The recently released 2025 Solar Snapshot Survey from Aurora Solar, a solar installer workflow management software provider, covers data from more than 12.5 million projects, with surveys of more than 1,000 solar professionals and 1,000 homeowners. Now in its third year, the survey reveals critical insights into homeowners’ motivations and concerns about going solar as well as installers’ primary challenges.

The good news is that 76% of homeowners now view rooftop solar as a sound financial investment — a dramatic increase from the 43% who said the same in 2023. Still, persistent barriers around financial clarity, trust in installers, and evolving energy needs continue to slow solar adoption. For installers, these challenges represent dual opportunities to directly address homeowners’ top concerns while building credibility, differentiating services, and generating high-quality leads.

Let’s explore how to bridge this gap to meet and exceed customers’ expectations when going solar.

Top Homeowner Concerns for Solar Adoption for 2025

Customers continue to prioritize a thorough understanding of the solar installation’s financial burden, with 40% of interested homeowners citing upfront costs as a major barrier. Although this represents a significant decline from the 75% who said the same last year, almost a quarter of installers said cost concerns caused homeowners to back out of the sale, indicating that installers continue to underestimate this major customer concern.

Homeowners’ primary questions — how much they’ll save and how quickly their investment will pay off — stem from a combination of macroeconomic anxiety and confusion about system performance. With financial decisions dominating decision-making, installers must be frank and transparent with all costs and the estimated payback period.

• Pro Tip: High-efficiency PV modules with ultra-low degradation, like Trinasolar’s Vertex S+, directly address these concerns by delivering high energy output and maximized energy savings that help shorten customers’ payback periods. 

Building Customer Trust, One PV System and One Online Review at a Time

Amidst these technical and financial considerations, the human element remains key to establishing customer trust. Although homeowners’ concerns about up-front costs have declined, their mistrust in solar companies has doubled in the past two years, rising to 41% after sitting at 20% in 2023. This trend underscores that installers must instill confidence in their workforce and customers.

That initial consultation sets the tone. Savvy installers send a friendly email beforehand outlining what they’ll cover and what the customer needs to bring, such as 12 months of utility bills. During the chat, skip the salesy pressure tactics and focus on adopting educational communication practices that mirror homeowners’ decision-making processes in a problem-solving approach. For example, during an explanatory breakdown of their energy habits, show how a rooftop PV system can flatten the curve during annual summer spikes.

Post-meeting, provide a detailed proposal, delineating costs: panels, labor, permits, even the projected savings year by year. And if questions pop up later? Welcome them to chat on a quick video call. 

But remember: you can’t build trust through contracts alone, only through consistent, post-installation engagement. Platforms that provide homeowners real-time displays of system performance and updates on payback progress can alleviate customer anxiety inherent in a major investment. Annual system check-ins to review production data, address shading issues from new tree growth, or suggest efficiency upgrades foster long-term relationships, which are vitally important for two big reasons: online reviews and brand ambassadors.

In today’s digital age, online reviews carry immense influence as homeowners scrutinize installers’ reputations. With 68% of solar shoppers scrolling reviews on sites like EnergySage well before picking up the phone, a five-star rating is non-negotiable.

• Pro Tip: How you handle negative feedback often matters more than the complaint itself. Installers who publicly resolve issues, take ownership of any missteps, and update policies based on customer feedback can emerge with even better reputations.

Meanwhile, by making the process collaborative, installers can nurture an army of brand ambassadors and lay the groundwork for referrals. Transform the homeowner who once fretted over payback periods into a satisfied customer who thinks you’re not only trustworthy, but an advocate who will gladly recommend your services to friends and families. 

• Pro Tip: Consider a referral program that rewards homeowners for successful leads (e.g., a credit per conversion) to transform satisfied customers into lead-generating brand ambassadors. 

Trust remains the residential solar sector’s most underutilized asset, and must extend beyond transactional spreadsheets and mounting panels on rooftops. At the end of the day, the relationship must involve developing customer confidence by translating kilowatts and nameplate power output into easy-to-understand narratives of savings, security, and environmental stewardship.

How Installers Can Grow Their Solar Lead List

Be the Educational Guide Customers Are Seeking

Think about the last time you bought something big, a car, maybe a house. You probably researched for weeks, right? Solar shoppers are no different. They spend 6–9 months studying, which means installers have a golden window to help, not hard-sell.

Boost qualified leads by using educational content, like blogs demystifying net metering, YouTube videos comparing module efficiency rates, host virtual “Solar 101” happy hours, complete with interactive viewer Q&A sessions, or webinars where real customers can share their “aha!” moments.

Amplify Third-party Validation

Third-party validation, like NABCEP certifications and BBB accreditation, bolsters your trustworthiness. EnergySage’s marketplace, for instance, is more than just a directory since installers listed there enjoy 50% higher trust scores.

Meet Them Where They Are—Online

When someone types “solar installers near me” into Google, they’ve moved past the browsing stage and are ready to talk. Geo-targeted ads highlighting local incentives (like Florida’s sales tax exemption) put your message and brand directly in front of your target audience, making your offer difficult to ignore. Pair those ads with landing pages so potential customers can click through and see video testimonials from neighbors and share them in local groups. Then, suddenly, you’re no longer just a business, you’re part of the community.

Double your Reach with Cross-Promotions

Residential solar has multiple avenues for cross-promotional campaigns. Roofing and HVAC companies are natural fits since homeowners upgrading their roofs or AC units often wonder, “Should I go solar too?” EV dealerships offer another excellent opportunity for cross-promotion. Imagine an EV buyer learning they could slash charging costs by pairing a home charger and solar panels. These customer-centric partnerships solve multiple pain points at once. 

Incorporate and Promote Third-Party Ownership Offerings

Fifty-one percent of surveyed installers said their customers now prefer third-party ownership (TPO) products like leases and power purchase agreements (PPAs). Unlike cash and loan financing, TPOs typically require minimal upfront costs, predictable bill payments, and less stringent approval qualifications.

Offer the Trinasolar US Advantage

In an increasingly competitive market, installers will also need to deliver additional value to homeowners beyond performance and energy generation. Explain the benefits of the Trinasolar US Advantage residential solar solution, such as the advanced technology like Vertex S+ modules, assembled in Texas and backed by the industry-leading TrinaProtect 25/25-year warranty, better system performance, and building more trust with homeowners who want durable, high-performing solutions. This extended protection works as a powerful selling point, especially when combined with the potential for long-term energy savings.

Trinasolar’s Vertex S+ modules are sleek, all-black panels that blend seamlessly with existing roof architecture. The award-winning design is the ideal option for homeowners who may have previously hesitated due to aesthetic concerns — a feature 68% of buyers under 40 prioritize. 

Leverage the Trinahub Partner Portal

Continued training and skill development are major assets for solar crews. Registering with the Trinahub Partner Portal grants you access to a robust library of technical and educational training materials, videos, and assets. Plus, stay current with our attendance at industry trade shows, exhibitions, and webinars. Our team is always excited to share insights with other industry professionals, meet new people, and discuss the latest solar PV and innovative energy solutions.

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Stay up to date on the latest news, events, and insights from Trinasolar US by following us on LinkedIn, YouTube, Twitter/X, Facebook, and Instagram. We regularly share insights and educational information on product updates, industry trends, and strategies to help you succeed.

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