Why it matters
The 10pm comparison
A homeowner opens three solar company websites on a Tuesday night after the kids are in bed. Two have a contact form. One answers her.
She asks what it would cost for a house like hers. The honest answer is that nobody knows until someone looks at the roof, and that's what she's told, along with the fact that the survey is free.
She leaves her name, her number and her address, and says she owns the house. That lead reaches one installer's inbox. Nobody sold it to two other companies at the same moment, and nobody has to win a race to call her first.
- 2.3companies, on average, are sold each solar lead from the lead seller SolarReviews, by its own account. A lead from your own website's chat goes to one company: you.SolarReviews, Solar Leads (seller's own figure, read September 2026)
- Dec 31, 2025was the last date a home system could be placed in service and still qualify for the federal residential clean energy credit. The assistant never tells a homeowner what they qualify for; the program and their tax professional do.IRS, Residential Clean Energy Credit
- 4terms turn a chat into a credit advertisement: a downpayment, a number of payments, a payment amount or a finance charge. Name any one and the APR and full repayment terms have to appear beside it. The assistant states none of them.Regulation Z advertising, 12 CFR 1026.24(d)
Example conversation
A savings question at 10pm
- Roughly how much would solar knock off my electric bill each month?
The question every solar site gets, and the one the FTC's guidance is about
- I can't put a number on that, because what a system produces depends on the roof, the shading and your own usage. The survey is free and it's what produces a real figure. Would you like us to arrange one?
No saving, no payback, no estimate. It offers the survey instead
- Maybe. Can I still get the 30% tax credit? Someone told me that makes it basically free.
- Whether any credit or rebate applies to you is for the program and your tax professional to say, not me, and I wouldn't call any install free. Our team can walk you through what they've seen. What's your name and number, where's the home, and do you own it?
Never answers eligibility, never says free, then asks what qualifies the lead
- Priya Raman, 555-0143. It's 22 Almond Way, and yes, we own it. Evenings work for us.
- New lead · Priya Raman · 555-0143 · Rooftop solar, asked about bill savings · 22 Almond Way · Evenings
Emailed to you the moment she sends it. That she owns the home is on the lead in your dashboard
Try a sample
Ask a sample assistant yourself
Sample Solar & Battery
SampleA sample solar installer, made up for this demo.
Nothing loads until you tap. No account, and nothing you type is saved.
What customers ask
What homeowners ask before they book a survey
- How much would solar cost for a house like mine?
- How much will it save me each month?
- Can I still get the federal solar tax credit?
- Can you add a battery to the system I already have?
- How long does it take from signing to switching the system on?
- What warranty comes with the panels?
- Which panels do you install?
- Do you install in my area?
It answers these from your own website, and hands over any it can't.
What it does
What it does for you
Turns your own visitors into leads nobody else gets
Each homeowner who leaves details in your chat reaches you by email straight away. There's no marketplace in the middle, no shared list and no fee per lead.
Answers the cost question without inventing a number
It says what's true of every roof: the figure comes from the survey. Then it offers the survey and asks for their details, rather than leaving them with nothing.
Asks the question that qualifies the lead
Whether they own the home. A renter usually can't sign for panels on a home they don't own, and finding that out in the chat rather than on the doorstep saves a wasted visit.
Keeps you out of the claims that draw enforcement
No savings figure, no payback period, no free-solar language, no suggestion you're sent by the utility or a government program, and no monthly payment.
Answers battery and EV charger questions from your pages
If your site says you add batteries to existing systems or fit EV chargers, it says so. If it doesn't, it gets someone to confirm rather than guessing at a specification.
Books the survey
It sends homeowners to your booking page, or once it has a name and number it offers four open survey times from your Google Calendar, at the length you set for a survey.
Rules it follows
Claim rules it follows
No savings, payback or production figures
It never states or estimates a saving, a payback period, a bill reduction, a return, or how much power a system would make, and never says solar pays for itself. The FTC's August 2024 guidance for solar sellers tells them not to overpromise savings that might come through tax credits, rebates or incentives.
Never free, never government-paid
It never says solar is free, no cost, or paid for by the government or the utility. The same FTC guidance calls offers of free or no-cost solar panels scams.
No borrowed authority
It never says or implies you're affiliated with, endorsed by, sent by or acting for a utility, a government body or an incentive program. The FTC's Impersonation Rule covers misrepresenting an affiliation with a government entity or a legitimate business. In 2023 the FTC, the Justice Department and Arizona's attorney general sued an installer and its lead generator, alleging telemarketers claimed a utility or government affiliation and the installer made unsupported savings claims.
Incentives are the program's decision
It never says whether someone qualifies for a tax credit, rebate or grant, what it's worth, or when it ends. It says the program and their tax professional decide, and that your team can explain what they've seen.
No payment, rate, deposit or term
It gives no monthly payment, interest rate, deposit or finance charge, even one your website publishes. Under Regulation Z, naming a payment, a downpayment, a number of payments or a finance charge requires the annual percentage rate and the full repayment terms to appear with it, which a chat window can't carry.
No cancellation deadlines
It never states a deadline or says whether an agreement can be canceled. A sale agreed at the home for $25 or more carries a federal three-business-day right to cancel under the FTC Cooling-Off Rule, states add their own windows, and which applies depends on how it was signed. It points to the contract and your team.
Leases and PPAs described only in your words
It never says a lease or a power purchase agreement is like owning, and never says what either does to selling the home. Where your site mentions a lien or a transfer on sale, it repeats what your site says and nothing more. The FTC's guidance cites the Ygrene case, where the FTC and California alleged homeowners were deceived about PACE financing and left with liens that made their homes hard to sell.
No judgments about the roof
It never says a roof is suitable, needs no work, has enough sun or is too shaded, and never assesses an existing system. It asks whether they own the home and where it is, and never asks for a utility account number, a bill amount, a credit score or an income.
What reaches you
What you get for each solar lead
The email alert gives you the name, number, address, what they asked about and when to call. The lead in your dashboard adds whether they own the home. It isn't shared with or sold to anyone else.
- Name
- Priya Raman
- Phone
- 555-0143
- Address
- 22 Almond Way
- Owns the home
- Yes
- Interest
- Rooftop solar, asked about bill savings
- When to call
- Evenings
Your tools
Works alongside your solar software
- Aurora Solar
- OpenSolar
- Enerflo
- Jobber
Questions
Common questions
Will it replace the solar leads we buy?
Probably not on its own. It only works on people who already reach your website, so it turns traffic you have into leads rather than creating new traffic (see website lead generation). What changes is who else gets them: a homeowner who leaves details in your chat is your lead alone, where a bought lead is often sold to several installers at once.
How much does each solar lead cost?
Nothing per lead, on any plan. The Free plan answers 100 customer messages a month with no card, and paid plans start at $19 a month. Paste your website address and it reads your pages in about a minute. Then add one line of code or the WordPress plugin, after checking it has your service area and the equipment you install right.
Will it tell homeowners how much they'll save?
No, and that's deliberate. It says the figure comes from the survey and offers to arrange one. The FTC tells solar sellers not to overpromise savings from credits, rebates and incentives, and a chat can't show the site-specific working a savings number needs.
My website publishes our finance rates. Will it quote them?
No. Under Regulation Z, stating a payment, a deposit, a number of payments or a finance charge means the APR and the full repayment terms have to appear alongside it. Your website carries its own disclosures around those numbers; a sentence lifted into a chat doesn't. It hands the question to your team instead.
What does it say when someone asks about the 30% tax credit?
The same as for any incentive: it never says whether someone qualifies, what it's worth or when it ends, and says the program and their tax professional decide. Your team can then explain where things stand for their install.
Can it tell whether a roof is suitable?
No. It never says a roof is suitable, shaded, or needs work, because a surveyor decides that. It takes the address and the homeowner's details so somebody who can look at the roof gets in touch.
Does it pass our leads to anyone else?
No. A lead from your chat goes to the email addresses you set, and to your webhook if you add one. We don't sell anyone's data, and there's no lead marketplace behind it, so no other installer is sent that homeowner.
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- Roofing contractorsAn AI chatbot for roofing contractors: answers homeowners on your website 24/7, puts leak safety first and emails you each lead. Website chat, not phone calls.
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