Roofer silhouette while installing shingles on roof. /Archive

The process of acquiring new customers for solar companies in the U.S. is skyrocketing. Many companies are eager to figure out how to reduce wasting resources on leads that sometimes don’t pan out.

That’s exactly what the world’s largest roofing and waterproofing manufacturer is banking on for the success of its next venture.

Standard Industries launched GAF Energy, a subsidiary it says will revolutionize the adoption of rooftop solar in the U.S.

The company is confident its new subsidiary will not only guarantee leads but also reduce the cost of customer acquisition.

It plans to use GAF to target its new and existing roofing customer base in order to move faster than other solar installation companies towards offering integrated solar roofing products and solutions to its customers.

“We will reshape the way clean solar energy becomes a reality for everyone,” said David Millstone, co-CEO of Standard Industries. “We believe that roofing is real estate and we see a future with energy from every roof. GAF Energy’s offerings will empower people to put their roofs to work with technology that is attractive, accessible and affordable.”

GAF also plans to partner with local installers who aren’t currently working with solar power because—for the most part—they don’t have crews specializing in solar panel installation nor do they have the technical expertise.

Additionally, the company says their strategy will work best because it will handle both the logistics (such as permits) and finances on behalf of the consumer.

Why it’s a good idea:

Today, companies are much more open to building relationships that boost customer acquisition at a reduced cost.

Such partnerships also make project development easier which leads to a win-win scenario for both these companies and for the customers.

Derick Lila
Derick is a Clark University graduate—and Fulbright alumni with a Master's Degree in Environmental Science, and Policy. He has over a decade of solar industry research, marketing, and content strategy experience.

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