SheppardEngage

Vertical Playbook

Electrical

Residential electrical, panel upgrades, EV charging, whole-home generators.

Electrical is the trade most exposed to the next decade of residential capex — panel upgrades for electrification, EV charger installs, whole-home generators, solar interconnects. Platforms that build the brand to own these high-ticket categories will compound faster than the underlying trade.

Operating Realities

The way the trade actually runs.

  • 01$200 outlet repair and $14k panel upgrade live under the same brand — the marketing has to do both jobs.
  • 02Permitting, code, and utility interconnect cycles mean longer sales cycles for electrification work.
  • 03EV and generator demand is geographically clustered and policy-driven — the playbook has to localize.

The Sheppard Playbook

What we install in electrical platforms.

— 01

Build the electrification brand layer

Most electrical brands look like 1995. Sponsors who upgrade brand identity to match the high-ticket category they're now selling capture meaningful pricing power.

— 02

Segment by ticket and intent

Service work, panel work, EV charger installs, and generators each get their own funnel. Mixing them in one PPC account is the single most common destruction of efficiency we see.

— 03

Utility and rebate-aware content

Customers searching for EV chargers and generators are searching for rebates too. The platform whose content owns the rebate query owns the install.

KPIs We Move

What the sponsor sees on the dashboard.

Panel-upgrade pipeline value

EV install cost per acquisition

Generator lead-to-install ratio

Service-to-upgrade conversion

Frequently Asked

On electrical in private equity.

Why is electrical the fastest-growing PE-backed home services category?

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Electrical is exposed to the next decade of residential capex — panel upgrades for electrification, EV charger installs, whole-home generators, and solar interconnects. Platforms that build the brand to own these high-ticket categories compound faster than the underlying trade is growing. The pricing power is in the brand layer most electrical platforms haven't built yet.

How do you market high-ticket electrical work like panel upgrades and EV chargers?

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Segment by ticket and intent — service work, panel work, EV charger installs, and generators each get their own funnel. Build content and campaigns around utility rebates and tax incentives, since high-intent consumers are searching for those terms alongside the product. And upgrade the brand identity: most electrical brands look like 1995, and that costs real pricing power on $14k panel upgrades.

What's the EBITDA play in electrical services consolidation?

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Three levers: ticket-mix shift toward electrification work (panel, EV, generator), brand pricing power in those high-ticket categories, and operational consolidation across permitting, supplier relationships, and dispatch. Marketing primarily moves the first two — the brand layer and the ticket mix.

Engage Sheppard

Have a electrical platform under LOI?

We can be in the data room next week with a commercial diligence on the marketing engine. Pre-close, post-close, or pre-exit — same operating model.

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