Installer guide
Exclusive vs shared solar leads
Most UK solar installers buy both at some point. The headline price makes shared leads look cheaper — the maths after close rates usually says otherwise. Here is the honest comparison.
What each model actually means
An exclusive solar lead is sold once, to one installer. You are the only company that contacts the prospect, so the conversation is about the project rather than about beating three other quotes.
A shared solar lead is sold simultaneously to several installers — commonly three to five. Everyone receives the same contact details at the same moment, and speed of dial becomes the main competitive advantage.
Side-by-side comparison
| Factor | Exclusive | Shared |
|---|---|---|
| Buyers per lead | One | Three to five |
| Typical close rate | 1 in 4 to 1 in 6 | 1 in 12 to 1 in 20 |
| Price per lead | Higher | Lower |
| Cost per won job | Usually lower | Usually higher |
| Competition | None on the lead | Immediate price war |
| Margin pressure | Sell on value | Sell on price |
| Prospect experience | One clear conversation | Multiple cold calls |
The only number that matters: cost per won job
Compare like for like. Ten shared leads at £120 costs £1,200; at a 1-in-15 close rate that is 0.67 jobs — roughly £1,800 per job won. Ten exclusive appointments at £550 costs £5,500; at a 1-in-5 close rate that is two jobs — £2,750 per job, but on two contracts rather than one, with no discounting to win them. On commercial projects the margin difference on a single job typically covers the whole batch.
When shared leads still make sense
- You have idle sales capacity and call within seconds of delivery.
- You compete comfortably on price in small domestic installs.
- You are testing a new region and want volume over quality.
When exclusive leads win
- Commercial and industrial projects with long, consultative sales cycles.
- You protect margin and refuse to discount against unvetted competitors.
- Your team follows up over weeks, not minutes.
- You want a predictable pipeline you can forecast and staff against.
Questions to ask any lead supplier
- How many installers receive this lead, in writing?
- Is it a raw enquiry or a booked, confirmed survey appointment?
- What qualification data comes with it — spend, roof, ownership, decision maker?
- What is your replacement policy for no-shows or wrong-fit prospects?
- Do you cap how many installers operate in one region?
How AES works
Advanced Energy Surveys books qualified commercial solar survey appointments and releases each one to a single vetted installer. Every appointment arrives with consumption, spend, roof and ownership detail, and it is never resold.