{"id":17384,"date":"2025-07-25T18:37:29","date_gmt":"2025-07-25T18:37:29","guid":{"rendered":"https:\/\/aurorasolar.com\/?p=17384"},"modified":"2025-07-30T15:41:09","modified_gmt":"2025-07-30T15:41:09","slug":"the-obbbs-impact-on-residential-solar-homeowner-data-revealed","status":"publish","type":"post","link":"https:\/\/aurorasolar.com\/the-obbbs-impact-on-residential-solar-homeowner-data-revealed\/","title":{"rendered":"The OBBB&#8217;s impact on residential solar: consumer data revealed"},"content":{"rendered":"\n<p>Every solar professional has spent countless hours trying to decipher what\u2019s in the budget bill that was just signed into law in early July. So, you likely already know the so called \u201cOne Big Beautiful Bill\u201d or OBBB (we didn\u2019t name it):<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ends 25D on December 31, 2025<\/li>\n\n\n\n<li>Allows third-party owners to continue to get the credit until the end of 2026<\/li>\n<\/ul>\n\n\n\n<p>We won\u2019t rehash everything here, but for more details, please see our post, <a href=\"https:\/\/aurorasolar.com\/the-obbb-passed-what-it-means-for-solar\/\">The OBBB passed: What it means for solar<\/a>.<\/p>\n\n\n\n<p>What\u2019s missing from all this information is <em>how actual consumers feel about the bill<\/em>.&nbsp;<\/p>\n\n\n\n<p>So, we surveyed 1,000 American over the age of 25 to get their reactions to the legislation, and more importantly, see how it might affect their solar buying behaviors.<\/p>\n\n\n\n<p>Here are three things the research showed, how they will affect the solar market, and how you can use them to help your business.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Americans aren\u2019t familiar with the bill details<\/h3>\n\n\n\n<div style=\"position: relative; width: 100%; height: 0; padding-top: 56.2500%;\n padding-bottom: 0;  margin-top: 1.6em; margin-bottom: 0.9em; overflow: hidden;\n  will-change: transform;\">\n  <iframe loading=\"lazy\" style=\"position: absolute; width: 100%; height: 100%; top: 0; left: 0; border: none; padding: 0;margin: 0;\"\n    src=\"https:\/\/www.canva.com\/design\/DAGuMxTfFgo\/vRPoMwL8Q-5QtvX0_sBtug\/view?embed\" allowfullscreen=\"allowfullscreen\" allow=\"fullscreen\">\n  <\/iframe>\n<\/div>\n\n\n\n<p><em>The data<\/em><br>\u201cHow familiar are you with how the OBBB affects clean energy or solar\u201d<br>(sample: 1,000 U.S. adults)<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>34% (33.9%) are \u201cnot familiar at all\u201d or have \u201cheard about the bill, but not sure what it means\u201d&nbsp;<\/li>\n\n\n\n<li>40% (39.5%) are \u201csomewhat familiar\u201d&nbsp;<\/li>\n\n\n\n<li>27% (26.6%) are \u201cvery familiar\u201d<\/li>\n<\/ul>\n\n\n\n<p>While we in the solar industry have pored over every detail of the bill, people largely don\u2019t have a full concept of what\u2019s in there. This is a real opportunity to educate them and build trust.&nbsp;<\/p>\n\n\n\n<p>There are a couple things to highlight:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The ITC (25D) is still in effect until the end of the year. (See below.) This means that if a person wants to own their solar system (either cash or loan), there likely will never be a better time to do it \u2014 at least not for a while.<\/li>\n\n\n\n<li>48D, which affects TPO, is in effect until 2027. This gives some leeway for customers that are more flexible or are looking for low\/no upfront cost.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>While this is second nature to us at this point, it can be confusing to the general public. Clearly describe all their financing options, clearly lay out the pros and cons, and find something that works for them.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The rest of 2025 could be busy<\/h3>\n\n\n\n<div style=\"position: relative; width: 100%; height: 0; padding-top: 56.2500%;\n padding-bottom: 0;  margin-top: 1.6em; margin-bottom: 0.9em; overflow: hidden;\n  will-change: transform;\">\n  <iframe loading=\"lazy\" style=\"position: absolute; width: 100%; height: 100%; top: 0; left: 0; border: none; padding: 0;margin: 0;\"\n    src=\"https:\/\/www.canva.com\/design\/DAGuM8KZSBI\/YE6N5igRFhDXlBDMZ41oyQ\/view?embed\" allowfullscreen=\"allowfullscreen\" allow=\"fullscreen\">\n  <\/iframe>\n<\/div>\n\n\n\n<p><em>The data&nbsp;<\/em><br>\u201cIf rooftop solar incentives were phased out by next year, how likely would you be to accelerate your timeline to install?\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>55% at least more likely to act because of incentives expiring<\/li>\n\n\n\n<li>19% would \u201cact immediately\u201d<\/li>\n\n\n\n<li>36% would be \u201cstrongly incentivized to act before the deadline\u201d<\/li>\n<\/ul>\n\n\n\n<p>As mentioned above, this creates the potential for a short-term increase in solar sales. Be ready. This is the time to use all the tools at your disposal to make your workflows more efficient and faster, so you can get as much installed in 2025 as possible.&nbsp;<\/p>\n\n\n\n<p>But, be prepared to pivot quickly to third-party ownership options. With the longer window, TPO can be a great choice for many Americans looking to decrease their electric bills, which will be on the rise (to say the least). Speaking of\u2026<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customers are expecting higher energy bills<\/h3>\n\n\n\n<div style=\"position: relative; width: 100%; height: 0; padding-top: 56.2500%;\n padding-bottom: 0;  margin-top: 1.6em; margin-bottom: 0.9em; overflow: hidden;\n  will-change: transform;\">\n  <iframe loading=\"lazy\" style=\"position: absolute; width: 100%; height: 100%; top: 0; left: 0; border: none; padding: 0;margin: 0;\"\n    src=\"https:\/\/www.canva.com\/design\/DAGuM9eLERg\/Xiov6bNDN675ve9WcNUP3A\/view?embed\" allowfullscreen=\"allowfullscreen\" allow=\"fullscreen\">\n  <\/iframe>\n<\/div>\n\n\n\n<p><em>The data<\/em><br>\u201cDo you believe this law will increase energy costs?\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>34% it will increase energy costs \u201csignificantly\u201d<\/li>\n\n\n\n<li>34% it will increase energy costs \u201cslightly\u201d<\/li>\n\n\n\n<li>23% it will not increase energy costs<\/li>\n\n\n\n<li>9% energy costs will decrease<\/li>\n<\/ul>\n\n\n\n<p>Nothing highlights the value of solar quite like rising energy costs, and the <a href=\"https:\/\/www.msn.com\/en-us\/money\/markets\/energy-costs-could-surge-by-74-for-industry-due-to-trump-s-obbb\/ar-AA1J1RUj\">projected increases<\/a> are stark. This presents an opening for installers. When consumers are paying more for something than they\u2019re used to, they take notice (see: eggs). And even a 10% increase in an electric bill can equal hundreds of dollars a year.&nbsp;<\/p>\n\n\n\n<p>This means that the value proposition for solar is still there even without the tax credits \u2014 and it will only get better as rates rise.&nbsp;<\/p>\n\n\n\n<p>Solar\u2019s many other strengths will also be highlighted as the effects of the OBBB start rolling in. For example, with less electricity being added to the grid, <a href=\"https:\/\/www.americanprogress.org\/article\/what-trumps-anti-environment-one-big-beautiful-bill-act-means-for-your-wallet-health-and-safety\/\">shortages will become more common<\/a>, leading to increased blackouts and brownouts. And the backup power and energy independence of solar (and storage) will become more valuable because of it.<\/p>\n\n\n\n<p>So, make sure you highlight these facts in your proposal. Show how electricity rates will rise significantly while their monthly payment for their solar system stays the same. Show how long a home battery can keep the lights on during outages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The bottom line<\/h3>\n\n\n\n<p>Yes, the OBBB will make it tough for solar and other renewable energy in the near-term. But it isn\u2019t the end of solar, far from it. In fact, it will likely create conditions that make solar\u2019s value even more clear.<\/p>\n\n\n\n<p>&#8220;This law is going to drive a reduction in growth and cause shrinking in the industry in the short term. But it&#8217;s not a permanent period. It&#8217;s a winter,&#8221; said Rachel Liddell, Group Product Manager for Aurora. &#8220;The innovative people in solar \u2014 and its undeniable value \u2014 virtually guarantees that solar is going to grow over time. It&#8217;ll be spring again, it&#8217;ll be summer again.&#8221;<\/p>\n\n\n\n<p>Solar installers will need to find new sales strategies, become more efficient to cut soft costs, and be more transparent to build trust. But, the simple fact is that the value proposition of solar is still strong. It\u2019s up to us \u2014 more than ever \u2014 to show it. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every solar professional has spent countless hours trying to decipher what\u2019s in the budget bill that was just signed into law in early July. So, you likely already know the so called \u201cOne Big Beautiful Bill\u201d or OBBB (we didn\u2019t name it): We won\u2019t rehash everything here, but for more details, please see our post, [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":15064,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"post_topic":[],"class_list":["post-17384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.4 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The OBBB&#039;s impact on residential solar: consumer data revealed | Aurora Solar<\/title>\n<meta name=\"description\" content=\"We surveyed 1,000 homeowners to get their reactions to the OBBB and see how it might affect their solar buying behaviors.\" \/>\n<meta name=\"robots\" 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