Hi everyone. Today we’re going to talk about the power of reusable solar sales assets, specifically video assets. As a business, we’re very much video-first. We think video is incredibly powerful. If a picture tells a thousand words, a video tells a thousand images—quite literally, frame by frame. We’ll do other videos on more general sales assets you can use, like case studies and similar materials, but today I’m going to break down our favourite: video content.

These sales assets are going to be your best friend. They enable you to be “in person” with the customer even if you’re digital and hundreds of miles away—or even just 20 miles away in the case of a residential install.

The first thing you can do is gather customer interviews. This applies to both residential and commercial customers. This is where you physically join the customer and film an interview-style video, guiding them through a set of questions. These tend to be more polished and structured. The downside, however, is exactly that: they can feel overly polished and less authentic. Many energy companies produce these, and they often feel forced, as though the customer is being coached to answer in a specific way. Even if people can’t consciously articulate it, there’s often an unconscious sense that the customer is almost acting.

That’s why we prioritise handheld customer video reviews much more heavily. In this case, you are not present with the customer. Instead, you send them a link to submit a video review. They record it themselves using a simple form—on their phone, laptop, vertical, horizontal, in the office, at home, wherever they like. The more natural, the better.

We actually give almost no guidance. They don’t need to show the installation, be outside, or wait for a sunny day. We simply ask them to talk to the camera as if they were talking to a friend. A major benefit of this approach is that it requires no fulfilment from your team. You don’t need a videographer, and you don’t need to travel to see a customer who might be hundreds of miles away.

Of course, it’s less structured. You get what you get. A customer might ramble or jump between topics, which can make it harder to extract a perfectly polished asset. At the same time, that lack of polish is exactly what makes it feel authentic. You’re not losing anything—you’re simply appealing in a different way.

Our customers are using these heavily right now, and we’re collecting a large volume of them. These are all normal people. Some have been incentivised with small rewards like gift cards, while many have simply done it because they were genuinely happy with the service.

If you want to watch examples and get a feel for what we’re aiming for, you can enter your email via the link labelled “Magnum Opus.” You’ll get access to a document where you can click through and watch the full videos.

We collect these using a platform that lets us create a simple online form. Customers can open it on their phone or laptop, click a button, allow camera access, hit record, and submit their review. The video goes straight into the backend where we can manage, improve, and download the footage in the correct format—no messy file transfers or compatibility issues.

The next type of asset is more commercially focused: full case study production videos. These can work for residential projects, but for commercial installs they’re almost a necessity. We work with Royal Energy, who run cold email outreach for commercial installers, and they consider these videos a prerequisite for strong performance. If you can’t get customers on camera, it can be a red flag.

Sustain is a great example. They now have multiple high-quality case study videos filmed on site with professional videography, customer interviews, drone footage, and even animation. Some of these are now being used as YouTube ads and are actively generating enquiries. These are extremely valuable assets.

Another powerful format is walkthrough and explanation videos. One example from Mark has performed exceptionally well on LinkedIn and YouTube. Beyond social media, Mark now sends this video directly to prospects to encourage them to agree to a survey. This works because it builds rapport before the survey even happens—rapport that would normally only be built in person.

These videos can be used across social media, ads (especially retargeting), websites, and emails. For retargeting, they’re ideal for warmer audiences who have already interacted with your brand but haven’t yet converted. These videos build enormous trust.

So how do you actually deploy these assets? First, weave them through all your public materials: social media, your website, ads, and email. One of our best-performing ads is simply a customer talking through their installation.

Second, send the most relevant video directly to prospects. For example, if a prospect is considering visiting an installation, you can send them a video review from that exact site. We’ve seen cases where a survey was booked within 30 minutes of sending a relevant video.

You can also use video to explain complex topics. Mark, for example, sends a “Solar 101” explanation video in advance of surveys. This saves time, improves understanding, and makes in-person meetings far more productive. Instead of typing long explanations, he simply sends a clear, polished video link that customers can watch in their own time. Customers genuinely appreciate this.

When it comes to getting started, begin by noting down the objections and questions you hear repeatedly. If you hear a question more than once, create a video asset for it—even if it’s only 10 or 30 seconds long. Some topics may need longer explanations, and that’s fine. These assets can be created once and reused for years, as long as regulations don’t change.

Batch recording works particularly well. Spend a couple of weeks collecting questions, then set aside an afternoon to record multiple videos in one go. You’ll quickly build a library of valuable assets that help move customers further down the sales pipeline.

Another opportunity is to turn parts of your survey process into videos. If you always explain the same diagram or pricing structure in person, record it once on video. This allows customers to understand the flow and logic before they even meet you.

Competitive advantage should also come from your customers, not just from you. If your strength is aftercare, ask customers—especially those you’ve helped post-installation—to record a short video explaining their experience. This is far more powerful than written reviews, which many people now distrust.

Video reviews, at least for now, are extremely hard to fake or replicate. That makes them a major opportunity.

Incentivisation needs to be handled carefully. Small incentives can work for residential customers, but they’re often irrelevant for commercial clients. Instead, think creatively. Many businesses want ESG and sustainability content. You can position video testimonials as valuable collateral for them: interviews, drone footage, building shots, and even ready-made social media posts they can use themselves. This turns the testimonial into a win-win.

Be mindful that RECC guidelines state you cannot incentivise reviews with gifts over £50.

Finally, ask customers what they found confusing during their buying journey and what resources helped them. If they relied on external content, that’s an opportunity for you to create something better and more relevant yourself.

That’s a quick overview of the video assets we strongly recommend all solar installers gather. If you’d like a copy of the full document, enter your details via the link in the comments. If you want help implementing all of this—and much more—follow the same link to book a call with us.

Thanks for your time. I hope this was useful.