If you’re a local solar installer in the UK, you’ve likely felt the pressure from national players — flashy websites, big advertising budgets, and enough reviews to dominate Google.
But here’s the truth: bigger doesn’t mean better.
When it comes to winning high-quality solar leads, small installers actually have a unique advantage — if they know how to use it.
In this guide, we’ll break down how small solar companies can:
- Compete against the national firms
- Find leads who prefer local installers
- Build trust faster
- And book more installs in 2025 and beyond
🆚 Why Small Solar Firms Struggle Against Big Names
The large companies have:
- Nationwide TV and radio ads
- Paid Google Ads in every postcode
- Dedicated sales teams chasing every lead
- Massive trust signals (Trustpilot, Checkatrade, etc.)
Meanwhile, as a small installer, you’re juggling:
- Site visits
- Install schedules
- Quotes
- And maybe a bit of Facebook boosting when there’s time
No wonder it feels like a losing battle.
But don’t forget — homeowners aren’t just buying a product.
They’re trusting someone to fit a system into their home.
And for that, local wins — if you position yourself properly.
🎯 The #1 Advantage You Have Over National Solar Companies
It’s not your price.
It’s not your Facebook page.
It’s proximity and trust.
Most homeowners prefer:
- Someone local
- Someone responsive
- Someone who will still be around in 6 months
- Someone who understands the property and climate
But here’s the catch: they need to find you first — before they hit a national quote tool or solar comparison site.
🔍 Where Most Small Installers Go Wrong With Solar Leads
If you’re relying on:
- Bark, Rated People or Checkatrade (shared leads)
- Facebook Ads targeting everyone in your town
- Waiting for “word of mouth”
…you’re often:
- Quoting against 4–5 others
- Talking to homeowners who are “just curious”
- Spending time chasing leads who ghost you
Big firms can afford to play that numbers game.
You can’t.
🧠 How Smart Small Installers Are Getting Better Solar Leads
Here’s what successful local solar companies are doing:
- ✅ 1. Targeting Recent Homebuyers
New movers are:- In upgrade mode
- Emotionally invested in their property
- Often in EPC D or E homes that would benefit from solar
- Looking for local experts, not big call centres
- ✅ 2. Using EPC & Property Sale Data
Smart installers are using tools that:- Show which homes just sold in their postcode
- Indicate if solar is already installed
- Identify EPC scores or solar potential
- ✅ 3. Owning the First Conversation
When you speak to the customer first:- You shape their expectations
- You educate (and become the expert)
- You prevent them from looking elsewhere
“Hi, I’m based just down the road — and I noticed your home may be a great fit for solar.”
...gets better replies than any “UK-wide solar provider” ever could.
💬 What to Say When You Reach Out
Here’s a simple template that converts:
Subject: Solar suitability for [Address/Postcode]?
Hi [First Name],
I’m a local solar installer covering [Area Name] — and I noticed your property is likely a good candidate for solar PV (especially if your EPC rating is D or lower).
With energy prices staying high and the Smart Export Guarantee still live, this might be a great time to explore options.
Would you be open to a no-obligation quote?
Kind regards,
[Your Name]
[Your Business]
[Contact Details]
This kind of outreach works because it's direct, relevant, and local.
📈 What Results Can Small Installers Expect?
Installers using this strategy (and data-driven lead tools) often see:
- 40–60% response rates
- Higher margins (less competition)
- More trust and referrals
- Better quote-to-install ratios
- Lower marketing spend per job
All without playing the PPC/SEO guessing game.
🧠 Final Thoughts: You Don’t Need to Outspend — You Need to Outsmart
As a small solar installer, you don’t need a £5k/month ad budget.
You just need:
- The right leads
- At the right time
- With the right message
- From someone they can trust — you