With recent legislation from the Federal Communications Commission (FCC) set to ban cold calling from automatic telephone dialing systems in 2025, the landscape of solar lead generation is undergoing a significant transformation.
“They’re banning all automatic dialing technology that call centers use,” says Rich Feola. “A lot of solar companies will buy data, like homeowner data or agent leads, and they’ll throw them into a dialer and spam people to try to set appointments. That’s going to be illegal by 2025.”
Feola, the founder of Solar Exclusive, is at the forefront of navigating this evolving landscape. With a keen understanding of the challenges and opportunities presented by the FCC’s impending regulations, he offers invaluable insights into the future of solar lead generation. He anticipates that with this news, a lot of solar companies will be going back to “old-school marketing tactics.”
“There’s really not going to be any other option,” he affirms. “It’s either going to be door knocking or getting exclusive leads.” However, Feola acknowledges that many businesses have grown reluctant to pursue the door-to-door route, citing concerns about efficiency, scalability, and consumer receptivity—especially in today’s digital age.
The rise of digital marketing and online lead generation has offered an alternative path for reaching potential customers without the logistical challenges and perceived intrusiveness of door knocking.
“The reality is that with door knocking, there’s a cap. You can only knock on so many doors as one individual sales rep. You can’t reach as many people as you would like. On the other hand, with online leads, you could literally pack out your calendar every single day,” Feola continues.
He highlights the potential for digital marketing to complement traditional sales tactics, providing solar companies with a diversified approach to lead generation. By leveraging online platforms such as Google or YouTube, businesses can target individuals actively seeking information about solar energy, thereby increasing the likelihood of conversion.
“I don’t think it’s a matter of having to outright ditch door knocking and only do online leads. Instead, it’s smart to diversify your marketing. So if you go door to door, that’s great, but maybe you’d like to not have to knock six days a week anymore. Maybe you want to go down to knocking two or three days a week and then fill the rest of your calendar with online appointments,” he continues.
In the face of regulatory changes and shifting consumer preferences, Feola’s message is clear: adaptation is not only necessary but also advantageous. By embracing a holistic approach to lead generation that embraces both traditional and digital methods, solar companies can position themselves for sustained success in the dynamic and evolving market landscape.
His insights are particularly resonant in light of the transformative impact of the COVID-19 pandemic on solar sales practices. As businesses were forced to pivot to virtual platforms, many discovered the untapped potential of digital marketing and online lead generation.
The exponential growth experienced by his own company, Solar Exclusive, during this period, serves as a testament to the viability and effectiveness of these strategies. Founded by Feola in 2017, Solar Exclusive is a one-of-a-kind solar marketing agency that provides exclusive and valuable leads for its clients.
“We grew by 1500% during COVID,” shares Feola, who explains that during this time, a lot of his clients gave up on door knocking in favor of virtual meetings. “I think that the biggest takeaway from COVID was that a lot of companies realized they don’t have to rely only on door-to-door. A lot of companies actually preferred selling virtually and just stayed that way.”
Amidst this evolution, Feola remains steadfast in his commitment to compliance with industry regulations. Recognizing the importance of adhering to laws enforced by bodies like the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC), he emphasizes the need for transparency and accountability in Solar Exclusive’s operations.
“Our leads are compliant,” he says. “We get exclusive consent from every single lead that opts in to get a solar quote.” Feola’s approach reflects a broader industry sentiment of accountability and integrity. With concerns about unethical practices and fraudulent behavior prevalent in the solar sector, there is a collective effort towards fostering a culture of ethical conduct and customer-centricity.
By prioritizing compliance and maintaining high standards, businesses like Solar Exclusive not only protect themselves from legal repercussions but also contribute to the overall credibility and sustainability of the solar industry.
If you work in the solar industry and would like to learn more about lead generation, visit Solar Exclusive’s website today.
