Madrivo’s Direct Response Advertising Efforts Contribute to the Solar Boom
Madrivo’s joint effort with Solar Savings America headed a national explosion in the residential solar industry, connecting thousands of homeowners with residential solar options. Madrivo quickly gained momentum in solar lead generation, providing up to 20,000 leads per month and generating more than $258 million dollars for the residential solar industry. As a result, Madrivo has helped solar companies generate a 500% ROI in an exceedingly competitive market.
Residential Solar Challenges
Before seeking Madrivo’s expertise, Solar Savings America was able to generate a few hundred client leads a month, but the marketing team knew that the industry was primed for much faster growth. Solar Savings America was faced with a challenge that many novel technologies endure, the creation of demand and a marketplace. Solar Savings America needed to partner with a digital agency that had the publishing relationships and product development knowledge to create advertising campaigns, and deployment strategies to create new market.
“When we started in this industry in early 2011, most people had never even considered putting solar panels on their houses,” said James Duband, CEO of Solar Savings America. “This meant that even if we had great SEO and organic rankings, and if we spent a fortune on AdWords, we couldn’t just sit back and wait for people to find us, because they weren’t looking.” This prompted Mr. Duband to seek out an agency specializing in new customer acquisition, which was not easy to find given the average installation price of $30,000.
Duband approached Madrivo, a forerunner in lead generation, and asked the customer acquisition team to implement a direct response advertising campaign for Solar Savings America. Madrivo was chosen for their strong data driven marketing, analytics, and reputation as one of the most ethical and compliant digital marketing agencies in the business. In addition, Mr. Duband was presented with the wide variety of household brands already working with Madrivo and saw the capability of the marketing team at Madrivo to advertise products ranging from $10 to $50,000.
Madrivo published content that honed in on the solar messaging that Solar Savings America was seeking and the results were immediate. Madrivo’s first campaign more than doubled Solar Savings America’s current lead rates, taking them from approximately 250 leads to 700 leads a month. By the next month, Madrivo had generated more than five times the leads that Lead Genesis had started with to 1,300 in a month. These numbers continued to climb, and now, it is common to see upwards of 20,000 leads per month.
“Solar Savings America was a perfect partner for Madrivo,” said Madrivo CEO, Ronen Hamatian. “They had a great, yet unknown service to offer. Few people knew about the value proposition of solar panels, which meant traditional marketing efforts were not going to be very effective. Solar Savings America needed a campaign to find and target potential buyers, which is what Madrivo’s direct response advertising delivered.”
Over the past three years, the combined efforts of Madrivo and Solar Savings America have generated over 172,000 qualified leads for the residential solar industry. After accounting for the 5% conversion rate of these leads and the $30,000 cost per solar installation, this equates to more than $258 million dollars being pumped into the budding residential solar industry over the short period of a few years. The investment solar companies made in direct marketing through Madrivo’s dedicated lead generation resources resulted in 500% ROI.