New England Clean Energy is a residential solar integrator that services Massachusetts (excluding Boston), Southern New Hampshire and Rhode Island. Since its opening in 2006, New England’s lead generation was originating organically due to other larger competitors advertising heavily in the market. Consumers who were interested in home solar were calling and filling out website quote forms without New England having to advertise. In 2016, this organic lead generation began to slow down dramatically due to the industry in general cutting back on their advertising. This meant that New England Clean Energy needed to develop a cohesive brand and lead generation program to continue on an upward trend in sales.
Palmer recommended that New England Clean Energy needed to focus on developing a unique brand identity built on a brand platform with key messages that separated it from its competition. Further, Palmer recommended that this unique brand identity be the basis for a comprehensive lead generation program. Palmer immediately went to work by employing its proven “Palmer Process” to develop a brand identity and lead generation program that was and is unique to New England Clean Energy. The brand identity process entails various tasks such as:
New England Clean Energy = Solar Done Right - “Delivering better energy alternatives.”
Going solar is only a smart investment when it’s done right. New England Clean Energy delivers better energy alternatives backed by impeccable design, effective installation, industry-leading guarantees and being the highest rated solar installer in New England.
The lead generation strategy features the Unique Brand Identity messaging and utilizes the perfect blend of inbound marketing and outbound marketing. Palmer’s lead generation strategy employs a 360-degree approach in that all tactics work together to maximize the greatest potential for lead generation. Palmer addresses every stage of the buyer’s journey. Awareness, Interest, Desire, Action (AIDA). Not all consumers want to go solar today. They might go solar in 1 week, 3 months or even 6 months. Palmer’s strategy addresses each stage of the buyer’s journey specifically.
Once we developed the “Unique Marketing Position” we then developed the “Go To Market Strategy” which consisted of:
Data-driven analytics are the key to measuring ROI. Palmer tracks every lead from every tactic. Whether it is inbound marketing, outbound marketing or a phone call. Palmer can tell you the cost per lead for every tactic employed, what ads are working and what ads aren’t working, which means we are always analyzing and optimizing.
Solarreviews.com lists the average cost per lead for Solar to be an estimated whopping $1,929.At only $54 per lead, Palmer’s results generated more leads at well below average; 33 times lower than the average, to be exact.