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How NOT to Advertise for Solar

11/21/17

  10:20:00 am, by Jim Jenal - Founder & CEO   , 491 words  
Categories: All About Solar Power, Residential Solar, Ranting

How NOT to Advertise for Solar

We see lots of ads for solar companies - most banal, some clever, some downright fraudulent.  Sadly, it is the last of those three that concerns us today.  Not a day goes by that someone doesn’t try to get us to sign on to their lead generation campaign, and we tell them we don’t buy leads.  Here’s why…

Consider this ad that we came across on Facebook:

Misleading solar facebook ad

There is so much wrong with this that it is hard to know where to begin.  This is a sponsored post, which means that it is an advertisement - but for whom?  They have a Facebook page, and a link to a website, but no information about who they are, or where they are located.  As of this writing they have 744 reviews, 723 are 5 star, but oddly the bulk of those came on the same day!  

But moving on, let’s check out the lede: “Attention CA Homeowners: There’s a new 2018 policy your energy provider does not want you to know!”

No, actually, there is no such “new ” policy in  2018, at least as it relates to solar.

Then the ad veers into making claims about Tesla’s (not really a product) Solar Roof, so the reader would be forgiven if they assumed that this was a Tesla/SolarCity ad - but it is not.  (And the weird picture next to a Tesla PowerWall has nothing to do with the (not really a product) Solar Roof, so why is it there, other than to get the name Tesla before the reader.)

But here’s the real tease: “First 300 Qualified Applicants Even Have FREE Install. Click to see if qualify!"  Well, who doesn’t love free?  Boy, I wonder if I can qualify?  Let’s click and see…

Do you qualify?

Okay, kinda creepy that it knows I’m in Pasadena, but I wonder what that Solar Panel Program might be?  How about this gem of mangled syntax: “California Government has categorized the Solar Energy in one of its key campaigns, and now you can reap the benefits."  What does that even mean?

In case your sense of urgency is not high enough, they’ve got this incentive:

“Solar programs are so popular that the California resident-only fund is running out of money.”

Let’s be perfectly clear - there is no such “California resident-only fund” for solar. 

Everything about this ad is misleading, and intentionally so.  What happens if you finally click to “See if you qualify?"  They harvest your contact information and sell it to solar companies who purchase scammy leads like this.  And then your phone will start ringing, from both real people and robocallers, trying to convince you to buy solar from a company whose ethics are so sketchy that they agree to do business with these folks.

If you are thinking about going solar, please avoid traps like these.  They are plenty of real, honest, local solar companies that would love to help and not rip you off.  And hey, if you are here, you’ve already found one!

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Jim Jenal is the Founder & CEO of Run on Sun, Pasadena's premier installer and integrator of top-of-the-line solar power installations.
Run on Sun also offers solar consulting services, working with consumers, utilities, and municipalities to help them make solar power affordable and reliable.

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