How to Talk to Homeowners After the BBB Tax Credit Changes 

The conversation just got harder, but more important. 

With the passage of H.R.1 the (the “One Big Beautiful Bill”), solar sales conversations have changed overnight. The sunset of the 30% Residential ITC for leased systems and third-party ownership (TPO) models means fewer headline incentives, but not fewer reasons to go solar! Homeowners are still facing rising utility costs, and growing uncertainty about energy. That makes the value of solar more relevant than ever. It just takes the right conversation to break through these hesitations. 

We compiled this guide designed to help your team navigate those conversations with empathy and confidence. Because even without the same federal incentives, solar is still one of the smartest long-term investments a homeowner can make. 

What Homeowners Are Feeling Right Now

Right now, homeowners are feeling pressure from rising utility bills and closing timeline to qualify for federal tax credits in a shifting market. 

Acknowledging these concerns and emotions is how you can break through their hesitation. 

The Top 3 Questions Might Face + How to Answer Them

1. “Wait, is the 30% solar tax credit really going away?
   • Yes, but only for homeowner-owned systems ends after December 31, 2025. There’s no phase-down period, so homeowners must go solar and reach PTO before the deadline to claim the full credit. 
2. “Should I wait to see if the incentives come back?”
   • Probably not. Utility rates are already rising in many states—and every month of delay means higher costs and fewer savings. The sooner a system is installed, the sooner savings start.
3. “Is solar still worth it without the credit?”
   • Absolutely. Solar protects homeowners against energy inflation and gives them long-term budget stability. Even without the ITC, the math often works in their favor.

Tools and Phrases to Build Homeowner Trust

Here are some simple phrases that can help ground the conversation empathy and local experience:

• “I get that solar feels like a big step—especially with energy costs rising. But here’s what we’re seeing from other homeowners in your area who also switched to solar.”
• “It’s not just about saving some money, it’s about protecting your household budget now and locking in predictability as rates keep rising.”

As they face uncertainty, it’s important to reframe solar as a cost-control tool: 

• Homeowners don’t need to think of solar as a financial gamble, it will actually stabilize their future energy bills.
• It’s designed with your personal usage needs and goals in mind.
• Focus messaging on energy independence and local credits, not just federal ROI.

Mini Compliance Reminders:

Staying compliant isn’t just about paperwork; it’s how you establish trust and unsure your ability to smoothly scale. Make sure your team knows:

• What’s changed in your state post-BBB
• What still qualifies (especially if using a non-25D structure)
• Solo’s updated defaults and templates already account for post-2025 eligibility

Let’s Move Forward Together

We know it’s not easy to shift messaging, and update tools mid-year. But the best teams aren’t waiting around—they’re already adjusting strategy preparing for 2026. 

Let us help:

• Read our full 2025 BBB Update Report report 
• Check out This Article on more strategies you can use post-BBB
• Book a Demo to see how we can help you scale into 2026

We’re in your corner. Let’s turn these conversations into conversions.