From Zero to $150M: How Moe Falah Built a Solar Empire with Relentless Hustle and Vision

• Location: Started in Florida, then California, now multiple states.

• Objective: Achieve ambitious revenue targets (e.g., $20M first year, then $25M, $100M, and aspiring to $150M) by creating a powerful, winning team culture.
  

• Rapid Revenue Growth: Guided Simple Solar towards a $25 million first-year revenue target, with the company now described as a "$150 million solar company."

• Explosive Account Growth: Scaled from 42 accounts/month (May 2020) to nearly 400 accounts/month (370-376 reported in a recent month prior to the podcast).

• Team Expansion: Grew his team to over 100 people across 4 offices in different states.

• Industry Recognition: Won "Top Growth as a Company" at Door to Door Con; Moe has become a significant social media presence and influencer in the D2D space.

• Mastery of D2D Solar: Built the entire business on door-to-door sales, never spending a dollar on ads, leads, or appointments.

Overview: The Challenge

• Zero to Start: Moe entered solar with no prior experience, no preset appointments, and total skepticism about the industry.
  
  
• Early Losses: Closed 0 deals in month one and came off an $80K commission loss from a prior venture.
  
  
• Recruiting Hurdles: Slow solar payouts and lack of infrastructure scared away potential recruits.
  
  
• Scaling Gaps : Needed faster installs, scalable systems, and a leadership framework to build a high-performance team.

• Lost Commissions: Lost out on $80,000 in commissions when his previous company folded.

• Steep Learning Curve in Solar: First month selling solar via D2D (after being denied appointments), he closed zero deals in 15 homes.

• Delayed Income & Recruiting Difficulty: Faced 4-6 month payment timelines for solar installs in Miami, making it hard to get advances without significant commission hits and nearly impossible to recruit.

Resources Utilized

• D2DU (Door-to-Door University): Mentioned as the podcast sponsor and a tool Moe's team uses for daily training.

• D2D Experts Podcast & Host Sam Taggart: Sam Taggart (the podcast host) served as a coach and consultant for Moe.

• Live Events: D2DCon, Sales Boot Camps, Recruiting Summits, Masterminds (like the St. George event where he was the "new guy" asking tons of questions).

• External Coaches: Hired Michael O'Donnell and Coach Burt (via Sam Taggart's connection) for team training.

• Mentorship & Networking: Actively sought knowledge from higher performers and invested in being in rooms with successful people.

The Solution: Strategic Transformation

The D2D Experts helped Moe turn his solo start into a $150M powerhouse by implementing disciplined systems, high-performance culture, and leadership development.

Phase 1: Identifying Bottlenecks & Finding Solutions

• Moe discovered the 4-6 month install/payment timeline in Miami, with heavy penalties for advances, making team recruitment impossible.
  
  
• Knew he wanted to build a team and that solar was the vehicle, but in the current situation it seemed impossible.
  
  
• Within a week (January 4th, 2019), he moved to Irvine, California, knowing no one, and quit all distractionsto focus entirely on building his solar venture.

Phase 2: Skills & Systems

• Invested heavily in D2DU training, live events, and coaching

• Worked directly with Sam Taggart for leadership and strategy consulting

• Created a culture of discipline, accountability, and training-first mentality

• Focused on team execution over perks — doubled down on coaching when numbers dipped

Phase 3: Scaling the Team (Investment in People & Training)

• Focused on creating a culture of accountability, learning, showing up on time, and high performance.
  
  

• Grew to 100+ reps — setters and closers working in sync

• Built a repeatable recruiting and onboarding process

• Moe took his team to a sales boot camp (May 2020, when they were doing 42 accounts/month). Exposure to higher performers was key. The result: 106 accounts the next month.
  
  
• When numbers dipped, he immediately invested $10,000 in consulting with Sam Taggart.
  
  
• He continuously invested in D2DU for his team, D2DCon events, and recruiting summits, and brought in coaches like Michael O'Donnell and Coach Burt.

The Results

Quantitative Outcomes

• Monthly Accounts: Grew from 42 accounts/month (May 2020 with 12 people) to 106 and eventually hit 370+ accounts in a single month.

• Office Expansion: 1 → 4

• Team Size: 4 → 100+ reps

• Company Valuation: $150M

• 100% of growth achieved through door-to-door sales

Qualitative Outcomes

• Built a Powerful Company Culture: Instilled high standards, accountability, continuous learning, and a "winners always win" mentality.
  
• Team Development: Focused on providing his team with the tools and environment to win, believing their success was his success.

 Key Lessons

• Discipline fuels growth: Remove distractions and focus relentlessly on the mission

• Training beats perks: Skills and systems keep teams performing at a high level

• Vision attracts talent: A clear roadmap draws committed players, not just interested ones.

• Reinvest, Reinvest, Reinvest: Don't get comfortable at "level 1"; repeat the actions that brought success to get to "level 2" and beyond.

• Culture is Built, Not Bought: True culture is about standards and accountability, not just office perks.

• Sacrifice is Necessary: Letting go of dead weight (bad habits, distractions) is crucial for reaching big goals.

• Leadership is Transformational: Explain the "why" to your team to get buy-in for challenging changes.

Final Analysis

Here's what led to the ultimate success of Moe Falah and his company:

• Extreme Goal Setting & Intentionality: Setting massive, almost audacious targets and remaining laser-focused.

• Willingness to Learn & Adapt: From shadowing top reps to investing heavily in coaching and masterminds.

• Investment in People: Believing that training and developing his team was the key to scaling.

• Resilience: Overcoming initial failures and industry challenges without losing conviction.

• Building a "Winning" Culture: Prioritizing high standards and accountability, where perks are earned, not given.

Conclusion

Moe Falah didn't just build a solar company; he forged a high-performance culture that thrives on big goals and consistent wins. His story demonstrates that success in the D2D solar space, or any venture, isn't just about sales tactics—it's about visionary leadership, relentless personal development, strategic reinvestment, and the courage to go all in, even when it's uncomfortable. If you're a leader wondering how to 10x your growth, Moe's playbook offers a clear, albeit challenging, roadmap.