Lubbock Electric Choice: What Energy Reps Should Know

The newest choice market in Texas

For years Lubbock sat outside the Texas choice market. The city owns its electric utility, Lubbock Power & Light, and most of its customers weren't even on the main Texas grid. That changed when LP&L moved most of its system onto the ERCOT grid in 2021 and the city chose to open up to retail competition. Customers started picking their own retail electric providers in 2024.

So Lubbock now works like Dallas or Houston. LP&L still owns the poles and wires and still handles outages. The customer picks who sells them the power.

Why Lubbock is worth a look

Most of Lubbock's homes signed their first retail plan in the last couple of years. A lot of those were 12 or 24 month plans, so plenty of them are ending now. That's the best time to talk to a Texas customer: right before their contract is up, while they're wondering what comes next.

People here are also newer to shopping for power than folks in Dallas or Houston, who've had choice since 2002. That cuts both ways. You may need to explain how a plan works, but you're less likely to get the eye roll a rep in Houston gets.

What to tell your reps

A few things will help a team selling in Lubbock for the first time.

• LP&L is the wires company. It isn't a retail provider, so a customer can't 'switch away' from LP&L. They switch their retail plan.
• Not every ZIP near Lubbock is open. Some nearby towns are served by co-ops or other utilities without retail choice. Check every address by ZIP before a rep calls or knocks.
• Ask when the current plan ends. In a market this new, a lot of people don't know, and helping them find out on their bill or Electricity Facts Label builds trust fast.
• Delivery charges are separate. LP&L's delivery charge is passed through on every plan, whoever the provider is. Our delivery charges guide explains how that works.

How we handle Lubbock leads

Every Texas lead we deliver is checked against the state's list of choice ZIPs, and Lubbock's city ZIPs are on that list. The utility on each lead is the wires company, so a Lubbock lead says Lubbock Power & Light, never the name of a retail brand.

If you're planning a Lubbock campaign, get in touch and we'll tell you what we can put together. For the rest of the state, see our Texas energy leads page.