Installer guide · 8 min read
Short answer: TNW Marketing is a renewable energy marketing and lead generation agency that works for installers, not homeowners. We book exclusive, pre-qualified commercial site surveys for UK solar, roofing and heat pump installers, straight into your calendar, and you pay per qualified, attended booking, with no retainer and no minimum spend.
A renewable energy marketing agency helps installers of solar, roofing, heat pumps and similar systems win customers. The name covers two quite different jobs. A full-service agency builds your brand: website, SEO, social media, content and paid ads. It is paid to create attention, and turning that attention into site meetings is left to your team. A lead generation agency does the opposite end of the work: it finds the businesses that are ready to talk, qualifies them and hands you an enquiry or, better, a booked meeting.
TNW Marketing is the second kind. We do not build websites or run brand campaigns. We do the prospecting, the calling and the qualifying, and the output is a site survey with the decision-maker at a business that can actually go ahead. If you install solar and want the solar-specific detail, including the channels that win commercial work, read our guide to choosing a solar marketing agency.
Our clients are UK installers, and our work is commercial: businesses, farms, care homes, NHS and other larger sites rather than homeowners. One green energy marketing agency can serve several trades because the same commercial building often needs more than one of them.
Battery storage comes up on many commercial solar jobs too. Get Zero's biggest close from our leads was a 75kWp on-roof system with a 100kWh battery, and Harvest Green Developments, who specialise in commercial solar, battery storage and EV charging, layer storage into systems averaging 140–150kW. Both interviews are in our case studies.
Renewable energy inbound marketing means getting found: SEO, paid ads, content and social, so that businesses come to you. It builds an asset over time, but it is slow, and commercial decision-makers rarely fill in a solar or heat pump quote form on a whim. Our sister site Solar Surveys UK has guides to solar SEO and solar advertising if that is the route you want.
Outbound means going to the businesses yourself, by phone, email and LinkedIn, and it is what reaches the person who signs off the spend. It is also the work most installers do not have the time or the staff for. Our guides to cold calling, cold email and LinkedIn show what each takes in house, and in-house vs outsourced lead generation sets out the real cost of a setter of your own.
The real difference between renewable energy marketing services is what you are paying for, and who pays when a month produces nothing.
| Compared on | Retainer marketing agency | Pay per booking (TNW) |
|---|---|---|
| What you pay for | Time: a monthly retainer, often plus ad spend | Qualified, attended site surveys |
| What arrives | Traffic, followers and form fills your team has to call | A meeting in your diary with the decision-maker |
| Who works the enquiry | Your team calls, qualifies and books | We prospect, call, qualify and book |
| A quiet month | Costs the same | Costs nothing: no booking, no bill |
| Best for | Brand, website and long-term inbound demand | A steady flow of commercial surveys now |
For the full comparison of pricing models, see pay per lead vs retainer vs pay per appointment.
TNW Marketing (formerly TNW Energy) is a UK lead generation agency for commercial renewables installers, founded by Daniel Bell and Roman Steer-Love. You pay for qualified, attended surveys, not for our time.
See how we qualify commercial leads, and use the lead calculator to work out how many surveys your install target needs.
Every result below is from a recorded interview with the installer, and each links to the full case study. We have 41 recorded video testimonials in all on our reviews page.
“Not one of the leads has been a waste, to be honest.”Read the Luz Solar case study
“It short circuits the sales process — we're not waiting 12-24 months to get clients ready”Read the Harvest Green case study
“Communication is bang on and they improve based on our recommendations”Read the Rural and Country case study
“Better than an in-house sales person”Read the IndyGen case study
Browse every interview on the installer case studies page.
Whoever you talk to, get straight answers to these before you sign anything:
Our comparison of UK solar lead generation companies puts nine suppliers side by side on these points, and appointment setting for solar installers covers the UK rules on business calls and email.
It helps renewable energy installers win customers. A full-service agency builds your website, SEO, social media and ads and leaves your team to turn the enquiries into meetings. A lead generation agency such as TNW Marketing does the prospecting, calling and qualifying itself and books site surveys straight into your calendar.
UK commercial solar installers, commercial roofing contractors and commercial heat pump installers. Commercial solar is most of our work. We work for installers only and do not sell or install anything ourselves.
Full-service agencies usually charge a monthly retainer, often with ad spend on top, and lead suppliers charge per lead. TNW Marketing charges per qualified, attended booking, with no retainer and no minimum spend. Compare any agency on cost per attended survey and cost per signed project, not on the monthly fee.
No. We do not build websites or run brand, SEO or social campaigns. We do outbound prospecting and qualifying and hand you booked commercial site surveys. Many installers use an inbound agency for their brand and website and us for a predictable flow of commercial meetings.
No. Every booking is exclusive to one installer. A booking that does not go ahead, or does not meet the agreed brief, is replaced or refunded. Our show rate is 60%+.
Yes. TNW Energy is now TNW Marketing: the same team under a new name, still booking pre-qualified, exclusive site surveys for commercial renewables installers on a pay-per-booking basis.
How paying per attended site appointment works, how it compares with pay per lead and retainers, and what counts as an attended meeting.
What commercial solar leads are, what they cost, and nine UK lead generation companies compared on pricing model, exclusivity, qualification and contract terms.
What an in-house appointment setter really costs, line by line, against buying booked appointments, with a cost-per-meeting calculator.
Cost, risk, contract terms and lead quality side by side, and when a retainer can still make sense.
Full-service agencies, lead suppliers and pay-per-booking lead generation compared, the channels that win commercial work, and what to ask before you sign.
What appointment setting is, how agencies charge, in-house vs outsourced setters, UK rules on B2B calls and email, and what to ask before you sign.
Where UK solar PV tenders are published, which public sector frameworks have solar lots, what buyers ask for and how bids are scored.
Official UK solar statistics: capacity and installations by size band and region, growth trends, 2030 targets and business energy prices, all with sources.
Win commercial solar site surveys from LinkedIn: who to target, Sales Navigator vs free, example messages, LinkedIn's limits and the UK data rules.
Cold email for commercial solar: who to email, UK rules (PECR, UK GDPR), deliverability set-up, example emails and follow-ups, and what it really takes.
Book commercial solar site surveys by phone: call lists, TPS/CTPS screening, switchboard, opening, qualifying and objection scripts, and the UK rules.
Build a target list before you call: Companies House SIC codes, the EPC and DEC registers, Land Registry ownership data and SECR energy reports.
Video interviews with installers using TNW: site meetings booked, system sizes, deals closed and what changed for their business.
Work out how many site surveys and leads you need to hit your monthly installation target, from your own booking and close rates.
The channels UK commercial installers use to book site surveys, what "qualified" really means and the numbers to track.
What to check before you buy commercial solar leads: exclusivity, qualification, format, pricing and replacements.
Cost per lead vs cost per booked meeting, what drives the price, and how to work out what you can afford to pay.
A five-point checklist and the first-call questions that stop surveyors driving to sites that will never sign.
Browse every installer guide on the guides hub.
Exclusive, pre-qualified commercial solar, roofing and heat pump surveys. No retainer, no minimum spend.
See available projects