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C’mon Solar Industry! We can do it.


Let’s sell solar like the other industries sell their stuff!

I was inspired recently. I sat on a panel with Danny Kennedy from Sungevity at Solar Power International. Danny gave a great speech about how (and of course, I’m paraphrasing) we’re never going to get anyone to buy solar if we don’t start removing words like “inverter,” and “photovoltaics,” from our lexicon, and instead start talking about how solar makes your beer cold, your kids popsicles hard, and puts money in your wallet.

That’s what we’re all about here at We try to simplify the rebates and incentives for your state, and we’re also interactive. If you leave a comment under a post, we’ll get back to you in a couple of days. We also try to present the info in a fun way, while still being serious about solar. If you can’t see how solar applies to your budget and your life now and in the future, then we’re not doing our job.

Sadly, we think that other installers are doing worse than us at explaining solar. Why? Solar in the U.S. is at about 0.2% market penetration for residential rooftops. That’s weaksauce. But hey, the market is huge. The sky is the limit. If you look at California’s PG&E’s territory alone, just a good chunk of northern California, there’s over 700,000 customers who would show savings with SunRun’s PPA or SolarCity’s lease on day one. Even for people buying through a conventional home loan, the savings can be with in a year after taking the 30% Federal solar tax credit and write off the interest on the mortgage. The same with PACE/municipal financing.

As more financing options like these come online, how can a homeowner say no to $0 to very low-money down, clean energy, and saving money from the very first day? They can’t, but first they need to be educated, and that’s why we want you to educate yourself here and to get a quote from a local installer who will take you through all of the advantages for your home in your area.  The great thing about getting a few quotes is that you can prove that solar is right or wrong for you. No more guessing and thinking “it’s a good idea, but…” It costs you nothing but a little bit of time.

With that in mind, here at, we’re going to continue to make solar easy to understand and show you what you’re missing.  We also urge all solar installers to clearly and patiently show potential customers how much they would have made with solar instead of stocks or real estate for the last few years. Where else can you get such a high and fixed return? We’ll be the first to tell you that it doesn’t pencil out everywhere, but where it does, it’s our job to let people know that solar’s not just for rich environmentalists. It’s for people with Hum Vee’s who have high electric bills, too.

Last modified: September 3, 2019

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mubiru richardMike MitchellChristof Recent comment authors
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mubiru richard
mubiru richard

hi friend i want to solar

Mike Mitchell
Mike Mitchell

You are spot on. If the solar industry doesn’t give up the “science” approach to marketing they will never get anywhere. People are not interested in the science. Most are not even interested in helping the environment. What they care about is saving money and affordability and that is what the marketing efforts should focus on. They can’t expect to get a foot in the market if their biggest customer base is junior high science projects.


Hi David. I’d love to know what your source is for the 0.2% of residential rooftop figure. Not because I don’t believe it, but because I’d like to cite it myself in future articles I do for my web site, in conversations I have with friends, colleagues, etc.

Thank you!


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