Many solar and heat pump installers have a conversion rate from sales appointment through to an actual install of less than 20%. While sales skills matter, the silent killer of these businesses is becoming a “Busy Fool” by failing to use a proper lead scoring for installers system. Installers spend hours every week driving out to quote people who are never going to end up in an installation. They are happy to have the survey, but they aren’t ready to buy.
The 4-Point Lead Scoring Checklist
Before we book any lead for a survey, they need to hit at least three (ideally all four) of these criteria. If they don’t, we don’t waste an installer’s time.
- Does the lead have a problem to solve? If they are doing a whole house renovation or their boiler is on its way out, that’s a problem. If they just clicked an ad because they saw a “grant,” that’s not a problem—that’s an inquiry.
- Are they giving buying signals? Have they had other quotes? Do they have a specific date for the install? These “green flags” show a prospect who is likely to move forward.
- Are they educated? Have they done their research? Are they asking insightful questions? This shows they are further down the buying journey.
- What is the budget tonality? When you discuss rough price ranges (e.g., £5,000 contribution), does the lead show concern? If price is no issue, that is a massive green flag.
Breakdown of a “Bad” Lead (The Information Seeker)
In our live call breakdowns, we often see leads who are happy to have a survey but fail the lead scoring for installers test.
Take a prospect who asks, “Does the heat pump replace the boiler?”This shows they haven’t done the research. They are at the very start of their journey. They often ask for a contractor to come round just to give “technical information.”
The Verdict: Even if they agree to a survey, they are just looking for a free consultation. Sending a surveyor out here is a waste of time and fuel.
Breakdown of a “Good” Lead (The High-Intent Buyer)
Contrast that with a high-intent lead. In one of our top-scoring calls, the prospect already had a quote from Octopus and a full heat loss calculation in front of him.
- The Signals: He was extending his house, already had a 30kW solar system and battery, and his boiler was failing.
- The Budget: When the team mentioned a £7,000–£9,000 price range, his tone was confident: “Yep, that’s fine.”
The Verdict: This is a lead that renewable energy installers UK would 100% book. He has the money, the technical knowledge, and a ticking clock on his broken boiler. This lead is 99% likely to result in a contract.
Conclusion: Focus Your Surveys on High Intent
The main takeaway is clear: you shouldn’t waste your time visiting and quoting every single lead. Many people just need to be nurtured over the long term. Your survey slots are a limited resource—they should be reserved for those who are ready to make a purchase within the next month or two.
By implementing lead scoring for installers, you move from being a “Busy Fool” to a focused business owner who only sits in front of ready-to-buy customers.
“Stop being a free consultant. If a lead isn’t hitting your scoring criteria, don’t go out. Your time is worth more than a ‘maybe.’ Focus on the leads that have already done their homework and have a real problem to solve.” – Brad Clark
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