We have the fortune of exploring solar with dozens of homeowners each month. No two conversations are the same, but common themes prevail. We normally commence with a simple question: Why solar, why now (in terms of the homeowner’s interest)?
Solar is not a panacea and it does not make sense for all homeowners. Further, there is no single, silver bullet that prompts people to pull the trigger; here are a selection of “why solar, why now” anecdotes from homeowners:
1. PG&E: Opinions sway from virtual venom to distrust to steady rate inflation to I’m sick of paying PG&E so much every month. As you may have noticed, PG&E raised residential electricity rates ~42% over the past three years, and there’s more to come …
2. Climate change: Everyone wants to do their part, and solar is a the most impactful measure a homeowner can employ to reduce their carbon footprint. Furthermore, our state is burning (no-duh) and homeowners acknowledge the latent liabilities PG&E is accruing for the Santa Rosa, Redding and other fires; there’s a general belief (we agree) that ratepayers will bear financial responsibility for PG&E’s liabilities. Hence, going solar insulates you from future rate increases.
3. Donald Tariff Trump: Regardless of your political stripes, nobody likes to pay more for something. President Trump’s first two tariffs were applied to washing machines and solar panels. (Washing machines?) Fortunately, the quantity of solar panels imported into the U.S. in the fourth quarter of 2017 increased 1900% (versus Q4-2016); the solar industry has been working through a surplus of stockpiled, pre-tariff solar panels. However, supply is dwindling — prices have most likely bottomed — and the solar industry foresees tariffs in the next few months.
4. Donald Tax Credit Trump: There’s much concern among homeowners that the POTUS will eliminate the 30% federal tax credit (for solar, wind and other forms of renewable energy). For now, the tax credit is galvanized into the tax code, at the full 30%, through the end of 2019. We believe it is unlikely Congress (and then Trump) will abort the credit; perhaps we’re being overly naive! The safe bet, of course, is to lock it in in 2018.
5. Investment accounts: This one’s common … if I’m making less than 1% in my checking/money market account and I’m nervous about the stock market and my 401K, solar is an investment vehicle where I can confidently generate 12%+ annual returns. We agree, and the math is quite simple.
6. I need a new roof: We are currently helping six homeowners who are replacing their roof and, in concert, installing solar panels. The timing is perfect to maximize and optimize warranties from the roof material and solar panel manufacturers (minimum of 25 years) and the roof and solar installation contractors (25 years). Importantly, we orchestrate the process (roof + solar) on behalf of homeowners.
7. Electric vehicle: This one’s a no-brainer, particularly if you plan to own your home for at least five years. Leveraging PG&E’s electric vehicle rate schedule (EV-A), our typical eV + solar homeowner only needs their solar system to generate ~80% of the electricity they use to offset 100% of their electricity costs. (Simple math: Your amortized cost to generate solar electricity is in the 8 cents per kWh range, and you will garner ~4 miles of charger per kWh … so, your cost to drive is ~2 cents per mile.)
Are we missing any obvious motivations (to go solar)? If so, please advise, or feel free to contact us if you’d like to amplify any (or all) of the above.