Pandan kèk ane ki sot pase yo, mache solè rezidansyèl Ozetazini te benefisye de kwasans endistri rekò-ak rediksyon pri sistèm kontinye, ak atant ke li pral vin pi fasil ak pi bon mache pou jwenn nouvo kliyan solè. Sepandan, menm lè konsomatè yo vin pi okouran de benefis ki genyen nan itilize solè, depans akizisyon kliyan yo rete kategori ki pi chè nan depans solè.
Konpetisyon nan mitan twa pi gwo enstalatè solè rezidansyèl yo nan peyi Etazini an rete feròs. Pou kenbe ak grandi pati nan mache nan yon anviwònman ki trè konpetitif, enstalatè yo dwe depanse anpil nan maketing pou genyen kontra, sa ki lakòz gwo depans akizisyon kliyan. Pou premye mwatye nan 2021, depans akizisyon kliyan yo te reprezante 23 pousan nan pri total sistèm rezidansyèl la nan 0.75 pou chak watt (5,250 pou chak kliyan an mwayèn pou yon sistèm 7-kW). Soti nan 2018 a 2020, depans akizisyon kliyan yo te ogmante pa 9.2 pousan, pandan y ap pri total sistèm yo te diminye pa 3.6 pousan nan menm peryòd la.
Customer acquisition costs are not uniform across the residential solar market and vary significantly by size of installation and region of operation. These differences are primarily driven by the installer's preferred sales strategy and the relative cost of each strategy. Partnerships with retailers (such as Home Depot) and door{{0}}to-door sales remain the most expensive sales channels and are most commonly used by national, large regional, and midsize regional installers. Customer acquisition costs in these categories average well above 0.50/watt. On the other hand, local installers more often rely on low-cost referrals, social media, and community campaigns, reducing customer acquisition costs to between 0.25 and 0.45/watt.
As the U.S. residential solar industry matures, a growing number of third-party sales organizations support solar installers. These organizations range from lead development companies that offer sales of leads of various qualities to entire sales teams that allow installers to outsource 100 percent of solar sales. The traditional solar sales channel has evolved into a complex web of different sales channels and potential partners, and installers can enter a "trial and error" phase to determine the best solution for their budget and business model.
Pandemi COVID-19 la te fòse anpil enstalatè yo adopte nouvo estrateji maketing, espesyalman pou elaji opòtinite pou òf dijital yo. Solisyon sa yo gen ladan ti chanjman tankou mete ajou sit entènèt la, ogmante konsyantizasyon mak, ak fè pi gwo envestisman nan nouvo patenarya ak lojisyèl. Sepandan, pandemi an pa pral vle di fen lavant an pèsòn-. Akòz tan li- ak nati travay-entansif, lavant pòt-pòt an pòt yo siyifikativman pi chè pase lavant sou entènèt oswa randevou telefòn. Men, gen kèk enstalatè toujou wè li kòm modèl lavant ki pi efikas, espesyalman lè yo antre nan nouvo mache yo.
Envestisman dijital COVID-19 te mennen nan yon ogmantasyon tanporè nan depans akizisyon kliyan an 2020-2021. Sepandan, adopsyon toupatou nan lavant dijital ak solisyon lojisyèl espere pote efikasite operasyonèl ak rediksyon nan depans akizisyon kliyan yo. Pandan ke kèk enstalatè pral vire nan jenerasyon plon an pèsòn ak konsiltasyon, gen prèv ke kèk konpayi yo pral deplase nan dijital sou yon baz pi pèmanan. Enstalatè ki te envesti anpil nan nouvo solisyon dijital apati 2020 rapòte ke 50-100 pousan lavant yo fèt sou Entènèt.
Anplis de vann sou entènèt, zouti lojisyèl ofri enstalatè opòtinite pou ogmante efikasite operasyonèl ak amelyore eksperyans kliyan. Anpil nan zouti sa yo deja sou mache a epi yo ede maksimize efikasite ak aksè nan prèske chak etap nan antonwa lavant solè, soti nan jenerasyon plon jiska fèmen lavant. Enstalatè yo te montre yo dispoze eksplore solisyon lojisyèl sa yo epi divèsifye modèl lavant yo, sa ki prepare etap pou siksè kontinye -alontèm.
Relieving the cost burden of acquiring customers is all about attracting the right customers at the right time. In the transition to digital, more advanced software solutions are needed to reach new audiences and better understand consumer behavior. Software that can determine why customers say "no" while minimizing the time investment required by sales reps has the potential to radically reduce customer acquisition costs. As the U.S. residential solar market enters another phase of growth, digital sales and marketing will play a key role in the overall success of the industry.