The short answer
A solar referral programme works when the ask is built into the job at a fixed point, the reward is meaningful and paid promptly, and the customer is given something concrete to pass on. Most programmes fail because the ask depends on somebody remembering rather than being part of the process.
- 01Referral leads close at far higher rates than any paid channel.
- 02Build the ask into the job, at a fixed point, or it stops within two months.
- 03Pay promptly and visibly. Slow payment kills a programme faster than a small reward.
- 04Give them something to pass on. Tell your neighbours is not an instruction.
Referral leads arrive pre-trusted. Somebody the buyer knows has already answered the questions your website spends a thousand words on: are they real, did they turn up, did the bill actually fall. That is why they close at rates no paid channel gets near.
And almost every solar company has an intention to ask for referrals rather than a system that does.
Why do most referral programmes stop?
- Nobody owns the ask. It is everybody's job, therefore nobody's, and it stops the first busy fortnight.
- The timing is wrong. Asked on install day, before the customer has any evidence it worked.
- The reward is vague. We will look after you is not a reward anybody acts on.
- Payment is slow. A referral reward paid six weeks later produces no second referral, and word gets around.
- There is nothing to pass on. Tell your friends is an instruction with no object attached to it.
Which structures actually work?
| Structure | How it works | Suits |
|---|---|---|
| Flat cash per install | A fixed amount when a referred job completes | Most installers. Simple and understood |
| Two-sided | Both referrer and new customer get something | Makes the introduction easier to make |
| Tiered | Rising rewards for the second and third referral | Customers with large networks or community roles |
| Charitable option | The reward goes to a local cause of their choosing | Customers uncomfortable taking cash |
| Service credit | Free maintenance visits or a monitoring upgrade | Lower cash cost, less motivating than cash |
Two-sided is usually the strongest. It converts an awkward favour into something the referrer is giving their neighbour rather than something they are being paid for, which is a much easier conversation to have over a fence.
Building the ask into the job
- 01
Mention it at contract signing
Not as a pitch. A sentence: most of our work comes from people recommending us, and we pay for that. Plant it early so the later ask is not a surprise.
- 02
Ask at commissioning, verbally
The crew lead, on the last day, in person. If anyone asks how it went, we would be glad if you mentioned us. This is the highest-converting moment there is.
- 03
Ask again after the first lower bill
Automatically, alongside the review request. This is when the customer actually has evidence and is most likely to be talking about it.
- 04
Ask at twelve months, with their numbers
Send their actual annual savings, then ask. A customer holding a real figure is a customer with something to say.
Three of those four fire automatically off a job status. That is what makes it a programme rather than a good intention. See how to ask for solar referrals for the wording.
Give them something to pass on
The single most common failure is asking for referrals without providing anything referable. A customer who wants to help has to construct the introduction themselves, and most will not.
- 01A short link with their name in it, so the referral is tracked automatically and the reward is not a dispute.
- 02A forwardable message, already written, that they can send to a neighbour without composing anything.
- 03A physical card or two, which still works well over a fence or at a barbecue.
- 04Their own numbers, so they can say what it actually did rather than being vague about it.
The practical points
- Pay promptly. Within a week of the referred job completing. Slow payment ends a programme faster than a small reward does.
- Track it properly, so there is never an argument about who referred whom.
- Tell them it worked. A message saying their referral went ahead and the reward is on its way is what produces the second referral.
- Check the rules. Referral rewards can have tax or disclosure implications depending on your jurisdiction, and incentives must never be attached to reviews. See how to get more reviews for solar installers.
The asks, fired off the job rather than remembered
Automatic referralsStop reading, start booking
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Common questions
- How much should a solar referral reward be?
- Price it against your cost per closed job from paid channels rather than as a gesture. Referral leads close at far higher rates, so a reward that looks generous next to a thank-you is usually still cheaper than the equivalent paid acquisition.
- When is the best time to ask for a referral?
- After the first lower bill, when the customer has evidence. A verbal mention at commissioning sets it up, and the automated ask a few weeks later is what actually produces referrals.
- Can I offer a reward for a review as well?
- No. Incentivising reviews breaks platform policy and can remove a large part of your review history. Referral rewards are fine; review rewards are not, and the two must be kept entirely separate.
