“Invention is not enough. Tesla invented the electric power we use, but he struggled to get it out to people. You have to combine both things: invention and innovation focus, plus the company that can commercialize things and get them to people.”
Larry Page – Cofounder of Google
Recently I was teaching a class on solar in which we entered into a discussion of how we can best aid our buyers when they are trying to decide to purchase a house with solar. We began the conversation with the usual buyer questions: who owns the solar system, what is its age and condition, what are the maintenance costs versus savings over time, what is the recapture timeline, is it financed or leased, performance expectations, etc.
I challenged the class to think more broadly. Yes, the system information is important, but what about other considerations? Considerations regarding utility companies, technology and the industry itself.
Our job is to help our buyers think of questions and seek answers they may not have considered, but which will impact their decision. Solar is a long term investment, with long term consequences. Here are some the questions your buyer may want to consider:
What is the buyer’s expectation of net metering, demand charges and other utility company fees in the future? Does the buyer think utility company charges may overcome total savings or diminish it severely?
A buyer would do well to look into the way in which utility companies are reducing their cost to produce electricity. Is it plausible the cost to produce electricity will be less for the company than the individual? Will the non-rooftop solar customer eventually pay less for power than the rooftop solar owner when maintenance, monthly fees or finance charges and other costs are factored into the decision? Some utility companies are producing 1/3 to 1/2 of their power from renewable resources at a lower cost than individual units.
Technology is moving forward at an amazing pace. Already there are locations in this country that harvest energy from road and bridge vibrations. 3M has a window film that blocks 90% of the energy lost through windows. Solar roof tiles are becoming more affordable. Perhaps the question our buyers should ask is: “Am I purchasing 20th Century technology in an innovative 21st Century world?
And finally, the business of energy as we have known it. Is the business model changing? Companies like Green Mountain Energy and 21st Century Power are changing what a utility company is and how it services its customers and communities through innovation and partnerships. Offerings such as community solar and the microgrid are some of the innovations allowing customers to access clean, reliable energy at substantial savings.
Buyers who ask these and other questions will be better able to make the long term energy decision required of them and you will have a buyer who is secure in their final home decision. Now and in the years to come.