Messaging Best Practices

In this Article 

• Introduction 

• Why Messaging Matters 

• Step 1: Create a Follow-Up Plan 

• Step 2: Write Your Intro Message 

• Step 3: Build a Follow-Up Message Series 

• Step 4: Use Bulk Messaging for Efficiency 

• Step 5: Engage Shoppers in Conversation 

• Step 6: Build Trust and Credibility 

• Messaging Mistakes to Avoid 

• FAQs 

• How to Get Help 

Introduction 

Successfully communicating with your leads is one of the most important things you can do to win business on EnergySage. 54% of winning quotes on EnergySage came from shoppers who reached out to the installer via messaging. Installers who invest in a strong messaging strategy get more replies, build stronger relationships, and close more deals. 

This article will walk you through how to build an effective messaging strategy from the ground up—from planning your follow-up cadence to crafting messages that convert. Whether you’re new to EnergySage or looking to improve your results, these best practices will help you make the most of every lead. 

Why Messaging Matters 

EnergySage shoppers are actively researching solar. They’re gathering information, comparing quotes, and deciding which installers they feel confident working with. Until they’ve made that decision, they may not respond to your outreach—but that doesn’t mean they’re not interested. 

The shopper isn’t just deciding if they’ll engage with an installer—they’re deciding which installer to engage with. If you continue to follow up with helpful, relevant messages, you keep yourself in the running. Our top-performing installers send 4–6 unique messages to each shopper, spread out over time. That consistent, thoughtful outreach makes a real difference. 

Step 1: Create a Follow-Up Plan 

Don’t try to keep track of follow-up in your head. A simple, written plan will keep you consistent and ensure no leads slip through the cracks. 

Ask yourself three questions: 

• Who? Which person on your team will be responsible for follow-up? 

• How? How will my team follow up via the EnergySage message center, and call or text shoppers who shared their number? 

• When? What is your timeline for follow-up? What regular time is set aside each day or week to send messages? 

Write the plan down, share it with your team, and follow it. Consistency is what separates top performers from the rest. 

Tip: We recommend sending at least one message per week for the first month after a lead is assigned. Then continue to check in periodically after that. 

Step 2: Write Your Intro Message 

Your intro message is your first impression—make it count. Draft several versions of your introductory message so you can tailor your outreach to different types of leads. Your core content can stay the same, but a small personal touch goes a long way toward earning a shopper’s trust. 

Every intro message should: 

• Clearly state your Unique Value Propositions (UVPs)—what sets your company apart 

• Be concise: aim for 2–3 short paragraphs at most 

• Include your contact information: name, phone number, email, and calendar link 

• Feel conversational, not like a sales pitch 

Draft intro variations for common lead types, such as: 

• Information specific to the homeowners utility company  

• The homeowner is eligible for a local incentive or rebate that you can highlight in your intro 

• The homeowner included notes about their project — reference those details directly to show you've read their request and are paying attention 

• The homeowner has indicated financing preferences (loan, lease, PPA, or cash) that align with options you offer 

• The homeowner's address is close to your office 

• The homeowner has a unique roof type (metal, flat, tile, slate, etc.) that you install on 

• The homeowner is looking for a new roof, and you offer roofing services in-house 

• The homeowner lives in an HOA you have experience with 

• You recently completed an installation near the lead's home 

• The homeowner has existing solar panels that need removal, and you offer that service 

• The homeowner has requested an add-on you offer: ground mount, EV charger, heat pump, carport, solar patio cover, critter guard, battery storage, or O&M services 

 

Step 3: Build a Follow-Up Message Series 

It takes time for a consumer to make a decision about a purchase as large as solar. You’ll want to gently nudge them along and check in on their shopping progress. Create a series of at least 4 unique follow-up message templates that you can send over a period of 4 to 8 weeks. 

Make each follow-up message unique and valuable. Here’s a suggested cadence: 

1. Message 1 (Week 1): Reinforce your UVPs. Mention facts that set you apart from other installers. 

1. Message 2 (Week 2): Share something educational—a tip about going solar, an explanation of local incentives included in your quote, or why you recommended specific equipment. 

1. Message 3 (Week 3–4): Ask a low-pressure question to spark a conversation: “What sparked your interest in going solar?” or “Can you send me your electric bill so I can provide a more accurate quote?” 

1. Message 4 (Week 5–8): Offer a personal connection—a reference from a past customer, a case study, or an invitation to call or schedule a meeting at their convenience. 

Every follow-up should include your UVPs and contact information. Your Partner Success Manager (PSM) can help you create templates if needed. 

Step 4: Use Bulk Messaging for Efficiency 

Use the message center’s bulk message feature to send messages in bulk, to groups of leads that still feel like personal outreach. This is especially useful for sending follow-up messages at scale. 

When using bulk messaging: 

• Keep your messages relevant and specific to the audience you’re sending to 

• Use personalization tokens to include details about the shopper’s property or quote, so each message feels tailored 

• Pair bulk messaging with your follow-up templates for a streamlined workflow 

Learn more about the bulk messaging feature in the Partner Resource Center. 

Step 5: Engage Shoppers in Conversation 

Shoppers on EnergySage are wary of sales tactics, but most are happy to engage in a genuine conversation about solar. Make your messages conversational by asking low-pressure, easy-to-answer questions. 

Examples of good conversation starters: 

• “Do you have any preferences for where the panels are placed?” 

• “Can you send me your electric bill so I can provide a more accurate quote?” 

• “Do you know what AMP service you have for your electrical panel?” 

Help your leads learn about solar: 

Most shoppers are new to solar. Position yourself as a helpful guide by offering useful information about the shopping process. You can share tips and tricks about going solar, call out local incentives and product rebates included in your quote, send a case study from a project you recently completed in their area, explain why you offered the equipment in your quote (warranty, performance, etc.), or explain your warranties in easy-to-understand language. 

Step 6: Build Trust and Credibility 

Consumers distrust “salespeople,” but they do trust EnergySage and our content. Use that to your advantage. 

• Back up your claims with EnergySage data. Use our articles and resources to support your points. If a shopper seems skeptical, linking to EnergySage content can help build confidence. 

• Share positive feedback. Mention the quality of reviews you’ve received on other platforms, especially if you’re newer to EnergySage or have fewer reviews on our site. 

• Offer references. Find a few past customers willing to serve as references. Some homeowners prefer sharing just an email address rather than a phone number. If needed, incentivize past customers with small rebates, discounts, or perks. 

• Share a polished intro video. A short, professional video introducing your company and team can go a long way toward humanizing your business. 

• Make it easy to connect with you. Include your name, phone number, email, and calendar link in every message you send. 

• Reply quickly. Responsiveness is extremely important to your success on EnergySage. Reply to messages as soon as possible. 

• Proofread. Always check your messages for accurate spelling, grammar, and punctuation. 

Messaging Mistakes to Avoid 

• Lengthy or wordy messages. Be mindful of your message length. Aim for 2–3 short paragraphs at most. 

• Asking for questions. Most consumers are new to solar and don’t know what questions to ask. Instead of asking them to send you questions, provide helpful information proactively. 

• Not highlighting your UVPs. Every message should tell the consumer why they should choose your company. 

• Only asking for a phone call or a meeting. Most consumers won’t respond to this alone. Give them a compelling reason to engage first. 

• Offering gimmicks. Avoid flashy deals like “FREE BATTERIES!” or “SPECIAL OFFER ENDS TODAY.” EnergySage shoppers are wary of scams and are unlikely to respond to aggressive sales tactics. 

Note: This does not apply to legitimate, timely offerings you wish to highlight for the consumer, such as a seasonal promotion or end-of-year special. 

 

FAQs 

How many messages should I send to each lead? 

Our top installers send 4–6 unique messages to each shopper, spread out over 4–8 weeks. Each message should be different and offer value. 

What if a lead isn’t responding to my messages? 

Don’t give up. Shoppers are often still researching and haven’t decided which installer to engage with yet. Continue following your follow-up plan with helpful, non-pushy messages. You’re still in the running as long as you keep showing up. 

Can I use the same message for every lead? 

We don’t recommend it. Tailoring your messages—even slightly—makes a big difference. Use personalization tokens in bulk messages, and draft intro templates for different lead types so your outreach feels relevant. 

Where can I find my UVPs? 

Review our guidance on Unique Value Propositions in the Partner Resource Center. If you’re not sure what makes your company stand out, your Partner Success Manager can help. 

Can my PSM help me create message templates? 

Yes! Your Partner Success Manager is a great resource for reviewing and refining your messaging strategy and templates. 

How to Get Help 

For help building your messaging strategy, creating templates, or getting the most out of the EnergySage messaging platform, reach out to your Partner Success Manager.