JOSE LOPEZ
STRIKES GOLD
How one small team doubled their installs in 2024—and what you can learn from their journey.
BY BRENT ATTAWAY
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When you get the opportunity to speak with Jose Lopez, you’ll quickly realize you’re not just talking with a “regular” solar business owner. He’s all about grit, hustle, and a relentless drive to succeed.
From knocking doors in 15-degree weather to doubling installs in 2024—the hardest year in solar—Jose and his team at Semper SolR are showing the rest of us how it’s done.
In this exclusive feature, we dive into the journey that got Jose here, the lessons he’s learned, and the plans he has to keep climbing in 2025.
Photo of Jose his wife Sara on their wedding day
A Love Story Turned Business Empire
Jose didn’t start at the top—far from it. In fact, his first gig was working for his now-wife, who also happened to be his boss.
“Coming from a military background, we don’t fraternize with the boss or employees,” Jose said with a laugh. “But I guess I proved myself. I stuck around the longest and got promoted—first to husband, then to partner.”
Together, they built a direct sales business in 2013, dabbling in everything from AT&T to home security. “We weren’t just locked into one product,” Jose explained. “That experience gave us the flexibility to figure out what worked.”
Eventually, they shifted their focus to solar, and the rest is history.
Doubling Sales in a Tough Year
2024 was a year many in solar would rather forget, but not Jose and his team at Semper SolR. Despite rising lead costs and market instability, they doubled their installs—from 100 in 2023 to over 200 in 2024.
“We’re a small team, but we grind,” Jose said. “A lot of companies were struggling, but we focused on staying consistent, training hard, and showing up every day. That’s how we doubled our installs, even when the market was stacked against us.”
And here’s the kicker: they did it without any major blitzes or massive ad spends. Instead, they relied on their discipline, adaptability, and a deep commitment to their team.
Photo of Semper SolR Team
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The Cold Reality of Illinois Solar
If there’s one thing Jose’s team knows, it’s how to push through adversity. Illinois winters aren’t just cold—they’re brutal.
“We’ve got reps knocking doors in 15-degree weather,” Jose said. “It’s not easy, but if you want to succeed in this market, you’ve got to be willing to show up when others won’t.”
During the colder months, Jose focuses on referrals and digital campaigns to keep the momentum going. And when the weather warms up, they hit the ground running. “You’ve got to lead by example,” he explained. “If I’m willing to grind, they are too.”
Military Values and Building a Team That Lasts
Jose’s military background has shaped his approach to leadership. “Camaraderie, discipline, and leadership—those are values I learned early, and they’ve shaped how I run my team,” he said.
Even in an industry known for high turnover, Jose has built a culture that keeps people engaged.
“If you care about your team and invest in their growth, they’ll stick around,” he said.
His focus on developing leaders within his team has been key to scaling their success.
Jose Lopez dressed for success
The Power of Referrals:
An Untapped Goldmine
Jose admitted there’s one area where his team could improve: referrals. “We haven’t worked hard enough on leveraging customer relationships,” he said. “That’s something we’re focusing on this year. Referrals are a goldmine if you know how to use them.”
To kick things off, Jose and his wife sent over 200 Christmas cards to customers in 2024—a heartfelt gesture designed to foster loyalty and generate leads for the new year.
Q&A: Introduction to the Illinois Market
Q: What makes Illinois unique for solar?
Jose: “The policies and incentives, like the Adjustable Block Program and Illinois Solar for All, make it a great market. But the challenge is they’re always changing. You have to stay on top of them if you want to succeed.”
Q: How do you keep your team motivated during winter?
Jose: “It’s all about showing them there’s always a way to win. When it’s too cold to knock as many doors, we focus on referrals or digital campaigns. And when we are out in the cold, it’s about leading by example. If I’m willing to grind, they are too.”
Q: What’s your advice for companies entering Illinois?
Jose: “Do your homework. Learn the programs, train your team, and don’t be afraid to pivot. And don’t make excuses—if we can double our installs in this market, anyone can.”
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Training the Next Leaders: The Four Ds
Jose’s training philosophy—Demonstrate, Duplicate, Delegate, and Do it Again—has been key to scaling his team.
“It’s all about showing people how to succeed, then teaching them to lead others,” he explained.
This approach has helped him build leaders within his team and create a foundation for long-term growth.
The Vision:
Becoming an Installer
Jose isn’t stopping at being a sales organization. His next goal?
Vertical integration.
“We want to become an installer,” he shared. “It’s about having more control over the process and creating a better experience for our customers.”
The Bottom Line
Jose Lopez’s story is one of resilience, leadership, and relentless drive.
From sending Christmas cards to doubling installs in a tough year, his journey is a masterclass in how to succeed in the solar industry.
For those of us looking to thrive in this ever-changing market, Jose’s message is clear: care about your team, grind when others won’t, and never stop finding ways to improve.
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