SOLAR LEAD GENERATION
EXCLUSIVE SOLAR LEADS FOR INSTALLERS.
BINA finds homeowners who want solar, verifies that they own the home and starts following up the moment they come in, so your sales team gets booked appointments, not names on a list. Every lead is exclusive to you, and you pay 20% of your ad spend with no per-lead charges.
What a home solar system sells for
Berkeley Lab's 2026 data update puts the median home system installed in 2025 at 7.7 kW, and the median installed price that year at $3.60 a watt, in 2025 dollars and before incentives, for systems the homeowner owns. That is about $27,700 for a median system, by our math. Cash buyers paid a median $3.00 a watt and loan buyers $4.50.
Prices vary widely between installers: leaving out apparent outliers, the medians across the top 100 installers ranged from $2.40 to $6.30 a watt. Berkeley Lab puts soft costs, which include customer acquisition, plus the other balance-of-system costs at roughly 80% of the installed price, so what you pay to win each customer shows up in every quote.
How homeowners buy solar now
- The IRS says the homeowner solar credit (section 25D) is not allowed for systems installed after December 31, 2025, even if the homeowner paid earlier, so homeowners who install in 2026 cannot claim it.
- 40% of home systems installed in 2025 were owned by a third party through a lease or a power purchase agreement, up from 23% in 2023.
- Lower-income buyers were more likely to lease or sign a power purchase agreement, while higher-income buyers more often paid cash or took a loan.
How we find solar homeowners
- Ads on Meta and Google aimed at homeowners who want to go solar, with AI-made creative tested live.
- Quiz funnels that filter out renters and out-of-area visitors before they reach you.
- Verification against our homeowner data: the phone is real, they own the home, and they are actively looking.
- Follow-up from the moment a lead comes in, 24/7, with a dialer that calls each homeowner from a local number.
- Bina One, our CRM, which follows every lead from new to booked and sold.
Exclusive, never shared
Marketplaces like Angi and Modernize can send the same homeowner to several contractors. Ours go to one: the moment a homeowner enters our system they go on an exclusion list, so they are never sold to anyone else. Exclusive vs shared leads shows how to compare the two.
Results across our clients
A national home improvement operator peaked at 95 qualified appointments booked in a single day. One contractor closed about $900K in contracts in their first month on roughly $5K of ad spend. Results depend on your market, your offer and your sales team.
What it costs
A monthly management fee of 20% of your ad spend, plus a one-time $1,500 setup fee. The minimum ad spend is $5,000 a month, and there are no per-lead charges. Meta and Google bill the ad spend to your own card. How we charge has the full breakdown, and pay per lead vs a marketing agency compares the two ways to buy.
Who it is for
Residential solar installers with a sales team. We recommend at least two salespeople and someone handling appointments. Appointment setting covers how the calls and the booking work. We also run ADU, roofing, window and bathroom remodeling lead generation.
Sources
- Berkeley Lab, U.S. Distributed Solar and Storage Data, 2026 Data Update, on system sizes, prices and ownership.
- IRS fact sheet FS-2025-05, on the end of the section 25D credit.
