Key Takeaways:
- Exclusive solar leads cost $20–$80 in 2026, while shared leads run $10–$25 and live transfers $150–$300+
- Location is the biggest pricing factor - leads in California and Texas cost 30–50% more than less competitive markets
- The real metric that matters is cost per installed system, not cost per lead - a $60 exclusive lead converting at 18% beats a $15 shared lead converting at 4%
- Aged solar leads ($2–$8 each) are dramatically undervalued for companies with strong nurture campaigns
- Most solar companies overpay for leads by buying shared leads at scale instead of investing in fewer, higher-quality exclusive leads
Understanding what solar leads actually cost - and more importantly, what they should cost - is the difference between a profitable solar business and one that burns cash on low-quality prospects. The solar lead market has changed significantly in recent years, and 2026 pricing reflects a more mature, competitive landscape.
This guide breaks down every aspect of solar lead pricing: what you will pay by lead type, what drives those prices up or down, how costs vary by state, and a concrete framework for calculating whether your leads are delivering real ROI.
Solar Lead Pricing by Type in 2026
Not all solar leads are created equal. The type of lead you buy determines your cost, conversion rate, and ultimately your profit per install. Here is what the market looks like right now:
Complete Solar Lead Pricing Table
| Lead Type | Price Range | Avg. Conversion Rate | Leads Per Install | Effective Cost Per Install |
|---|---|---|---|---|
| Exclusive leads | $20–$80 | 15–25% | 4–7 | $140–$400 |
| Shared leads (2–4 buyers) | $10–$25 | 3–8% | 13–33 | $250–$500 |
| Shared leads (5–8 buyers) | $5–$15 | 1–4% | 25–100 | $375–$750 |
| Live transfer appointments | $150–$300+ | 25–40% | 3–4 | $375–$900 |
| Aged leads (30–90 days) | $2–$8 | 1–5% | 20–100 | $160–$400 |
| Pre-set appointments | $200–$500 | 30–50% | 2–3 | $400–$1,000 |
| Inbound calls | $80–$200 | 20–35% | 3–5 | $300–$700 |
The pattern is clear: exclusive leads deliver the best balance of cost and conversion. While live transfers and pre-set appointments have higher conversion rates, their per-lead cost often makes them less efficient than a well-worked exclusive lead.
What Factors Affect Solar Lead Pricing?
Solar lead costs are not random. Several concrete factors drive pricing up or down:
1. Geographic Location
Location is the single biggest variable in solar lead pricing. Markets with high solar adoption, strong incentives, and intense installer competition command premium pricing.
Solar Lead Pricing by State (Exclusive Leads)
| State | Avg. Cost Per Lead | Why |
|---|---|---|
| California | $50–$80 | Highest solar adoption, intense competition |
| Texas | $40–$70 | Rapid growth market, deregulated energy |
| Florida | $35–$65 | Strong sunshine, growing adoption |
| New York | $40–$75 | High electricity costs, strong incentives |
| Arizona | $30–$60 | Excellent solar resource, mature market |
| Colorado | $30–$55 | Strong state incentives, eco-conscious consumers |
| North Carolina | $25–$50 | Growing market, less installer competition |
| Ohio | $20–$45 | Emerging market, lower competition |
| Pennsylvania | $25–$50 | High electricity costs, moderate competition |
| Nevada | $30–$55 | Excellent solar resource, net metering policies |
Key insight: If you operate in a less competitive state, you may be overpaying if your provider charges California rates. Always ask for state-specific or zip-code-level pricing.
2. Lead Exclusivity
This is the factor most directly under your control. Exclusive leads vs. shared leads is not just a pricing decision - it fundamentally changes your sales experience and close rate.
When you buy a shared lead, you are one of 3–8 installers calling the same homeowner. The homeowner is overwhelmed by calls, quickly becomes price-focused, and often goes with whoever calls first or offers the lowest quote.
With exclusive leads, you have the space to take a consultative approach, build rapport, and sell on value rather than racing to the bottom on price.
3. Homeowner Verification Level
Leads with deeper verification cost more but convert dramatically better:
- Basic form fill (name, phone, address) - lowest cost, lowest conversion
- Homeowner confirmed (ownership verified via property records) - moderate premium
- Utility bill verified (monthly energy spend confirmed) - higher premium, much better conversion
- Roof assessment included (satellite imagery confirms suitable roof) - highest premium, best conversion
A lead that includes verified homeownership, a $200+ monthly electricity bill, and a south-facing roof with minimal shading is worth 3–5x more than a basic form fill from someone who may be a renter.
4. Delivery Method
How leads reach you affects both pricing and your ability to convert:
- Form fills (delivered via email, CRM, or API) - least expensive, requires outbound call
- Inbound calls (homeowner calls you directly) - moderate premium, high intent
- Live transfers (agent qualifies and transfers live call) - highest premium, best for experienced closers
5. Seasonality
Solar leads follow seasonal patterns. Pricing tends to peak in spring and early summer (March–June) when homeowner interest spikes, and dips in late fall and winter (November–February) in most markets. Savvy solar companies buy leads year-round and use the slower months to fill their spring installation pipeline.
How to Calculate Your Solar Lead ROI
Knowing your cost per lead is meaningless without understanding your cost per installed system. Here is the framework:
ROI Calculation Example
Scenario: A mid-size solar installer buying exclusive leads from LeadsHunt
| Metric | Value |
|---|---|
| Monthly lead spend | $5,000 |
| Cost per exclusive lead | $50 |
| Leads purchased | 100 |
| Conversion rate (lead to install) | 18% |
| Installations from leads | 18 |
| Average system revenue | $28,000 |
| Gross margin per install | 25% |
| Gross profit per install | $7,000 |
| Total gross profit | $126,000 |
| Cost per acquisition | $278 |
| Monthly ROI | 25.2x |
Even at $50 per lead, the math is overwhelmingly positive when leads are exclusive and properly worked. Compare this to shared leads:
Same installer buying shared leads:
| Metric | Value |
|---|---|
| Monthly lead spend | $5,000 |
| Cost per shared lead | $15 |
| Leads purchased | 333 |
| Conversion rate | 4% |
| Installations from leads | 13 |
| Average system revenue | $28,000 |
| Gross profit per install | $7,000 |
| Total gross profit | $91,000 |
| Cost per acquisition | $385 |
| Monthly ROI | 18.2x |
The shared lead strategy produces fewer installations, higher cost per acquisition, and requires significantly more sales effort to work 333 leads vs. 100 - despite spending the same $5,000.
Signs You Are Overpaying for Solar Leads
Not sure if your current lead costs are reasonable? Here are the warning signs:
Red Flags in Your Lead Spend
-
Your cost per acquisition exceeds $800. In most markets, exclusive leads should produce a CPA under $500. If yours is consistently higher, your leads are either low quality or your sales process needs work.
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More than 20% of leads have bad contact data. Disconnected numbers, wrong emails, or non-homeowners indicate poor verification.
-
You are buying shared leads and your close rate is under 3%. This is the shared lead death spiral - low conversion leads to more lead purchases, which leads to more wasted spend.
-
Your provider cannot show TCPA consent documentation. This is not just a compliance risk - it often indicates lower-quality lead generation practices.
-
Leads lack basic qualification data. If your leads do not include homeownership status, monthly electric bill, or roof type, you are paying for unqualified prospects.
How to Reduce Your Solar Lead Costs
Buy Exclusive and Work Them Properly
The single most impactful change most solar companies can make is switching from high-volume shared leads to fewer, exclusive leads. The per-lead cost increases, but the cost per install drops and your sales team's morale improves dramatically.
Respond Within 5 Minutes
Speed to lead is not just a best practice - it is the difference between closing and losing. Set up real-time CRM delivery, instant SMS auto-responders, and round-robin call routing so every lead gets contacted within minutes.
Build a Nurture Pipeline for Aged Leads
Aged leads at $2–$8 each represent enormous untapped value. Not every homeowner is ready to install solar the day they fill out a form. Build a 90-day nurture sequence combining email, SMS, and occasional phone calls to re-engage these leads when they are ready.
Diversify Your Sources
Do not put all your budget into one channel. Combine exclusive lead providers for your primary pipeline, Google Ads for high-intent search traffic, and referral partnerships with roofers, electricians, and real estate agents for warm introductions.
Negotiate Volume Commitments
If you are buying 200+ leads per month, negotiate volume pricing with your provider. Most quality lead providers, including LeadsHunt, offer tiered pricing that can reduce your per-lead cost by 10–20%.
Choosing the Right Solar Lead Provider
Not all lead providers are equal. When evaluating options, benchmark their pricing against industry standards and ask these questions:
- Is the lead exclusive? Never sold to another installer?
- How is homeownership verified? Property records, self-reported, or not at all?
- What qualification data is included? Monthly electric bill, roof type, shading?
- How are leads delivered? Real-time CRM push, email, or batched?
- What is the replacement policy? How do they handle bad data?
- Can they provide TCPA consent records? For every individual lead?
At LeadsHunt, every solar lead is exclusive, homeowner-verified, and delivered in real time with full TCPA documentation. We include monthly electricity spend, roof suitability indicators, and property ownership verification - so you are calling qualified homeowners, not renters or tire-kickers.
Frequently Asked Questions
How much do solar leads cost in 2026?
Solar leads range from $20–$80 for exclusive leads, $10–$25 for shared leads, and $2–$8 for aged leads. Live transfer solar appointments run $150–$300+. Pricing depends heavily on location, homeowner verification level, and whether the lead is exclusive. California and Texas command the highest prices due to intense installer competition.
Are exclusive solar leads worth the cost?
Yes. Exclusive solar leads typically convert at 15–25%, compared to 3–8% for shared leads. While they cost more upfront, the cost per installed system is usually significantly lower because you are not competing with 3–5 other installers for the same homeowner. Most solar companies that switch from shared to exclusive leads see their cost per acquisition drop by 30–50%.
What affects solar lead pricing?
The key factors are: geographic location (California and Texas cost the most), homeowner verification level (verified ownership and utility data increase cost but dramatically improve conversion), exclusivity (exclusive costs 2–4x more than shared), delivery method (live transfers cost more than form fills), and seasonality (spring and summer leads cost more due to higher demand).
What is a good cost per acquisition for solar?
A strong solar customer acquisition cost is $200–$500 depending on system size and market. With average residential system revenue of $25,000–$40,000 and gross margins of 20–30%, even at the high end of lead costs the ROI is very strong. If your CPA consistently exceeds $800, evaluate your lead quality, sales process, and speed to lead.