Exclusive vs shared solar leads: which should you buy?
Published
Every solar lead you buy is one of two things: shared with other installers, or exclusive to you. It sounds like a small distinction. It is actually the single biggest factor in what a lead costs, how likely it is to convert, and whether buying leads works for you at all. Get it wrong and you will conclude that "buying leads is a waste of money", when the real problem was the format. This guide explains both, the maths behind them, and how to spot the exclusivity that is not really exclusive.
What "shared" actually means
A shared lead is sold to several installers at the same time, often four or five. It is cheaper, sometimes dramatically so, and that is the appeal. But two things come with it.
First, the enquiry knows they are being contacted by a crowd, so their guard is up. Second, conversion becomes a speed race. Whoever calls first, fastest and most persistently tends to win, and everyone else has paid for a name that went cold. Shared leads can work, but only if you have the machinery to hit every enquiry within minutes, every time, and the discipline to keep doing it. Most teams believe they can. Far fewer actually do.
Shared conversion rates are usually low single digits once you account for the enquiries you never reach in time.
What "exclusive" means
An exclusive lead comes to you and no one else. You pay more, but the difference in how it behaves is significant:
- No race. You can work the enquiry at a sensible pace instead of sprinting against four competitors.
- Higher conversion. Well qualified exclusive enquiries commonly convert in the region of 15 to 25 percent, against the low single digits typical of shared leads.
- Better relationships. For commercial work especially, where the sales cycle is long and trust-led, you cannot nurture a six-month deal that four rivals are also chasing. Exclusivity is close to essential.
For residential, shared can still make sense if you are a volume operation with fast follow-up. For commercial, exclusivity matters far more, which ties directly to why commercial leads cost more.
Exclusive vs shared, side by side
| Shared leads | Exclusive leads | |
|---|---|---|
| Price | Lower | Higher |
| Competition | 4 to 5 installers | You only |
| Conversion | Low single digits | Often 15 to 25% |
| Follow-up pressure | Extreme, minutes matter | Sensible pace |
| Best for | High-volume teams with instant follow-up | Commercial and considered sales |
The catch: fake exclusivity
Here is the part providers do not put on the homepage. Some sell "exclusive" leads that are not. They carve the same enquiry up by region and sell it to several buyers, or generate it in a way that pulls in low-intent prospects who will never buy. You pay the exclusive price for a shared reality.
Before you commit to any provider, ask three questions:
- How exactly is the lead generated? Vague answers hide low-intent sources.
- What is the average conversion across your existing clients? A real provider knows this number.
- Can I speak to an installer who already buys from you? If exclusivity is genuine, references are easy.
If a provider dodges any of the three, treat the exclusivity as unproven. Qualification quality matters just as much as exclusivity, which is why it is worth knowing how to qualify a commercial solar enquiry so you can judge a lead on its merits.
The maths: which is actually cheaper?
Do not compare price tags, compare cost per install. A shared lead at a tenth of the price of an exclusive one is only cheaper if it converts at more than a tenth of the rate. Usually it does not, once you factor in the enquiries your team never reaches and the hours burned chasing cold shared names.
A worked example. Ten exclusive commercial leads at £250 each is £2,500. At a 20 percent conversion that is two jobs, so £1,250 per install. A hundred shared commercial leads at £100 each is £10,000. At a 2 percent conversion that is also two jobs, so £5,000 per install, four times the cost, and far more of your team's time consumed. The cheaper-looking option was the expensive one.
Run this on your own numbers before you buy volume. It is the only comparison that matters.
Where Radiant sits
Radiant's C&I Marketplace is exclusive by design and commercial only. Every lead is sold once, to one installer, priced on the size of the opportunity, with the qualification detail already attached. No race, no resold names, no shared residential filler.
To be straight about it: if you want the cheapest possible shared leads in bulk, other providers will beat us on price per name. If you want exclusive commercial enquiries that convert, that is exactly what we do. Which is right depends on how you sell, and on whether you are buying leads or appointments.
Frequently asked questions
Are exclusive solar leads worth the extra cost? Usually yes for commercial work, because higher conversion and a sensible sales pace more than offset the higher price on a cost-per-install basis. For high-volume residential with instant follow-up, shared can compete.
How do I know if a lead is really exclusive? Ask how it is generated, what the provider's average client conversion is, and to speak to an existing customer. Genuine exclusivity survives all three questions.
Why are shared leads so cheap? Because the same enquiry is sold several times, so the provider earns from each sale. You pay less, but you compete with everyone else who bought it.
Where to go next
- See the full price picture: what commercial solar leads cost
- Judge lead quality for yourself: how to qualify a commercial solar enquiry
- Pick the right format: solar appointments vs leads
- Compare the main UK providers: our comparison of UK solar lead companies
Or browse exclusive commercial enquiries on the C&I Marketplace.