Back Solar · Residential PV

Solar owners stall when
CAC outruns margin.
We're built to fix both.

Lead costs have doubled. Financing is harder. NEM and policy shifts chip at unit economics every quarter. We install the lead mix, sales process, and operating systems that protect margin and pull solar businesses past the $2–3M ceiling.

Book an Intro Call → Where It Breaks
01 — The Ceiling Solar

Residential solar is a fundamentally good business — until the math stops working. Lead costs rise, dealer fees eat the redline, and one NEM or utility policy change flips a market from healthy to underwater overnight.

The owners winning right now aren't the ones chasing lower CAC. They're the ones who built multi-channel lead mix, a real sales process, and ops discipline that holds when unit economics tighten. That's the system we install.

02 — Where Growth Breaks

Five bottlenecks we see in every solar business this size.

Different utilities, different policies, different stack — the same five pressure points every time.

  1. CAC runs away from margin
    D2D costs have ballooned. Paid leads are $200–$400+ and the close rates that made the math work two years ago don't anymore. Most owners are running one channel hot, hoping it holds, and watching margin compress.
  2. Sales process is a person, not a system
    Your top closer carries the team. When they leave, revenue drops 30%. Onboarding is “shadow Dave for two weeks” — not a playbook that turns an average rep into a 25% closer.
  3. Financing complexity kills deals
    Credit declines, dealer fee creep, product shifts, confused customers. Reps aren't fluent in the stack, so good prospects stall mid-funnel and deals die quietly in underwriting.
  4. Install-to-PTO is a black box
    Permitting, interconnection, inspections, utility timelines — 60-to-120-day cycles that you can't predict, can't explain to customers, and can't forecast cash against. Every delay is a cancellation risk.
  5. Policy shifts flip your market overnight
    NEM 3.0, state incentive rollbacks, interest rate moves, IRA changes. One policy update and the pitch you've been running all year stops working — and most shops don't have the GTM muscle to repivot fast.
03 — How We Build Past It

The system we install inside solar businesses.

Not a deck. Not a coach. We embed and install the operating infrastructure — mapped to the five bottlenecks above.

Lead Mix
One channel — usually D2D or a single ad account — carries the month. CAC creeps, reps burn out, margin narrows.
Diversified channel mix: D2D with discipline + digital + referral engine + realtor/builder partnerships. Pipelines survive a bad month on one channel.
Sales Org
Star closer carries the team. No structured training, no split between setters and closers, no bench.
Setter/closer split, structured onboarding, consultative selling curriculum, financing fluency baked in. Close rate becomes a property of the system, not a person.
Financing Fluency
Reps default to the easiest loan, lose deals to credit declines, don't sell cash or PPA when it's the right fit.
Pre-qualification at intake, financing playbook across the stack (loan/lease/PPA/cash), dealer fee modeling built into quotes.
Ops & Permitting
Install cycle is a black box. Customers call confused. Cash sits stranded in half-finished jobs.
Dedicated permit/interconnection lane, AHJ relationship tracking, milestone-based customer comms, weekly pipeline cadence that keeps PTO predictable.
GTM Repivot
Policy changes hit and the team is still pitching last quarter's offer. Close rate craters before leadership catches up.
Market-by-market GTM, pricing model tied to policy context, quarterly repositioning cadence. When the rules change, the pitch changes within two weeks.
Start the Conversation

If solar is your trade
and unit economics are slipping — let's talk.

A 30-minute intro call. We'll ask about your lead mix, your close rate, and your install cycle, share how we'd approach it, and tell you honestly whether we're a fit. No pitch deck. No pressure.

Book an Intro Call →