Why “free” ruins solar lead quality

▶ 0:00How can you avoid the word free in your solar ads? So we've shown you ads like this one, November offer, free car charger, and then in fine print, installed with all solar installs. Now, that's only going to get you one type of lead. You want to avoid these like the absolute plague. It's just going to be people thinking that they're getting a free EV charger with no solar installation whatsoever. Or it's going to be people thinking that the solar itself is free. As soon as you put the word free in a single image ad, especially, it's a little bit better on a video,

▶ 0:29but in a single image ad, you are essentially stuffed and you either have to have such great nurturing systems on the back end that you can sift through all of the hundreds of low quality leads that you're going to get or you need to just rethink the front end, which is what I'm going to talk about today. Sometimes even using the call to action free quote can be quite risky because people think that it is a quote for free solar. So you have to be really, really careful about how you state it and the copy that you write so that there's as much distinction as possible. That said, you do need to offer some sort of value up front in order to actually get that interest, that click, that conversion. But you need to ensure that there's

▶ 1:07a really seamless path from getting that value, claiming that value up front, and actually going ahead with your service. So the obvious one is, you know, a complimentary survey, complimentary quote, because it's basically part of the sales process. So the word free doesn't work, gives you bad leads, bad conversations, and a bad experience. But what is a viable alternative? So you can do a percentage off like 10% off installations for surveys booked in January, that can work quite well. And it can be a nice way to fill up your pipeline in potentially quieter months, or actually still generate leads during a month like December, when overall ad performance is potentially going to be down. You can also use kind of bonus panels, we've seen by 10 panels get an additional five work

▶ 1:50quite well, or we'll cover the cost of every second panel. But notice how we very carefully avoid the word free in any of these instead of saying why 10 panels get five free. We really carefully avoid that bonus scaffolding can also work quite well. So the emphasis is on getting an element of the service covered as opposed to getting something explicitly for free. There's an important note on actually when to deploy these styles of advertising. So in our experience, these ads actually best utilize when someone has already been exposed to your more like rapport focused advertisements. So these are the ads that are you on camera talking through an installation, all of that kind of thing where they've they've been

▶ 2:30exposed to you a little bit more. And then they basically just need something that's a little bit harsher, a bit more of an offer to actually get them to convert. If you do this to a cold audience that potentially hasn't seen any of your ads before, then it can feel like a bit of a pitch that and unfortunately, you can end up kind of fading into the abyss of price focused single image ads that just don't really have any story to tell really cool on today. If you'd like to get a copy of this document as we build it out, then enter your details into the link somewhere on this post or in the comment section. And if you want the implementation of everything that I am going to discuss in this whole document, then you should book a call with us, essentially carry on that same link, and it will

▶ 3:06ask you some questions. And then you can see if you're qualified to work with us on our core offer. Awesome. Have a great day. And I'll see you in the next one.