We recently connected with Dr. Caroline Iscovitz and have shared our conversation below.
Dr. Caroline, thanks for joining us, excited to have you contributing your stories and insights. Your ability to build a team is often a key determinant of your success as a business owner and so we’d love to get a conversation going with successful entrepreneurs like yourself around what your recruiting process was like -especially early on. How did you build your team?
As a former therapist with a doctorate in psychology and a deep understanding of human behavior, I brought a fresh perspective to the solar industry—a field where trust, communication, and relationships are everything. My journey has been one of grit, intuition, and learning on the fly. I’m excited to share what it was like stepping into this role, the ups and downs of recruiting our sales team at Solar All Over, and how my approach became so effective that other companies took notice.
When I joined my husband’s solar company, Solar All Over, I was a complete newcomer to the industry. My background was in psychology—I’d spent years studying what drives people, how they connect, and what helps them thrive. After experiencing burnout from clinical work, I shifted into entrepreneurship, exploring coaching and wellness consulting before moving to Colorado and meeting my now-husband. His solar business was growing but lean—just him and a small crew hustling to sell systems. I saw untapped potential and a clear challenge: to scale, we needed a high-performing sales team. That’s where I stepped in, bringing my clinical expertise and a determination to build something meaningful.
Those early days were equal parts exhilarating and daunting. I was learning the solar industry from the ground up—terms like “photovoltaic panels” and “net metering” were completely new to me. But people? People I understood. I knew how to spot potential, nurture talent, and build trust. My goal was to assemble a team of sales reps who weren’t just closers but true ambassadors for solar—individuals who could connect with clients, embody our values of honesty and transparency, and handle the ups and downs of a competitive industry.
Recruiting those first reps felt like panning for gold in a fast-moving stream. The solar industry attracts all kinds—some chasing commissions, others drawn to sustainability. I wanted both, plus a spark of resilience to thrive in sales. With no playbook, I took a scrappy, hands-on approach. I posted job listings on major platforms but also leaned into local networking groups where I could meet candidates face-to-face. One of our first hires came from a chance conversation at a meetup—a young guy with no solar experience but infectious enthusiasm for green tech. Another was a referral from a friend who knew a seasoned salesperson looking for a fresh start.
The interview process is where my psychology background truly shined. I built a multi-stage screening process to get a 360-degree view of each candidate. It started with resume reviews where I looked beyond job titles to uncover clues about mindset and motivation. Did they job-hop frequently, or show commitment? Was their cover letter generic, or did it reflect genuine interest in solar? My clinical training helped me read between the lines and spot both red flags and untapped potential.
The interviews were thorough—three rounds, each with a specific purpose. My ability to read body language, pick up on subtle cues, and assess emotional intelligence gave me an edge in identifying candidates who would thrive.
What made my approach different? I didn’t prioritize polished resumes or deep solar experience. I was just as likely to hire a charismatic server or a persuasive teacher. Through a psychological lens, I focused on traits like grit, empathy, and adaptability—qualities I believed we could mold into solar expertise. I’ve always believed that with the right mindset, anyone can succeed.
Of course, not everything went smoothly. I made mistakes—like hiring someone who dazzled in interviews but cracked under pressure. And I faced my share of rejection—some candidates opted for bigger companies with flashier perks. But every misstep taught me something. I learned to trust my gut when a candidate’s polished answers felt too rehearsed, and I doubled down on what worked: thorough vetting, clear expectations, and hands-on onboarding. Watching a new hire close their first deal or light up while explaining solar to a client reminded me why I was doing this.
Building the team felt like building a family. Our first reps—a mix of eager rookies and experienced pros—became the heartbeat of Solar All Over. They weren’t just selling—they were educating clients, busting myths, and building trust in an industry where skepticism runs high. Watching them grow was one of the most rewarding parts of the journey.
As our team grew, so did my recruiting process. I blended clinical insight with practical know-how, developing a knack for spotting “diamonds in the rough”—people others might overlook but who, with support, could thrive. My efforts paid off. Our retention rates were high, and our reps consistently exceeded expectations. Eventually, word spread. What started as helping a friend recruit 75 reps in three weeks became a consulting side hustle. I began supporting other solar companies, using the same psychology-driven approach to build their teams. It was deeply rewarding—and validating—to see my process work beyond our own company.
Looking back, I’m proud of what we built. But hindsight brings clarity. If I were starting today, I’d lean into technology earlier—using AI tools to streamline applicant screening and group interviews to assess team dynamics. I’d formalize onboarding from the start. My early, hands-on approach was effective but time-intensive. I’d be quicker to say no to candidates who didn’t align with our values, and I’d document my process from day one to make it easier to replicate and scale.
Building the sales team at Solar All Over was more than just hiring—it was about aligning the right people with the right mission. It was about blending the science of psychology with the heart of entrepreneurship. That approach didn’t just fill roles—it built a culture. The fact that other companies sought my help is proof of its value.
To potential clients, partners, or future solar pros: at Solar All Over, people come first. Whether I’m recruiting a rep or consulting for another company, I’m guided by authenticity, growth, and meaningful impact. This journey isn’t just about building a team—it’s about building trust, one person at a time. And I’m just getting started.
Dr. Caroline, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m excited to welcome you into my journey through my recently reimagined YouTube channel and newly launched website, SolarMama.net, where I share my life as a first-time mom, my passion for the solar industry, and the realities of building a business. These platforms offer a space to connect—through practical insights, personal moments, and meaningful conversations about clean energy and intentional living. This journey has shaped the entrepreneur I am today and led me to a mission-driven role at Solar All Over.
I’m the co-owner of Solar All Over, a Colorado-based solar energy company committed to making clean energy both accessible and empowering. My path here has been shaped by change—rooted in integrity, connection, and a desire to make a real impact.
My career began in psychology. I earned a doctorate and worked closely with people to help them navigate their inner worlds. It was deeply rewarding work, but eventually, burnout led me to reassess. That turning point brought me into entrepreneurship, where I started coaching and consulting in wellness. Those early ventures honed my ability to listen deeply, build trust, and solve complex problems—skills I carry into my work in solar every day.
Everything shifted when I moved to Colorado and met my husband, the founder of Solar All Over. He had built a solar sales business from the ground up, and I was inspired by his vision. I started behind the scenes—streamlining operations, recruiting, enhancing our digital presence, and building partnerships. I quickly discovered how much I enjoyed the creativity and potential for impact. Eventually, I became a full partner, and together we evolved the company into a comprehensive solar solutions provider.
Today, Solar All Over is a one-stop shop for solar energy. We design and install custom systems, offer flexible financing, provide long-term maintenance, and consult with other solar companies aiming to grow. From individual homeowners to commercial clients, we make going solar simple and transparent. Our mission is clear: deliver empowering solutions that reduce costs and support a more sustainable future.
We meet real-world challenges head-on. For homeowners and businesses, we simplify the solar process—handling everything from navigating incentives to creating efficient system designs. Our clients benefit from lower energy bills, reduced environmental impact, and the confidence that comes with working with a team that genuinely cares. For solar businesses, we share the tools and strategies we’ve developed to help them thrive.
What sets us apart is how we show up. In an industry where trust can be hard to find, we lead with honesty, care, and long-term commitment. We don’t just install solar panels—we build relationships. Our 25-year warranties reflect that promise, and every project receives our full attention and care.
I’m proud of how far Solar All Over has come—from a small operation to a growing team with a strong reputation. But more than that, I’m inspired by our collective impact. Every system we install contributes to a cleaner planet, and each client becomes part of that mission. Seeing a family activate their system for the first time or hearing how a business has cut energy costs—that’s what fuels our work.
Wanting to share this journey more personally, I’ve recently shifted my YouTube channel to reflect the blend of my work in solar, life as a new mom, and experience as an entrepreneur. You’ll find videos on practical solar tips, sustainable living, and honest reflections on integrating business and motherhood. My website, SolarMama.net, expands on this with resources, blog posts, and a growing community for those passionate about clean energy and intentional living.
If you’re considering solar, here’s what I want you to know: Solar All Over is built on trust, transparency, and purpose. Whether you’re a homeowner exploring your options, a business ready to go green, or an entrepreneur stepping into the solar space—we’re here to make the process clear and rewarding. Every project matters to us.
I’d love for you to follow along as I continue to share this journey. Visit SolarMama.net or subscribe to my YouTube channel to join a community that’s passionate about sustainability, entrepreneurship, and creating a brighter future—for our families and our planet.
Can you tell us about what’s worked well for you in terms of growing your clientele?
Networking—both in-person and online—has been the cornerstone of growing our clientele at Solar All Over. With a background in psychology, I’ve always been drawn to understanding people: what motivates them, what matters to them. That curiosity has helped me turn casual conversations into meaningful client relationships, and it’s how we’ve built our business—one connection at a time.
When I joined my husband’s solar company, I was new to the industry and still learning the ins and outs of panels, incentives, and energy systems. But I knew how to connect with people, so that’s where I started. I dove into Colorado’s local networking scene—attending meetups, joining entrepreneurship groups, and having real conversations with homeowners, business owners, and fellow entrepreneurs.
Online, I’ve leaned into platforms like LinkedIn, TikTok, X, and Instagram to keep those conversations going. The key is blending both worlds: meeting someone at an event, then following up online to stay connected. It’s about building relationships within our community—not pushing a sale—and it helps us stay top of mind.
My psychology training helps me pick up on subtle cues—a hesitant tone, a spark of curiosity—and adjust my approach so people feel seen and heard. Every chat, whether over coffee or through a quick DM, creates a ripple effect. That’s how we’ve grown—from helping families cut their energy bills to supporting businesses that want to go green. I love being part of that process and look forward to connecting with even more people along the way.
Any insights you can share with us about how you built up your social media presence?
As a content creator, building my audience on Instagram and YouTube has been a steady process of connection, consistent effort, and learning what genuinely resonates. With a doctorate in psychology and a long-standing interest in entrepreneurship, I’ve used my platforms to share my journey—from coaching to working in solar—and connect with a small, thoughtful community that I truly value. It’s never been about large numbers; it’s about engaging with people who care about similar things and supporting one another through shared experiences.
When I launched my coaching business in 2017, I was completely new to social media. I started on Instagram, posting about mindset, personal growth, client wins, and the everyday realities of starting a business. I didn’t have a strategy—just small posts like quotes that inspired me or quick takeaways from my psychology background. Growth was gradual, but I kept showing up weekly and made time to engage with others. I commented on posts in coaching and wellness spaces and replied to every message and comment. Those early interactions reminded me that real connection often starts with simply being present and responsive.
In 2022, I launched my YouTube channel, entering a new phase of content creation with curiosity and an open mind. I tried different formats—vlogs, solar tips, coaching advice, cooking clips, and interviews—to see what felt right. Things started to take shape when I focused on interviews with local business owners, solar professionals, coaches, and entrepreneurs from different parts of the world. These conversations—real and unscripted—seemed to resonate more deeply with viewers. I realized my role could be to highlight diverse perspectives in business while offering practical tools and insights for those navigating similar paths. Since then, I’ve had the opportunity to interview over 280 entrepreneurs, and each conversation has contributed to a more engaged, supportive community.
Now, in 2025, I’m shifting my content to reflect where I am in life—combining my background in psychology, my experience in solar, and my journey into motherhood. Over the past few years, I’ve learned what holds my audience’s interest, how to tell stories that connect, and how to stay aligned with my values through it all. That’s what’s guiding this next chapter.
My audience may be small, but it’s made up of people I genuinely enjoy hearing from—entrepreneurs, solar enthusiasts, and curious learners who ask thoughtful questions, share their perspectives, and stay connected. It’s these kinds of conversations that keep me motivated.
If you’re just starting out with social media, here are a few things I’ve learned:
Share your real journey – The everyday moments matter. You don’t need a big breakthrough to start connecting with others.
Engage intentionally – Thoughtful comments and genuine replies go a long way in building trust.
Try different formats – It’s okay to experiment. That’s how you figure out what works for you and your audience.
Stick with a schedule – Even simple consistency, like posting weekly, creates momentum over time.
Appreciate the people who show up – A smaller, engaged community can be more fulfilling than a large, passive following.
Creating content for Instagram and YouTube continues to be a learning process. Each video, post, and comment has taught me something new, and I’m looking forward to growing this space in a way that stays true to who I am—one real connection at a time.
Contact Info:
- Website: https://www.solarmama.net
- Instagram: https://www.instagram.com/drcarolineiscovitz
- Linkedin: https://www.linkedin.com/in/drcarolineiscovitz/
- Twitter: https://x.com/driscovitz
- Youtube: https://www.youtube.com/channel/UCr0b43_fShKwcdsTebMbNZA
Image Credits
Lisa Craig Photography
Adrian Fergson