Damaris Solutions
Marketing proposal · Yazdi Mehta · Solar Plus Me
95% of Florida's solar systems were sold without a battery. That's the market.
You told us you're done fighting the residential price war, and that your commercial pipeline is already covered. The one residential opportunity you'd pursue is battery retrofits. Those homeowners already own solar, so the biggest objection is behind them, and what they're buying is backup, not a lower quote. This proposal lays out how we'd run a retrofit program for Solar Plus Me, what it costs at Alliance rates, and the revenue numbers from a current client so you can judge it the way you judge everything else: by what it makes.
Residential solar is a race to the bottom
Homeowners have had their door knocked dozens of times, and most are price shopping by the time they call. Competitors undercut with non-compliant panels. You won't do that, and you'd rather not compete on price at all.
"If you're looking for the cheapest guy in town, I'm never going to beat it."Commercial is already handled
Abstrakt runs your commercial appointment setting on a fixed monthly fee, is exclusive to you in your market, and pays for itself with one or two projects a year. We wouldn't touch that. The gap is residential, and specifically retrofits.
We'd sit alongside Abstrakt, not compete with them.Retrofits are the residential play
Most installed systems in Florida have no storage. A retrofit buyer already believes in solar, so you skip the hardest part of the pitch. You also mentioned there's real demand when the offer is built around a prepaid lease.
"Retrofit, I think, is a market."Speed to lead is everything
Response rates drop sharply after the first five minutes. You've already invested in an AI voice and email system that answers 24/7. Our leads go straight into that system the second someone submits a form, with no portal or delay in between.
We don't run a call center. You already have something better.No money spent on brand awareness
You and Jordyn agreed on this: nobody remembers their solar installer, and billboards don't sell systems. Every dollar we spend is on lead generation and judged on what it costs to win a customer.
"It's all lead gen. That's all I care about." · JordynYou're brand-agnostic, and so are we
Powerwall is your default on value and ease of install. FranklinWH is there for homeowners who won't buy Tesla, and commercial jobs go to SolarEdge or larger batteries. Your ads sell backup power and let the consultation pick the equipment.
Right equipment for the customer, not for the manufacturer.You asked how this works day to day. It's the same system we run for our Texas installer, who does a lot of retrofits. There are two lead sources, one handoff, and one scoreboard.
Start with the customers you already have
We pull your past residential installs from your CRM and flag every system without storage. They get an email drip and SMS sequence offering a free backup assessment. These are the warmest retrofit leads you'll ever get, and they cost almost nothing to reach.
Email + SMS · past customersFind solar owners who didn't buy from you
Meta ads go to Florida homeowners who already have solar, using interest and homeowner targeting in your service area. The creative is battery-only: outage and hurricane-season backup, keeping the lights and AC on, and a prepaid-lease payment option. We never pitch new solar in these ads.
Meta ads · battery retrofit onlyA landing page that qualifies before you call
Ads go to a retrofit landing page rather than a bare instant form. It asks the questions that matter for a retrofit, like whether they already have solar, whether they own or lease it, and their utility. That filters out people who just want a new solar quote.
Built and hosted by usInstant handoff to your AI responder
Each lead lands in your CRM with its source attached and triggers your AI voice and email system immediately. The leads go only to you. We don't hold them in our own portal and we don't share them with anyone.
Your CRM · your AI · under 5 minutesYour closers take the appointment
Your team runs the consultation and picks the right battery. Like you do with every new lead source, run the first few yourself. If your 70% closer can't close them, we need to know that quickly, and the dashboard will show it.
Solar Plus Me salesJudge it on cost per signed retrofit
Signed retrofits are matched back to the campaign or email that produced them. We report cost per lead, cost per appointment and, most importantly, customer acquisition cost and revenue by source. Budget moves toward whatever wins customers most cheaply.
Live dashboard · bi-weekly callsYou said you're a business person first. So instead of reach and engagement, here are the revenue numbers from JAM Roofing in Medford, Oregon, a current client. It's a family-run local contractor with a small sales team that calls every lead themselves. They're a roofer, not a solar company, but it's the cleanest before-and-after we have, and every figure comes straight from their CRM export on Sept 17, 2026.
JAM revenue by year · January through September
The same months each year (2026 only runs through Sep 17). They had leveled off for two years before we started.
Aug + Sep, since JAM's new site went live
Their rebuilt site launched July 27, 2026. These are the first two months after launch, compared with the same two months of 2025. September only counts 17 days so far.
What JAM's website leads are worth
Leads from a well-built page arrive further along and buy bigger jobs. They're a small share of the leads and a much bigger share of the money.
How to read these numbers
This is organic only. JAM's results so far come from the website rebuild, SEO and organic social. Their Meta ads were filmed last week and launch next week, so paid ads aren't in any of these numbers yet. Their sales team closes the deals, so not every dollar of total revenue is ours to claim. "Website form" revenue is the conservative figure: it only counts jobs whose CRM lead source is the website contact form. We can't promise Solar Plus Me the same numbers. We can promise the same tracking and the same revenue-by-source reporting, so you'll know from the first month whether retrofits are paying for themselves.
We'll set up a call with our Texas installer
You asked to speak with a client before signing, the same way you checked references with Abstrakt. We'll introduce you to Prometheus Power Solutions, our solar installer in Texas. Retrofit campaigns to their past customers by email, SMS and Facebook are one of the biggest things we run for them. They're the only installer we work with in Texas, just as you'd be the only one in your Florida market. Ask them anything.
Jordyn will send the intro by email once you're recovered from Monday.Because Solar Plus Me is active on OneEthos, you get Strong Tail Alliance member pricing. The Foundation is a one-time kit your team runs in-house. The Retrofit Engine is the full program above, managed by us. Both are focused on battery retrofits, with no new residential solar.
Energy Storage Foundation
A ready-to-launch retrofit marketing kit, handed to your team
For testing retrofit demand in-house before committing to a retainer. It's the playbook you asked about on the call.
- Retrofit landing page template written brand-neutral so it fits Powerwall, FranklinWH or whatever the consultation calls for, plus instructions for installing it on your new site
- Pre-researched storage and backup keywords, ranked easiest-first with the competitors on each
- A month of blog posts with matching Google Business Profile posts, ready to publish
- Paid ads strategy with video formulas for battery-only creative
- Organic social strategy with examples
Retrofit Engine
Past-customer campaigns, Meta ads, landing page and CAC tracking
The full six-step program above. It's recommended because retrofits only work if the leads arrive steadily and every signed job is traced back to its source.
- Past-customer reactivation: email drip and SMS sequences to your installed base without storage
- Meta ads management: battery-only campaigns to Florida solar owners, with testing and daily optimization
- Retrofit landing page with qualifying questions, built and maintained by us
- Video ad creative: scripts, filming (remote or on-site), editing and monthly variations
- CRM + AI responder handoff so every lead triggers your 24/7 system instantly
- CAC and revenue reporting by source in your live dashboard
- Bi-weekly analytics calls covering results and next steps
90 days to prove it, then month to month
The Retrofit Engine starts with a 90-day commitment. That's enough time to build the page, run the past-customer sequence, test Meta creative and see signed retrofits come through. After that it's month to month. You agreed on the call that 90 days is reasonable for residential, unlike the 6–12 months commercial deals need.
One installer per market
Like Abstrakt, we're exclusive. Once Solar Plus Me signs, we won't take on another solar installer in your Florida market. The leads, ad accounts and data are yours alone.
Onboarding pauses after the week of October 5
Jordyn is getting married in mid-October and will be out of the country for three weeks, then at RE+ in Las Vegas. If Solar Plus Me signs by the week of October 5, we onboard right away and retrofit campaigns can be live before the holidays. If you need more time after your surgery, that's completely fine. Onboarding would start after RE+ wraps in late November, and your Alliance pricing stays the same.
These never go through us, so you always know exactly what the retainer pays for.
- Ad spend (Option 2) is paid directly to Meta on your own card. We'll agree on a starting budget together during onboarding, and you can change or pause it anytime.
- Email and SMS sending costs, if your CRM charges per message, stay on your account.
- Videographer travel for on-site shoots is billed at cost plus a 5% admin fee, and approved by you before anything is booked. Remote phone filming has no travel cost.
- Software you already use, like your CRM, AI responder and website hosting, stays on your accounts.
Ads sell backup, consultations pick the battery
Since you're brand-agnostic, the ads lead with the outcome: power during outages, hurricane-season peace of mind and a payment that fits. Your team chooses Powerwall, FranklinWH or something else in the consultation, depending on what the home needs.
Tesla: we keep the logo off the ads
Tesla enforces its brand rules aggressively, including cease-and-desist letters when its logo is used the wrong way. We keep Powerwall branding out of paid creative. That doesn't limit what you sell in the home, and it suits the brand-neutral approach anyway.
We work like your in-house marketing team
We don't sell leads, and we aren't transactional. We won't deliver a report and disappear for weeks. You get the availability and commitment of an in-house marketing team at a lower cost than hiring one.
A direct line
You work with Jordyn and the team directly, not through an account manager. Bi-weekly calls, plus phone, text or email anytime in between.
Specialists on every piece
Jordyn leads strategy and paid media. McKinley runs social and content. Katie is our in-house videographer. Jacob handles operations and reporting. Web and landing pages are built in-house.
Everything stays yours
Ad accounts, pixels, pages, email lists, creative files and data all live in Solar Plus Me's accounts. If we ever part ways, you keep all of it.
Seven years in this industry
Jordyn came from FranklinWH and Purelight Power before starting Damaris. You won't have to explain demand charges, lease escalators or FEOC to us.
$15–$35 cost per lead
That's the range we see on Meta for solar and storage, from $15 in the best markets to a $35 blended average for our Arizona installer right now. Retrofit audiences are smaller but warmer.
We tell you what isn't working
If a campaign isn't hitting its CAC target, the dashboard shows it and we bring it up first, along with what we're changing.
More real numbers taken directly from reporting dashboards, including two solar companies.
Purelight Power
Jordyn was Purelight's original ad buyer. It's the Meta-first, CAC-tracked approach we'd run for your retrofits.
Brightwood Collision
Every closed job is matched to the ad that produced it. That's the CRM tracking we'd set up for Solar Plus Me.
Prometheus Power
The installer we'll introduce you to. Retrofit campaigns to past customers are a core part of their program.
It's Bin Cleaned
One strong offer, phone-style video and a single-CTA landing page, judged on cost per paying customer. That's the retrofit page formula.
Your main site is mid-redesign, so we won't touch it. The retrofit landing page sits alongside it and is built to this standard.
A custom-coded site with online signup, offer popups and our own in-house AI chatbot. It's the site behind the $9.28-per-lead ad campaign above.
itsbincleanedor.com →
A full platform migration and custom rebuild with a warm, editorial design, online booking and local SEO.
thrivingfamilychiropractic.com →
Our own site, built with the same strategy, design and conversion approach we use on every client build.
damarissolutions.com →This link becomes Solar Plus Me's dashboard. Once we start, it holds your retrofit campaigns, past-customer sequences, pipeline and the tasks we're working on, always up to date.
You can look at a sample right now
We built a working sample with illustrative day-90 numbers so you can see exactly what gets reported. Tabs: summary, Meta ads, past-customer reactivation, and projects & tasks.
Open the sample dashboard →
Intro call · Sept 17
Your market, the Abstrakt relationship, retrofits and Alliance pricing. This proposal came out of that call.
Jordyn · YazdiReference call with Prometheus Power
Jordyn sends the intro so you can ask a current solar client about retrofit campaigns and what working with us is really like. There's no rush while you recover from Monday's surgery.
Yazdi · PrometheusFollow-up call and decision · by Friday, Oct 9
Choose the Foundation at $1,500 one-time or the Retrofit Engine at $2,399/mo. The agreement goes out the same day. Signing by October 9 means onboarding starts before the pause.
Yazdi + JordynOnboarding call
We'll collect access to Meta Business Manager, your CRM and past-customer list, your AI responder's intake and your website, then agree on a starting ad budget, the retrofit offer and the first creative.
Solar Plus Me → JordynWeeks 1–2 · Page, handoff, past-customer sequence
The retrofit landing page is built, CRM and AI handoff is tested end to end, and the email/SMS sequence goes out to your installed base first because it's the fastest win. The first Meta campaigns launch right behind it.
Damaris team + Solar Plus MeDay 90 · Review the numbers together
Bi-weekly calls throughout. At day 90 we review cost per signed retrofit and revenue by source, then decide together whether to scale, adjust or stop.
Jordyn + Yazdi| Line item | Option 1 · Foundation | Option 2 · Retrofit Engine |
|---|---|---|
| Retrofit landing page | Template | Built + managed |
| Storage keyword research + a month of blogs | ✓ | — |
| Paid ads + social strategy | Written plan | Run for you |
| Past-customer email + SMS campaigns | — | ✓ |
| Meta ads management (battery retrofit only) | — | ✓ |
| Video ad creative (remote or on-site filming, editing) | — | ✓ |
| CRM + AI responder handoff, CAC tracking | — | ✓ |
| Live dashboard + bi-weekly calls | — | ✓ |
| Standard rate | $4,990 | $2,999 / mo |
| Your Alliance rate | $1,500 one-time | $2,399 / mo |
| Term | n/a | 90 days, then month to month |
| Ad spend (paid directly to Meta) | n/a | Separate · set together |
Also available at Alliance pricing if you ever want organic social and SEO: Organic Marketing $2,000/mo and Marketing Starter $995/mo.
Talk to Prometheus, then let's talk retrofits.
Take your time after surgery. Jordyn will send the Prometheus intro, and once you've had that conversation we'll set up the follow-up call you mentioned. When you're ready, reply with Option 1 · Foundation ($1,500) or Option 2 · Retrofit Engine ($2,399/mo) and the agreement goes out the same day. Sign by Friday, October 9 and we onboard right away. Otherwise we'll pick it up after RE+ in late November at the same Alliance rate.
Payment: whichever is easiest for you.