In a post-ITC world, solar selling has changed.
Homeowners today are more informed than ever about solar costs, incentives, and long-term value. They’re more skeptical of high-pressure tactics and respond best when they feel supported and informed.
As we approach the end of 2025 and the close of the 25D credit, it’s natural for sales teams to feel the push to finalize active deals. Urgency still matters when it’s framed around opportunity. The goal is to help homeowners understand what’s available now while setting them up for long-term savings and stability.
Selling Solar Confidently Before (and After) 25D Ends
Lock in Value Before Costs Climb.
Emphasize how acting now protects homeowners from rising rates and secures this year’s savings.
“You’ve probably seen your energy bills go up this year, and rates are expected to keep climbing. Starting your project now means your system can begin saving before those new rates take effect, and you’ll still qualify for this year’s credit before it sunsets.”
Rationale: Acting before year-end helps homeowners secure predictable monthly payments and capture the 25D credit while it remains available.
Prepare Early to Avoid Delays in 2026
Explain how getting started early helps homeowners stay ahead of design and installation backlogs.
“Most people do not realize how many steps there are between signing and installation, such as design, permits, and utility approvals. Starting before the year ends keeps your project on track and ensures you are installed before next year’s backlog builds up.”
Rationale: Beginning early prevents installation delays and higher costs caused by post-credit demand.
Simplify Solar Financing Conversations for Homeowner Confidence
As financing options evolve and lender requirements tighten, homeowners need clear explanations of what fits their goals. Reps should focus less on jargon and more on tangible results. Connect financing options to what homeowners care about most: affordability, flexibility, and long-term value.
A good rule of thumb is the “3 Cs”: Clarity, Confidence, and Choice.
- Clarity: Be upfront about how each product works, from payments to incentives.
- Confidence: Reinforce that every option is designed to protect their investment and meet compliance standards.
- Choice: Let them see side-by-side comparisons so they can decide what fits their goals best.
Here are a few examples of how to simplify complex financing conversations:
Translate Numbers Into Meaning
Show them how today’s costs set up long-term savings and stability.
“I know a 7% rate might sound high, but because solar replaces part of your utility bill, your total monthly cost still comes out lower than what you are already paying. The goal is not just to save money right away but to create stability that utilities cannot match.”
Rationale: Homeowners need perspective on long-term savings, not just short-term interest rates.
Guide Their Decision with Choice, Not Pressure
Position yourself as a point of support, not just a seller.
“Here are your two main paths: ownership with a loan or a TPO plan that covers maintenance and performance. The loan provides long-term equity, while the TPO provides predictability. Both lower your monthly costs, and the choice depends on the kind of control you want.”
Rationale: Simplifying choices helps homeowners decide faster and with more confidence.
Keep Transparency Front and Center
Reinforce that clarity and honesty create confidence in the process.
“Everything in this proposal is visible and accessible to you. There are no hidden costs, and your lender sees the same numbers. That’s how we make sure your financing stays clean and accurate from start to finish.”
Rationale: Financial transparency builds credibility and turns complexity into clarity.
Build Homeowner Trust Through Transparent Solar Proposals
Homeowners value feeling fully informed, primarily when investing in a home solar system.
Transparency builds both credibility and comfort early in the process. Reps should guide homeowners through the proposal line by line and explain each step from design to installation.
Encourage reps to include proposal details in the conversation: utility data, system design, production assumptions, and loan terms all help homeowners see the whole picture.
Walk Homeowners Through the Proposal Line by Line
Encourage them to review each part of the proposal together so nothing feels hidden or unclear.
“Let’s walk through this together so you can see exactly how we calculate your savings and system production. That way, you know where every number comes from, and there won’t be any surprises once we move forward.”
Rationale: Walking through the proposal openly prevents confusion and shows you stand behind your numbers.
Help Homeowners Choose the Right Solar Solution with Confidence
Decision fatigue is real. Even informed homeowners can feel uncertain about going solar after recent tax credit changes. The best reps simplify choices and connect each option to what matters most for the homeowner’s future.
Guide Homeowners Through Policy Changes and Long-Term Value
Acknowledge that policy changes may raise questions but reinforce long-term stability and independence.
“Even with the credit changing, solar still gives you control over your energy costs. You’re locking in predictable savings instead of riding utility rate increases, stability is what makes it such a smart move right now.”
Rationale: Homeowners need to know how current incentives, costs, and timelines align with their personal goals. Connecting solar with long-term stability helps homeowners act confidently.
Compare Short-Term Savings with Long-Term Value
Help homeowners see that choosing solar now sets them up for stronger future payoffs.
“Some homeowners wait for prices to drop, but in most cases, the savings from producing your own power outweigh any short-term cost differences. Getting started sooner simply means you benefit longer.”
Rationale: Homeowners can hesitate when presented with upfront costs of buying a solar system. Explain how long-term savings and independence outweigh upfront costs.
Make Battery Storage Part of Every Solar Sales Story
Storage is not an upsell anymore; it is what makes solar complete. Homeowners buy batteries for stability, control, and peace of mind.
Frame batteries as investment protection, and not just “add-ons”. From storm preparation to avoiding peak-hour rates, storage gives homeowners power over when and how they use their energy.
In many markets, storage now defines the value of solar as much as panels do. Nearly 90% of TPO projects include batteries by default, and that trend is accelerating into 2026.
Show the Value of Energy Independence and Control
Explain how batteries give them more independence and control over their energy. Batteries are an investment in energy insurance and peace of mind.
“Storage gives you more than backup; it gives you control. Instead of watching your bill spike during peak hours, your system automatically switches to battery power. It is the difference between paying the utility’s price and setting your own.”
Rationale: Storage gives homeowners independence and turns unpredictable costs into a manageable plan.
Make the Benefits Real
Highlight how batteries work with rate plans to improve savings and system performance.
“With summer storms and demand charges going up, a lot of homeowners here are adding batteries for peace of mind. It’s not just for outages — it’s about keeping your home running on your terms, no matter what the grid is doing.”
Rationale: Local conditions like storms and rising rates make storage a practical investment.
Expand the Opportunity for Existing Customers
Show how adding a battery to an existing array can future-proof their investment.
“If you’ve had your system for a few years, storage can take it to the next level. It helps you use more of the energy you already produce and keeps your savings steady even when utility rates change. It’s one of the smartest ways to future-proof your investment.”
Rationale: Adding storage helps past customers future-proof their investment.
Want to improve your homeowner conversations? Explore our monthly market updates and training guides to help your team sell with confidence.