A residential solar installer moved off expensive, shared third-party leads and built an owned funnel that converts at a lower cost.
Sunline had been buying leads from a national aggregator at a fixed price per lead, with no exclusivity. Homeowners were often fielding calls from several installers within the hour, which drove down close rates and made every sales call feel like a race. Sunline wanted to own its acquisition funnel instead of renting access to someone else's.
The biggest objection in every sales call was upfront cost, but the website did little to address financing before a homeowner ever spoke to a rep.
Instead of competing on speed to call back a shared lead, Sunline started owning every appointment on its calendar.
Google Ads and Meta campaigns were built to generate exclusive leads directly, cutting out the shared-lead aggregator entirely.
A new landing page addressed monthly payment options and available incentives before asking for any contact information.
Homeowners could book a consultation directly from the ad, so Sunline's reps were the first and only call the homeowner received.
Exclusive appointments changed the tone of every sales call.
"We used to lose deals to whichever installer called back first. Now our reps are the only ones showing up in the conversation, and the financing messaging up front means we're not starting every call by talking someone out of sticker shock."
A 30-minute audit, no pitch attached.