Thoughts on Solar

Editor’s Note: This is the third installment in our three-part series:
My Electric Bill is So High! Will Solar Help?  
You can read Part One, How High is High, here, and
Part Two, How Do I Find Someone to Trust, here.

With apologies to the Lovin’ Spoonful, eventually you have to make up your mind between those competing bids you’ve received, but how?  Let’s walk through the proposal evaluation process and see if everything that you need to see has been included!

What’s in the Proposal?

Solar proposals come in all shapes and sizes.  Some are very short – just a listing of what will be provided, a price, and a place to sign.  On the other end of the spectrum are proposals that are twenty pages long, most of it boilerplate about what is solar and how does it work, and what a great company this is.  But strip away the boilerplate and are they really giving you much information that is specific to your situation?

What were the inputs?

The old saying, GIGO: Garbage In, Garbage Out, applies to solar proposals too.  In this case, the inputs are your past energy usage, and a detailed site evaluation that looked at your service panel and your roof.  Omit any of those inputs, and the output is likely to be of dubious value, or worse, it will mask the true cost of installing solar at your home, leaving you exposed to costly change orders down the road when the contractor “discovers” something that should have been addressed at the proposal stage!

Your energy usage for the past year is the key input – without it you’re flying blind.  If you are in SCE territory, your potential installer should be asking for access to your  interval data.  For most residential clients, that is hourly usage measurements over the entire year, and that is important to accurately model your savings under now mandatory, time-of-use rates.  Where interval data is not available, monthly, or worse, bi-monthly billing records can be used, but they will not provide the granularity needed to see how the proposed PV system will actually operate to offset your daily loads.

Assuming that interval data is available – we ask our clients provide it through a secure service called UtilityAPI – it is the installer’s responsibility to properly analyze it to know how large a system you need.  As we mentioned in Part One, we use Energy Toolbase for our data analysis as it is the most authoritative tool on the market.  The chart above shows the average seasonal usage for one particular client as processed by Energy Toolbase from the raw interval data.  This shows the average hourly usage over spring and summer, with a very dramatic peak on summer weekends around 5:30 p.m.  Recall from Part One about “low-hanging fruit” – what you are seeing here is an excessive A/C demand that, if it can be addressed, would greatly reduce the size of the PV system needed for this client.

Ideally, this analysis takes place before the site evaluation so that the installer is able to advise the potential client about actions to be taken to reduce their overall usage, and thereby end up with the most cost-effective solution tailored to their needs.

Detailed equipment line items

One of the things that we see on competitors’ proposals that never ceases to amaze us is the total lack of detail regarding the actual equipment that is going to be installed!  It is as if the homeowner is expected to pay thousands of dollars for a generic solar power system – but you wouldn’t spend thousands on a generic car, would you?  Moreover, how can you assess the value proposition of a generic system?  A company that proposes a generic system intends to install on your home whatever is on sale that week.  Maybe you get lucky, more likely you don’t, but in either case, you simply don’t know, and that is no way to make a major investment.

Your proposal should have line items for all of the major components of your system: the solar panels, microinverters, racking, and installation costs.  And those items should be specific, down to the model being selected and the per unit cost.  Only that level of detail allows you to see what you are getting and for how much.

Utility savings analysis

Determining how much your proposed PV system will save you in Year 1 is the key to the entire analysis of the proposal, and it is a two-step process.  First, your historical usage data is analyzed against your current billing rate to determine what your energy costs will be over the next year.  There are a couple of assumptions built into that assessment, namely that both your usage and your billing rate will stay the same.  If you have been in your home for awhile, your usage last year is probably a pretty good predictor of your usage next year.  On the other hand, if you moved in rather recently, or made a major purchase like a new EV, that will skew your usage going forward.  Similarly, last year’s bills were predicated on the exact details of your billing rate structure in effect at that time – and those are subject to change without notice.  So look at what the proposal projects for your bill next year without solar, and see how that compares with last year.

The second part is the more important piece - assessing how  your bill will change now that you have added PV.  Here’s where things get complicated, and a tool like Energy Toolbase becomes essential.  The proposal should show a model of your past usage overlayed by the production of the PV system.

As you can see in the graph above (click for a larger version), the darker blue is the historical usage (we are looking at two days in July), the green is the modeled production from the proposed PV system, and the pale blue is the net energy demand.  At the peak on the right, the PV system is producing 5.22 kW at a time when the historical demand was 11.95, meaning that the net demand from the utility is 6.73 kw – and that is the basis for what the client will be billed.  You can also see that there are periods in the morning when the system is producing more power that the client historically used, resulting in power being exported out to the grid – for which the client is compensated due to net metering.

This is the analysis that must underlie your savings analysis – anything else is simply guess work.

Cash flow analysis – payback over time

Part of any cash flow analysis is the cost of the transaction.  If you are making a cash purchase you know exactly what your transaction costs will be.  But if you are financing through the solar company, or heavens forbid leasing, those transaction costs may well be obscured, it not hidden altogether.  Make certain that you have all the information you need to determine exactly what that deal is going to cost you.

For the sake of discussion, we will assume that this is a cash purchase.  What other assumptions go into a proper cash flow analysis? To start, how long is the period of the analysis?  Ten years?  Twenty years?  Thirty years?  Beware of an analysis that simply says how much money you will have saved in the end, without calling out the period in question!  In our view, ten years is too short, and 30 years is too long.  But whatever the number is, make sure you are aware of it as you compare “total savings!”

Another key assumption is how much will utility rates go up over the lifetime of the analysis?  It used to be common to see rate escalators of 6-7% per annum, but there was no real data-driven basis for that number.  (In fact, long ago we used 6.7% based on a website that claimed that the California Energy Commission had published that figure.  But when we went digging for the source, we discovered it didn’t exist - there was just this circular linking of sites each claiming to have gotten this from the CEC!) 

Over time we have consistently reduced the value that we use for our models, so that now we are using 3%, which we think is reasonably conservative.  But this is really a matter of just throwing darts at a board, and no one really knows what that number will be. Keep in mind that for comparison purposes, you should be able to see what value was used, and the higher the number, the rosier the prediction!

PV systems degrade over time, and that output diminishment should be accounted for in the analysis.  Modern solar panels degrade less than 1% per annum (the LG panels that we use are around 0.5%), but in any event, make sure that is incorporated in the model.

Finally, the value of money in your hand today is, generally, worth more than money you will have at some point in the future.  How much more valuable is a function of the discount rate applied to those future savings.  If the model ignores that, your future savings are likely artificially high.  Again, no one knows what the right number is, but a proper model will account for it and allow you to know what you are comparing.

What’s in the Contract?

Strictly speaking not a part of the proposal, it is not a bad idea to ask to look at the contract before you pick a contractor.  Many solar contracts are very long, written in tiny fonts, with lots of legalese – all designed to make you throw up your hands and simply ask, where do I sign?  But slow down, friend, the devil may be lurking in those details!  Indeed, we have had clients who were ready to sign with another company until they looked at what was in the contract!

Ideally the contract should be written in plain English, it should clearly set forth what will happen, when, and how, and it should be even-handed.

An Important Caveat

Finally, it is important to call out what even the most carefully considered proposal cannot address - future uncertainty; in particular, what will utilities try to do, and what will the CPUC let them do!

Things outside of our control - CPUC & Utilities

If you follow this blog you will know that the solar industry is under constant assault from efforts by utilities – particularly the investor-owned utilities like SCE – to reduce if not altogether eliminate the economic value of adding solar.  Whether it is by lobbying for changes to the net metering rules (which just this past year imposed additional fees, charges, and mandated time-of-use rates), or designing utility rates that make solar production less valuable, there is a constant struggle behind the scenes to undermine the solar investment of thousands of California homeowners.  (And this is not at all limited to California – attacks on net metering and efforts to impose pernicious rate structures are a nationwide phenomenon.)

Things we can control - SolarCitiSuns & CALSSA

Fortunately there are a couple of entities out there that are working hard to preserve the value of going solar.  If you are a California homeowner with a solar power system, there is an organization specifically for you.  California SolarCitiSuns is perhaps a corny name, but its mission is crucial: to organize the political power of California’s thousands of citizens with solar on their homes or businesses, or anyone who wants to be part of advocating for a clean, renewable future.  If you have solar on your home or business, click here to join!   The investment that you are protecting is yours!

 And finally, solar companies, are you a member of the California Solar & Storage Association?  We are, and you should be.  Click here to join CALSSA today! 

Beyond that, rank and file solar workers – installers, designers, finance people, anyone whose livelihood depends on the solar industry – there is an action group that you can join, even if your company is not a CALSSA member!  Joining means that you will get alerts when a crucial vote is upcoming in Sacramento or San Francisco, and give you the opportunity to reach out and show your support for the industry that provides your livelihood.  It’s easy and important. Every solar worker in California – click on this link to join the CALSSA Action Network – the job you save will be your own!

So there you have it - everything you need to know about going solar – look forward to hearing from you soon!

We hear it all the time: “My electric bill is so high, I just want to stick it to [insert name of utility here]!  Can solar help?” Now we are in the business of selling and installing solar, so our preferred answer is, “Of Course!"  But that is not always the answer we end up giving.  So Part 1 of this three-part series focuses on that electric bill to answer a few questions first: 1) How high is it? 2) What can you do to make it lower - pre-solar? And 3) Is your home even a good candidate for going solar?  Let’s look at each in turn…

How High is High?

Ask most any consumer how high their electric bill is and they will all pretty much tell you – too high!  So let’s recognize a few things at the start: if you are a PWP or DWP customer, your electric bills will be lower than your compatriots sufferi, er, living, in SCE territory.  SCE bills monthly, whereas PWP and DWP bill (roughly) every two months.  Most non-solar, residential customers are on a tiered rate structure - that is, the more you use, the more you pay for what you are using.  That said, not all tiered rates are alike: SCE has a true, three-tier rate structure where the cost increases in each subsequent tier, whereas PWP has a bizarre structure where the “highest” tier is actually cheaper than the middle tier!  (I wonder how many PWP customers realize that perverse incentive?) 

Taken together, what can you say about how high is high?  We would break it down roughly this way:

• $100 per month or less - Solar is probably not going to pencil out for you.  While there are many reasons to go solar besides the economic ones, if your bill is this low, saving money is not going to justify solar.
  
  
• $100 to $300 per month – depending on the other factors discussed below, bills in this range are more likely to have a strong economic justification, particularly in DWP territory, where a small rebate remains to help lower your out-of-pocket cost.
  
  
• $300 or more per month – Solar is exactly what you need!  The higher your bill, the more solar makes sense.  (We had a client with bills that averaged over $1,000 per month!  His payback was four and a half years!)

To illustrate how and why that works, let’s look at the modeling that goes into sizing your system.  (For this analysis we made use of Energy Toolbase, one of the most sophisticated tools available for modeling the performance of PV systems and producing comprehensive, authoritative and transparent solar proposals.)  We created three different usage profiles corresponding to the categories set forth above.  All were SCE customers under the current Domestic rate structure in region 9 (i.e., Altadena).  The first had usage such that their average bill was under $100/month.  The second had bills between $200 and $300/month, and the third had bill in excess of $450/month.  In each case, summer usage was higher than the rest of the year.

Energy Toolbase allows an installer to run multiple simulations of total bill savings based on the size of the system to be installed.  On the right is that output for our middle-case client.  It’s a little hard to see in the small version of the graph (click on it for larger), but the light green line (which represents the savings under the new, SCE-forced rate structure) levels off at 7.9 kW.  That inflection point means that a system sized larger than that is no longer providing a full economic benefit to the client.

We performed similar analyses for the other two use cases to determine the optimal system size, and to then determine their savings and payback.  Here are our results:

As system size increases, even without assuming any improvement in price based on economy of scale (the system price in each case is $4.00/Watt), it is clear that larger systems have significantly greater return on investment over the life of the system.  If your bills fall into that third use case, you are going to benefit greatly by adding solar.  But in that first use case, not so much.

What can you do to make your bills lower – before adding solar?

However, even if your use case makes sense, it is important to consider some low-hanging fruit before plunking down thousands of dollars on a solar power system.  The two most obvious candidates for investment are pool pumps and air conditioning systems. 

Pool Pumps

Older pool pumps tend to have single speed motors, which means that they draw the same amount of energy all the time.  But harken back to your elementary school science classes: a body at rest tends to stay at rest; a body in motion tends to stay in motion.  (Thank you, Isaac Newton!)  What’s that got to do with pool pumps?  Well, all that water in your pool has  a lot of mass and when it is just sitting there it takes a great deal of energy to get it moving - it’s a big body at rest!  But once you get it moving, it is relatively easy to keep it moving, so you need to expend a lot less energy to do so. 

Single-speed pool pump motors don’t get that, and they just keep pumping as hard as they can the entire time they are on.  That is wasteful, and expensive.  A variable-speed pump, on the other hand, embraces the eternal wisdom of Sir Newton, and throttles down over time.  That saves energy, and thus money.  Even better, utilities like SCE will give you a rebate (from SCE that is $200!) toward the cost of installing a variable-speed pool pump.

Updated A/C

The other big opportunity for savings is in an updated A/C system.  Newer systems are significantly more efficient out-of-the-box, and as older systems age, their efficiency decreases, meaning they are costing you more to operate.

Other Savings Opportunities

You don’t really have an old refrigerator running in your garage, do you?  If it is old, it is inefficient, and you’ve just put it in the hottest part of your home (short of the attic) so it has to work really hard to keep that case of beer cold.  Either ditch it altogether, or only run it when that party is about to happen!

How old is your thermostat?  Does it even work, or do you just use it as an on/off switch?  New, smart thermostats can save you money - and there is likely a rebate there, too!

How good a candidate is your home for solar?

Ok, your use case is compelling, even after harvesting all that luscious, low-hanging fruit.  So is it now certain that solar will help?  Um, maybe.  How good of a candidate is your home for solar?

We have written about this at length before, for example here and here.  If you have lots of shading, your house will not be a good candidate – you don’t want to be the owner of a system installed under a tree!

But other issues can change the value proposition for installing solar.  For example, your electrical service might be ancient and undersized, requiring you to spend additional money to upgrade to a newer, larger service.  If you are installing a relatively large PV system, that is a relatively small increase, but on our small use case, upgrading your service panel can add 10 to 15% to the total cost.

Other factors that are not show-stoppers but which increase costs are second-story and/or steeply pitched roofs (both of which just make the labor costs higher because the work goes slower), roofs other than composition shingles, service panels located far from where the array needs to go (like the array on a detached garage but the service panel in on the side of the house with a concrete driveway in between).

How can you know for sure?  Simple, have a professional installer come out and do a proper site evaluation.  So how do you find such a person?  Ah, that is the subject of Part 2: How Do I Find Someone to Trust?

Run on Sun has been doing Pasadena Solar for more than 10 years, but only now have we gotten around to dedicating a webpage just to Pasadena Solar! 

Who loves Pasadena Solar?

I know, kinda silly (and foolish from an SEO perspective) but we figured we were fine as we were.  But then I looked at the search results on Google for “Pasadena Solar” and it was really depressing.  I mean seriously - read some of those reviews and you know that they are fake - but still their related websites were getting better rankings than ours!  Not acceptable!!!

So now, if you want to see a webpage that proudly proclaims its love for Pasadena Solar, we’ve got you covered - complete with this iconic image!

Oh, and because we do so much work in neighboring Altadena we are hoping to do a shout-out page for them too but we need an idea for the quintessential Altadena image - if you have ideas, please let us know!

Every now and then we get a call from someone who has solar installed at their home but they’re not happy.  Typically this occurs when they get their “true-up” bill at the end of the year, and are shocked to see that the amount that they owe is way more than they expected!  In many cases this leads them to believe that the system simply isn’t working, and now they want a third-party (like Run on Sun) to come out and evaluate the performance of their system. 

Here are the three leading reasons why that bill is so high…

Your system just isn’t working!

Although this tends to be the number one suspected reason for why the bill is so high, generally it isn’t the actual cause.  Most systems are installed properly and are in operation.  But every now and then we come across a system that simply isn’t working at all.  That was the case with one man who was convinced that his system had never worked and that the company that installed it was simply out to cheat him.  We didn’t see signs of that—the system had been installed and the overall workmanship was acceptable on the surface, so it wasn’t like someone just slapped the panels on the roof and ran away.  But here’s the thing—this was an Enphase system so there should have been monitoring in place to answer the question of how well the system was working.  Except that the installer had never bothered to complete the setup of the monitoring system!

When we came out we were able to access the Envoy directly, and while it could see the microinverters, it was clear that they had never produced any power—in over a year!

So how can a solar system owner prevent this?  Simple—when your system goes live, make sure that the installer walks you through the operation of the system so that you can see with your own two eyes that the system is actually producing power.  (This could be a readout on the inverter/monitoring system, or a spinning performance meter, or an indication that utility meter is going backwards.)  Better yet, ask them up-front how will you be able to know that your system is working, and then when it goes live, make them prove it to you!

If you believe that your system isn’t working, and you live in the greater Pasadena area, give us a call at 626-793-6025, or email us to set up a service call!

Your system is working, but…

This second case is actually far more likely: the system is performing, but it is not meeting your savings expectations.  In our experience there are two main reasons for this: hype and over use.

Beware the hype

One reason for this disconnect is that a dishonest sales person over-hyped the savings to be had from the system installed.  For example, we have seen “savings” projections based just on the size of the system, without regard for how shaded the system was, or its orientation - to say nothing of the actual rate structure that is being used by the utility. 

Shaded systems produce less energy.  Systems aligned away from South will produce less energy.  A utility customer on a time-of-use rate structure may well save less than one on a tiered rate structure (depending on how those rates are designed).

The point is to beware of overly simplistic savings projections.  A proper analysis will factor in all of these issues to provide the best possible estimate of savings.

Solar is not a silver bullet

Even the best savings projection is predicated on future energy usage being consistent with the historical data that the solar company was given (unless increases are specifically discussed and included).  While many people with solar power systems become vigilant about reducing their overall energy consumption, others go in exactly the opposite direction.  Indeed, it is not uncommon to hear people say that part of why they want to “go solar” is so they can afford to run their air conditioning “more” during the summer. 

Solar power systems are finite resources—they can only produce so much energy consistent with the size of the system, and most utilities limit system size to the historical energy usage average at the site.  If you install solar, but then triple how much energy you use during the year, you shouldn’t be surprised if you are not saving any money!

What we have here is a failure to communicate!

Which leads us to the most likely culprit—there has been a failure to communicate between installer and consumer.  At the root of this is Net Metering and the complexities of most energy bills.  (A big part of the blame here goes to the utilities who seem determined to make their bills as complicated as possible!)  Let’s provide an overview of this issue and then illustrate with a specific example.

How Net Metering Works

Solar system owners - at least here in SoCal - operate under utility rules known as Net Energy Metering, or just Net Metering for short.  Here is how this works: on the day when your solar power system is given “Permission to Operate” (or PTO) by the utility, your billing will shift to Net Metering (often the utility will change your meter to allow for that switch).  Every day, as your system operates, you will either be exporting (selling) energy back onto the grid, or importing (purchasing) energy from the grid. 

Think of it this way: you get up at 6 a.m. and it’s dark outside.  You turn on some lights, the radio, coffee maker, etc.  Your solar system isn’t producing anything (it’s dark outside, remember?) so you are purchasing energy from the grid.  You go off to work as the sun comes up, and your system turns on.  All day long, your solar system is producing energy, but there is no one there to use it—the A/C is off, the TV is off, the house is dark—so all of that excess energy is sold back to the utility.  Your fancy new meter keeps track of all of that energy coming and going.

Every billing cycle the utility will look at those readings—how much energy did you sell compared to how much did you purchase—and “net” out the difference.  If you were a net seller of energy, you will have a credit.  If you were a net purchaser of energy you will have a balance due.  But here is where some people get confused—your bill won’t ask you to pay for the energy you used that month.  Typically you  will only be charged for whatever “customer charge” there may be along with taxes and other fees.  The bill for your energy usage (or credit, if you are so lucky) is carried forward to the next billing cycle, and the next, and the next, until you get to the anniversary of your PTO date.  Now your usage will be “trued up” and you will either get a bill to pay (assuming that for the year you were a net energy purchaser) or a check (assuming you were a net energy seller, but don’t get too excited because that payment is really tiny).

Here’s the thing, depending on how much of a net energy purchaser you were, that bill could be pretty significant, in some cases well over a thousand dollars or more!

Of course, you would have been receiving bills every cycle that showed what you were accumulating (either a balance due or a credit) but since there is no related payment required, it is easy for some to overlook those bills, and if this process has never been explained—or even if it was but the consumer simply didn’t “get it” at the time—this can lead to a nasty surprise.

Bottom line - solar companies need to do a better job here in explaining how this works.  (Hence this post!)

A real-life example

Consider a hypothetical solar system owner, let’s call him Bob.  Now Bob is a smart guy, but this is the first solar power system he has ever owned.  His installer explained everything to him when the system went live, but Bob was distracted by the excitement of a potentially zero bill.  His system has Enphase microinverters so he has been receiving energy production emails from Enphase every month, and that looked cool, but he never attempted to reconcile his Enphase report with his utility bill (Bob’s not so big on balancing his checkbook, either).  But to be fair to Bob, the Enphase report that he receives is for each calendar month, but his billing is every two months, and they aren’t calendar months; rather, they run from meter read date to meter read date (e.g., 7/28/2016 to 9/26/2016).

The good news is that Enphase has a reporting feature that allows you to enter any two dates since the system went live and receive day-by-day energy production, with the total at the end.  Let’s see what we can learn when we put Bob’s billing data next to his production data from the Enphase reporting feature:

Ten months of Bob’s usage versus production

The first two columns show the start and end dates for each meter reading/billing cycle.  The bought column is the amount of energy that Bob purchased from his utility.  (Whoa, what happened during the latest billing cycle???)  The sold column is the amount of energy that Bob sold back to his utility during that period, as reported by the utility.  The next column is the amount of energy that Bob’s system produced during the dates in the billing cycle, according to the Enphase website.  But wait, how can this be?  In that first period, the utility says that Bob only sold 774 kWh of energy, but Enphase says his system produced nearly twice as much, 1,338 kWh!

How do we make sense of this disparity?  The answer is simple: local consumption.  It is important to remember that the utility has no idea how much energy Bob’s system is producing, all they see is how much energy Bob is selling back to them.  So both Enphase and the utility are correct, they are just measuring different things.  Enphase measures total energy produced.  The utility measures energy sold to them—the difference is energy used to power Bob’s house that didn’t come from the utility; rather, it came from the solar system!  In that first billing cycle, Bob’s system produced 1,338 kWh and of that, 774 kWh were sold back to the utility, meaning 564 kWh of that production were used to power his house.  And that means that Bob’s total consumption for the month is the amount that he bought from his utility, 1,402 kWh, plus the solar production that was consumed locally, 564 kWh, for a total consumption of 1,966 kWh.  Applying that reasoning to the rest of the data shows that Bob’s overall consumption has increased in every billing cycle except one, with a whopper over the holidays!  (Maybe too many holiday lights?)

The production data shows that Bob’s system has been performing appropriately - increasing over the summer months, decreasing over the winter months.  Here’s a graph that puts that all into perspective:

Bob’s solar power system: Lifetime energy production versus expected.

The blue represents the actual energy produced each day.  The gray line is the predicted system production (in this case modeled using the CSI calculator). Over the lifetime of the system, the maximum amount of energy produced in a day was 29.7 kWh (42% above what was predicted for that day) and on the day when this graph was created, the system produced 15.7 kWh.

Generally, the performance peaks well above what is expected (particularly in the late June through early November period).  But once we get into mid-November things deteriorate—not because of a fault in the system, but because of abnormally wet weather here in SoCal (as we head into a 1″/hour rain storm today!).  For much of the past two months, actual production has fallen well below what was predicted, with just 77% of predicted being realized so far this month.  And yet, despite all of that, overall the system has still produced 99% of its estimated lifetime production.

This points out a couple of key things to me: First, you just gotta love the data that is available through the Enphase monitoring system.  It allows system owners and installers alike to have near-real time access to system performance, as well as to review long-term data to discern trends and uncover patterns.  Priceless!

Second, we as solar professionals need to do a much better job of informing our clients so that they know what to expect.  (I’m leaving out the hype-sters who couldn’t care less what the consumer knows as long as they make a sale.) 

We live with this stuff every day but for most of our clients, this is all brand new, and confusing.  We need to take the time to explain how this works so that they can understand the actual value of their investment.

Almost a year ago, Run on Sun agreed to participate in a study sponsored by the National Renewable Energy Laboratory (NREL) - the premier lab looking into all aspects of renewables generally, including solar.  The study, known as SEEDS - Solar Energy Evolution and Diffusion Studies - is a Department of Energy-funded, industry-wide effort to “identify the drivers and barriers to the adoption of residential solar power."  To achieve their goal, the research team, led by Principal Investigator Benjamin Sigrin, asked residential solar installation companies to provide them with lists of both clients who went forward, and contact information for people who, for whatever reason, did not. 

We now have some results and they are fascinating. (One caveat - we do not know from the report provided to us the sample size for the industry as a whole or even the number of our clients who responded.  If we get that data we will update this post.)

In this first of two parts we will look at what the data has to say about those consumers who chose to become Run on Sun clients.  In Part Two we will see what the data says about “those who got away.”

Pain Point

There can be lots of reasons for choosing to go solar, but for almost everyone the high cost of energy is a major driver - especially during the summer.  So one of the interesting charts that we are able to share with you shows just how high that cost is for most of our clients:

(In all of these charts, the red bars represent the results from Run on Sun clients, while the grey bars are the overall averages for the survey as a whole.)

The largest segment of our clients are spending in the $100-200/month range during the summer, with a median of $235, compared to the national average of $183.50.  (If your bills are lower than $100/month, a solar system will take a long time to pay-off economically.)  But another 50% or so are seeing bills well above that, with some over $800/month!  Ouch!  If your bills are anywhere near that high, you need solar NOW!

Run on Sun’s Clients are Younger (better looking, too!) than the Norm

While support for solar is overwhelming among Millennials, very few of them own homes where they could be installing solar.  So what is the age of most solar adopters?

Not surprisingly, the bands between 45 and 65 are the most heavily populated, with the median age of Run on Sun clients coming in at 55 - just slightly younger than the overall median age of 58.  While the survey didn’t evaluate attractiveness, we are quite confident that not only are they younger, but Run on Sun clients are way better looking, too!

Income

Run on Sun’s clients tend to be more affluent than most…

Part of that is no doubt due to where we operate - Pasadena and the surrounding cities tend to be more affluent than many other parts of the country. Another factor would be that since we have been in business now for 10 years, some of our earlier clients were purchasing systems when the installed price was twice what it is today, thus requiring a greater household income! 

Going forward, as growing numbers of people with more modest means realize how much solar costs have declined - and how high their energy bills are going - we would expect to see more participation on the lower end of the economic scale.

A final point regarding the rest of the market.  Much of the industry is built around leasing - which we don’t do for a host of reasons - and that has historically been viewed as the way for people with lower household incomes to get into solar.  But today, with PACE financing and solar-specific loans (as well as the return of home equity lines of credit) becoming more broadly available, we will be able to help folks with lower incomes get into solar without getting stuck with a lousy lease.

Politics

We have argued in this blog that you don’t have to be a liberal to go solar, such as here, here, and here - but what do the data show?

Ok, didn’t see that coming!  Again, part of this might be where we do business as the Pasadena area is pretty progressive these days.  That being said, we welcome prospective clients of all political persuasions!  Really!

You don’t have to be Smart to Go Solar - but maybe it helps!

We know that going solar is a bright idea but does it follow that the smarter you are the more likely you are to do so?

This is my favorite graph of the bunch! 

While the overall market is centered around folks with a bachelor’s degree, the majority of Run on Sun’s clients have professional degrees (e.g., lawyers) or Ph.D.’s!  As a recovering lawyer myself I find this result gratifying.  Part of the motivation for founding Run on Sun arose from when I was looking to have solar installed at my own home and was dismayed by the lack of knowledge from the people who were trying to sell me a system.  I figured then that there would be a niche for a company that could answer a potential client’s questions in a sophisticated fashion that wasn’t tied to a sales script.  Ten years later and it looks like we have filled that niche!

Looking Closely

Given all that education, it should come as no surprise that our clients really do their homework before deciding to go solar…

This is a very telling chart, both as to Run on Sun and to the overall industry.  The majority of our clients have spoken to at least 3 companies before deciding (something we always advise them to do), with more than 20% contacting 5 or more!  That is a lot of research!  Which suggests to us that the more research you do - the more likely you are to choose Run on Sun!

But it is a bit startling to realize that over 40% of the general market only speaks to one company.  We suspect that means that some pushy salesperson shows up at the door and they don’t leave until the hapless homeowner has signed on the dotted line - most likely to some no-money-down, lousy lease! 

In contrast, we don’t do business that way, which is why none of our clients come from that segment.  That probably means we are leaving money on the table, but we like the fact that our clients know exactly what they are doing when they choose Run on Sun!

Happy Together

Of course the most important question you could ask of folks who have gone solar is: Would you recommend going solar to your friends, and beyond that would you recommend the company that you chose.  So how did we do?

* The net promoter score measures the percentage of respondents that were considered promoters (responses greater than or equal to 8) minus the percentage that were considered detractors (responses less than or equal to 7). The net promoter score is useful for assessing market performance compared to other installers.

On that first question we did amazingly well!  Over 92% of our clients would recommend going solar to their friends and neighbors as compared to just 63% for the market overall. 

But what about Run on Sun specifically?

That result is also terrific with 85% of our clients saying that they would recommend us, compared to just 52% of the overall market.  That being said, we constantly strive to improve, and we would really like to get that “would recommend score” up to 100%!  (And the industry as a whole needs to do quite a bit better at meeting expectations.)

So that is what we know about our clients who responded to the survey.  In Part Two we will take a look at those that got away.  Watch this space!