By Jim Alamia, Founder of Invention Solar & Former CMO of Momentum Solar
Let me tell you a story about when I first realized the old marketing tricks in solar lead generation were no longer cutting it. Back in 2013, I was the first CMO of a small NJ-based solar company called Pro Custom Solar. We rebranded that company into Momentum Solar, and from there, we catapulted it into the top echelon of solar providers in the U.S. How’d we do it? By realizing—early on—that marketing strategies have a shelf life. You can be the best at one particular channel, but if you don’t adapt to new tactics and technologies, you’ll be left behind.
From Email Blasts to Telephony Systems
Before diving into the solar world, I came up in the era of the internet’s birth, cutting my teeth on email blasts when that was the hottest way to generate leads. It was a cat-and-mouse game that kept me on my toes—spam filters would adapt, then we’d change up our approach, and the dance continued. By the time I was at Momentum Solar, the game had evolved. We started building telephony systems, call centers, and BPOs (Business Process Outsourcing) that specialized in solar lead generation. Again, it worked great—until the next wave of change hit.
The Age of Digital Marketing
We all know that online ad platforms revolutionized marketing. Platforms like Google Ads, Facebook Ads for solar, and everything in between opened up new horizons. Suddenly, data-driven advertising became essential. It wasn’t just about who could craft the best jingle or deliver the snazziest email subject line. It became about analytics, conversion metrics, and continuous optimization.
But even these tactics eventually plateau. Why? Because everyone started doing them. The marketing playing field, especially in solar, got packed with aggressive competitors armed with the same technology and ad strategies. When everyone’s fishing in the same pond and ping-post, you’ve got to move to deeper waters—or risk going home empty-handed.
Why Marketing Tricks Stop Working
Here’s the dirty little secret: every marketing trick works—until it doesn’t. A new platform or tactic bursts onto the scene, everyone rushes in, the market saturates, and results trickle off. According to a Sender.net article, 61% of marketers say generating traffic and leads is their biggest challenge. That’s because once a channel is flooded, performance dips, and cost per acquisition skyrockets. You’ve got to pivot—fast.
Many Irons in the Fire
The key to surviving—and thriving—is to have multiple irons in the fire. Sure, some might sizzle, while others fizzle. But you won’t know which is which until you test them out. And you’ve got to stay nimble enough to retire what isn’t working and invest more in what is. It’s about having the instincts (and, frankly, the guts) to know when to cut bait and when to double down.
In today’s hyper-competitive environment, you also need a high EQ. Marketing is not just algorithms and data points; it’s about understanding human behavior, emotional triggers, and how to connect with people on a personal level. Especially in residential solar—folks aren’t just buying a product; they’re buying a lifestyle choice and a long-term commitment. Empathy and clarity in your messaging are indispensable.
Birth of Invention Solar
After leaving Momentum Solar, I worked with SunPower dealers across the country and saw firsthand how complicated lead generation can be—especially for residential solar. That’s why I founded Invention Solar. We realized that the industry craved mastery in the solar leads space. Whether you’re a small solar startup or an established provider, you need fresh, high-quality leads to grow. But the playbook keeps changing, and you can’t rely on just one method to keep the pipeline full.
At Invention Solar, we’ve taken a multi-channel approach:
- Live Transfers
- Real-Time Exclusive Web Leads
- Aged Solar Leads
- Professional Services
Why offer all three? Because sometimes your best marketing strategy is variety. Maybe you need the immediacy and personal touch of live transfers. Maybe you want to convert real-time web leads quickly. Or maybe your sweet spot is nurturing aged leads with a solid follow-up strategy. Different strokes for different folks.
So, What Needs to Be Done?
- Stay Curious: Never rely on just one channel or technology. The digital marketing world moves too fast for that.
- Invest in the New Stuff: Don’t be afraid to test emerging platforms. If they flop, you’ve learned something. If they take off, you’ll be ahead of the game.
- Cut Bait Promptly: Keep an eye on ROI. If a channel nosedives after testing, move on without regret.
- Have High EQ: Data is great, but remember you’re dealing with real people who have emotional drivers.
- Know Your Audience: Solar buyers aren’t just looking for savings; they’re looking for trust and a partnership they can count on.
When Your Marketing Tricks Stop Working
Don’t panic. It’s a natural part of the cycle. The only real mistake is ignoring change. Be prepared to pivot, adapt, and reinvent. That’s the hallmark of a great marketer, whether you’re in solar or any other industry.
Ready to level up your marketing game and keep those leads flowing?
Marketing is a journey, not a destination. And let me tell you, it’s a wild, rewarding ride—especially when you know how to steer.
One of my favorite quotes, “Creativity with a plan is call marketing. Creativity without a plan is called art.
Remember it.
Book a call with an Invention Solar lead specialist today. We’re here to help you navigate the ever-changing landscape of solar marketing with strategies that actually work—until it’s time for the next new thing, of course.
Best,
Jim Alamia
