Jon StojanRich Feola is the founder of Solar Exclusive, a top solar marketing company that helps solar entrepreneurs generate solid leads in an ever-evolving market.
Within the last few years, solar entrepreneurs have had to adapt, learn, and adapt again. When the COVID-19 pandemic took place, it altered the way many of them went about business. From knocking on doors to switching to meeting with prospective clients over Zoom, there’s no saying where the industry is currently headed—or is there?
As the Federal Communications Commission bans cold calls making it virtually impossible for solar business owners to rely on AI lists to generate leads, solar marketing expert Rich Feola says the best way to stay ahead of the curve is still right at your fingertips.
“In 2025, most of the leads that people are getting for solar are going out the window because they’re not going to be able to cold call leads anymore,” he says. “So many companies are going to be greatly impacted by this new law as a result.”
Feola is the Founder of solar marketing agency, Solar Exclusive. With over seven years of experience in the industry, he believes that to be successful in generating leads, solar companies need to make the most of online opportunities.
A leader in the space, Solar Exclusive has worked with over 3,500 solar companies in over 43 states to generate over 3 million leads in both residential and commercial solar sectors. During COVID, the company grew by 1500% because everyone realized the potential of online leads.
“They couldn’t doorknock anymore, and so a lot of people became comfortable with holding virtual meetings and selling solar over the phone or Zoom, that they just never looked back.”
For him, COVID opened up a new world of opportunities in the solar industry that simply were not there before, so much so that a lot of companies realized that they didn’t have to rely only on door-to-door. “A lot of companies actually preferred selling virtually and they just kept their business that way going forward even after the restrictions were lifted,” he continues.
When it comes to online lead generation, Feola says there’s a “secret goldmine” that many solar businesses don’t talk about—YouTube. At Solar Exclusive, Feola and his clients have experienced a tremendous amount of success by leveraging the video-sharing platform.
As the second largest search engine in the world, consumers are searching YouTube for renewable energy information as we head into warmer months. A great way to reach them is by creating content that ranks your business online.
“Show people how to do it, talk about the benefits of going solar, the installation process—and all that content will organically attract leads to your channel,” Feola adds. “People are searching, and that means they’re buying.” If you create content, for example through a podcast or YouTube channel, it’s going to show customers that they can look to you as an industry expert.
YouTube is one platform Feola encourages his clients to use, along with other social media platforms, like Facebookand Instagram, to reach potential customers. In today’s digital age, social media is an excellent source for assisting in brand exposure and snagging the attention of potential clients. “Sharing testimonials, project photos, and educational content is extremely valuable in acquiring leads and generating interest in services,” he continues.
Furthermore, Feola says his fellow solar entrepreneurs must use Google ads to their advantage. “When someone Googles solar companies in their area, you want your business to show up at the top of the search rankings. You can go a long way in generating leads with ready-to-buy customers—and therefore your organic traffic—by optimizing your site and creating content.”
Of course, the change imposed by the FCC is a setback for solar businesses, solar energy is still a growing market and there’s plenty of opportunity for anyone wanting to be a successful solar business owner.
“You should use a variety of different marketing tactics to grow your business, you shouldn’t be restricted to only one,” explains Feola. “And that’s what most doorknockers are, they only doorknock. And if something ever happens, like COVID, then you’re stuck. You have no business anymore.”
As the FCC ban nears, Feola emphasizes the importance of utilizing an exclusive lead partner, such as Solar Exclusive. Because “as far as the future of the industry goes, if people don’t have exclusive leads coming in, they’re going to have to go back to old school marketing tactics.”
“There’s not going to be any other option. It’s either going to be doorknocking or getting exclusive leads,” he concludes. Armed with knowledge from Feola, solar companies can better understand this period of change and emerge ready to lead in the new era of solar energy.
To learn more about how Solar Exclusive can help you, visit their website today.