demand is driven by rising utility rates, the federal tax credit and local incentives, net metering policy changes, and the pull toward energy independence and backup power. Those shifts create urgency and seasonality, so I build messaging and budget around them and track what national installers and local competitors are doing across SEO, paid, reviews, and financing offers, then help you decide where to push and how to position.
Speed-to-lead still matters on a long cycle: a script that sets the appointment and qualifies the homeowner on roof condition, ownership, credit, and usage, plus missed-call text-back so no inquiry slips. In solar, the gap between a 25% and a 50% appointment-set rate, and whether reps are nurturing the rest instead of writing them off, is almost always intake and process, not more spend. It's usually the fastest win in the first 60 days.
An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for solar.
Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.
