How we closed $429,365 in solar commissions in 10 weeks posting weird Facebook "shadow ads"
See how I went from a tired D2D rep knocking 60 hours per week to generating 10+ qualified solar leads every day from my La-Z-Boy
Written by Elijah Pearson
It’s 2017 in Lake Elsinore and I’m slumped behind the wheel of my car with the A/C blasting after another day of knocking 100+ doors in the heat of the summer.
My water bottle is empty, my iPad is dead and I have nothing to show for the last 10 hours of rejection but a couple of shaky leads and a no-show appointment…
I thought selling solar was supposed to change my life… so why does it feel like it’s breaking me instead?
Ah, the 'ol utility vest... SMH
If you’re on this page, chances are you’ve felt what I felt.
And maybe you’re even feeling it right now…
You’re tired of faking the “all in” attitude when deep down you’re drained—stuck knocking doors even though you’ve got the skills to close, but no consistent pipeline to back you up.
You’re done with the Temu “Wolf of Wall Street” energy at correlation—filled with empty hype to cover the truth that D2D has become an outdated and (many times) predatory model that burns reps out.
If that’s the case, I can help.
I’ll share how I stumbled onto what I now call “shadow ads”—a strange little strategy that pulled me out of the D2D grind and into closing $429K+ in solar commissions online in 10 weeks… without knocking a single door.
If you could copy this exact strategy for yourself, how different would your pipeline (and your sanity) be?
Scrolling through the deals we closed from our online blitz
But I know you’re probably thinking: “Is this even legit?”
And I don’t blame you—this industry is full of so-called “marketing gurus” who are masters at selling hype… but not solar.
Although this may sound too good to be true, the results speak for themselves.
In fact, one of the biggest solar companies in the U.S. awarded me as their top producer in Q3 2024—thanks to this exact strategy.
#1 out of thousands of reps at a $50M-a-year company… all from behind my keyboard. (lol)
But don’t take my word for it—check this out 👇
70
Days
$429,365
Commissions Closed
15.5X
R.O.A.S.
What I’m about to share with you isn’t something I pulled out of thin air—it’s a hush-hush strategy that’s been used by the best advertisers in the world for literally hundreds of years.
However, making it work for solar in today’s world didn’t happen overnight—it took years of learning, testing, tweaking and more failures than I can count… but it was all worth it.
The thing is, without the “Shadow Ad” Strategy in 2025, you’re toast.
You’ll struggle to succeed without it—and before long, you’ll start wondering if you’d be better off selling life insurance instead…
And if you’re thinking, “Why haven’t I heard of this ‘Shadow Ad’ Strategy before?”
It’s because you’re being gaslit to believe that knocking 8+ hours a day is the best way to increase your solar sales rather than gaining the skills to get off the doors for good.
(oops, I said the quiet part out loud)
Then again, most solar reps struggle with getting consistent and reliable lead flow, so why are you currently doing what they do?
Do you really want to keep knocking doors every single day?
Do you really want to rely on agencies for “exclusive” leads or appts?
Do you really want to buy lists of phone numbers to spend hours cold calling?
I didn’t.
It wasn’t until I went against the grain and learned how to make this strategy work for myself that I finally escaped the constant stress of worrying about where my next deal would come from.
And there’s absolutely nothing stopping you from doing the same.
What is the "Shadow Ad" Strategy?
Before we dive in, there’s something you need to understand…
Something that took me years (and a lot of frustration) to figure out: the “Shadow Ad” Strategy by itself isn’t enough.
It’s just one leg of the stool—without the other legs, the whole thing tips over.
Let’s be real for a second:
Leads don’t matter.
Appointments don’t matter.
Closed deals don’t matter.
The only thing that actually matters is glass hitting the roof—because that’s the moment we get paid.
And even then, the goal isn’t just getting panels on roofs—it’s creating happy customers who leave reviews, send referrals, and help us build a brand homeowners actually trust.
So yes, while the “Shadow Ad” Strategy can convert attention into ‘ready-to-buy’ leads like clockwork, without the other components of my 4-Step Framework, you will fail…
But don't worry, I’m not gonna leave you hangin’.
I’ll walk you through each component of the complete framework, one by one.
The same framework that let me close $429K+ in solar commissions without ever leaving my house…
Keep in mind, I’m only going to stick to the key points of each step so this case study doesn’t turn into a full-on book, but you’ll still get everything you need to take action today.
If you want to go deeper into the “Shadow Ad” Strategy (along with the rest of the framework), you can always book a free 1:1 call with me here.
Here are my four steps that turn strangers into happy installs:
1. Attract (aka the “Shadow Ad” Strategy)
2. Qualify
3. Convert
4. Retain
Let’s break down each step and how you can use them to finally get off the doors for good.
1. Attract (aka The "Shadow Ad" Strategy)
“Advertising is the only casino where, with enough skill, you become the house.”
– Alex Hormozi
If there’s one thing every D2D rep can agree on, it’s this: people hate being sold to.
It’s not that they don’t want to buy—they just don’t want to feel like they’re being sold.
Especially not by some arrogant, Segway-riding 19-year-old rolling up in khakis and a company polo.
This only leaves the homeowner standing in their doorway, already tuned out, thinking, “Oh great… another ‘not-a-sales-guy’ sales guy.”
In their mind, the conversation’s already over before it’s even begun.
That’s why the door slams faster than you can say, “We’re just in the area working with your neighbors on the power proj—”
*SLAM*
But don’t get it twisted—this isn’t just true for door-to-door…
It’s the exact same story for running ads online.
People hate ads.
Especially the ones on their Facebook newsfeed screaming, “Free Solar Panels!” or “The government is paying homeowners in Califor—”
*SCROLL*
The second it feels like a pitch, the homeowner’s trust evaporates—and so does your ad budget.
Because here’s the truth: when you’re running ads, you’re not paying for leads... you’re paying for attention.
And if you don’t know how to turn that attention into genuine interest that makes people want to buy your product or service—you might as well be lighting your money on fire.
So… how do you advertise to people who hate ads and can spot a pitch from a mile away?
That’s where the “Shadow Ad” Strategy comes in…
But before I can explain what it is, you need to understand why it works—because once you do, everything else will click.
Let me introduce you to one of the most important principles in marketing:
The 5 Stages of Market Awareness.
No matter what you sell, every single potential customer in your market lives somewhere inside one of these five stages:
1. Unaware – These people don’t even realize they have a problem. They’re just living life, paying the power bills, doing their thing.
2. Symptom Aware – Something feels “off,” but they can’t quite put their finger on it yet. “Honey, we’re gonna have to skip date night this week… money’s getting a little tight.”
3. Problem Aware – Now the lightbulb goes off. They’ve identified the real issue behind the symptoms. “Oh, the utility company keeps raising rates… that’s why we can’t afford to do as much anymore.”
4. Solution Aware – They’re now looking for ways to fix the problem. “I’ve heard solar could help, but I’m not sure if it’s worth it or how it really works.”
5. Brand Aware – They know solar is the solution. Now they’re just deciding which company to trust with the install.
Now you might be thinking, “Great, I’ll just target the people in stages 4 and 5—the ones who are already ready to buy or close to it.”
But here’s the BIG problem…
That group makes up less than 10% of the total market.
And guess what?
Most solar reps and companies are fighting over that same tiny group of potential customers.
The result? Crazy expensive leads, cutthroat competition, and the same tired ads:
“Free Solar Quote!”
“Get Solar for $0 Down!”
It’s all noise to the homeowner who’s seen it a hundred times before.
So while everyone’s shouting at the same over-pitched crowd…
The other 90% of the market—the homeowners quietly scrolling past—get completely ignored.
But here’s what I discovered that nobody talks about…
That untapped 90% is where the real opportunity lives.
Because these people aren’t anti-solar… they just haven’t realized they need it yet.
But when you know how to meet them where they are and speak to the pain they feel instead of what you’re selling… you win their attention long before anyone else even tries to get it.
Remember this:
Attention = Profit
When you own the attention, you own the market.
That’s how, in the most saturated solar market in America—California—I closed nearly half a million in commissions in just 10 weeks (literally without breaking a sweat) while everyone else fought for scraps.
That’s the power of the “Shadow Ad” Strategy.
Let's break it down…
Does this really work?
Absolutely – I'm the case study! But I'm not the only one...
This plug-and-play system has worked consistently for multiple solar consultants, in multiple markets, for multiple years. Check out some of their results 👇
"The close rates that I'm having on these leads are phenomenal..."
Alex Baird
Owner of Arizona Solar Brokers
"The close rates that I'm having on these leads are phenomenal..."
Alex Baird
Owner of Arizona Solar Brokers
How do I learn more?
Everything that I outlined here is very "high level" blah blah blah blah blah blah blah blah blah blah blah
Book a free 1:1 discovery call with me here:
or you can text me at (619) 202-7077
(only if you're serious, no spam please)
– Elijah Pearson
p.s.
I only have 15 total client openings available and they will be filled extremely fast. So if you would like to see how we may be able to help you to [desire] without [things they hate], click here to book a free discovery call now.
Disclaimer: The information provided on this page is for informational purposes only and should not be considered financial, legal or professional advice. Results mentioned are not typical and may vary significantly. Any investment or business opportunity carries inherent risks. It is important to conduct thorough research and due diligence before making any decisions. The creator of this content is not liable for any losses or damages resulting from reliance on the information presented. Past performance does not guarantee future results. Consult with qualified professionals before taking action based on this content.
Some client results
We're slappin' glass over here
"The close rates that I'm having on these leads are phenomenal..."
Alex Baird
Owner of Arizona Solar Brokers
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by knocking zero doors?
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Disclaimer: The information provided on this page is for informational purposes only and should not be considered financial, legal or professional advice. Results mentioned are not typical and may vary significantly. Any investment or business opportunity carries inherent risks. It is important to conduct thorough research and due diligence before making any decisions. The creator of this content is not liable for any losses or damages resulting from reliance on the information presented. Past performance does not guarantee future results. Consult with qualified professionals before taking action based on this content.
© 2025 SolarCopilot
© 2025 SolarCopilot