PosiGen
CASE STUDY:
How PosiGen Shifted From Lead-Dependent to Demand-Driven
PosiGen is one of the most recognized names in residential solar. They’d built their success the hard way, through door-to-door sales, sheer hustle, and a constant flow of purchased and aged leads. They had grown fast. They had grown big. But they knew they weren’t growing smart.
They were ready for the next stage, one defined not by effort, but by efficiency, clarity, and repeatable marketing momentum.
That’s where RELLO came in.
LESSON 1:
Growth Hides the Cracks, Until It Doesn’t
When a company scales quickly, mismatches start showing up everywhere: different lead handling processes in different regions, inconsistent follow-ups, missing data, and frontline teams improvising their own version of “the process.”
PosiGen was no exception.
They weren’t broken, they were simply outgrowing the systems that got them there.
So before RELLO touched a single ad, a keyword, or a line of copy, we did what a true energy-focused partner does:
We listened.
We met with every regional sales manager. Interviewed hundreds of employees. Mapped every step of their customer journey. And uncovered the inconsistencies that were costing them speed, trust, and revenue.
Most companies jump straight into “fixing.” We start with understanding. That’s where the real transformation happens.
LESSON 2:
Energy Companies Don’t Need More Leads, They Need Better Systems
Lead generation wasn’t PosiGen’s real problem. Lead management was.
What we found:
- Lead routing varied wildly by region
- Reporting lived in silos
- Sales teams had uneven tools and inconsistent training
- Lead quality was hard to measure because the process wasn’t unified
The takeaway:
You can’t scale demand until you fix how demand moves through the organization.
So we built PosiGen a fully aligned roadmap, one process, one language, one unified sales + marketing ecosystem.
Improved post-sale customer experience
We identified that customers felt “lost” after signing and recommended a dedicated Project Manager role plus 2-way texting/callback support, giving every customer a clear point of contact and faster, more reliable communication.
Stronger, consistent brand differentiation
We found the brand narrative was inconsistently delivered outside Community Impact and proposed upgraded sales onboarding/training and market-level Community Impact leadership, aligning teams around what makes PosiGen uniquely credible in each region.
Reduced operational friction and cancellations
We surfaced SOW ownership and cross-department dead ends as key drivers of confusion and churn and recommended clear handoff/ownership restructuring and better internal routing, lowering process breakage and supporting faster installs with fewer cancellations.
PosiGen didn’t just get better at sales.
They became better at being a national organization.
LESSON 3:
Digital Wasn’t Broken, It Was Underestimated
PosiGen wanted to replace their dependency on purchased leads with an engine they could own.
So we went deep into their digital strategy, and uncovered more opportunity than expected.
Their SEO was stretched too thin and too global. Google rewards local depth, not vague national footprints. Their UX/UI had friction that was costing them conversions. Their content was being published, but it wasn’t working hard enough.
So RELLO rebuilt everything:
- New content built for real human questions
- Localized SEO hubs for every region
- Conversion-first UX/UI
- A CRO framework that matched energy customer psychology
Digital Performance Metrics:
- Organic traffic up 132%
- Form submissions up 151%
- Top-10 ranking keywords grew from 171 to 3166
- Conversion rate improved from 9.8% → 12.5%
This wasn’t marketing.
This was building a digital foundation that could finally catch all the growth PosiGen was losing.
LESSON 4:
Digital Wasn’t Broken, It Was Underestimated
PosiGen had been buying aged leads for years.
The shift to inbound wasn’t just operational, it was emotional.
Trusting a new marketing engine is a leap.
So we built that engine with transparency:
- Clear data
- Clear reporting
- Clear roles between marketing and sales
- Clear expectations for what high-quality demand looks like
When leadership saw inbound begin to outperform purchased leads, the mindset shifted:
From chasing names
→ to attracting the right people.
From lead quantity
→ to customer quality.
From sales effort
→ to marketing alignment.
Inbound Outcome Metrics:
1,472%
increased Inbound leads
359%
INCREASED Inbound leads as a percentage of total lead volume
Inbound isn’t magic.
It’s a system, and RELLO built it with them, not for them.
LESSON 5:
Big Organizations Don’t Just Need Strategy, They Need Stewardship
PosiGen is a big, complex, people-heavy organization. Their success rests on coordination, clarity, and communication.
RELLO didn’t just deliver deliverables.
We became partners, helping align teams, support new leadership, bring consistency across regions, and unify the sales and marketing motion.
We helped shape:
- Revenue operations
- Brand alignment
- Content operations
- Performance marketing
- Executive visibility
- Internal communication
- Field-to-corporate connection
Most agencies optimize campaigns.
Energy-specific agencies like RELLO optimize entire ecosystems.
The PosiGen Transformation
PosiGen didn’t hire us for ads.
They hired us for evolution.
By the end of the engagement, they had:
- A unified marketing + sales process
- A digital engine built for scale
- Clear visibility across teams and regions
- A content and SEO strategy that actually moved revenue
- A roadmap for long-term, sustainable growth
- A shift from buying demand to generating it
A brand aligned internally and externally
THE BIG LESSON:
Growth Isn’t About Doing More, It’s About Doing Better
PosiGen didn’t need more tools.
Or more vendors.
Or more noise.
They needed clarity, alignment, and a partner who understood how energy companies actually grow.
That’s what RELLO delivers.
Not just audits.
Not just strategy.
We build the systems, stories, and alignment that help energy companies scale with confidence.
Because growth isn’t a tactic.
It’s a structure.
A partnership.
A momentum, built together.
Build Momentum.
We’re Ready When You Are.
Strategy that fits
Budgets that scale
