Enquirer Consulting Group

Reachable Buyer Map

Prepared for Erin Kelly · Lumina Solar · August 2026
Lumina Solar sells into two completely different markets under one name. A homeowner is a household decision, reached by area, referral and paid media. A warehouse, a congregation or a school district is a named role inside a named building, and that one is reachable on purpose. This map is the second market across Maryland, Pennsylvania, Virginia, Delaware and Washington DC: the segments, who signs inside each, and roughly how many sit there. It describes the market rather than your business, and there is nothing to buy at the end of it.
Manufacturing and industrial plants
The best physical fit on this page. Large single-story roofs, daytime load that lines up with production hours, and an owner or plant leader who already thinks in payback periods rather than in incentives.
Who signs: the owner or president at owner-run plants, VP of operations, facilities or plant engineering manager, and the finance lead on the payback case.
5,500 to 7,000
manufacturing employers across Maryland, Pennsylvania, Virginia, Delaware and Washington DC carrying 20 or more people; counting the smallest shops the total is several times that
Warehousing, distribution and cold storage
More roof area per unit of revenue than any other segment here, and cold storage carries a flat, heavy load that never switches off. Often leased rather than owned, which puts a second buyer, the landlord, directly behind the tenant.
Who signs: director of facilities, VP of distribution or supply chain, regional property manager, and the building owner where the site is leased.
1,800 to 2,400
warehousing, storage and distribution establishments across the Mid-Atlantic footprint
Houses of worship and non-profits
You already publish for this audience, and it behaves unlike anything else on the page. The decision is made by a committee on a calendar, the money comes from a fund or a campaign rather than a budget line, and one adoption inside a diocese, conference or association tends to bring the next three.
Who signs: the business administrator or executive pastor, the trustee or board chair, the property committee lead, and the executive director at a non-profit.
28,000 to 34,000
congregations across the Mid-Atlantic footprint, alongside tens of thousands of filing non-profits; no public register records roof ownership or building size, so the qualified layer is smaller
Farms and agricultural operations
Pennsylvania, Virginia, Maryland and Delaware together hold one of the densest farm counts on the East Coast, and the rural energy funding cycles are public, dated and repeatable. The barrier is not interest. It is that almost nobody calls them.
Who signs: the owner or operator, the farm manager, and the co-op or grower group where one exists.
105,000 to 110,000
farms across the four states, of which roughly 20,000 to 25,000 operate at commercial scale with the building stock to carry an array
Commercial property owners and managers
Less a segment than a gatekeeper layer sitting on top of three of the others. One relationship here reaches a portfolio of buildings rather than a single roof, and the roofing work you already publish is the reason the call gets taken.
Who signs: asset manager, director of property management, VP of engineering at the larger firms, and the ownership group on capital approval.
7,000 to 9,000
real estate management and leasing establishments across the Mid-Atlantic footprint
Public bodies: districts, counties and municipalities
The slowest segment here and the most predictable. Procurement is published, budget cycles are dated, and the same buildings keep coming back year after year. Pennsylvania alone carries more separate municipal governments than most states have towns.
Who signs: director of facilities or buildings and grounds, the business manager or finance lead of the district, the township or county manager, and the elected board on approval.
Roughly 2,800 to 3,200 municipal and county bodies
plus roughly 650 to 700 public school districts across the Mid-Atlantic footprint, each with its own buildings and grounds budget

Where the openings are

1
The roof is the objection, and you already answer it. Almost every commercial solar conversation stalls in the same place: how old is the roof and who pays when it has to come off. You publish roof repair and replacement as a service already. A channel that opens on the roof and arrives at the array gets into buildings a solar-first approach never enters, and it qualifies the site before anyone climbs it.
2
Residential is a household. Commercial is a job title. Homeowners are reached by area and by referral. Every buyer above is reached by name and by role: facilities director, business administrator, plant engineering manager, district business manager. Those roles are listed, countable and stable. A channel built on them looks nothing like the one that fills a residential pipeline, and when one team runs both, the second market gets whatever attention is left over.
3
Three of these segments buy on a published calendar. School districts, municipalities and agricultural funding cycles all have dated windows and public approval steps. Being in front of the facilities director in the quarter the capital gets set is a scheduling problem, not a persuasion problem. Watching several thousand named buildings for their window is mechanical work, and it is exactly what a referral channel cannot do.
Built from public registries covering employers, establishments, farms and public bodies across Maryland, Pennsylvania, Virginia, Delaware and Washington DC, and counts are banded deliberately. Owner-only and very small businesses are under-recorded in this data. Congregations and non-profits are counted as filing entities rather than as qualified buildings. Segment codes are self-reported by the companies themselves.
ENQUIRER CONSULTING GROUP
enquirerconsulting.com