What we’ve actually been doing to generate solar demand

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January 8, 2026

47:18

What we’ve actually been doing to generate solar demand

I haven’t published a proper piece of content like this for a long time. Not because there wasn’t anything to say. But because we were too busy doing the work. Over the last year, we’ve been quietly helping solo installers and small solar teams scale demand without turning themselves into a commodity. No ads for ourselves. No content. No noise. Just implementation, iteration, and results. This video exists purely to give context. What we’ve been working on. Why we’re now documenting it properly. And how we’re approaching demand generation for solar companies who care about quality, not just volume. We’re building a long-form, living document that covers the full customer acquisition staircase for solar. From trust and reputation, through ads, conversion, nurturing, sales, and automation. Not as a playbook. As lived experience. If your work is top notch, you’ll recognise a lot of what’s in here.

For context, this video was originally recorded on 8 January 2026, views & strategies may have changed since.

Featuring

Jude Cornish

Chief Commercial Officer

Video transcript

I’ve cleaned this up into a single, properly structured block of text with consistent paragraphing so it can be fully justified when pasted into any editor (Google Docs, Word, Notion, Webflow, etc.).
True justification depends on the editor, but this is formatted exactly how you’d want it before clicking Justify.

You can copy-paste the block below and apply justification on your end.

Hello. Welcome back. It’s Jude from solaronsteroid.com. I haven’t done one of these in a while. I’ve done videos quite recently—things like website launch videos—but I haven’t done proper content content for a long time. I think the last video I did was about a residential solar website wireframe, and that was almost a year ago now. So I’m excited to get back on camera.

This video is really just going to be us talking through what we’ve been up to over the past year or so, helping solo installers scale—specifically from a marketing and demand generation perspective. The reason we’re creating this video is because we’re about to start what we’re calling a “magnum opus” covering everything to do with demand generation for solar companies.

We’re going to build this massive, long-form document, and if we stick to the plan, we’ll document the entire process and create videos explaining each part as we build it. The idea is that it will be genuinely useful. By the end of it, if you go to the link in this post and opt in, you’ll get access to the document—and you’ll even be able to watch us build it live if you want.

There’s nothing valuable in it yet, but there will be. That said, I’m not going to go into detail about our offer in this video. If you’re interested, go check out the landing page and watch the video there. If you need a reason to do that, here’s a quote from a residential solar installer we reached out to: “I’m almost stunned by how good your video came across. I can’t ignore you. It’s 100% on point, and I would love to find out more. You hit 10 or more of my wants and desires in that one video.”

Hopefully that gives you enough motivation to check it out.

There is, however, a problem. We’ve been delivering really strong results for our clients almost entirely under the radar since presenting at Solar & Storage Live earlier this year. No ads for ourselves. No content. Only recently did we start a cold outreach campaign—which is where that email came from.

We’ve now reached a point where, simply because of results and referrals, we’re having to turn away installers who don’t meet certain requirements. Things like review volume, MCS certification, and similar criteria. But we still want to help those installers who aren’t there yet—especially those who don’t qualify for our primary offer where we cover the ad spend.

The purpose of this document is to help make the pie bigger. We’re going to leave no stone unturned. We’ll give away the strategy in full and sell the implementation, not the thinking.

The document will cover trust and reputation, paid ads (primarily Meta), conversion systems, websites, nurturing, sales processes, and automation. Everything will be solar-specific. Nothing generic.

This video itself is mainly context. There aren’t many insights here. If you’re looking for tactics, you can probably switch off now. But if someone watches a later video and asks why they should trust us, this is the one they can come back to.

One of our first full implementations was with Infinite Energy. They’re currently running at an eight-times return on ad spend with zero upfront cost and zero ongoing cost. We covered the ad spend entirely. £52k in revenue, £22k gross profit, from £6.5k in ad spend. Campaigns are still improving, with multiple deals closing from a £2k monthly Meta budget.

The key thing we do is decommoditise the installer. Solar doesn’t have to be a commodity, even though there are thousands of MCS installers in the UK. The best installers differentiate on service, quality, and experience—and that’s what we amplify.

We rebuilt their website, focused heavily on case studies and customer transformations. We leveraged their reputation better by turning past customers into video advocates. These unscripted video reviews have become their highest-performing assets.

We scrapped their old ad strategy entirely. No price-led ads. No “free EV charger” nonsense. Instead, ads that actively repel price shoppers and attract quality buyers. Video ads fronted by the business owner or team. Retargeting powered by real customer stories.

We replaced native Meta lead forms with custom quiz funnels that qualify leads, educate prospects, and arm sales teams with context before the first call. We implemented a CRM to prevent lead leakage and create a stacking effect in the pipeline. We layered in automated email and WhatsApp nurturing designed around rapport, education, clarity, and urgency.

This approach isn’t limited to residential. In the commercial sector, we’ve generated over £800k in closed deals from £17k in ad spend, with seven-figure opportunities still in the pipeline. We also support commercial cold email campaigns with highly focused landing pages that dramatically improve reply and booking rates.

Over the next month, we’re going to release all of this content publicly. It’s free, but gated behind a verified solar business email for obvious reasons. We’ve mapped out over 100 highly specific topics. Nothing generic. Nothing recycled.

Every solar business has a customer acquisition staircase. Most installers are missing steps—or renting the staircase entirely. Our goal is to help you build your own, properly, from the ground up.

If you want access to the document as we build it, go to the link in this post. If you want implementation, answer the additional questions and we’ll see if you qualify.

Thanks for sticking with this one. The next videos will be much shorter. I’ll see you in the next one.

Put your solar business on steroids

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Put your solar business on steroids

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