Jump to: Homeowner Data, Solar Professional Data, Aurora and HelioScope Data, Sales Professionals Data, Methodology, Frequently Asked Questions

Financing Flexibility: Financing is evolving to combat the high-interest-rate environment, address upfront affordability concerns, and realize the value of incentives for as long as possible. Third-party ownership (TPO) models such as leases, power purchase agreements (PPAs) have grown, and pre-paid TPO options are showing promising interest. 

More than half of installers (55%) claim TPO is now their most popular financing option, outpacing traditional loans and cash. With 82% of installers noting that homeowners prioritize their monthly payment amount, future-proofing solar adoption requires empowering homeowners with flexible, integrated financing choices that help them find the option with the highest monthly savings.

Automation and Soft Cost Reduction: While hardware costs have fallen over the years, soft costs are actually increasing: They still make up roughly 40% of all project expenses. This makes it critical to improve efficiency to be able to compete in a less favorable policy environment.

As tax incentives diminish, eliminating inefficiencies like change orders, redesigns, and permitting delays is no longer optional to win customers over, especially since 40% of installers cite permitting and regulatory delays as a top challenge. Homeowners feel this friction, too: 17% say they are worried the installation process will be too long and complex. To win over these buyers and help reduce soft costs, speed and accuracy are paramount. When installers can quickly produce accurate system designs and costs, they can confidently offer guaranteed or fixed-price quotes, a feature 41% of solar shoppers say would motivate them to go solar.

Data Transparency and The “Resilience Stack”: Beyond costs, grid anxiety is driving adoption. Over half of homeowners (53%) explicitly agree that the power grid is less reliable, and installers are capitalizing on this by offering the complete “Resilience Stack” of whole home electrification tools. Currently, 71% of installers offer EV charging equipment alongside solar, and nearly a third (31%) expect more than 75% of their 2026 projects to include battery storage. By demystifying the solar process and proving the ROI, the industry can shift solar from something that is aggressively “sold” to an investment that is confidently “bought.”

Making Solar “Policy-Proof”: Policy remains the ultimate market catalyst. In late 2025, the looming expiration of the 25D section of the Investment Tax Credit (ITC) — for cash and loans — under the federal Inflation Reduction Act (IRA) was a powerful solar accelerator. In fact, 68% of recent solar buyers stated they sped up their installation timelines to beat the expiration deadlines.

Support for solar-friendly policies and solar adoption broadly transcends politics. Republicans and Democrats are almost exactly as likely to have installed solar in the past year, and to be interested in installing in the future. But the industry can no longer wait on Washington or hope that policy will reflect the attitudes of constituents. While the past year was volatile, the underlying demand drivers — rising energy costs, energy security concerns, and surging grid demand — are firmly in place. 

We expect 2026 will continue to present uncertainty, with solar organizations working to adapt to Foreign Entity of Concern (FEOC) regulations, new financing options like pre-paid leases, and evolving consumer attitudes towards the industry. Installers who adapt by embracing automation, expanding financing, reducing soft costs, and leading with transparency will be best positioned for the industry’s next phase of growth. The new shape of solar is here, and it starts now.

Homeowner data

Solar motivations, blockers, and opportunities

For the fourth year in a row we surveyed more than 1,000 homeowners to learn more about their intentions, interests, and must-haves when it comes to solar, storage, and home electrification. 

Throughout this section of the report we broke down the data into two broad categories: 

• Those who have not yet installed solar panels but are interested or started the purchase process
• Those who already installed solar panels

We then look at what the data says is holding people back and offer insights into how to help move them forward.

One thing that’s clear from the data? While it has been a rocky year for installers, solar remains extremely popular among homeowners. 

Solar is Universal

At a glance

• 71% of homeowners said they have at least some interest in solar
• 34% of Democrats and 34% of Republicans listed “policy incentives” as a top motivation for going solar
• Utility bill savings was by far the biggest motivator for both Republicans (82%) and Democrats (87%) interested in installing solar

Here’s a quick look at the political affiliation of homeowners interested in solar:

• Democratic (39%)
• Republican (34%)
• Independent (15%)
• Other (6%)
• Not Registered (3%)

Perhaps the most significant finding in our Aurora Solar Snapshot reports over the past few years has been just how positively most people feel about solar (51% in 2024, 76% in 2025, and 78% in 2026). Interest in solar continues to be strong across party lines and across the country. Solar continues to unite people from all different backgrounds: Republican, Democrat, Independent, doesn’t matter. It is overwhelmingly popular across the politics that divide us in almost every other aspect of life.

The motivations for wanting solar are also remarkably similar. Solar continues to be mainly a money saving and energy independence sale. But, as it has been in every year of our research, savings comes first. Likewise, exactly 34% of both Republicans and Democrats said policy incentives were one of their top three motivations for going solar.

Top 3 motivations for going solar
(homeowners interested in solar, but not yet purchased)

	Overall	Independent	Democratic	Republican
Utility bill savings	87%	89%	87%	82%
Energy independence (for backup power during outages)	72%	76%	72%	74%
Reducing my environmental impact	56%	50%	69%	40%
Increase home value	38%	30%	33%	49%
Tax incentives	37%	50%	34%	34%

There are some differences, too, of course. When asked to select their single top motivation, Republicans were more likely than Democrats to prioritize energy independence, and Democrats were more likely to prioritize reducing their environmental impact. 

Top motivation for going solar
(homeowners interested in solar, but not yet purchased)

	Overall	Independent	Democratic	Republican
Utility bill savings	45%	52%	43%	41%
Energy independence (for backup power during outages)	21%	26%	16%	27%
Reducing my environmental impact	16%	4%	27%	8%
Tax incentives	10%	13%	8%	10%
Increase home value	8%	4%	5%	13%

If there’s this broad interest in going solar, why have the past couple of years felt like a slog? Why did we see the capacity of solar installed in 2025 contract by 28% compared to 2024? The market factors are obvious: high interest rates and significant policy shifts. There’s also a more general gap between interest in solar and the decision to purchase solar that remains a sticking point for solar companies. Let’s see what’s stopping people from installing, and then see what we can all do to make it easier for homeowners to say, “Yes.”

Jump to:

• The Obstacles
  • High Cost
  • Trust Issues
  • The Real Estate Trap
  • Policy
• What We Can Do
  • Financing Options
  • Savings and Transparency
  • Build Trust
• Solar plus storage hits the mainstream
• Home electrification is coming

The Obstacles

Cost Factors

At a glance

• 43% of homeowners interested in solar said it was more expensive than they initially thought
• 25% of homeowners who purchased said it was more expensive than they initially thought
• 35% of homeowners interested in solar said they were unsure about potential ROI
• 25% of homeowners who purchased said they were unsure about ROI

What’s driving homeowners to explore solar

Among homeowners who are interested in solar, but don’t yet have it, cost is the number one obstacle. 

While utility bill savings is the top motivation for wanting solar (cited by 87% in their top three reasons), this isn’t just an abstract thought. Homeowners have expectations when it comes to an investment as big as solar, and since their main motivation is bill savings, installers need to meet them with compelling cost savings and return on investment (ROI) information — both of which are inconsistent right now:

• 44% of people who are interested in solar but haven’t yet purchased said that solar is more expensive than they initially expected.
• 36% are unsure about the potential ROI based specifically on their home’s electricity usage.

When looking specifically at the installation and financing processes, 49% were concerned about high installation and maintenance costs, and 31% pointed to high interest rates.

What homeowners who have solar say

It can be helpful to look at what factored into the decision for those who already have solar, since we know that despite any concerns they eventually did put panels on their roof. 

Nearly nine in ten (87%) of those who have solar indicated that one of their top motivators was utility bill savings. But the abstract promise of savings is no longer enough to close the deal. Those committed to purchase still said their top roadblock was the fear that “the upfront cost is too high,” cited by 25%. Another 25% were worried about the specific ROI based on their personal electricity use.

These numbers are noticeably lower than those who are interested in solar but haven’t yet bought. What happened? Presumably, these buyers took the next step in the purchase process because they got information to allay those concerns. We’ll see exactly what that information is in our next section. You can jump right to it here (link).

Cost concerns have consistently dominated the decision-making process when it comes to solar, but homeowners have become more sophisticated shoppers, and now look for a broader range of benefits besides just saving money.

Homeowner Mistrust Remains Elevated

At a glance

• 22% of those interested in solar are worried the installer will go out of business
• 41% of those interested in solar are concerned about trustworthiness of solar companies
• 31% of those who installed solar were concerned about trustworthiness of solar companies

What’s driving homeowners to explore solar

Potential solar customers are highly skeptical of the solar industry as a whole, and they want safety nets and unbiased information before signing on the dotted line.

• Their top concerns regarding the installation process are warranty and general maintenance (41%) and the trustworthiness of solar companies (36%). 23% are worried whether the installer will remain in business at all.
• When deciding on an installer, they overwhelmingly demand protection: 67% say strong warranties and support services are the most important factor, alongside positive customer reviews (54%) and technical expertise (54%). They also heavily value verified installer reviews (49%).

But the data reveals a critical nuance: The lack of trust is mainly on the financial side, not the technical. Homeowners generally trust that installers know how to put panels on a roof; their skepticism focuses squarely on the sales pitch, the complex financing options, and ROI promises.

When shopping for solar, financial and pricing concerns dominate homeowner fears: 49% are concerned that installation and maintenance costs are too high and 31% are worried about high interest rates. To bridge this trust gap, financial transparency is non-negotiable. When asked what would make them more likely to install solar today, the top responses were entirely financial:

• 46% want “Clear visibility of the total upfront costs and expected savings on [my] energy bills”
• 36% want “Confidence that [they are] getting a fair price”
• 36% want “Clear information about the long-term return on investment”

What homeowners who have solar say

Those who already have solar installed had similar qualms. Confidence in installers remains essential. With solar being a major financial decision, homeowners were looking for “confidence signals” to mitigate risk:

• Trust Issues Persist: Among those actively shopping for solar, 36% cite the trustworthiness of solar companies as a top concern regarding the installation process, and 41% are concerned about warranties and maintenance.
• Business Stability Concerns: Uncertainty about whether an installer will remain in business rose significantly this year, jumping from 11% in 2025 to 19% in 2026.
  

Trust in solar companies continues to be a roadblock for homeowners, although the specific reasons behind this trust gap have shifted. Fear of scams — is this installer legit, or just someone trying to play me? — has eased somewhat, with a fear of installers going out of business during these uncertain times growing.

The Generational Divide and the “Real Estate Trap”

While high costs and trust issues remain the top reported barriers to going solar, cross-referencing our homeowner data with national real estate trends reveals a massive, hidden bottleneck for the solar industry: The generations most eager to adopt solar are the ones least able to buy homes. When we break down solar adoption by age, the generational divide is stark:

• Younger homeowners are adopting rapidly: Among respondents who own their homes, Gen Z and Millennials are driving the market. A massive 27% of Gen Z homeowners and 18% of Millennial homeowners installed solar in the past year. Furthermore, 12% of Gen Z and 13% of Millennials are currently in the process of purchasing a system.
• Older generations are holding out: Conversely, nearly half of Baby Boomers and the Silent Generation (46%) admit they have “not considered solar” at all. Only 2% of Boomers installed solar in the past year.

If younger generations are so hungry for solar, why is the market contracting? Because in the United States owning a roof is usually a prerequisite for going solar — and younger generations increasingly find themselves locked out of the housing market.

According to the National Association of Realtors (NAR) 2025 Home Buyers and Sellers Generational Trends report, Baby Boomers officially overtook Millennials as the top generation of home buyers, surging to represent 42% of all home buyers. Meanwhile, Millennial home buying dropped notably to just 29%. Furthermore, Boomers represented 53% of sellers — often downsizing to smaller homes or assisted living and buying their new properties in cash, effectively hoarding the available real estate.

This creates a frustrating “real estate trap” for solar professionals. The homes are currently held by the older demographic least interested in adopting solar, while massive “pent-up demand” sits with younger generations who cannot afford to buy homes.

What we can do about it

To capture this eager, younger demographic, the industry must look beyond the traditional single-family rooftop model. As the real estate market remains gridlocked, community solar, solar subscriptions, and emerging alternative technologies like “balcony solar” will become critical release valves to unlock the massive pent-up demand of Gen Z and Millennial renters.

Policy Sensitivity

At a glance

• 49% of those interested think they won’t be able to afford solar without the Inflation Reduction Act (IRA) solar federal tax credits (25D)
• 68% of those with panels say they benefitted from the IRA
• 68% who installed in the past year moved their timeline forward to take advantage of IRA

What’s driving homeowners to explore solar

Despite cost being their biggest barrier, many homeowners are largely unaware of the policy incentives that are still available, indicating a major educational opportunity for installers.

• Nearly half (47%) of solar-engaged homeowners are familiar with how recent changes to the IRA affect home energy tax credits.
• However, a quarter (25%) of the general population admits they “don’t know what the IRA is / what these tax credits are” at all.
• Even among those who already installed or are currently purchasing solar, confusion remains high: 43% are uncertain about how they could have benefitted from the IRA now that many of the credits expired.

The bottom line? Almost half of homeowners (49%) think they won’t be able to afford solar without the IRA’s solar tax credit benefits. This is the perfect time to repeat that third-party ownership (TPO) options like pre-paid leases can still give them all the benefits of ownership, and still qualify for the 30% (up to 40% in some cases!) tax credit. The third-party owner claims the actual credit, but that savings can help drive homeowner costs down.

And a quick, related, note to Congress: 53% of solar-engaged homeowners do not support the repeal of the IRA residential solar tax credits (25D) and believe they should be reinstated.

What homeowners who have solar say

For those who already purchased solar, federal incentives weren’t just a “nice to have”; they were a make-or-break factor for affordability and a massive driver of urgency. Among homeowners who already installed solar or are currently in the process, nearly seven in ten (68%) say they benefited from IRA tax credits. What’s more, nearly 70% of those who installed in the past year explicitly said they moved their timeline forward specifically to beat the expiration deadline.

Homeowner familiarity with the Inflation Reduction Act (IRA) has been a rollercoaster since its inception in 2022. But the One Big Beautiful Bill (OBBB) (we didn’t name it) and impending expiration of the IRA’s benefits put it back in the spotlight — creating urgency and accelerating timelines. (Note that the 2022 numbers are from the 2023 survey, 2023 numbers are from 2024 survey, etc.)

What Can We Do About It?

Provide Multiple Financing Options

At a glance

• 40% interested in solar say different financing options is a factor when considering an installer
• 31% of homeowners are paying with cash
• 20% are choosing TPO
• Almost 40% of those interested in solar don’t know how they’ll finance yet.
• 72% of homeowners want clear “estimated savings from monthly bills,” outranking “financing comparisons” (45%)
  

Given the affordability and policy concerns, it should come as no surprise that offering flexible financing options is an important part of winning business. Among homeowners still shopping for solar, 40% say the availability of different financing options is a top factor when selecting an installer. For people who already have solar, 31% said having financing options was critical.

Before we get into the most crucial part of landing the deal, it is important to note: The solar industry has been anticipating a rise in third-party ownership (TPO). And it’s diversifying even further with products like pre-paid leases. The overarching takeaway is clear: More financial options equals more sales.

It’s interesting to note a gap in the data: Homeowners consistently report lower adoption of TPO than installers. This points to a need for more education on how financing options differ. Based solely on this data, it would appear that a significant group of homeowners are confused about what type of financing they’re using or considering.

But there’s something even more important than the actual financing behind their solar install…

The Deal-Makers: Monthly Savings, Transparency, and Confidence

Much like how car shoppers may care more about the monthly payment than the actual cost of the car, or home buyers may focus more on their monthly mortgage payment, when asked about what information was important when purchasing solar panels, the highest percentage of homeowners (72%) chose “estimated savings from monthly bills.” While offering diverse financing options is clearly an important part of the solar sale, it’s not the nitty-gritty details of each option that stick with a customer – it’s how solar can affect their monthly budget. 

To turn “cost-shocked” holdouts into 2026 buyers, installers must show that solar can deliver savings, and do so for the long term. The data shows homeowners want to know their investment is safe, through warranties, verified reviews, and technical expertise.

Show the savings 

When asked what information is most valuable during the shopping process, an overwhelming 72% of active shoppers want clear “estimated savings from monthly bills.” Furthermore, to get homeowners off the fence now that 25D expired, visibility into upfront costs and expected savings (46%), and clear information about long-term ROI (36%) were also important.

Build trust

Whether homeowners’ skepticism is about the actual installer or the financing behind the project, installers are still on the hook to prove their trustworthiness. After all, you’re the face they see at closing and you’re likely the first call when they have a question.

But, how do you prove you’re worthy of their trust? When selecting an installer, homeowners prioritize three trust signals over everything else:

• Strong Warranties: Cited by 67% of interested buyers.
• Technical Expertise: Cited by 54% of interested buyers.
• Verified Reviews: Cited by 54% of interested buyers.

Installers have to actively demonstrate credibility, not assume they have it when engaging with a potential customer.

The Evolution of Trust 

Four years of data reveal why homeowners today demand strict financial transparency and rock-solid warranties: Their expectations are the result of a historical trust deficit colliding with rising costs. In 2023, half of homeowners (50%) said it was difficult to determine which solar contractors were legitimate. While that concern eased slightly to 43% in 2024, cost anxiety surged dramatically during the same period, rising from 56% to 75%.

As prices and financing complexity increased, homeowners became more cautious about making a major investment. By 2025 and 2026, that caution evolved into a demand for proof: Cost-sensitive buyers no longer respond to financing pitches alone. Instead, they want clear, verifiable evidence that their investment will pay off, including transparent pricing, reliable savings projections, and protections that ensure the system will deliver ROI.

The Takeaway for Installers: Financing makes solar possible, but transparency and warranties make it trustworthy. Installers who use accurate system design and financial modeling to clearly demonstrate expected savings — and back that system up with strong warranties and verified local expertise — will be the ones who successfully overcome the industry’s financial trust gap.

Lastly, while we have your attention: Homeowners want to see side-by-side, well-explained options to help ease anxiety surrounding costs and rates:

45% of shoppers say that having clear “financing comparisons” is one of the three most valuable pieces of information they could receive when shopping for a system.

Solar Adjacent

There are a couple technologies we asked about that relate to solar and are now part of the sale.

The Dual Case For Battery Storage

We’ve seen that solar is both a resilience purchase and a cost savings one. Which brings us to storage.

Climate change and an aging grid are fundamentally shifting what homeowners are buying. Solar is no longer seen as just a financial tool; it can be a critical home protection upgrade. Let’s walk through how we got here, and what we can do to make solar + storage the default purchase.

Climate and Grid Anxiety is Real

Sixty-two percent of homeowners in our study agree that extreme weather events and climate change are currently impacting their area. Additionally, 53% agree that the power grid has become less reliable.

Grid and climate anxiety and worries about grid stability and extreme weather have grown from a niche concern into the mainstream over the last three years.

The Value of Resilience

This anxiety is directly translating into buyer motivation. Among homeowners who already have solar, 46% cite “energy independence (less reliance on the utility grid)” as a top-three reason they bought their system, and 36% specifically point to “backup power / resilience during outages”. 

For those potentially interested in solar, the desire to cut the cord is even stronger: Almost three-quarters (72%) of homeowners who are either in the process of buying or interested in solar include energy independence in their top three reasons for buying.

The Battery Boom

In part because of these grid concerns, interest in home backup batteries is near-universal. Only 3% of solar-engaged homeowners (those who have already installed, are interested in, or are considering solar) say they are not interested in energy storage. Yet only 17% of homeowners in our study own a backup battery, and another 28% are actively considering adding one. So, there is still room for market education.

The Dual Value of Storage — Saving Money

Net metering, time-of-use rates, and variable export rates have made battery storage a purchase that can deliver real savings to customers as well. In many areas, the time of day that you consume electricity is an important part of your energy costs. Batteries give homeowners the option to shift their grid usage to times when power is cheap, using stored electricity from the battery, or even exporting power from the battery to the grid when export rates are highest.

Homeowners are coming around to this thinking. When asked about the most valuable benefits of energy storage, the most popular response was reducing energy bills (65%).

The Adoption Hurdle

If homeowners clearly see the dual-value of pocketbook savings (65%) and outage protection (55%), why isn’t energy storage attached to every single solar project? The data shows it comes down to lingering cost and technology anxiety.

Despite near-universal interest in storage, buyers are hesitating at the finish line because they view batteries as a financial risk. A significant 55% of solar-engaged homeowners agree the current cost of solar batteries is simply too high. Even more telling, 69% are concerned about the battery’s lifespan and future replacement costs.

To bridge this gap and get homeowners off the fence, the sales conversation needs to address these fears head on by leading with long-term warranty protections and demonstrating a reliable, mathematically sound ROI over the life of the system.

Electrification 

Currently, very few homeowners own advanced home electrification technology: Only 17% have a home backup battery, 12% have an EV, and 21% have a heat pump. However, their future intent is strong.

• 28% are considering adding a backup battery 
• 26% are considering upgrading their electrical panel
• 22% are considering an EV
• 18% are considering a heat pump

We appear to still be in the early adopter phase of whole home electrification in the U.S., but homeowners see the value of whole home electrification paired with solar.

It is also apparent that homeowners are being prudent and addressing electrification one step at a time: first, solar panels, then perhaps upgrading their electrical panel, then buying an electric vehicle, and so on. For the seller, there is an opportunity to help guide homeowners through the whole home electrification journey and to present options they can adopt in pieces.

Solar professional data

Solar Professionals Reflect on the Market: Outlook for 2026

The solar community navigated a complex landscape over the last year. While customer demand remained, macroeconomic factors heavily influenced project timelines. Looking back at the biggest challenges in meeting homeowner demand, 44% of installers cited increased short-term equipment costs, closely followed by policy and incentive uncertainty (43%), and permitting/regulatory delays (40%).

Despite these hurdles, the industry is rapidly adapting. Installers are winning deals by building trust: 49% say they win deals over competitors due to better reputation and reviews, and 48% point to a better customer experience. In this section, we explore the strategies installers are using for 2026 — from shifting financing models to product diversification — to keep the market growing.

The IRA & Policy Impact: The End-of-Year Scramble

Financing and government incentives continue to dictate the solar sales process. The Inflation Reduction Act (IRA) has been a massive driver of recent market velocity, and its expiration is viewed as a significant threat to the industry.

• The Demand Surge: 62% of installers reported seeing increased interest in solar from homeowners specifically due to the IRA.
• The Tax Credit Cliff: 63% of installers believe the passage of the OBBB (repealing the solar tax credits for homeowners) will have a negative impact on their business (27% predicting a significant negative impact). 
• Homeowner Awareness Drives Action: Unlike in past years where installers felt homeowners were in the dark, awareness translated to urgency. A massive 45% of installers noted they saw increased demand from homeowners specifically trying to take advantage of IRA benefits by the end of 2025.
  

But it’s not all bad news. While the 30% tax credit ended for solar loans and cash purchases for homeowners, it is still in effect for third-party owners. And solar companies are making sure they, as well as their customers, are getting the most out of it. With options like pre-paid leases with the option to buy, homeowners can even get the cost benefits of TPO with the overall benefit of owning the system long-term.

The Financing Shift: TPO Takes the Crown

As we saw in the homeowner data, high interest rates created a “Cost Shock” that makes affordability the top hurdle. From the installer perspective, overall project costs are the number one reason homeowners back out of committing to a project (21%), followed by uncertainty around future policy or incentives (15%).

To combat this, the industry aggressively pivoted toward third-party ownership (TPO) models like leases, pre-paid leases, and power purchase agreements (PPAs) to remove the upfront cost barrier.

• TPO is Now the Most Popular Product: 55% of installers say TPO is their most popular financing option, surpassing traditional loans (17%) and cash (16%).
• Widespread Adoption: 73% of installers adopted a TPO strategy specifically to serve homeowners who cannot purchase solar upfront. Currently, 78% of installers offer TPO, while 76% offer cash, and 71% offer loans.
• The Monthly Payment Rules All: When choosing financing, 82% of installers say customers prioritize the monthly payment amount — well ahead of overall savings (49%) and interest rates (27%).
• Looking Ahead to 2026: TPO will dominate in the short-term. 65% of installers anticipate that more than half of their entire 2026 sales volume will use TPO products.
  

Energy Resilience and “The Resilience Stack”

Grid anxiety continues to be a major motivator for homeowners, and installers are capitalizing on this by attaching more storage and home energy upgrades to their sales. 

• Outages Drive Storage: Installers indicated the primary motivations for homeowners purchasing battery storage are backup power and protection from outages (56%), far outpacing energy independence (21%) or maximizing bill savings (19%).
• High Attach Rates: Storage is becoming a standard part of pitches and proposals. Looking ahead to 2026, 31% of installers expect that over 75% of their projects will include battery storage. 
• Diversifying Beyond Solar: Installers are expanding their offerings to capture more business beyond just panels on roofs. Beyond solar and storage, 71% of installers now offer EV charging equipment and installation and 65% offer roofing services. Looking forward, 33% are considering offering home HVAC systems and 27% are looking into smart thermostats and home energy controls.
• Future Tech: When asked what technological advancements they are most excited about, 51% pointed to next-generation solar panels, followed by smart inverters (41%), whole-home electrification (37%), and EV charging integration (37%).

Market Education Opportunity

Those who read the Homeowner section of this report closely will notice that what homeowners reported about their storage interest differs quite a bit from what installers said here. 

Nearly three in ten (28%) homeowners indicated they are considering battery storage. There is potential, though: Just 3% of homeowners interested in solar said they specifically were not interested in battery storage.

And when asked about the most valuable benefits of energy storage, the most popular response was reducing energy bills (65%).

This uncovers a couple opportunities. 

First, installers assuming that homeowners are mainly looking at storage for resilience may be able to pivot to a money-saving pitch based on the homeowner’s situation. 

Second, with just over a quarter of homeowners actively considering storage, but very few specifically not interested, there is a very clear market education opportunity. Homeowners are open to storage, and showing them the potential dual value — especially in areas prone to outages or with time-of-use (TOU) and variable export rates — can lead to higher attachment rates.

And finally, there’s a real opportunity to show homeowners how solar fits in with whole home electrification possibilities. This is still developing, but — as discussed in the homeowner section of this report — homeowners show increased interest in upgrading to electric, including:

• 28% considering adding a backup battery (valuing them primarily for reduced energy bills and resilience during outages).
• 26% considering upgrading their electrical panel
• 22% considering an EV
• 18% considering a heat pump

Want to learn more insights directly from solar sales professionals? This year we surveyed over 600 sales pros to see what they’re experiencing and how they plan to sell in 2026. Jump to it here.

Aurora and HelioScope data

Aurora residential and HelioScope commercial trends in system size and price per watt (PPW)

The U.S. solar market faced headwinds in 2025 as high interest rates and policy uncertainty weighed on distributed solar demand. Residential installations declined year-over-year in several quarters, even as utility-scale projects continued to drive overall capacity growth.

This pullback was heavily driven by “Cost Shock,” high interest rates, and both the uncertainty caused by OBBB legislation and the impacts of the bill itself. However, there is a silver lining: Despite the uptick in costs due to FEOC and other factors, hardware costs continue to drop generally, creating immense opportunities for solar professionals to package system savings with high-demand battery storage to win deals in 2026.

Below is an analysis of the trends from Aurora’s residential and HelioScope’s commercial design data, highlighting where the market is shifting.

Aurora residential solar trends: System size and PPW shifts

• Median Residential System Size: 7.92 kW in 2025 (-6.49% YoY) Homeowners are opting for smaller system sizes, which fell from a median of 8.47 kW in 2024 to 7.92 kW in 2025. This aligns with homeowner sentiment data showing that overall installation cost is the number one roadblock to adoption.
• National Median PPW: $3.44/W in 2025 (-14.21% YoY) Prices fell sharply across the country, dropping from $4.01/W in 2024 to $3.44/W in 2025. This steep 14% drop reflects significant reductions in hardware and panel costs, giving installers crucial breathing room when designing systems for budget-conscious homeowners.
  

The 2025 “One Big Beautiful Bill” Scramble

To illustrate the market volatility surrounding the July 2025 legislation, we analyzed the quarter-over-quarter (QoQ) momentum in key regions. By tracking the velocity of residential solar designs, the data reveals a massive “pull-forward” effect: Homeowners rushed to finalize projects ahead of the bill’s passage, leading to a severe market exhaustion by the end of the year.

• The Anticipation Surge (Q2 2025): As the bill gained momentum in the spring, we saw a significant scramble to initiate projects before the bill passed. For example: the East North Central* division experienced a massive +50.04% QoQ surge in Q2, while the California market saw a steady +8.85% QoQ increase.
• The Q3 Plateau: During the quarter that the bill passed (Q3/July), design volume remained near those Q2 peaks as the final scrambling homeowners locked in their credits. Markets experienced only a minor cooling effect, dropping just -5.83% in California and -5.85% in the East North Central region.
• The Q4 “Cliff” (The Aftermath): Following the summer rush, the active pipeline largely exhausted itself. Once the mid-year scramble was over and the new reality set in, project counts fell. This resulted in QoQ project drop-offs in Q4:
  • East North Central: Project volume fell by -61.81% in Q4.
  • California: Project volume plummeted -39.75% in Q4.

*Illinois, Indiana, Michigan, Ohio, and Wisconsin

Opportunities for Residential Solar Installers

• Leverage Lower PPW to Sell the “Resilience Stack”: System sizes may be shrinking, but grid anxiety is surging. With 53% of homeowners saying the grid is less reliable and 42% of active shoppers wanting backup storage — and 77% of installers reporting that the primary drivers for purchasing storage are protection from outages and energy independence — installers have a timely opening to bundle solar + storage without blowing up the budget. The economics can work both ways: Adding storage can improve the overall PPW story, and smaller solar systems can free up budget headroom to include a battery — making resiliency easier to say “yes” to. It’s a win-win.
• Offer “Quartered Market” Financing Comparisons: The market is perfectly split between cash, solar loans, bank loans, and leases. Installers who provide clear, side-by-side financing comparisons — and explicitly show how the remaining 48E section of the IRA tax credit makes the system affordable — will win the trust of cost-shocked buyers.
• Look for Regional Outliers: While the national PPW dropped 14%, prices in the West remained flat at $4.00/W. Meanwhile, emerging markets like Puerto Rico saw project counts surge by over 51%, driven by grid reliability needs. Incentives differ wildly between states, so it’s important to highlight where your state can offer support.
  

HelioScope commercial solar trends: System size and PPW shifts

• Median Commercial System Size: 340.32 kW in 2025 (Virtually Flat YoY): Unlike the residential sector, commercial system sizes remained mostly stable, shifting less than 1% from 342.35 kW in 2024 to 340.32 kW in 2025.
• National Median PPW: $2.17/W in 2025 (-4.62% YoY) Commercial PPW saw a steady decline, dropping from $2.28/W in 2024 down to $2.17/W in 2025.
  

Opportunities for Commercial and Industrial Solar Installers

• Capitalize on Distributed C&I Stability: While large utility-scale or massive PPA projects grab the headlines, HelioScope project data shows consistent activity in the sub-350 kW distributed commercial segment. This long tail of smaller rooftop projects represents steady demand across commercial and industrial customers.
• Use Falling Installed Costs to Counter Higher Rates: A nearly 5% decline in commercial PPW helps offset some of the pressure from higher financing costs. Installers can highlight how lower installed costs improve returns and can shorten payback, especially when paired with strong rate economics and disciplined execution.
• Financial Solutions Remain the Differentiator: Just like in the residential sector, commercial installers who adapt their strategies — focusing on flexible financing, tax credit maximization, and clear energy cost savings — will be best positioned in the year ahead.

Bonus: Sales Professionals Data

What’s happening in the field — and how to adapt

The solar sale is evolving.

And nobody knows this more than the people on the ground: sales professionals. To get a better understanding of the solar industry, from the people who know it best, we surveyed more than 600 sales professionals across the country to uncover insights into how teams are adapting to the new shape of solar — and where the biggest opportunities lie. 

In this special chapter of the 2026 Aurora Solar Snapshot we look specifically at sales teams: what they’re anticipating for the next year and how they’re adapting their strategies to succeed. 

There’s no sugar coating the fact that 2025 was a tough year for installers. Nearly half of installers (46%) reported a decline in sales volume in 2025, while 54% say competition intensified over the past year. At the same time, the opportunity in residential energy is changing — across storage, financing models, and whole-home upgrades. In this section we look at each of these opportunities in detail to see how the best sales teams are succeeding as the solar coaster rolls on.

Storage Is Expanding Across Retrofits, Standalone, and More 

Storage has become a core part of the residential energy conversation. It’s not just an add-on anymore; in many markets it’s a primary demand driver.

• High and Rising Attachment: This year, 65% of salespeople anticipate at least 25% of their projects will include storage, up from 57% last year. While 31% expect storage attachment on at least 75% of their projects, up from 27% last year.
• Growth Beyond New Installs: 72% report that at least some of their storage projects are retrofits or add-ons to existing systems, and 47% say they are selling at least some battery-only systems without solar.
• Resilience is Key: As we mentioned previously, installers cited backup power as the primary homeowner motivation for storage (56%), followed by energy independence (21%) and maximizing bill savings (19%).
• Regional Variation in Demand: Storage attachment rates are significantly higher in Western markets like California, where batteries are approaching default inclusion and maximizing bill savings plays a larger role in homeowner motivation. In outage-prone regions like the South and Northeast, resilience remains the dominant driver.

Storage now spans multiple sales motions — solar-plus-storage, retrofits, and standalone systems — and the right approach depends heavily on geography, policy, and homeowner priorities. Sales teams that can model and present different storage scenarios based on what makes the most sense for each market and each home are best positioned to capture this expanding opportunity.

Financing Flexibility is the New Standard

Financing continues to shape the sales landscape, often determining whether a project moves forward at all. As affordability remains top of mind for homeowners, how the system is financed is increasingly as important as the system itself.

The data shows clear momentum towards third-party ownership (TPO) models — alongside growing adoption of alternative structures:

• TPO Acceleration: While 44% of salespeople reported more than half of their projects used TPO in 2025, they anticipate that figure will rise to 65% for 2026. Meanwhile, salespeople not selling TPO drop from 9% in 2025 to just 1% in 2026.
• Multiple Options Are the Norm: 63% offer cash, loan, and TPO, signaling that many salespeople recognize the need to provide multiple financing pathways rather than rely on a single structure.
• Prepaid is Gaining Ground: 45% of salespeople now offer prepaid TPO and 11% say it’s the most popular financing option among homeowners, reflecting growing interest in financing options that combine upfront predictability with long-term value.
• Affordability Drives Decisions: Monthly payment amount remains the top priority for homeowners when choosing a finance option (82%), followed by overall savings (49%) and interest rate (27%). This reinforces the importance of offering structures that align with homeowner cash flow priorities.

The key, then, is that the best solar sales pros have to be flexible when it comes to financing options. Homeowner preferences vary. Market conditions vary. Policy landscapes vary. Sales teams that can confidently offer and explain multiple financing options will empower homeowners to make informed, confident decisions — and that confidence leads directly to higher close rates.

Solar Companies Are Becoming Home Energy Companies

The modern sales team is becoming a broader home energy advisor. As storage adoption rises, adjacent products are also entering the sales conversation — creating opportunities to increase value per project and strengthen homeowner relationships.

74% of salespeople either already offer additional products or plan to expand further. The most common additions are:

• EV chargers (71%)
• Roofing (65%)
• HVAC systems (31%) 
• Smart thermostats (24%)
• Heat pumps (17%)

Homeowners are thinking more holistically about their energy use. Sales teams that position themselves as advisors — capable of connecting solar, storage, EV charging, and efficiency upgrades — are better positioned to capture this growth.

Competition is Up — and Trust Wins

With 54% reporting increased competition in the past year, differentiation matters more than ever. 

When asked why they win deals over competitors, sales reps pointed to:

• Better reputation and reviews (49%)
• Better customer experience (48%)
• Lower pricing (30%)
• Better product quality/equipment (15%)

In a more competitive environment, trust and professionalism outrank price. The way a deal is presented — including the clarity of the proposal, the credibility of the savings estimates, and the accuracy of system design and production numbers — increasingly influences the outcome. As homeowners evaluate more bids, confidence in the numbers and trust in the data become as important as the equipment itself.

Closing is the Bottleneck

With increased competition for fewer installs, the most efficient sales teams win more often. So, it’s critical to identify those bottlenecks in your sales process and find ways to improve them.

Of course, we always want to generate more leads, but we can see there’s a big opportunity to convert existing ones more efficiently. Automation and streamlined workflows play a growing role here. Reducing manual steps, minimizing back-and-forth, standardizing documentation, and moving seamlessly from proposal to agreement help teams maintain momentum.

In a market where every deal matters more, the ability to move quickly — without sacrificing professionalism — becomes a defining edge.

Solar Sales in 2026

The 2026 sales landscape is defined by expansion — of products, financing options, homeowner expectations, and competition.

Storage is becoming foundational. Financing structures are diversifying. Solar companies are evolving into full home energy providers. And efficiency at the point of close is increasingly tied to revenue performance.

The common thread across these shifts is flexibility.

Sales teams that can model different scenarios, offer multiple financing pathways, communicate clearly, and move efficiently from proposal to agreement will have a measurable advantage. Not because the market is easier — but because they are better equipped to navigate it.

Methodology

This report was informed by multiple data studies:

Coleman Parkes Homeowner and Business Owner Study

Aurora Solar commissioned Coleman Parkes, an independent market research company, to conduct the research for 2025 and 2026. The survey was employed using an online (CAWI) methodology, ensuring a broad, representative sample of participants.

The 2026 homeowner survey included 1,112 participants across the United States, specifically targeting individuals who have solar panels installed, are in the process of purchasing them, or are open to installing them in the future. This group was selected to ensure responses were relevant to those considering or open to solar energy solutions. The fieldwork for the 2025 homeowner survey was conducted from January 7 to January 10, 2025. The fieldwork for the 2026 survey was conducted from January 19 to January 27, 2026.

Note: There were 1,080 respondents screened out due to lack of home ownership, their property already had solar, or they were not interested in purchasing solar. 209 people were not interested in solar. 

The survey was designed to gather comprehensive insights into the current attitudes toward solar energy, with a focus on participants’ willingness to engage with solar solutions. The methodology ensured that only individuals who were not outright dismissive of solar technology were included, offering valuable perspectives on adoption potential.

Dynata Homeowner Survey

Homeowner insights referenced from 2023-2024 for this report were obtained via a survey of 1,000 U.S. adult (18+) homeowners, and was conducted by Dynata in January 2024 and January 2023. The 2023 survey sample included individuals who had rejected solar (i.e., those who expressed no interest in installing solar), while the 2024 survey sample excluded those respondents. As the world’s largest first-party data company, Dynata has a global reach of more than 62 million consumers and business professionals, fully permissioned with billions of verified data points. Dynata uses a variety of online sample sources and recruitment measures to invite its respondents and panelists for survey research participation.

Aurora Solar Proprietary Data Study

Findings pertaining to Aurora Solar’s system size and pricing data examine residential and commercial (C&I) projects created in Aurora and HelioScope between 2024 and 2025. The analysis uses the following parameters:

• Geography and Location: Aurora utilizes state fields to identify project geography, whereas HelioScope relies on exact coordinates. For grouping purposes, the “State Region” field is based on standard U.S. Census Regions, while the “State Division” field relies on a modified version of U.S. Census Divisions.
• Project Size: Looks up the median system size (in kW) of projects designed in Aurora and HelioScope. Since each project may contain multiple designs, only the most recent design is used.
• Project Pricing: Looks up the median price per watt (USD/W) of projects quoted in Aurora and HelioScope. Excludes outliers.
• Note on Residential Definition: A residential project is strictly defined in the dataset as an Aurora project with a system size of less than 50 kW (kW < 50)

Qualtrics Residential Solar Professionals Survey

Residential solar professional insights for this report were obtained via a survey of 600 U.S. solar professionals conducted by Aurora Solar. The online survey was distributed via Qualtrics in February 2026 with built-in quality checks to monitor attention and response time. The target population for this study was defined as U.S.-based professionals actively involved in the residential solar industry, including roles in sales, design, operations, marketing, engineering, installation, and C-suite.
The margin of error is ±4 percentage points at the 95% confidence level.

Frequently Asked Questions

Frequently Asked Questions: 2026 Aurora Solar Snapshot

What is the Aurora Solar Snapshot? The Aurora Solar Snapshot is Aurora Solar’s annual research report on the U.S. solar industry. Now in its fourth year, the report combines homeowner survey data, solar professional survey data, and proprietary project data from Aurora and HelioScope to provide a comprehensive view of solar market trends, adoption barriers, and installer strategies. The 2026 report surveyed 1,112 homeowners and more than 600 solar sales professionals, and analyzed millions of residential and commercial solar projects.

What are homeowners’ biggest concerns about going solar in 2026? According to the 2026 Aurora Solar Snapshot, cost is the leading barrier. 44% of homeowners interested in solar say it is more expensive than they initially expected — a phenomenon Aurora Solar calls “Cost Shock.” The second-largest concern is trust: 41% of homeowners say it is difficult to determine which solar companies are trustworthy. High installation costs (49%) and uncertainty about ROI (36%) round out the top barriers.

What financing method is most popular for solar in 2026? Third-party ownership (TPO) — including leases, power purchase agreements (PPAs), and pre-paid leases — is now the most popular solar financing option according to Aurora Solar’s 2026 research. 55% of installers say TPO is their top product, surpassing traditional loans (17%) and cash (16%). 65% of sales professionals anticipate more than half of their 2026 projects will use TPO.

Is demand for solar still strong despite policy changes? Yes. According to the Aurora Solar Snapshot, 71% of homeowners say they have at least some interest in solar. Support is consistent across political lines — Republicans and Democrats are equally likely to have installed solar in the past year and to be interested in installing in the future.

What is “Cost Shock” in solar? “Cost Shock” is a term coined by Aurora Solar to describe the gap between what homeowners expect solar to cost and what it actually costs. Aurora Solar’s 2026 research found that 44% of homeowners interested in solar say the technology is more expensive than they initially thought, making it the leading barrier to adoption in 2026.

What is the “Resilience Stack”? The “Resilience Stack” is a term used by the 2026 Aurora Solar Snapshot to describe the combination of solar, battery storage, EV charging, and other home electrification technologies that installers are increasingly bundling together. According to the 2026 Aurora Solar Snapshot, grid anxiety is a primary driver of this trend — 53% of homeowners agree the power grid has become less reliable.

What is the “Real Estate Trap” in solar? The “Real Estate Trap” is a term introduced by Aurora Solar in the 2026 Aurora Solar Snapshot to describe the mismatch between solar demand and homeownership. The generations most interested in solar — Gen Z and Millennials — are increasingly locked out of the housing market, while Baby Boomers, who now represent 42% of home buyers, are the least likely to adopt solar.

What does Aurora Solar’s data show about battery storage adoption in 2026? According to the 2026 Aurora Solar Snapshot, storage is becoming a standard part of the solar sale. 31% of installers expect more than 75% of their 2026 projects to include battery storage. Only 3% of solar-engaged homeowners say they are not interested in energy storage, indicating strong latent demand that has not yet converted to purchases.

What happened to solar demand after the IRA’s 25D tax credit expired? Aurora Solar’s 2026 research found that 68% of homeowners who installed solar in the past year moved their timeline forward specifically to beat the expiration of the IRA’s 25D tax credit. Following the mid-year scramble, project volume fell sharply in Q4 — declining 61.81% in the East North Central region and 39.75% in California.

Positioning

We’ve been talking to A LOT of potential storage + solar teams. Here’s the two primary ways to talk about storage:

1. Backup for peace-of-mind
2. Electricity bill savings 

That’s helpful, right? Now let’s take it one step further. How do you know which position is better for each customer?

When to choose “backup for peace-of-mind”: Customers in areas without favorable time-of-use (TOU) rates are often more focused on backup power than bill savings. In these cases, a simple proposal showing how many hours of backup — and which devices are supported — can be the most effective pitch, particularly for customers with existing solar systems.

When to choose “electricity bill savings”: Customers with TOU rates can save a lot of money by using their battery strategically (i.e., energy arbitrage). This is where the battery charges during early off-peak hours and discharges during high-cost peak periods, optimizing for bill savings. 

Sales Process

Homeowners want to do business with people they trust and the best way to build trust is to educate and guide them — a consultative approach. 

Start by asking the homeowner a few questions before offering your advice. Getting them to share what they want and need will help you know what problems you can solve for them. Here’s a few discovery questions:

1. What are you trying to accomplish with your solar system?
2. What do you already know about storage + solar?
3. Are you looking for peace-of-mind, bill savings, or both?

Once you have your answers, you’re ready to design and position a storage solution for them.

Expanding storage sales through your existing customer base

Your existing solar customers represent one of the strongest opportunities to grow storage revenue. These homeowners already understand the value of solar, trust your brand, and are increasingly facing new rate structures, export limitations, and reliability concerns that storage can solve. 

By proactively re-engaging past customers with targeted messaging around backup power, bill protection, and changing utility policies, installation teams can shorten sales cycles, lower acquisition costs, and unlock incremental revenue — often by adding storage to systems that are already performing well.

How does storage impact PPAs?

• Increased value for solar energy by shifting production to higher-priced peak ours (TOU arbitrage).
• Reduces demand charges by discharging duringn peak demand peiords, creating savings solar alone can’t capture.
• Adds revenue opportunities through incentives, demand response, and grid programs (market-dependent)
• Raises project cost, which often results in higher PPA rate or a separate storage chart, BUT with greater total savings.

Quick Knowledge Check

Let’s take a second to check in on some terminology. While you probably already know these terms, it’s important to make sure that your customers do, too. 

• Time-of-use (TOU) rates: Utility pricing that varies by time of day, with higher rates during peak demand hours (often evenings) and lower rates off-peak.
• Export rates: The amount a utility pays homeowners for excess solar sent to the grid, which may vary by time, season, and other factors.
• Backup power: A battery held at full charge to supply the home during grid outages or emergencies.
• Self-consumption: A battery mode where the home uses stored solar energy and recharges the battery with excess solar production.
• Energy arbitrage: Storing energy when it’s cheaper and using it — or exporting it to the grid — when rates are higher to increase solar value.
• Whole home electrification: Upgrading a home with electric technologies — like heat pumps, batteries, and appliances.
• Battery add-ons: An installation project where a new battery is being installed to an already existing solar system.

Designing & Proposing a Solution

There are a few ways to design storage in Aurora:

1. Whole home or partial backup
2. Energy arbitrage (with or without backup)
3. Self-consumption (with or without backup)

Now, let’s design and sell our storage based on the two main groups of customers.

For the “peace-of-mind” customer

Model a whole home and partial home backup option. Discuss with them the costs and benefits of each option. 

Whole home or partial backup modeling should include:

• Critical appliances in case of an outage
• Number of days customer needs backup
• The customer’s budget

For the “electricity bill saver”

The decision between self-consumption and energy arbitrage depends on how the homeowner’s rates are structured. 

Self-consumption is favorable when: 

• Export compensation is low
• Peak TOU prices aren’t high enough
• There are penalties for exporting during certain hours

Energy arbitrage is favorable when:

• There’s a large spread between off-peak and peak rates
• Grid charging is allowed and economical 
• Peak pricing is predictable and lasts long enough to capture meaningful savings.

• If TOU rates mainly punish exports and reward avoided consumption, self-consumption is usually the higher-value strategy.
• If TOU rates create a large, predictable price gap, energy arbitrage can be the way to go.

Still not sure? Model both scenarios in Aurora to determine which operating mode provides the most savings for the customer.

But wait — one more question: What about adding batteries to existing systems?

Great question, and this is becoming increasingly popular. The same principles apply, and you can easily model adding storage to any existing system in Aurora — even if the original system wasn’t designed there.

• The state region is based on U.S. Census Regions.
• Project size looks up the median size of projects designed in Aurora and HelioScope. Since each project may contain multiple designs, only the most recent design is used.
• Project pricing looks up the median price per watt (cash price) of projects quoted in Aurora and HelioScope. Excludes outliers.

In closing…

Storage isn’t a one-size-fits-all solution. As you discuss storage with a customer, you’re qualifying whether it truly fits their goals—whether that’s savings, backup, or both. How you sell storage matters just as much as if you sell it.

The most effective storage conversations follow three simple principles:

1. Take a consultative approach

Storage can mean a lot of different things to a lot of different people. Rather than jumping in with solutions, first take some time to ask questions so you know how to best position your offering.

2. Handle objections by sharing helpful knowledge

A big part of selling solar plus storage is educating the customer on why certain options can and can’t work. After you’ve listened to their concerns, share some of your industry knowledge to provide guidance.

3. Keep it simple — model multiple options when needed.

If a customer aligns clearly with a single persona, present a straightforward recommendation. If they fall somewhere in between, model multiple scenarios to highlight tradeoffs and help them confidently choose the right solution.

When done well, storage becomes less about selling a battery and more about delivering the right outcome for each homeowner.

Jump to: Homeowner data, Business owner data, Solar professional data, Aurora and HelioScope data, Methodology

This year, our third-annual Aurora Solar Snapshot Report dives deep into the current landscape, tracking how homeowners, business owners, and solar professionals are adapting to new challenges, and identifies where there are long-term opportunities. While economic headwinds remain, the data makes one thing clear: Demand for solar isn’t going anywhere.

Solar demand is adapting, rather than declining. Financing trends are evolving, with more than half of installers saying that customers are turning to third-party ownership (TPO) models like leases and power purchase agreements (PPAs). Battery storage is surging, driven by both cost savings and concerns over grid reliability, with 78% of installers reporting increased demand. Meanwhile, businesses are increasingly looking at solar to protect against rising electricity costs, with 57% listing monthly bill savings as a top reason for adoption. As installers refine their strategies and financing solutions improve, 2025 is shaping up to be a year of adaptation and opportunity.

Policy remains another major driver for solar, albeit a complicated one. The Inflation Reduction Act (IRA), now in its third year, remains one of the most powerful policy drivers for solar adoption, but awareness still lags among homeowners. While businesses largely embraced IRA benefits, our survey data shows homeowners remain unclear on how to use the incentives. Nearly 40% of respondents admitted they don’t know how to take advantage of the IRA, despite its generous 30% tax credit for solar, storage, and more. 

This gap isn’t just a challenge — it’s an opportunity. Installers who educate customers about IRA benefits have a competitive edge. Homeowners who are aware of the IRA are twice as likely to say they are actively seeking ways to take advantage of it (60%) compared to those who are unfamiliar with it (30%). The more homeowners understand the IRA, the more likely they are to go solar.

Beyond costs and incentives, another trend is driving solar adoption: the need for energy resilience. A growing number of homeowners believe the grid is becoming less reliable — extreme weather events and outages are pushing more people toward energy independence, and installers are taking note. Battery storage interest surged, with a majority of the homeowners we surveyed citing backup power as a major reason for considering solar and storage. For businesses, the equation is similar: Power outages mean lost revenue, and the ability to generate and store electricity is a compelling financial strategy.

The key takeaway is clear: Solar remains one of the best long-term bets in the energy space. While 2024 was difficult, the underlying demand drivers — rising electricity costs, energy security concerns, and policy incentives — are still firmly in place. Residential system sizes are shifting, financing models are evolving, and the IRA continues to fuel interest. Ultimately, the data in this report tells a compelling story: While the solar market changed, installers who guide customers through financing and help both homeowners and businesses take advantage of incentives will be the ones best positioned for the industry’s next growth phase.

The solar coaster is still climbing.

The question is: Who’s ready for the ride?

There’s no way to sugarcoat it: 2024 was a tough year for solar. With high interest rates and policy uncertainty, the number of new residential solar installs fell almost anywhere you looked. 

But there’s another truth that the data in this report makes equally clear: The long-term outlook for solar remains incredibly positive.

We asked homeowners a range of questions about their solar experience, and there were a number of positive signs — including policies like the Inflation Reduction Act (IRA), increased interest in storage and whole home electrification, continued desire for energy independence, and even more awareness of climate change. 

There’s also some clear work to do, especially around building trust with homeowners, educating them about solar’s benefits, and getting creative in a time when interest rates are still high.

What exactly is motivating homeowners to consider solar? What’s holding them back? Where can solar installers step in and clear a path? Let’s look at the data.

The growing interest in residential solar: Overcoming barriers & seizing opportunities

Despite market challenges, solar remains an attractive investment for homeowners. We asked respondents to rank their top three motivations for installing solar, and the results confirm what the industry has long known.

While cost savings remains the main driver for going solar, the data also reveals the full spectrum. And you can’t group everyone into one bucket. Sure, cost savings is likely high on every homeowner’s list, but getting to know customers and learning all their motivations can help tailor your pitch and close more deals. 

Key takeaways:

• Cost savings is still the dominant driver, but energy independence and environmental impact are also major factors
• Younger homeowners (Millennials & Gen Z) are more likely to see solar as a long-term investment
• Tailored messaging matters — installers should identify a homeowner’s unique motivation and adjust their sales approach accordingly

Now that we have the high-level view, let’s dive into some details.

The IRA is a huge opportunity, but awareness gaps remain

The data:

• 41% of respondents were familiar with the IRA’s benefits (up from 31% in 2023)
• 60% of respondents would like to take better advantage of the IRA’s benefits — whether they’re familiar with the specific benefits or not
• 40% of respondents still don’t know how to take advantage of the IRA
• Just 14% of respondents want the IRA to be repealed — signaling broad support across political lines

Federal incentives like the IRA continue to shape the solar market, but awareness remains a challenge. That being said, homeowners overwhelmingly want the IRA to remain in place, showing that they’re ready to take advantage of its benefits — provided someone can show them the way.

Key takeaways:

• Installers who can clearly explain the IRA’s financial benefits have a huge sales advantage in 2025
• Homeowners who understand the IRA are twice as likely to actively seek ways to use it
• There is a massive education gap — bridging it can turn hesitant buyers into solar adopters

Battery storage isn’t just about backup power: It’s an investment

The data:

• Only 1% of respondents said they had no interest in battery storage
• 69% of homeowners were interested in battery storage to help lower their energy bills — surpassing resilience (56%) as the top benefit
• 72% are concerned about battery lifespan and replacement costs, showing that better education on warranties and ROI is needed

The demand for solar + battery storage is evolving. While energy resilience remains important, financial motivations are becoming a key factor. What changed?

• Before: Storage was primarily about keeping the lights on during grid failures
• Now: Homeowners see it as a cost-saving tool, especially in states where net-metering policies changed (e.g., NEM 3.0 in California)

One of the most important trends in the solar industry over the past year has been the increase in storage attach rate. Thanks to NEM 3.0, for example, Berkeley Lab found that by late 2024, California had a 60% battery attachment rate on residential solar projects compared to only 10% before 2023. 

And it’s not just California. With many states revising net-metering policies to be less solar friendly, installers are seeing high storage attach rates across the country.

This represents a real shift in how storage is used. While it has traditionally been a sale around energy resilience — keeping the lights on during outages — in many places storage can now deliver real ROI. And homeowners are starting to take notice.

Key takeaways:

• In net-metering states, lead with the cost-savings story — storage maximizes ROI
• In storm- and/or disaster-prone areas, focus on energy security and resilience
• In some areas — especially California, Florida, and Texas — solar professionals will have more nuanced conversations around shifting policy changes and extreme weather

Homeowners care about extreme weather & climate change

The data:

• 60% of respondents believe “extreme weather events and climate change are impacting my area,” up from 41% in 2024
• 56% of Republicans and 67% of Democrats agreed with the statement 
• 57% of homeowners listed “reducing my environmental impact” as one of their top 3 motivations for going solar

A relatively new motivating factor is also emerging, and it’s one we’ve all heard of: climate change.

And it’s not a political issue anymore — well over half (56%) of Republicans and two-thirds (67%) of Democrats agreed with the statement. There’s also not much difference when it comes to the homeowner’s age. At least 55% of people in every generation, from Baby Boomers to Gen Z, agree that climate change is impacting their life.

What does this mean for installers? As we’ve seen, solar is still largely a money-saving purchase (63% listed this as a top reason), but more and more people are becoming aware of, and caring about, the effects of climate change. 

Key takeaways:

• While saving money is still key, be prepared to tout environmental benefits
• Personalization has never been more important. Learn about each customer to determine which solar benefits resonate most with them

Solar is bipartisan — period

The data:

• 47% of Democrats and 55% of Republicans listed utility bill savings as their #1 factor for going solar 
• Reducing their environmental impact is a bigger driver for Democrats (18% selected it as #1 reason) than for Republicans (9%)
• Of those interested in solar, 39% are Republican homeowners and 38% are Democratic homeowners

It can be tempting to draw conclusions about people and their motivations without having data. One overarching finding of this study is that solar transcends political views.

Starting from the very first question — “Do you have, or are you interested in, solar on your house?” — when we split it out by political party, the results are stunningly similar. In fact, our survey of 1,039 people yielded 394 Democrats and 408 Republicans without including any selection criteria for political party. What’s more, 22% of both Republicans and Democrats in the sample already had solar on their home, while 78% were interested but had not yet installed solar.

As we can see in the chart below, the top motivations for going solar is remarkably similar, regardless of political party… with one slight exception. While both Republicans and Democrats acknowledge being affected by climate change, just half the percentage of Republicans list reducing their environmental impact as their primary reason for going solar when compared to Democrats (9% vs. 18%).

Solar transcends political divides. And in large part, people in both major political parties have similar motivations for choosing solar. Democrat, Republican, Independent — everyone likes saving money and appreciates energy resilience. While different audiences may respond to different messages — some prioritizing savings, others focusing on sustainability — the value of solar remains universal.

This is more than just a market opportunity — it’s a chance to push the industry forward. The solar community must advocate for policies and programs that make solar accessible to all. As demand continues to grow, ensuring solar remains accessible and widely supported will be key to its long-term success.

Key takeaways:

• Cost savings is still the #1 motivator across all political affiliations
• Republicans are more motivated by energy independence, while Democrats prioritize independence and environmental impact equally
• The industry should frame solar as an economic and energy resilience investment first, with climate benefits as a secondary motivator

Homeowners find it hard to trust solar professionals

The data:

• 41% find it difficult to determine which solar companies are trustworthy (up from 22% in 2023)
• 67% prioritize strong warranties and support services when choosing an installer
• 55% say positive customer reviews are critical to their decision-making process

Solar remains an attractive investment, but trust in solar companies has declined. High-profile cases of misleading sales tactics and failed installations made consumers more skeptical than ever.

Trustworthiness of solar companies jumped to the top concern among people who had already installed solar and came in third for those who are interested but haven’t yet installed. No doubt the high-profile media reports about bad actors in the solar industry — as well as stories from unsatisfied customers — played a part.

In 2023, just 22% of homeowners were concerned about finding a trustworthy solar company. In 2025, 40% of respondents had concerns about the trustworthiness of solar companies, with an additional 20% noting they heard of poor experiences with solar installers from friends, family, and/or online forums.

This helps explain why “warranty and general maintenance” was the #1 concern about the solar install process among those who don’t yet have solar.

When it comes to actually selecting an installer, strong warranty support jumps to 67%, while  proven technical expertise (56%), and positive customer reviews (55%) are also very important. Baby Boomers currently in the process of purchasing or interested in installing solar panels value strong warranty and support services the most (75%), followed by Gen X (68%), Millennials (60%), and Gen Z (49%).

There’s a theme here that’s worth noting. For those in the industry, installing solar is an everyday thing, it’s routine. To homeowners? It’s a big financial decision — and likely one that not many of their friends, neighbors, or family members have made.

We see in the data that the most valuable information for homeowners when deciding to go solar is savings estimates and other financial concerns. Then, when actually choosing an installer, the three most important things are warranty, reviews, and technical certifications. These can all be looked at as validators: reasons to believe you’re not making a big mistake — and assurances that your purchase is protected.

Key takeaways:

• Increase transparency: Make financing, warranties, and contract terms crystal clear
• Strengthen referrals and case studies: Peer recommendations carry more weight than ever
• Invest in certifications and quality assurance: Homeowners are wary of fly-by-night installers

Homeowners need better tools and information to choose solar

Even with strong demand, many homeowners still struggle to navigate the solar buying process. How can installers help guide them through it? Here’s the information homeowners themselves say is most useful.

The data is clear: Homeowners overwhelmingly want solar. It crosses age, income, gender, and, yes, even political affiliation. The overwhelming takeaway from our research, year after year, is that homeowners are interested in solar, battery storage, and whole home electrification.

It’s up to the solar community to translate that interest into installs. Building trust, helping to educate consumers, and making it as easy as possible to buy will go a long way toward this goal.

Business owners have many reasons to go solar. Just like homeowners, the #1 driving factor remains cost savings, but the decision can be more nuanced for businesses. They generally have more complex taxes than individuals, and businesses may get some benefits to their reputation from being perceived as more “green.” And that’s just the beginning. 

But, many businesses remain hesitant about solar due to a lack of clarity on costs, ROI, and financing options. Solar installers — which for commercial and industrial installs are often developers — have a unique opportunity to bridge this knowledge gap, build trust, and guide businesses through their purchase and install.

Let’s look at what’s driving business owners to install solar, how they choose an installer, what’s holding them back, and what solar installers can do to help. 

Solar policy: Businesses want stability 

The data:

• 52% of business owners say their business would be negatively impacted if the IRA were repealed or reduced
• 78% would like to make better use of the IRA’s benefits
• 71% benefitted from the IRA for upgrades that aren’t solar-related, such as electrification

The IRA remains a widely recognized and utilized policy among business owners, and they want to keep it that way: 57% of business owners want the IRA to remain in place. Notably, 78% of businesses want to take better advantage of IRA benefits, and 71% already benefited from the IRA in other ways, such as electrification. These numbers highlight that commercial property owners are generally more aware of IRA benefits than homeowners, signaling an opportunity for targeted sales efforts.

Business owners largely aren’t concerned about losing access to incentives. This is true even in states with fluctuating energy policies, with only 20% of all business owners surveyed indicating concerns that federal incentives won’t be available when they go solar. This could simply be that business owners don’t fear incentives will actually be repealed. It also shows the appeal beyond cost savings, with many companies turning to solar to safeguard against utility price volatility and power outages.

So, even while energy policies can and will shift, businesses recognize solar provides long-term energy cost certainty in an increasingly uncertain world, and ensures their operations can continue even if the grid goes down.

Cost savings still matter 

The data:

• 76% of respondents find a payback period of 9 years or less financially attractive, with the largest segment (35%) comfortable with 6-9 years
• The bigger the company by annual revenue, the more likely it is to have already installed solar
• Companies generating less than $100-500 million annually (53%) are the most concerned about affordability. Those making $5-10 million annually are actually the least concerned (35%)

When given multiple choices, 63% of commercial property owners were most motivated by cost savings or potential gains — monthly bill savings, tax incentives, long-term investment, or increasing property value. This shows the universal truth: Financial benefits remain a critical factor in the solar decision-making process.

They also see it as a long-term commitment, with 47% indicating solar is an investment that will eventually pay for itself. Yet, that “eventually” can’t be too long: 76% of respondents find a payback period of 9 years or less financially attractive, with the largest segment (35%) comfortable with 6-9 years. 

For businesses with $100M to $500M in revenue, the average acceptable payback period is about 7 years, whereas businesses with $5M to $10M revenue prefer a payback period of 6 years on average. No respondents found payback periods beyond 15 years financially viable.

All of this underscores the need for competitive financing and tax incentives to ensure that solar projects can offer an attractive return within these expected timelines.

Provide cost transparency and financing support

There’s no way around it, any investment as significant as a solar installation is going to come with cost concerns. And with solar most likely to be financed in some way, these concerns extend to financing options — including loans, leases, and PPAs. The more financing options, and the more informed an installer is about each, the better.

Key takeaways:

• Provide side-by-side financing comparisons — including payback period — to clarify the best options
• Help businesses navigate tax credits and depreciation incentives with expert guidance
• Deliver bankable production estimates and financial analysis so clients can more easily secure financing
• Showcase case studies of similar businesses that successfully used financing to go solar

Environmental impact and climate change concerns shouldn’t be ignored

The data:

• 67% of all businesses in the survey believe climate change is impacting their operations
• 22% of businesses that already have solar cited reducing environmental impact as their primary reason for going solar
• 58% of businesses that have not installed solar yet cited reducing environmental impact as one of their top 3 reasons for going solar
• 54% cited energy independence as one of their top 3 reasons for going solar

One of the most surprising findings from our survey was that 22% of business owners that already have solar selected reducing their environmental impact as the #1 reason for purchasing solar panels.

For business owners, climate change concerns play a significant role in the decision to go solar, no matter what region they are in: 73% of businesses in the West agree climate change is impacting their business, along with 69% in the South, 65% in the Northeast, and 62% in the Midwest.

Speak to business owners’ primary motivations

While financial considerations are the top motivation for businesses considering solar, reducing their environmental impact and increasing energy independence follow close behind. Reminding them of how solar supports these goals in the sales process can help you close more deals.

Key takeaways:

• Highlight the environmental impact of installing solar in your proposals
• Explore options for making your clients more energy independent
• Promote the environmental impact and energy independence of systems your company installed

Trust in solar installers is a major concern for business owners

The data:

• 51% of businesses interested in solar have concerns over the trustworthiness of solar installers, followed by overall system and installation costs (44%)
• 54% of business owners in the process of purchasing solar said the most important factor in selecting an installer is positive customer reviews, ranking above transparency in pricing (42%)
• For business owners who already purchased solar, customer reviews were less important (37%), with factors like overall system and installation costs (49%) and warranty/support (46%) ranking higher

These findings suggest that trust is a significant factor when companies are making the decision to go solar and choosing an installer. And business owners are going right to the source when it comes to getting information on a potential installer: other customers. 

Once businesses make the decision and select an installer, they tend to prioritize cost considerations and system compatibility.

So, when you’re selling to a potential customer, it’s important to remember that the solar community needs current happy customers to bring those new ones in. This means that when the sale ends, the work isn’t over. Make sure costs come in as promised, the install remains on time, and your crew is respectful to the customer (and their neighbors) while on site — and communication is clear throughout the process. It’s a tough balancing act, given the fact that one solar professional can’t control every aspect of a project — from sale all the way through install — but the right tools and technology can help. 

Build trust

While it may be a few bad apples spoiling the bunch, the trustworthiness issue creates an opportunity for installers to show they deserve that trust. Hard data and good references can set you apart from the pack. 

Key takeaways:

• Use third-party data and case studies to validate performance and reliability
• Offer long-term O&M (Operations & Maintenance) contracts to ease concerns about system upkeep
• Present track record of successful commercial installations to build credibility
• Review designs, production estimates, and proposals in detail with your clients to give them confidence in your estimates
• Incentivize happy customers to leave reviews; referrals can pay off in the long run

Business owners are driving solar growth, but trust, education, and cost remain key barriers

The data shows solar still has great potential among business owners, but their motivations differ from homeowners’. 

While cost savings is the major driver, environmental impact and energy independence ranked almost as high. While trust in solar companies remains a significant barrier for half (50%) of all business owners, those who moved forward to install tended to prioritize system cost first — likely because they found a trusted installer and moved forward.

One key takeaway is the same for both groups, though: Customer education is key.

2024 tested the solar community. High interest rates made homeowners and businesses hesitant to commit, shifting net-metering policies added uncertainty, and broader policy questions loomed over the industry. Yet, despite these challenges, optimism remains. 

This year’s survey reveals solar professionals are adapting, determined to guide customers through an evolving landscape. In this section, we’ll explore their outlook for 2025 and the strategies they’re using — from financing options to customer education and more — to keep the solar market growing.

Inflation Reduction Act (IRA) & policy impact

Financing and incentives go hand in hand in the solar sales process; educating the homeowner or business owner on the benefits they are eligible for is essential. Overall, installers feel the solar and electrification benefits made available through the IRA spurred interest, but installer feedback suggests many customers remain unaware of available incentives, and policy uncertainty continues to be a challenge for solar pros looking to close a sale. 

• 50% noted increased interest in solar due to IRA incentives; this is about same compared to 2023 (48%)
• 70% of installers familiar with the IRA believe a repeal would negatively affect their business
• Awareness decreased slightly over time: In 2023, 79% were aware of the IRA. In 2025? 70%
• This year, we also asked installers if they “were not sure if [my] business would benefit from the IRA” — 20% said yes. 
• The majority of installers (60%) believe that homeowners are not aware of the benefits of the IRA

Additionally, state policy changes, including the decline of net-metering incentives, are affecting demand. While 34% of installers reported increased solar demand due to state policies, 23% saw a decline, particularly in states that reduced net-metering compensation.

Energy resilience as a driver for solar

For the past three years, installers consistently pointed to a need for energy resilience concerns as a major motivator for solar adoption. From 2023 to 2025, installers said:

• 79% of installers saw an increase in energy storage paired with solar 
• The story remains the same for the amount of interest in solar due to the adoption of EVs by homeowners at about 78%
• There was a slight decrease in interest in solar due to natural disasters, falling 5%, from 65% in 2023 to 60% in 2025.
  • California: 77% noted increased interest in solar following natural disasters 
  • Gulf: 76% noted increased interest in solar following natural disasters  
  • Northeast: 41% noted increased interest in solar following natural disasters 

Solar plus storage continues to grow

One area where installers saw a large increase in interest was in storage attach rate: 78% of installers reported an increased interest from homeowners in pairing energy storage with solar installations — including 42% reporting a “large increase.” 

As you would expect, there were large regional differences, with this trend being driven by policy changes like NEM 3.0 that make battery storage a cost-saving investment (in addition to the usual backup model). For example, in the West — a large part of which is California — a whopping 89% of installers indicated increased interest in solar + storage.

This is a real bright spot, and one we should expect to continue, as utilities and regulating organizations increasingly adopt time-of-use rates and variable export rates, and other policies that: 1) decrease the price homeowners get for solar power they export during daylight hours, and 2) increase the cost they charge homeowners for electricity during peak times.

The growing challenge of solar financing and how installers can lead the way

The financing challenge

High interest rates have changed how homeowners and businesses approach solar financing. Gone (for now) are the days of low-interest solar loans, making affordability a top concern in the decision-making process. Survey data shows cost remains a hurdle to solar adoption:

• 23% of customers abandon projects due to cost concerns
• 10% walk away over uncertainty about ROI
• 7% cancel because they can’t secure suitable financing

The shift toward third-party ownership (TPO)

As traditional loan financing becomes less attractive, third-party ownership (TPO) models like leases and power purchase agreements (PPAs) are filling the gap. More than half of installers (51%) now report that their customers prefer TPO over cash or loan financing.

Why? TPO offers:

• No upfront cost: removing the biggest financial barrier.
• Predictable payments: making budgeting easier in a high-rate environment.
• Simpler qualification: helping more homeowners get approved.

This shift underscores a new sales reality: Installers who clearly explain TPO options are more likely to convert more hesitant customers into buyers.

The U.S. solar market faced headwinds in 2024, particularly due to high interest rates and shifting net-metering policies. However, there are still strong opportunities for solar installers to focus on in 2025. Below is an analysis of the trends from Aurora (residential) and HelioScope’s (commercial) combined 7,000+ customers, highlighting areas where solar professionals can find growth.

Aurora residential solar trends: system size and PPW shifts

• Mean residential system size: 7.6 kW in 2024 (-9% YoY)

Homeowners may be opting for smaller systems due to cost concerns, which could be a strong opportunity to sell battery storage for energy resilience and long-term savings.

• PPW decreasing nationally: national mean PPW: $3.74/W (-7%)

The 7% drop in the national mean PPW to $3.74/W, could indicate a reduction in the hard costs, despite potential homeowner sentiment. 

Residential solar opportunities in 2025

• Battery storage demand growing: Battery add-ons surged +67% YoY in 2024, presenting a strong upsell opportunity.

With homeowners opting for smaller systems, storage solutions are increasingly attractive for energy resilience and long-term savings.

• Competitive pricing strategies: Lower PPW can indicate cost reductions, but also margin pressure.

Installers should differentiate through financing solutions, premium offerings, and performance guarantees.

HelioScope commercial solar trends: system size and PPW shifts

System Size and PPW Developments

• Median Commercial System Size: 340 kW (-25% YoY)
  • Smaller projects (<300 kW) remain a core market segment
• PPW Declining Across Regions:
  • National mean  PPW: $2.30/W (-11%)

Commercial solar opportunities in 2025

• Emphasizing Smaller Project Demand: While large PPA projects grab attention, most commercial demand remains in sub-300 kW installations

Smaller rooftops across industrial and commercial sectors present steady opportunities.

• Competitive Positioning in a Lower PPW Market: As hardware costs decline, project economics improve, allowing for expanded market reach

Installers should focus on financial solutions, such as PPAs, tax credits, and energy cost savings messaging to differentiate themselves.

Installers who adapt their strategies — focusing on financial solutions, storage, and high-growth regions — will be well-positioned for success in 2025.

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This report was informed by multiple data studies:

Coleman Parkes Homeowner and Business Owner Study

Aurora Solar commissioned Coleman Parkes, an independent market research company, to conduct the research. Two distinct surveys were employed using an online (CAWI) methodology, ensuring a broad, representative sample of participants.

• Commercial Property Owner Survey:
  This survey targeted 500 business owners in the United States who own businesses with annual revenues of $5 million or more and operate directly from their site(s). All participants were pre-screened to exclude those who rejected the idea of adopting solar panels. The objective was to capture insights from businesses that are both financially capable and open to solar solutions. The fieldwork for this survey was conducted between January 16 and January 31, 2025.
• Homeowner Survey:
  The homeowner survey included 1,039 participants across the United States, specifically targeting individuals who were not opposed to the adoption of solar panels. This group was selected to ensure responses were relevant to those considering or open to solar energy solutions. The fieldwork for this survey was conducted from January 7 to January 10, 2025.

Note: there were 1,001 respondents screened out due to lack of home ownership, their property already had solar, or they were not interested in purchasing solar. 803 people were not interested in solar. 

Both surveys were designed to gather comprehensive insights into the current attitudes toward solar energy, with a focus on participants’ willingness to engage with solar solutions. The methodology ensured that only individuals who were not outright dismissive of solar technology were included, offering valuable perspectives on adoption potential.

Dynata Homeowner Survey

Homeowner insights referenced from 2023-2024 for this report were obtained via a survey of 1,000 U.S. adult (18+) homeowners who had expressed interest in solar, and was conducted by Dynata in January 2024 and January 2023. As the world’s largest first-party data company, Dynata has a global reach of more than 62 million consumers and business professionals, fully permissioned with billions of verified data points. Dynata uses a variety of online sample sources and recruitment measures to invite its respondents and panelists for survey research participation.

Aurora Solar Proprietary Data Study

Findings pertaining to Aurora Solar’s system size and pricing data examine residential and C&I projects created in Aurora and HelioScope between 2021 and 2024, with the following parameters:

• The state region is based on U.S. Census Regions.
• Project size looks up the median size of projects designed in Aurora and HelioScope. Since each project may contain multiple designs, only the most recent design is used.
• Project pricing looks up the median price per watt (cash price) of projects quoted in Aurora and HelioScope. Excludes outliers.

Note: A residential project is one that is marked as “residential” by the user and has a system size of 50kW or less.

Qualtrics Residential Solar Professionals Survey

Residential solar professional insights for this report were obtained via a survey of 900 U.S. solar professionals conducted by Aurora Solar. The online survey was distributed via Qualtrics in February 2025 with built-in quality checks to monitor attention and response time. The target population for this study was defined as U.S.-based professionals actively involved in the residential solar industry, including roles in sales, design, operations, marketing, engineering, installation, and C-suite.
Confidence Interval calculated at 95%