Breaking into New Markets by Engaging Landowners
Green Lantern Solar sought to expand its solar project portfolio by reaching landowners—particularly farmers and those looking to generate additional income from unused land. The challenge was to encourage these landowners to either lease or sell their property for the development of solar arrays. To achieve this, Wilkinson developed a strategic, multi-touchpoint direct mail campaign targeting landowners in key markets across five states: Maryland, New York, New Hampshire, Wisconsin and Michigan.
Breaking into New Markets by Engaging Landowners
Green Lantern Solar sought to expand its solar project portfolio by reaching landowners—particularly farmers and those looking to generate additional income from unused land. The challenge was to encourage these landowners to either lease or sell their property for the development of solar arrays. To achieve this, W+A developed a strategic, multi-touchpoint direct mail campaign targeting landowners in key markets across five states: Maryland, New York, New Hampshire, Wisconsin and Michigan.
Strategic Messaging and Direct Mail Campaign
W+A crafted a five-touchpoint direct mail program aimed at building relationships with landowners and driving them toward final agreements with Green Lantern Solar.
Every two weeks, Green Lantern Solar receives updated lists of potential leads, removing those who have already responded or had mail returned. Each month, 100-500 names were targeted across multiple states.
Building Momentum and Securing Contracts
The direct mail campaign yielded impressive results, with a 5% conversion rate from mailers to final contracts—a significant achievement in the land acquisition process. Over the first 10 months of the program, Green Lantern Solar successfully closed 15 contracts, allowing them to secure land for new solar projects and expand their footprint in the renewable energy market.
Expanding Reach and Future Growth
As a direct result of the success of this targeted direct mail campaign, Green Lantern Solar plans to continue and grow the program and expand into new markets across the U.S. This initiative has proven to be an incredibly effective, scalable solution for identifying and engaging landowners and driving land acquisition for future solar developments.
