VSLR

The challenge

VSLR sells residential solar in Spain. The industry standard was: homeowner fills a form, a sales rep calls within 48h, books a home visit, and a quote arrives 3–5 days later.

Two of every three leads went cold before the quote arrived. The product wasn’t slow — the path to feeling confident about it was. Solar is an emotional purchase wrapped in an engineering spec.

Numbers

How I worked

1. 01Started from satellite imagery

   Google Sunroof data plus VSLR’s panel database. The homeowner pinned their roof; the tool drew the layout automatically. No measurements asked of a non-expert.

   

2. 02Hid the engineering, showed the savings

   The output focused on monthly bill projection, payback period, CO₂ saved. The engineering report was a download for whoever wanted to read 14 pages.

   

3. 03A brand built on real installations

   Shot 12 real homes in Catalonia for the identity system. No stock photos of happy families on tablets. Real roofs, real installers, real numbers.

   

4. 043 screens, not a multi-page form

   Address → roof confirmation → quote. Three screens. Save and email at any step. 40% of quotes were finalised days later, on a different device, over coffee.

   

5. 05Rolled out in two regions first

   Catalonia and Andalusia. Different roof styles, different sun, different installer networks. The tool needed both before going national.

   

6. 06Trained sales on what changed

   A new workflow meant reps lost their cold-call routine. Spent two afternoons with the sales team rewriting their pitch around the quote tool. Adoption stopped being a problem.

   

What changed

• —Lead-to-quote time: 3 days → 4 minutes.
• —Quote-to-contract conversion rose from 8% to 19%.
• —Self-serve quotes drove €2.1M in pipeline in year one.
• —Sales team time-per-lead dropped 60% — they only called pre-qualified prospects.

One lesson

Confidence is the product. The quote is just the proof.