{"id":91693,"date":"2025-04-26T07:07:39","date_gmt":"2025-04-25T21:37:39","guid":{"rendered":"https:\/\/www.solarquotes.com.au\/blog\/?p=91693"},"modified":"2025-04-26T14:59:33","modified_gmt":"2025-04-26T05:29:33","slug":"phase-shift-the-business-advice-i-ignore-and-why-you-benefit","status":"publish","type":"post","link":"https:\/\/www.solarquotes.com.au\/blog\/phase-shift-the-business-advice-i-ignore-and-why-you-benefit\/","title":{"rendered":"Phase Shift: The Business Advice I Ignore (And Why You Benefit)"},"content":{"rendered":"
\"Finn

Receiving my MBA certificate from the MBA School of MBA Credentials – after 45 minutes of tuition at Adelaide Fringe.<\/p><\/div>\n

Every now and then, someone asks: How does SolarQuotes make money?<\/p>\n

Fair question. We run a popular site, send thousands of referrals a month, and have a reputation for helping people avoid the dodgy end of the solar market.<\/p>\n

So here’s the simple answer: we charge solar installers a fixed fee for each referral we send them. That’s it. No commission, no backend deals, no dark arts. You can see our ‘price list’ here<\/a>.<\/p>\n

But here’s an important aspect of our business model I’ve never discussed in public before: we deliberately leave money on the table. A lot of money.<\/p>\n

There are hundreds of ways we could make more. Every so-called ‘growth advisor’ we’ve ever spoken to has a spreadsheet full of them. But almost all of them come with a catch: they make the platform worse. Worse for consumers. Worse for installers. Worse for the solar industry.<\/p>\n

Here are two examples from opposite ends of our business that show what I mean.<\/p>\n

#1 \u2013 No auctions for leads.<\/strong><\/h2>\n

Basic business theory says if lots of people want something, you should auction it off. Make solar installers bid for each referral. That’s what a ‘rational’ profit-maximiser would do to maximise the value of each sales lead. Plenty of lead generation companies already run this way.<\/p>\n

We don’t. We’ve never done it. Our leads are fixed price, published on our site, visible to every installer.<\/p>\n

Why?<\/p>\n

Because auctions might make us heaps more money, but they make life harder for everyone else. Installers wouldn’t know what they\u2019re paying from one week to the next. Only the highest bidders – the ones with the fattest margins or slickest salespeople – would get through. That brilliant local solo installer just branching out after ten years with a bigger firm? He doesn’t stand a chance. And you, dear reader, pay more for solar.<\/p>\n

So we keep it fixed. Because the goal isn\u2019t to extract the last dollar. It’s to make the system fair, sustainable, and useful.<\/p>\n

#2 \u2013 No misdirection in our ads.<\/strong><\/h2>\n

We spend a lot of money on marketing. Google. Facebook. You’ve probably seen our ads. Could we cut those costs in half? Absolutely. Just start running the kind of ads some of our competitors use (such as the ones making misleading claims<\/a>\u00a0recently about Labor’s proposed battery rebate):<\/p>\n

\u201cGet Solar For ‘No Net Cost’!\u201d<\/p>\n

\u201cRebates Ending!\u201d<\/p>\n

\u201cGovt Pays You To Go Solar!\u201d<\/p>\n

The problem? They work. Really well.1<\/a><\/sup><\/p>\n

But they attract the wrong crowd. People expecting magic. People chasing something for nothing. People who’ll waste time asking good installers about deals spruiked by multi-millionaire cricketers on late-night TV<\/a>.<\/p>\n

So we don’t do it. It costs more to run these ads because they get fewer clicks per impression, but it saves our installers time and keeps our recommendations worth acting on.<\/p>\n

Those are just two examples. There are dozens more, baked into how we operate. Decisions made every year – sometimes every week – where we choose not to chase the highest return, because we care more about building something that works for both the consumer and our installers.<\/p>\n

It’s a shame they don’t teach this in business school.<\/p>\n

In fact, judging by the MBAs I’ve met, I reckon they teach the opposite.<\/p>\n","protected":false},"excerpt":{"rendered":"

Every now and then, someone asks: How does SolarQuotes make money? Fair question. We run a popular site, send thousands of referrals a month, and have a reputation for helping people avoid the dodgy end of the solar market.<\/p>\n","protected":false},"author":1,"featured_media":91694,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[56],"tags":[],"class_list":["post-91693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economics","entry"],"acf":[],"yoast_head":"\nPhase Shift: The Business Advice I Ignore (And Why You Benefit)<\/title>\n<meta name=\"description\" content=\"Every now and then, someone asks: How does SolarQuotes make money? Fair question. 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I started SolarQuotes in 2009 and the SolarQuotes blog in 2013 with the belief that it\u2019s more important to be truthful and objective than popular. My last \"real job\" was working for the CSIRO in their renewable energy division. Since 2009, I\u2019ve helped over 800,000 Aussies get quotes for solar from installers I trust. Read my full bio.","sameAs":["https:\/\/www.solarquotes.com.au\/","https:\/\/x.com\/FinnPeacock"],"url":"https:\/\/www.solarquotes.com.au\/blog\/author\/admin\/"}]}},"jetpack_featured_media_url":"https:\/\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2025\/04\/fake-mba.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p2FF2s-nQV","jetpack-related-posts":[{"id":77904,"url":"https:\/\/www.solarquotes.com.au\/blog\/solar-roof-builders\/","url_meta":{"origin":91693,"position":0},"title":"Talking Solar To Builders – We Need Better Thinking From the Roof Down","author":"Anthony Bennett","date":"August 21, 2023","format":false,"excerpt":"As a qualified solar electrician, roof plumber, licensed contractor and supervisor, I have seen the ugly truth behind Australian roofs first-hand. The sad reality is the roofs I've worked on could move anyone to tears if only they realised the opportunity missed for both passive and active solar power system\u2026","rel":"","context":"In "Energy Efficiency"","block_context":{"text":"Energy Efficiency","link":"https:\/\/www.solarquotes.com.au\/blog\/category\/energy-efficiency\/"},"img":{"alt_text":"dented roof sheets","src":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2024\/02\/dented-roof.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2024\/02\/dented-roof.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2024\/02\/dented-roof.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2024\/02\/dented-roof.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2024\/02\/dented-roof.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":32351,"url":"https:\/\/www.solarquotes.com.au\/blog\/gst-ergon-feed-in-tariff\/","url_meta":{"origin":91693,"position":1},"title":"Is GST Included On Ergon Feed-In Tariffs? It Depends Who You Ask","author":"Richard Chirgwin","date":"August 2, 2019","format":false,"excerpt":"This post arises because of a query from a Queensland Ergon customer, who has discovered the solar feed-in tariff set by the state\u2019s competition regulator doesn\u2019t make provision for GST. This doesn\u2019t matter to residential customers - they\u2019re not expected to account for GST on the electricity they sell back\u2026","rel":"","context":"In "Solar Policy"","block_context":{"text":"Solar Policy","link":"https:\/\/www.solarquotes.com.au\/blog\/category\/solar-policy\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/ergon-gst.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/ergon-gst.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/ergon-gst.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/ergon-gst.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/ergon-gst.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":31517,"url":"https:\/\/www.solarquotes.com.au\/blog\/solarquotes-help-pollinate\/","url_meta":{"origin":91693,"position":2},"title":"SolarQuotes To Help Pollinate Install More Off-Grid Solar In India & Nepal","author":"Finn Peacock","date":"July 1, 2019","format":false,"excerpt":"Starting today, SolarQuotes will be helping Indian and Nepalese families install off-grid solar systems. Specifically 3.3 watt, 17 watt-hour off-grid solar systems. No, that is not a typo. That solar panel capacity is one two-thousandth the size of a typical 6.6 kW grid-connect system installed across Australia. The systems will\u2026","rel":"","context":"In "Announcements"","block_context":{"text":"Announcements","link":"https:\/\/www.solarquotes.com.au\/blog\/category\/announcements\/"},"img":{"alt_text":"A family in India with a solar powered light","src":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/solarquotes-pollinate.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/solarquotes-pollinate.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/solarquotes-pollinate.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/solarquotes-pollinate.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2019\/07\/solarquotes-pollinate.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":19181,"url":"https:\/\/www.solarquotes.com.au\/blog\/small-business-solar-payback\/","url_meta":{"origin":91693,"position":3},"title":"Small Business Commercial Solar With A 3 Year Payback – A Real World Case Study","author":"Ronald Brakels","date":"February 16, 2018","format":false,"excerpt":"A few days ago I wrote an article on commercial solar for small businesses but I was worried it may have been a little abstract.\u00a0 I mentioned this to Finn, my boss[1. He's only fired me twice so far, so I'm doing quite well as these things go.\u00a0 Once for\u2026","rel":"","context":"In "Commercial Solar"","block_context":{"text":"Commercial Solar","link":"https:\/\/www.solarquotes.com.au\/blog\/category\/commercial-solar\/"},"img":{"alt_text":"paper seller with headline about small business solar","src":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2018\/02\/commercial-solar-news.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2018\/02\/commercial-solar-news.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2018\/02\/commercial-solar-news.jpg?resize=525%2C300&ssl=1 1.5x"},"classes":[]},{"id":78651,"url":"https:\/\/www.solarquotes.com.au\/blog\/solar-insurance-explained\/","url_meta":{"origin":91693,"position":4},"title":"Solar Panel Insurance: The Good, The Bad & The Exclusions","author":"Kim Wainwright","date":"September 11, 2023","format":false,"excerpt":"Insuring your new rooftop solar power or battery system can provide peace of mind. It's a simple process to pay the premium, but what happens in the unlikely event of a claim? Will the insurance company be equally as keen to hand over the cash? Let's discuss how insurance for\u2026","rel":"","context":"In "Solar Panels"","block_context":{"text":"Solar Panels","link":"https:\/\/www.solarquotes.com.au\/blog\/category\/solar-panels-2\/"},"img":{"alt_text":"Solar power system insurance explained.","src":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2023\/09\/rooftop-solar-battery-insurance.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2023\/09\/rooftop-solar-battery-insurance.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2023\/09\/rooftop-solar-battery-insurance.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2023\/09\/rooftop-solar-battery-insurance.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.solarquotes.com.au\/blog\/wp-content\/uploads\/2023\/09\/rooftop-solar-battery-insurance.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":4677,"url":"https:\/\/www.solarquotes.com.au\/blog\/tesla-to-shake-up-solar-battery-storage\/","url_meta":{"origin":91693,"position":5},"title":"Tesla to shake up solar battery storage","author":"Staff Writer","date":"April 28, 2015","format":false,"excerpt":"Solar energy\u2019s Great Leap Forward in efficiency and viability is about to be joined by its natural twin, solar battery storage. This scenario, which was hinted at by electric car manufacturer Tesla during the week, will reverberate around the energy community and send shudders down the collective spines of fossil\u2026","rel":"","context":"In "Battery Storage"","block_context":{"text":"Battery Storage","link":"https:\/\/www.solarquotes.com.au\/blog\/category\/battery-storage\/"},"img":{"alt_text":"tesla battery","src":"https:\/\/i0.wp.com\/s-media-cache-ak0.pinimg.com\/736x\/74\/83\/2b\/74832be5006293c91f82779ef70d61fd.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/s-media-cache-ak0.pinimg.com\/736x\/74\/83\/2b\/74832be5006293c91f82779ef70d61fd.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/s-media-cache-ak0.pinimg.com\/736x\/74\/83\/2b\/74832be5006293c91f82779ef70d61fd.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/s-media-cache-ak0.pinimg.com\/736x\/74\/83\/2b\/74832be5006293c91f82779ef70d61fd.jpg?resize=700%2C400&ssl=1 2x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/posts\/91693","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/comments?post=91693"}],"version-history":[{"count":11,"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/posts\/91693\/revisions"}],"predecessor-version":[{"id":91707,"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/posts\/91693\/revisions\/91707"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/media\/91694"}],"wp:attachment":[{"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/media?parent=91693"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/categories?post=91693"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.solarquotes.com.au\/blog\/wp-json\/wp\/v2\/tags?post=91693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}