When Marketing Meets Solar: A Conversation on What Actually Works
In the crowded, competitive world of solar sales, what separates the companies that thrive from those that barely survive? In Episode 6 of The Solar Coaster, I sat down with Jack Burleigh, VP of Sales at US Marketing Group, to unpack the marketing and sales strategies that are actually moving the needle in 2025.
Jack doesn’t deal in theory—he deals in results. And our conversation revealed some surprising truths about what’s working (and what’s not) in today’s solar marketplace.
The Direct Mail Renaissance: Old School Wins in a Digital World
Here’s something that might surprise you: while everyone’s fighting over Facebook ads and Google rankings, direct mail is quietly dominating in saturated solar markets.
“Look at Arizona,” Jack explained. “The market is absolutely saturated with solar companies. Everyone’s doing the same digital tactics, driving up costs and burning through budgets. But direct mail? It cuts through the noise.”
The key isn’t just sending mailers—it’s understanding your burn rate and targeting strategically. Jack emphasized that successful solar companies know exactly how much they can spend to acquire a customer and still maintain healthy margins. When digital channels become too expensive, direct mail offers a cost-effective alternative that lands directly in homeowners’ hands.
Data-Driven Lead Generation: The LinkedIn Goldmine
Another game-changer Jack shared? LinkedIn data for targeted outreach. For as little as $0.10 per record, solar companies can access high-quality, unique records that match their ideal customer profile.
“You need quality data, not just quantity,” Jack noted. “250 unique records that perfectly match your target market will outperform 2,500 random leads every single time.”
This approach is particularly valuable for book promotions, referral programs, and targeted campaigns where precision matters more than scale. It’s about working smarter, not just harder.
Reputation: Your Most Valuable Asset
Perhaps the most important insight from our conversation wasn’t about tactics at all—it was about reputation.
Jack emphasized that in the solar industry, your reputation is everything. Professional networking, word-of-mouth referrals, and building genuine relationships create a foundation that no marketing budget can replicate.
“You can have the best marketing in the world,” Jack said, “but if you don’t deliver on your promises, it won’t matter. Your reputation will either open doors or close them.”
This long-term thinking separates sustainable solar businesses from flash-in-the-pan operations. Companies that prioritize customer satisfaction, ethical practices, and professional relationships build businesses that weather market fluctuations and competitive pressures.
Beyond Solar: The Diversification Opportunity
One of the most forward-thinking parts of our conversation explored diversification. Jack sees tremendous opportunity for solar companies to expand into adjacent home improvement services—roofing, HVAC, energy-efficient windows, and more.
“You’re already at the home. You already have the trust. Why not offer additional services that complement solar?”
This strategy not only increases revenue per customer but also strengthens customer relationships and creates multiple touchpoints for referrals. It’s about becoming a trusted home improvement partner, not just a solar installer.
Understanding Your Numbers: The Burn Rate Reality
Throughout our conversation, Jack kept coming back to one critical concept: knowing your numbers.
Too many solar companies spend aggressively on marketing without understanding their true customer acquisition costs, lifetime value, or burn rates. This leads to unsustainable growth—or worse, rapid failure.
“You have to know how much you can afford to spend to acquire a customer,” Jack stressed. “If you don’t know that number, you’re gambling, not building a business.”
Key Takeaways for Solar Professionals
1. Don’t ignore traditional marketing. In saturated markets, direct mail can outperform digital channels at a fraction of the cost.
2. Quality data beats quantity. Invest in targeted, high-quality leads that match your ideal customer profile.
3. Your reputation is your most valuable marketing asset. Build it deliberately through exceptional service and professional networking.
4. Think beyond solar panels. Diversification into complementary home improvement services creates multiple revenue streams.
5. Know your numbers. Understanding burn rates and customer acquisition costs is the difference between sustainable growth and financial disaster.
Why This Episode Matters
Jack Burleigh’s insights cut through the hype and get to what actually works in solar sales and marketing. In an industry where everyone’s chasing the same strategies, his perspective on alternative approaches—from direct mail to diversification—offers solar companies a roadmap to stand out and succeed.
Whether you’re a sales professional looking to improve conversion rates, a business owner seeking cost-effective marketing strategies, or an entrepreneur exploring growth opportunities, Jack’s practical, results-driven approach provides actionable tactics you can implement immediately.
Listen to the Full Episode
Ready to master solar sales and marketing strategy? Listen to Episode 6 of The Solar Coaster on your favorite podcast platform:
Connect with Jack Burleigh
Want to learn more about Jack’s marketing strategies?
- Visit his website: jackburleigh.me
- Connect on LinkedIn: Jack Burleigh
Get The Solar Coaster Book
Explore more stories and strategies from the solar industry’s most successful professionals. Get your copy of The Solar Coaster book on Amazon.
