As a result of solar PV cost declines, rising utility rates, and supportive public policies and incentives, residential rooftop solar PV has become an affordable option for millions of customers, especially in America’s 50 largest cities. This is especially true if customers have the ability to access low-cost financing options like longer-term loans, leases, and third-party power purchase agreements (PPAs) that eliminate the upfront cost. Thus, the availability of solar PV (and other ways to more efficiently use energy) has caused many customers to seek their own degree of personal “energy independence” by focusing on ways they can diversify their energy choices and exert greater control over their utility bills.

However, most of the customers who want a greater degree of personal energy independence (and the community leaders who wish to help them get there) often do not understand (or are simply unaware) of how solar PV technology can help them save money and reap the rewards of a largely risk-free long-term investment. Often, the lack of familiarity most customers have with solar PV has the effect of increasing the costs (often called “customer acquisition costs”) that solar PV installers must incur to educate consumers and make a sale. When one considers that selling more PV systems is how solar installers can reduce their other costs and make their businesses leaner, more competitive, and cost-effective without incentives, educating customers and community leaders about the “dollars and cents” value of solar PV truly is paramount. Continue reading →