The end of the year is coming up fast, and with it, the end of the solar tax credit.
For the solar industry, it’s a looming challenge that we’ll have to grapple with moving forward. But for residential installers with open pipelines, it’s also an opportunity.
The fast-approaching tax credit deadline gives homeowners a clear reason to go solar now, and with the right marketing, you can turn that built-in urgency into a fully booked 2025.
But with only a few weeks left for most contractors to guarantee a 2025 install, you need to be highly strategic in your approach. That means tightening up both your messaging and your tactics.
Here’s how.
1. Put Urgency Front and Center in Your Messaging
When an offer is only available for a limited time, it creates a sense of urgency that triggers a psychological response—your brain tells you to act so you don’t miss out. You can take advantage of that natural reaction by emphasizing the fast-approaching tax credit deadline in your marketing.
There are two key tactics to focus on here: what you say and where you say it.
Say it clearly.
To make urgency messaging work, you need to be clear and authentic. The goal isn’t to scare people, but to be honest about when this incentive ends and what they could miss out on if they wait.
This Facebook ad for Energy Circle client My Generation Energy highlights the expiration date up front and frames the risk of missing out, while keeping the tone positive: there’s still time to take advantage if you act now.
Make it impossible to miss.
Even the best messaging won’t work if homeowners never see it.
To make them prominent, place deadline reminders in high-visibility spots across your website:
- Hello bars at the top of every page
- Callout boxes on service pages
- Timed pop-ups when visitors scroll
- The Hero section of your homepage
On Energy Circle client Premo Solar’s website, we added a simple hello bar that stays fixed at the top of every page. As visitors move through the site, the deadline is always in view, reinforcing urgency without disrupting their experience.
2. Focus Paid Campaigns on the Right Audiences
Paid advertising is one of the most powerful ways to get your message out quickly so you can push homeowners over the fence before the tax credit disappears.
But you have to be careful about who you’re showing your Google and social media ads to.
At this stage, casting a wide net won’t pay off; there isn’t enough time to educate a brand-new audience and guide them through the sales funnel from start to finish.
Instead, zero in on prospects who are already in your funnel. These prospects know the value of solar and just need a reason to act now. The expiring tax credit is that reason.
So, how do you reach them?
With remarketing.
Remarketing allows you to show targeted ads and send personalized emails to a very specific audience, like homeowners who’ve requested a quote, clicked on your ads, or spent time on your site without converting.
These are warm leads who don’t need to be convinced that solar has value. They’re already thinking about it, and showing them that they’re about to lose their chance to save 30% could be the final push they need to sign a contract.
Example: This Facebook video ad for Energy Circle client Premo Solar was crafted specifically for prospects who had engaged before but hadn’t converted. It acknowledges that solar has already been on their minds and urges them to make 2025 the year they finally move forward before the credit ends.
3. Protect Your Reputation Beyond 2025
While urgency is key, it’s just as important to protect your credibility. Overhyping the end of the credit may help in the short term, but it can damage your reputation—and the value of solar—in the long run.
Frame your message carefully.
This is the last chance for the tax credit, not the last chance for solar. Solar will remain a smart investment long after 2025. The tax credit just makes it even sweeter right now.
- Messaging Example: “Solar pays for itself with decades of free electricity. The federal tax credit accelerates your payback—and it’s available until December 31, 2025.”
Stay true to your brand voice.
If you’ve always taken an educational, trust-focused approach, don’t suddenly pivot to fear-based “act now or lose everything” messaging. Your customers can sense when urgency feels authentic versus forced.
- Messaging Example: “We’ve been helping local families go solar for years. If you’ve been waiting for the right time, it’s here. Act now, before the 30% tax credit expires.”
The Bottom Line
Handled well, the end of the solar tax credit can drive growth today while setting your business up for success tomorrow. By reinforcing the deadline across every touchpoint, focusing on the right audiences, and staying true to your brand voice, you can close out your books for the rest of the year without hurting your long-term reputation.