Updated: September 2024
As the residential solar category continues to evolve, understanding marketing performance is critical. This article uncovers how leading solar brands stack up on factors ranging from awareness, discoverability, brand preference, social following and introductory messaging.

Which residential solar brand leads online discoverability & intent?

Source: Google Data, Estimated Monthly Organic Search Traffic, Jan 2019 – Sept 2024 + Q4 projections

Kudos to the teams at Sunrun and Sunpower for their impressive rise. Palmetto has climbed fast yet seems to hit a snag this year. All other brands have similar trajectories following the top 2-3 brands. But how does this compare to people searching for them by name?

Which residential solar brand leads in mid-funnel branded search volume?

Source: Google Data, Estimated Monthly Search Volume, Sept 2024

Sunrun claims this one. Only Sunpower “solar panels” beats out Sunrun. We use this exercise to gauge how many prospective customers show a brand preference as they search for more longtail terms. The “careers” term stands out as more of employer brand awareness with Sunrun far and away outperforming this comp set.

Which residential solar brands are found by name versus solution?

Source: Google Data, Estimated Monthly Search Volume, Sept 2024

When looking at branded vs non-branded search traffic estimates, we typically see fairly consistent ratios. Not here. Sunrun and Sunpower are unsurprisingly neck and neck. However Palmetto and Freedom are primarily non-branded while Momentum and Trinity are just the opposite. Only people that already know them, find them. That’s an opportunity.

Which residential solar brands have the most valuable digital real estate?

Source: Google Data, Sept 2024

Is it any wonder that Sunrun, Sunpower and Freedom are top ranking brands for these valuable terms? Congrats to their teams for earning and maintaining these top spots.

Which residential solar brand leads in social followers?

Source: Social Follower, Sept 2024

Sunpower claims the crown for social followers. The majority being on Facebook and X (Twitter) for these top brands. The most interesting takeaway is how Sunpower and Sunrun again have very comparable marketing metrics.

How does residential solar brand introductory messaging read?

Source: Website Homepage, Sept 2024

By stripping away the visual design elements, we can focus on the hierarchy of homepage messaging.
* Sunrun and Freedom both lead with an offer
* Sunpower leads with credibility and lead capture
* Palmetto leads with calculator

But we’re just scratching the surface. Worth further analysis:

1. How has demand accelerated the category?
2. How has regulations shifted marketing initiatives?
3. How are market leaders extending their leads?
   

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About this competitive set:

Sunrun is a leading residential solar, battery storage, and energy services company. They offer solar as a service, allowing homeowners to switch to solar with little to no upfront costs, and provide customized solar designs for each home.

SunPower is known for its high-efficiency solar panels and comprehensive solar solutions for homes and businesses. They offer a complete solar package, including design, installation, and monitoring, with a focus on maximizing energy production and savings.

Palmetto provides end-to-end solar solutions, including design, financing, installation, and long-term support. They emphasize smart solar savings and detailed energy insights, offering various options like solar leasing, purchasing, and subscription plans to make clean energy accessible to homeowners.

Freedom Solar Power is a turnkey solar company offering custom solar solutions for homes and businesses. They pride themselves on their expertise with various roof types and complex installations, and provide a 25-year service warranty on their installations.

Blue Raven Solar focuses on residential solar installations with an emphasis on making the process simple and affordable. They offer unique financing options and aim to provide a quick, hassle-free solar installation experience for homeowners.

Momentum Solar is a residential solar provider offering customized solar energy systems. They handle the entire process from design to installation and provide ongoing support, with a focus on customer satisfaction and expanding solar adoption.

Trinity Solar is one of the largest privately held residential solar installers in the nation. They offer comprehensive solar solutions, including custom system design, installation, and ongoing support, with a strong emphasis on customer service.

ION Solar is a full-service residential solar provider operating in multiple states. They offer customized solar solutions, emphasizing quality installations and customer satisfaction, with a range of financing options to make solar accessible.

Semper Solaris is a veteran-owned solar, roofing, and battery storage company. They specialize in providing comprehensive home energy solutions, combining solar installation with roofing services and battery storage options for increased energy independence.

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