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Messaging best practices

Learn how to write messages that excite and engage your leads, making them more likely to choose your company for their solar project.

Successfully communicating with your leads is key to your success on EnergySage. Our messaging platform allows you to easily message all of your leads, directly from our platform. Follow these tips to send engaging messages and close more deals.

Identify and highlight your Unique Value Propositions (UVPs)

Always highlight the things that set your company apart from your competitors. If you haven't already, review our guidance on UVPs in this article. Every message you send should clearly answer the question every customer asks: "Why should I choose you?".

Send bulk messages for efficiency

Utilize the message center “bulk message” function to send mass-mailings to groups of leads, that still feel like personal outreach. Always make your messages relevant and specific. Utilize our library of personalization tokens to include details about the shopper's property or quote so your message appears personalized.

Learn more about the bulk messaging feature here. 

Draft a selection of "intro" templates that address common attributes of homeowners you serve

When you have several options for messages to introduce yourself, you can easily provide a tailored experience for each lead you're assigned.  For example, you might draft versions of your intro messages that reference fun facts about the cities you serve most frequently.  Your core content can be the same in all introductory messages, but it's a good idea to make a good first impression with a bit of information that helps you earn the shopper's trust.

Some examples of successful categories for intro templates are: 

  • The lead is located close to my office. 

  • The lead has a unique roof (metal, flat, asphalt, tile, slate, etc.) that my company is willing to install on. 

  • This lead is looking for a new roof, and we offer roofing in-house. 

  • The lead is an HOA, we have experience with that HOA. 

  • We recently completed an installation on a home near the lead.

  • The customer has existing solar panels that need to be removed, and we are willing to remove them. 

  • The lead has requested any of the following, which we will install: 

    • Ground mount Car charger

    • Heat pump

    • Carport

    • Electric box 

    • Solar patio cover

    • Critter-guard

    • O&M provider

    • Snow shields

Create at least 4 follow-up message templates

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, or check in on their shopping progress. Write a series of check-in messages that you can easily send to consumers to remind them you'll be ready when they are. We recommend sending  4 messages over a period of 4 to 8 weeks.  Make sure each message is unique.  Your Partner Success Manager (PSM) can help you create templates if needed. 

 

Engage consumers in conversation

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

Are you planning on getting an EV?
Can you send me your electric bill so I can provide a more accurate quote?

Help your leads learn about solar

Most of our shoppers are new to solar. Help them learn by offering useful information about the shopping process:

  • Provide "tips and tricks" about going solar.
  • Call out local incentives and product rebates included in your quote. 
  • Send a case study of a project recently completed in their area.
  • Explain why you offered this equipment (warranty, performance, etc.)
  • Explain your warranties in easy-to-understand language. Share a polished, professional intro video. 

Make it easy for consumers to connect with you

Include your contact information in every message you send: Name, phone number, email, calendar link! Reply ASAP. Responsiveness is extremely important to your success or EnergySage. 

Build trust with the consumer

Back up your claims with EnergySage data. Use our articles to drive home your point or to get consumers to believe you if they seem skeptical. Consumers distrust “salespeople,” but do trust EnergySage and our content. Share positive feedback. Mention the quality of reviews you’ve received on other platforms, especially if you’re new to ES or have very few reviews. Offer references. Try to find a few past customers you can rely on to be a reference for you. If needed, incentivize people with rebates, discounts, or other perks. Some homeowners are more inclined to serve as a reference with just their email address instead of their phone number. Proofread. Always check your messages for accurate spelling, grammar, and punctuation.

Avoid making these messaging mistakes

  • Lengthy or wordy messages - be mindful of your message length, try for 2-3 short paragraphs, at most.
  • Asking for questions - most consumers are new to this process and don’t know what questions to ask. Avoid simply asking them to send you questions.
  • Not highlighting your UVPs - tell the consumer why you deserve their business.
  • Only asking for a phone call or meeting - most consumers do not respond to this type of message. You need to give them a more compelling reason to engage with you. 
  • Offering gimmicks - avoid scaring off potential customers with flashy deals (e.g. “FREE BATTERIES!” or “SPECIAL OFFER ENDS TODAY.” ES Customers are wary of scams and are unlikely to respond to this type of sales tactic. ⚠️ Please note: This does not apply to legitimate, timely offerings you wish to highlight for the consumer. (E.g. you’re offering a Thanksgiving special that will run through the month of November, or an End of Year special, etc.).