Professional Documents
Culture Documents
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of real education on the subject. Which is a driving factor
behind why I wrote this book. If more homeowners knew
about the benefits of solar energy, both financially and
otherwise, we would see a faster rate of solar adoption.
Trust is another major issue. When a residential solar system is
not designed and sold with integrity, it can have a tremendous
negative financial impact on the homeowner. As I learned more
about the solar industry, I discovered the many ways that
homeowners have been taken advantage of by smooth-talking
door-to-door solar sales reps. Only to find out, often many
months or years after they signed an ironclad contract, that
their home solar system is not producing anywhere close to the
amount of energy that they were told it would. Many of these
homeowners found themselves having to pay a monthly solar
bill on top of an electric bill, that they were told would vanish
after installing solar panels.
In future chapters, you will read about homeowners who found
themselves on the losing end of this. These people are now
paying two to three times more for electricity than they were
told they would by their solar sales representative. Not because
anything changed in their contract. Their monthly solar
payments stayed the same. But because their system started
under-producing a few years after installation. Imagine being
told that your home solar system would wipe out your electric
bill forever, only to find out 6 or 7 years later, that your system
is only producing enough energy to cover 15% of your home’s
energy usage. Only to then find out that an under-production
of contractual estimates of energy is not covered by your
manufacturer’s warranty, since your system is still technically
working. To add insult to injury, you then find out that there is
no way out of your contract even though the company that sold
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and installed your solar panels has long since gone out of
business. This is the unfortunate reality for thousands of solar
pioneers and it is the #1 reason that solar deserves the bad
reputation it has in many markets across the U.S.
And please don't get me wrong. Many door-to-door solar sales
reps are absolute experts when it comes to residential solar.
They are honest, they design and sell solar systems with
integrity and they truly want what is best for the homeowner.
But for every 1 of those, there are probably at least 4 who have
absolutely no idea what they are talking about. They may know
how to dress it up and make themselves appear to be experts,
while knowingly providing you with misinformation and telling
you whatever you need to hear to make the sale.
I wrote this book because I saw a serious need for a reference
and a guide to residential solar. A resource that would simplify
the complicated issues and distill the many options
homeowners have for transitioning their homes to solar energy.
I'm also hoping that this book speeds up the inevitable
adoption of solar across the U.S.
Solar is big business. As a result of this fact, you have many
options. As the industry expands, those options will multiply.
Understanding your options will help you make an informed
decision about your transition to solar energy while helping you
avoid costly mistakes that are very avoidable with a little
education.
I also wrote this book to train my own solar sales team. This is
very good news for any homeowner who is considering solar
because in doing so, I will share why the unique solar service
we provide is vastly superior to the generic, cookie-cutter solar
options being offered by the competition. We call this service,
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“the NetZero Home,” (www.theNetZeroHome.com). Think
of it like Solar 2.0. You will learn why we are almost never
beaten on price while providing the best possible long-term
energy savings to our customers. And why any homeowner
who chooses one of the generic solar alternatives, is accepting
an unnecessary financial risk that may not even be noticeable
to them for several years.
Admittedly, like many in the solar industry, I was more
passionate about sales and marketing and capitalizing on a
booming economic trend than I was about renewable energy.
Why would I reveal such a potentially damaging truth? As a
passionate sales and marketing professional, who was trying to
get a foothold in an explosive new industry, I began doing
extensive research into the solar industry as well as studying
renewable energy. Here's a story that will illustrate why this can
be very good news for you.
I know a guy, let's call him Jeff, who has owned a direct-mail
marketing company for over 30 years. The company built
direct-mail marketing campaigns for small businesses and grew
into one of the largest companies of its kind in the U.S. This
put Jeff in contact with some of the best copywriters in the
world. People who make their living writing to influence
consumer decisions.
Do you ever read the headlines on the covers of tabloid
magazines while standing in line at the grocery store? Unless
you are a professional copywriter like myself or someone who
loves gossip and drama, I'm guessing you probably don't. The
people who write those 'shock and awe' headlines are
professional copywriters. Tabloid writers make up a small
segment of the copywriting industry. I have many friends and
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colleagues that make a very comfortable living writing sales
pages and designing email marketing campaigns as professional
copywriters. I've learned that the best copywriters in the world
are professional researchers. Their power comes not only from
the creative words and sentences they write but just as much, if
not more so, from the research they do before putting pen to
paper.
One day, Jeff found out that he had a very rare type of cancer.
After speaking with his regular doctor and the cancer specialists
they recommended, he reached out to the professional
copywriters in his network, to give himself every possible
advantage over the disease.
Now you might think it sounds crazy to seek advice from a
professional writer or marketer about treating a life-threatening
illness. He did this because, outside of the cancer specialists
recommended by his doctor, no one had done more research
on holistic and alternative medical treatments for cancer than
the professional marketers hired to design campaigns around
holistic medicine. Years later, a cancer-free Jeff lives to tell the
tale.
I tell you that story to illustrate why professional marketers like
myself can be a powerful resource for buying things like Solar.
Our desire to sell products and services in a specific vertical on
a large scale requires extensive research into the industry. We
do this research so we can better communicate the product's
benefits to the end user, as well as uncover additional benefits
that may be less obvious, so we can shine a spotlight on them.
We also learn all we can about the industry so we can expose
and exploit the weaknesses and vulnerabilities of the
competition, which, as you will see throughout this book, are
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extensive. We dive deep into the industry and product to gain
every possible marketing advantage. In doing this research in
an industry like residential solar, we ask questions that an
individual homeowner would probably never think to ask. That
is another major reason why I wrote this book. And that is why
you will be very well served to listen and heed some of my
warnings before deciding to transition your home to Solar
energy.
In some communities, residential solar has a bad reputation.
And for a good reason. For some, the word solar conjures up
images of a pushy salesperson ringing the doorbell on a
Saturday morning when you just wanted to relax. And then
trying to sell you something that you never expressed the
slightest interest in. Or some 20-year-old kid at your elderly
mother's kitchen table trying to push her towards making a
$2,500 down payment on a solar system with zero regard for
her fragile financial situation.
I've heard of old-school real estate companies that would train
their in-home sales agents to pull out a toothbrush and explain
to the prospect that they will not be leaving your home until
you put your signature on the contract. And although I've
never heard of anything like that going down in the solar
industry, I have heard many horror stories from homeowners
who were lied to by less-than-ethical solar sales representatives.
These trusting homeowners ended up paying way more than
they expected because instead of eliminating their utility bill like
they were told they would, they now must pay both a utility bill
and their monthly payments for financing their solar system.
Again, I'm not knocking door-to-door sales, (no pun intended).
Many reputable solar companies engage in door-to-door sales
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and many door-to-door salespeople care about the homeowner
and want to help them make the best decision for them. But
because residential solar is big business and there is a lot of
money to be made, the industry has also attracted a lot of less
than ethical people. People could care less about the long-term
experience of the homeowner, as long as they reach their sales
and financial goals.
About 90% of the solar industry operates on what is known as,
the red-line model. This is a compensation model used by solar
companies to determine the amount of commission they will
pay their sales representatives for selling residential solar
systems. Here’s how it works. After the hard costs of the
panels, system, and installation are taken into account and after
the solar company has made an acceptable profit from
facilitating the sale, that number is known as the red line. The
sales agents are told they can keep any money that they are able
to collect from the homeowner beyond that line. As you can
imagine, this compensation model has caused many
homeowners to overpay by thousands or even tens of
thousands of dollars and has attracted many unethical sales reps
and sales tactics. I’m not saying that everyone who operates
within this model is unethical. They may still calculate a fair
commission for themselves that does not gouge the
homeowner for every penny, but as you can imagine this model
opens the door to a potentially negative situation for the
homeowner. And I can’t imagine you would want your
grandmother sitting down at her kitchen table with someone
who stands to make an extra five to ten thousand dollars by
telling grandma whatever she needs to hear to make the sale
and leveraging her trusting nature as well as her ignorance
about how solar works.
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As technology evolves and prices drop, the value proposition
of solar increases, and it becomes much more attractive to the
masses. Solar technology has evolved significantly over the past
few years. Similar to other evolutions in technology, it has
caused prices to decrease. Think about the first personal
computers or cell phones. They were bulky, inconvenient, and
expensive. And they were only available to the ultra-wealthy.
Residential solar panels have followed a similar trajectory. Solar
technology has reached a point, just as cellphones and personal
computers did, where prices have decreased to the point that
home solar energy production is much more accessible to the
masses today than it has been in years past.
As energy costs increase, as I will explain in the next chapter,
Solar will become more and more necessary for many
homeowners. We regularly find people who desire to go solar
to release the financial grip that the utility company has on their
lives but cannot do so due to external factors. Some of these
factors include the condition of their roof, their specific type of
roof, the fact that they have too much tree cover blocking the
sun, or several other factors that I will address in future
chapters.
The homeowner does not have the time or resources to
outthink the solar companies. That is what the individual
homeowner is up against. Teams of savvy entrepreneurs and
marketers in the solar industry. Companies with big budgets do
things like hire lawyers to write ironclad contracts and sales and
marketing teams to make those contracts look very beneficial,
banking on you not having the time or the mental bandwidth
to read the fine print nor the expertise to understand it even if
you did.
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One of the first solar proposals I built was for my friend Jack
who lives in Hitchcock, Texas. Jack's current utility bill was
$299 per month on average. Because he lives in Texas, he pays
significantly more than that in the summer months and a little
less in the winter. Due to inflationary rate hikes from the utility
company, which I will explain more about in the next chapter,
in 10 years, he will pay $442 per month, and in 25 years, he will
pay $852 per month. But we locked in his monthly solar rate
for the next 25 years for just $138 per month and drop his
utility bill down to just $19 per month. So not only were we
able to reduce his monthly electricity costs by nearly 50%, but
we were also able to protect him from the inevitable future rate
hikes from the utility company. Shielding Jack and his family
from inflating energy costs.
The future costs Jack will pay for electricity are conservative
estimates based on a 4% annual increase, which is the national
average. California has seen electricity costs go up 16% in the
past year. New Mexico has seen a rate increase of 20%. New
Hampshire homeowners have seen electricity costs go up 40%,
and states like Texas have seen increases up to 70%. Why are
electricity costs rising, you ask? Don't worry, we will discuss
this in the next chapter.
The purpose of this book is to have an honest conversation
about the solar industry. I will not promise that it won't be
biased because it will be. I believe in solar and I will argue why
it makes sense for the homeowner (in most cases), and how it
can benefit our communities, our planet, and our shared human
experience. However, it won't be all sunshine and rainbows
(again, no pun intended). I will also share some of the potential
downsides of solar for the individual homeowner, as well as
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what to look out for and what to avoid like the plague in the
solar industry.
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Chapter 2 - Why Energy is
Becoming More Expensive
Many factors impact the cost of energy. Foreign and domestic
policies come into play, but I will not go into all that here. That
is not what this book is about. I aim to educate homeowners
about solar and hopefully help bring a new level of leadership,
honesty, and integrity to a budding industry that is not currently
known for those things. Not to bore you to death with a
discussion about current events or to potentially offend you by
discussing politics.
The electrical grid that powers North America is not one entity
but multiple regional grids. The eastern connection and western
connection are the largest. The three additional power grids in
North America are the Alaska Interconnection: the Texas
Interconnection, and the Quebec Interconnection. In the
1920s, the Central Electricity Board standardized the nation's
electrical supply and established the first synchronized AC grid
(alternating current). These regional grids operated as a national
system in the late 1930s.
So, with infrastructure nearly 100 years old, these systems need
to be repaired, upgraded, and overhauled. As the grid continues
to age and inflation causes prices of everything to increase,
including labor needed to fix and maintain the grid, these costs
are passed to the homeowner in the form of utility rate hikes.
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Non-renewable energy sources like coal and gas and oil, derived
from fossil fuels produce roughly 65% of humanity's power
worldwide. Fossil fuels are used to produce electricity using a
3-step process. First, the elements (coal, natural gas) are
extracted from beneath the earth's surface and delivered to
power plants in various ways. Those power plants use the
elements to power turbines that allow electricity generation.
That electricity is then sent through power lines for your home.
Power plants and government agencies like your state's Public
Utility Commission (PUC), plan to spend the most money in
decades to shift to renewable energy as well as to upgrade and
replace this aging infrastructure.
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Hurricane Ian
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essential businesses to cut back on power because of the strain
on the power grid due to the cold weather.
Weather events like Winter Storm Uri in Texas, Hurricane Ian
in Florida, and the Christmas cold snap that caused rolling
blackouts in Tennessee and many other weather events around
the country, expose how fragile the energy grid is and how
vulnerable the human population is.
I believe this highlights a need for more diverse energy systems
as more weather events threaten to cut power to homes and
businesses. Renewable energy sources, including solar, wind,
biomass, geothermal, and hydropower, reduce our dependence
on fossil fuels and decreases the likelihood of widespread
power outages by diversifying the energy mix.
I've used these events to help support my argument for a
greater push towards renewable energy because they highlight
the vulnerability of traditional fossil fuel-based power systems
to extreme weather events. Renewable energy sources, such as
wind and solar power, do not rely on fuel deliveries and are not
as susceptible to supply chain disruptions caused by storms and
other extreme weather events. Additionally, these weather
events also point out that the traditional centralized power
generation and distribution system is not as resilient as a
distributed system with micro-grids, where communities can
generate and store their power, reducing dependence on a
centralized grid. These weather events and others like them also
bring attention to the need to have a more diverse mix of
energy sources and technologies. Doing so will reduce the risk
of large-scale failures and ensure that the power systems in our
communities stay reliable and resilient in the face of extreme
weather.
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Chapter 3 - How to Determine
Your Real Electric Rate
Do you know the rate that you're paying for electricity? If you
are like most American homeowners, you probably don't. Why
not? You probably know what gas prices are in your local
market, within a few cents at least. You would think that
determining what you are paying per kWh (kilowatt hour)
would be as simple as looking at your utility bill, but you may
not be getting the full picture. The way to determine your actual
electricity rate is to divide the total bill, or at least the electric
portion of the bill, by the total kWh you use in any month. Why
utility companies don't do this and give you your rate in simple
terms will become clear throughout this chapter. Okay spoiler
alert, it's because they profit from your ignorance.
Hidden charges & fees and confusing language are some ways
utility companies 'normalize' things like rate hikes and charging
you whatever they want for energy. They know you need
energy, and they know most people write off their energy costs
as a necessary expense. And because we mentally write it off in
our minds, they know they can get away with things like
'delivery charges.' Delivery charges? Did it cost them more to
deliver the electricity to your home, or is this a clever way to
get us to accept paying more than we did last year? Clever is a
good word for it, right? When we expose homeowners to these
facts during solar presentations, the words used more
commonly are sneaky, shady, and unethical.
Do you ever go to those big box stores like Costco or Sam's
Club where you can buy bulk products at wholesale prices?
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Imagine you bought $225 in bulk items. You are sitting in the
checkout line thinking about how excited you are to get home
and stockpile your 10-gallon jug of pickles or 25 lb. bag of
coffee. The young clerk checks you out and politely offers to
help you to your car. After he helps you pack up your car, he
says thank you again and sends you on your way. A week later,
you see your bank statement, and the box store charged you
$300. You angrily call the store to find out what happened and
learn they included a $75 delivery charge to your order. How
would you feel about that? Would you vow never to patronize
that vile establishment again, or would you let them get away
with it without question? I'm guessing you would choose the
former if you are like most people. So we let the utility company
get away with it, month after month, without question? First,
because we don't know, and they profit from our ignorance.
And second, because we never had a clear alternative.
Another way utility companies normalize ridiculous charges
and hidden fees is with "Time of Use" billing. You might see
different charges on your utility bill for "peak" energy usage,
typically between 4 pm and 9 pm when people usually come
home from work and turn on the tv, the oven, the microwave,
the massage chair, etc., vs. off-peak charges when people rarely
use as much energy. Like any other commodity, it comes down
to supply and demand. Higher demand for energy means less
supply. It costs more for the electric companies to generate the
extra energy to power your home and that of your neighbors
during peak times, so they pass these costs to the end user as
these 'time of use' charges. This can be beneficial to
homeowners who choose to use less energy during peak times.
However, it also forces you to choose between using less
energy when you want and need it most, or accepting the fact
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that you are paying more for the convenience of using your
energy.
Imagine you use the same gas station every time you fill up your
vehicle. You normally fill up in the morning before you go to
work, but one day you must fill up after work during rush hour.
You put $40 or $50 in gas into your vehicle, and then they hit
you with another $15 surcharge. In the fine print, you read you
had to pay 75 cents per gallon more because you filled up
during peak hours. Would you let the gas station get away with
that free and clear without at least making an angry social media
post or complaining to the attendant at the gas station? But why
do we let utility companies get away with it month after month?
Again, probably because we either do not know or understand
what is happening or the fact that there is no other alternative.
When deciding whether solar is right for you, you'll want to
clearly understand what you are paying for electricity. Your
utility company will tell you your kWh rate on your monthly
billing statement, but as previously mentioned, this may or may
not include things like "delivery charges," or they may try to
overcomplicate it by showing you your kWh rate at peak times
vs. non-peak times. The best way to get the most accurate rate
is to take the total kWh of energy your home used for the
month and simply divide it by your bill for the corresponding
month. Your utility company may tell you, you are paying 12
cents per kWh, but when you factor in things like delivery
charges, you find you are paying 15 cents per kWh. If your post-
solar kWh cost is 10 cents, the savings will be significant by
transitioning to solar.
In deregulated markets like Texas, utility companies often have
contracts where you lock in your kWh rate for a certain period.
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Usually between 1 and 3 years. Since solar systems last 25 to 30
years, the rate you are paying to your utility company today,
based on your current contract, matters less than the rate you
will pay tomorrow. Your current contract may have you paying
9 cents per kWh, but your next contract may have you paying
13 cents per kWh. If your electricity rate goes up 3-5 cents every
3 years, you are basically in the same boat as most other
Americans, although it may not seem that way based on your
current utility bill.
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Chapter 4 – Solar Batteries and
Net Metering
What is Net Metering?
25
solar. This means that the sooner you go solar, the more money
you stand to save, and those who play the "wait and see" game
will more than likely pay for it.
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Chapter 5 - Ask These Questions
Before You Go Solar
When it comes to buying and installing solar panels on your
home, there are things you should watch out for, and there are
things you should avoid, like the plague. The explosion of
growth in the residential solar industry and the fact that it is
forecasted to double by the end of 2030 have caused fierce
competition in the residential solar industry. A race for market
share can cause companies to adopt less-than-ethical sales
tactics that can put homeowners in an undesirable financial
position if they don't know the warning signs. This chapter will
reveal those warning signs and give you very important
questions to ask during a solar sales presentation.
Here are 7 important questions to ask your solar advisor before
buying solar through their company. How they answer these
questions will help you determine if you are sitting down with
an expert or a charlatan attempting to take advantage of your
ignorance in the field of residential solar.
If your solar sales agent tells you, you won't have an electric bill
after going solar, they may be misleading you, and again, they
may do it without even realizing it, because that is how they
were trained to sell solar. However, If your solar system is
designed with integrity to fit your home's unique energy
consumption needs, you will still have to pay a grid connection
fee to the utility company that could range from $10 to $40 per
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month depending on the utility. But if your solar system is not
designed with integrity to fit your home's unique energy needs,
you could end up having to pay a whole lot more. If your solar
panels only produce 1,000 kWh and your home uses 1,500
kWh, you will have to pay the utility company for the difference
of 500 kWh. At a rate of 14 cents per kWh that is another $70
per month on top of your grid connection fee. If you live in
California, where the average rate for electricity is double that,
you will pay an additional $140 per month to the utility
company on top of your solar payments if you finance or lease
your system.
Speaking of differences in costs from the state to state, this is
another thing you'll want to look out for. Door-to-door solar
teams will sometimes import their sales reps from other states
because they want to infiltrate a new market. They may post up
in a nearby hotel to canvas your area, even though they may
have no idea about the nuances of solar in your specific state
or utility.
If the solar sales advisor is asking you questions about your
home's energy consumption, that is a very good sign that they
want to design your system with integrity. If you plan to install
a hot tub and a heated pool, your home will use more electricity
in the future. A quality solar sales advisor will find this out
before designing your system to account for those increases in
energy consumption.
In most cases, solar panels will live on your roof, and since your
home's roof will likely need to be replaced at least once every
20-50 years, it is important to factor your roof into the solar
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conversation and ultimate decision. If your roof is over 10 years
old and your solar sales advisor is not engaging you in a
conversation about your roof, that can be a clear warning sign
you are dealing with an amateur who, possibly by no fault of
their own, may not be providing you with the most accurate
information. You should also be very leery of a solar company
that does not perform a physical site inspection before
installing your solar panels. Virtual site inspections are one way
that a solar installer can save money. The company can save a
fortune on labor without a physical site inspection/roof
inspection. But at what cost? Or a better question may be, at
who's cost? The installer's decision to cheap out on things like
a site inspection can come at a big cost to the homeowner. A
cost that may not even be realized until 10 or 15 years later.
If your roof is more than 10 or 15 years old, you may need to
replace it in the next few years or sometime in the next decade.
This may add additional costs when it comes time to replace
the roof, as the panels may need to be temporarily removed to
replace the roof. However, the area of your roof covered by
solar panels can last much longer than the areas exposed to sun
and weather and not shielded by the panels. We've spoken to
roofers who have called solar panels "armor for your roof."
On top of protecting your roof from inclement weather like
hail, hurricane winds, or snow, solar panels can extend the life
of your roof by absorbing the sunlight otherwise absorbed by
the shingles. Your roof's direct and constant exposure to the
sun dries out the shingles, sun-bleaches them, and amplifies
their deterioration. Solar panels absorb this energy, protecting
and extending the life of your roof. Solar panels can affect
airflow, cooling your roof even more. This combination of
airflow and sun absorption can make your home up to 35%
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cooler overall, reducing energy costs and consumption even
more.
Something else to consider is the roofing material on your
home. Although solar panels can be installed on all roofs, some
materials make the process easier and more cost-effective. If
you are like 70% of Americans and you have an asphalt shingle
roof, you are in the clear. Wood, slate, and clay roofs are more
brittle, which means solar panel installers may not walk around
freely as they could on a shingle roof. Anything that makes the
installation process more difficult and time-consuming will cost
more. However, it may still be much less expensive eventually
than dealing with inflationary rate hikes from the utility
company.
If you need a new roof before going solar, you will likely save
money by doing both simultaneously. According to the
National Renewable Energy Laboratory, the average cost of a
residential rooftop solar array is $19,000, and the average cost
to replace a roof is $10,000. By doing both at the same time you
avoid needing to replace your roof later and having to remove
the panels to do so. Like most things solar-related, this can save
a lot of money. Another benefit of packaging a roof
replacement with your solar system, if you need to replace the
roof anyway, is the federal tax credit. The federal tax credit
applies to the total cost of the solar system. If replacing the roof
or another expense (like tree removal), is needed to do solar
work for your home, then that will count towards the total cost
of your solar system. So, the federal government will pay 30%
of the cost of replacing your roof. If you were to wait 5 years
to replace the roof, the savings would not apply since the
federal government will not pay 30% of your cost to replace
the roof. But if you replace the roof at the same time as you
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install solar, you can enjoy this additional financial benefit.
Your state may also offer a renewable energy tax credit or other
incentives to help you offset the cost of replacing your roof if
needed. See section 2 for a complete state-by-state breakdown
of solar tax credits, tax exemptions, rebates, and other state-
specific solar incentives.
Here's a basic overview of the installation process. The installer
will drill holes to anchor and mount the panels on the roof.
They will then insert lag bolts into the holes, which are strong
enough to withstand any weather conditions, including
hurricane winds over time. Once the lag bolts have been
inserted into the holes and the panels have been mounted, the
bolted areas are covered with flashing to protect the roof. This
flashing consists of moisture-resistant metal or plastic that
helps close off the holes and seals out moisture and wind from
the elements. This will direct water away so moisture will not
seep into your home through your roof.
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exceeds the tax credit. If your solar sales advisor tells you that
you'll get a 30% tax credit without asking you if you have
taxable income, they may provide you with less than accurate
information, possibly without even realizing it, so they can
make a sale. Unfortunately, elderly people with no taxable
income have been taken advantage of due to this. They were
told they would get a tax refund that will cover 30% of their
system, but because they don't have taxable income, or enough
taxable income to cover the tax credit, they are not legible to
receive the credit, and they have to cover the difference out of
their pocket. This often happens well after they have signed a
long-term contract. In this situation, a solar lease or PPA may
be a good alternative since the monthly payments are usually
lower.
If you go with a solar lease agreement or a PPA (power
purchase agreement), the tax credit will not apply because you
are not buying the system. Here the leasing company gets the
federal tax credit because they are the system's owners. That is
how it works. It's a sweet deal for them! This is one of the
reasons a lease or PPA often has lower monthly payments. The
trade-off, of course, is that in 20 years or whatever the
timeframe stated in terms of the lease agreement ends, you do
not own your system, and you will have to sign another lease
agreement or go back to renting electricity from the utility
company. If you own your system, you get the tax credit, and
when you pay off your system, you own it outright, along with
all the power it produces. So, the long-term benefits of owning
as opposed to leasing can be tremendous. For more
information, see the question in this section on whether to own
or lease your solar system.
33
Some states also offer tax credits and tax exemptions for
transitioning to renewable energy sources like solar. See section
2 of this book to discover state-specific tax credits, rebates,
SRECs, tax exemptions, and other state-specific solar
incentives you can take advantage of in addition to the federal
tax credit. If I mention any acronyms or terms you do not
understand, please see the glossary section near the end of the
book.
34
buyers will pay a premium for homes with solar, since a solar
system is viewed as an upgrade, like a porch or finished
basement. The report also showed that homes with solar
systems sell faster, probably for the same reasons.
35
In New Jersey, solar systems are exempt from sales tax and
local property taxes. To claim the exemption, property owners
must apply for a certificate from their local accessor, which
reduces the access value of the property to what it would be
without the renewable energy system. New Jersey also enacted
legislation to disallow homeowner associations from
prohibiting solar. Many other states have similar laws. See
section 2 for a complete state-by-state breakdown of state-
specific tax credits, tax exemptions, rebates, net metering
policies, SRECs, and other solar incentives.
What is an SREC?
36
In New Jersey, you get a $90 SREC for every 1,000 kWh your
system produces. So a 10KW system in New Jersey will
produce roughly $900 per year in SREC credits. You can visit
SRECTrade.com to get info about how to sell these credits. For
more information on state-specific SRECs, see section 2, as not
all states or utilities provide SRECs to their residents.
37
Known as a Solar Power Purchase Agreement (SPPA), leasing
solar panels can carry advantages as well as some major
disadvantages. The biggest disadvantage of an SPPA or a solar
lease is that you do not own the system. You end up paying a
lot for something that has zero equity. Does it make more
financial sense to rent your home or to own it? It's a similar
conversation regarding an asset like your home's solar energy
production system.
Some people buy their solar system outright and pay cash up-
front. But in 9 out of 10 cases, paying cash is not an option.
Just like other major purchases like your home or your car,
financing makes it possible to buy your home's solar energy
system and pay it off over time. Because your solar energy
system holds tangible value, like your home or your car,
inexpensive financing options with rates ranging from 3% to
8.99% are available to qualified homeowners. Much like your
mortgage, you own the asset outright once it is paid off. An
asset that will continue to power your home forever, which in
many cases means thousands of dollars per year in energy
savings. Money that would have otherwise gone to a utility
company. And for how long? Picture those two creepy little
girls from the Shining. Forever and ever and ever.
Cunning solar salespeople may position a solar lease as a bigger
win for the homeowner than meets the eye. Solar leases are
difficult, if not impossible, to get out of. If you are on a 25-year
lease and you choose to sell your home in 5 or 10 years, you
may find it much more difficult to transfer to the new
homeowner because you do not own the system the way you
do when you buy it.
38
I recommend buying your solar system over leasing whenever
possible for the reasons mentioned in this chapter. But as I
mentioned, it is not always possible. Typically, you need a credit
score at least in the six hundred range to qualify, and like
anything you've ever financed, your income and debt-to-
income ratio will be a factor. Solar leases are easier to qualify
for because a 3rd party essentially owns your system and the
power it produces. Does it still beat renting energy from the
electric company? Usually, yes, but these are all factors you'll
want to weigh into your decision about leasing or buying your
home solar system.
39
types of panels may come along any day and completely replace
these panel types.
A solar inverter converts direct current (DC) electricity, which
is what a solar panel generates, to alternating current (AC)
electricity, which the electrical grid uses. There are two main
types of solar inverters. A DC optimizer solar inverter is
typically used in a central inverter system, where multiple solar
panels are connected in series, and the DC power is optimized
before being converted to AC power. A micro inverter, on the
other hand, is used in a string inverter system, where each solar
panel has an inverter, and the AC power is optimized at the
panel level.
A DC optimizer is a better option for larger solar installations,
where many solar panels are connected in series. This is because
a central inverter can handle more power and is more efficient
than multiple micro-inverters. However, micro-inverters may
be better for smaller solar installations or on complex roofs,
where shading is an issue. Micro inverters can help to maximize
power output by allowing each panel to operate independently,
whereas shading on one panel in a DC optimizer system would
affect the entire system.
However, the only reason a solar sales rep would try to pull you
into a big discussion about the best panels or that you'd be
better off with a Solar Edge DC Optimizer or an Enphase
Micro-inverter is that their company does not provide a
production guarantee. If your solar installer guarantees that
your system will produce X amount of kWh of electricity every
year for the next 25 years, and it is clearly stated in the contract
that if it does not produce that amount, they will pay your utility
40
bill for the deficit or upgrade your system at no cost to you,
does it really matter what types of panels or inverters they use?
This is why the question about which panels or inverters to
choose is much less important than choosing the right solar
installer and warranty. Fortunately, that is what we will discuss
in the next chapter.
41
Chapter 6 - Choosing the Right
Installer and Warranty
Choosing the right solar installer and warranty can save you
from serious future headaches and can save you a lot of money.
When I say, "the right" warranty and installer, I mean the one
right for you. Like most other comparisons I make in this book,
I will present the information to help you make the best
decision for you.
With solar installers, you have a lot of options. If you live in a
major metropolitan area, you may have dozens of small
installers to choose from as well as some major ones. Many
small solar installers are construction contractors who offer
solar installations on top of their other services. Because they
do not only do solar they are not solar specialists the way a large
installer is.
The costs of using a smaller local installer vs. a major national
installer will differ greatly, depending on the market. I've heard
of solar installers in mountain towns in Colorado who have so
much demand they are all backed up for 6 to 12 months. A
larger installer can often install much faster because they have
the capacity and infrastructure to handle more volume than 20
smaller installers combined. Smaller installers are also more
likely to face supply chain issues. Supply chain issues can impact
major installers too, but due to their size and resources, they
can negotiate better deals with manufacturers to guarantee
supply.
42
A large national installer will have more resources and capacity
to handle higher volumes of installations. Because they are
more specialized they can usually do the job faster. That speed
often translates to lower prices for the end user. But there is
another longer-term reason a larger installer specializing in
solar will pay off eventually: the warranty or, better yet, the
production guarantee. A large national solar installer is much
more likely to still be in business 15, 20, or 30 years from now.
If your solar installer will back up their system with a guarantee
that spans multiple decades, you want them to be around long
enough to deliver on such a promise. A guarantee is a
contractual promise that protects the homeowner financially if
the system underproduces.
Any reputable solar company will have a warranty, but this is
another fancy way solar marketers and entrepreneurs can
protect a homeowner when the warranty may offer little actual
protection to the homeowner. A manufacturer's warranty will
only cover the equipment, as in the solar panels themselves and
the inverters. If the panels malfunction or stop working
altogether, the manufacturer's warranty says that the panels will
be replaced. Read the fine print to determine if you'd have to
replace the panels yourself. I'm guessing they wouldn't hire a
technician to install the replacement.
So, what will happen if you install solar panels with a
manufacturer warranty and your system under-produces 5 or
10 years down the road? First, you'd get a utility bill in the mail
that you'd have to pay for the electricity you used to cover the
deficit. This is on top of your monthly solar payments if you
are still under contract. The company will likely send a
technician out to your home, who would inspect the panels and
run some tests, and they would say something to the effect of,
43
"we have good news. We ran tests, and your system is working
just fine.” And when you ask them why you got such a large
utility bill, they would tell you something to the effect of, "oh
yeah, your system is still producing energy, it is just under-
producing, which is not covered by your warranty. To fix it you
will need to upgrade your system by adding new panels, and
here's the bill for that…" How would you feel in that situation?
This is one-way homeowners have been completely taken by
going solar while thinking a warranty is protecting them. And
this situation rarely happens until 5 to 10 years after the system
has been installed. This is one of the main reasons solar has a
bad reputation in some markets. And why many homeowners
regret their decision to go solar. Ask your solar advisor specific
questions about the contract and the warranty and who foots
the utility bill 10 years later if the panels or the system under-
produces.
On top of the manufacturer's warranty, which any reputable
solar company will have, look for a production guarantee. A
true production guarantee states that your solar system will
produce an actual guaranteed number of annual kWh (kilowatt
hours) for a specified period. If the contract does not specify
the energy the system will produce measurably, as the annual
production, that may be the solar company trying to make you
feel like you are protected when in reality you are only protected
if something happens to the equipment itself.
The solar installer must be in business for 2 to 3 decades to
honor the production guarantee, even if the annual kWh of
energy production is stated clearly in the contract. This is why
a large national installer will be a much safer bet than smaller
solar construction contractors. It is much more likely that they
44
will be around long enough to honor the promises they make
in the contract.
My friend Casey is a customer of NV energy who lives outside
of Las Vegas, Nevada. He installed solar panels a few years ago
and he was told the warranty would protect him. He was also
told that he could sell the access energy his panels produced
back to NV energy to help offset the cost of the system.
Unfortunately for him, today his system is under-producing
and forcing him to pay hundreds of dollars per month to NV
energy on top of his monthly solar payments. To add insult to
injury, when he asked someone from the company to come out
and inspect the system, they sent a sales rep who attempted to
sell him another $40,000 solar system on top of the $26K
system he had purchased that was not producing what was
promised. The homeowner said, "I was under the impression
they would send a technician who might tell me I had to add a
few new panels, not an entirely new system that would have to
be financed over another 2 decades." Unfortunately, Casey's
story is not unique.
45
Chapter 7 – From Contract to
Installation
The process of mounting a couple of dozen solar panels to a
roof is not rocket science. But solar installation is a
construction project that requires electrical engineering and has
many moving parts. And because it's a construction project, it
requires other things like permitting from the city or county and
submitting documentation to the utility company.
If there is one area of your solar project you don't want to cut
corners and cheap out on, it's the actual installation and
construction of your solar system. Some solar companies do
'virtual' site inspections to cut costs. The process includes
taking pictures of your roof and your home's electrical system.
If done wrong it could leave you vulnerable to some very costly
problems that you might not even notice for 5 or 10 years after
installation.
Site Inspection:
System Design:
Permitting:
Once the site inspection is completed, and the system has been
designed, it is now time to submit the permits to the AHJ,
Authority Having Jurisdiction, which may include the city or
county. Permits can be approved in as little as a few days or as
much as a couple of months, depending on where you live. If
you are part of an HOA (homeowner association) the HOA
will also need to approve the system. That is typically done
during the permitting process as the city or county will usually
47
want to see approval from the HOA before they finalize and
release your permits.
Installation:
Now that the permits have been obtained, we can move to the
installation. The installation of the panels and system typically
takes between 1 and 3 days, depending on the size of your solar
system and the job's complexity. Factors like extremely steep
roof planes, multiple planes, or other home/roof features can
slow the construction/installation process. This is one of the
main reasons an in-person site audit is so important. I can't
speak for all solar companies, but our installers pride
themselves on being as low impact on the homeowner as a
home construction project could be. Safety is also a major
priority. Because of this, factors like inclement weather can
delay installation, as we wouldn't want our installation crews to
be up on your roof during a snowstorm or a hurricane. Because
of the detailed pre-installation process described above, the
actual installation is typically fast and simple.
48
Chapter 8 – The Future of Solar
Energy
In times of change, learners inherit the earth; while the learned
find themselves beautifully equipped to deal with a world that
no longer exists.
-Eric Hoffer
Have you heard the expression that pioneers end up with
arrows in their backs? Unfortunately, this has been the case for
many early solar adopters who have found themselves in a less-
than-desirable situation due to their ignorance about solar and
possibly being too trusting of a solar sales rep. They did not
have a reference like the one you are holding in your hand to
keep them from making costly mistakes. However, countless
others have experienced tremendous benefits from solar,
especially in places like California, which has led the way for
solar adoption in the U.S.
In the previous chapter, I told you about my solar client in
Steamboat Springs, Colorado. Since they are just a couple of
towns over from me we share the same utility company, Yampa
Valley Energy. YVE emailed all their customers in November
2022 about how they were updating their net metering policies.
The email was unclear about the specific changes, so I had to
call and speak with their net metering specialists to get
clarification. At first, I assumed the net metering rate was
changing to be more favorable for the utility company and less
favorable for solar customers in the area. Nothing changed
about their net-metering rates. Instead, they were capping the
49
size of solar systems they would allow to just 10 Kilowatts. My
client's home in Steamboat required a 16.4kW system. The
utility company told me that the change would not take effect
until after the first of the year, so as long as I submitted the
interconnection application to them by December 31st, they
would allow the larger system, which they did.
But what about all of their friends and neighbors who have not
decided to transition to solar energy yet? How does that policy
change from the utility company affect future solar customers
in the community? Smaller homes that consume less electricity
will be fine, but those with larger homes that require more
energy will be forced to continue purchasing a portion of their
electricity directly from the utility company. If a larger home
required a 20kW system, they would only be allowed to buy a
solar system that covers 50% of their home's electric usage.
Any larger system would be denied by the utility company.
They would have to keep buying the remaining 50% of their
energy from Yampa Valley Energy and be subject to all their
future rate hikes for the rest of the time.
I’m sharing this to illustrate why the best time to transition your
home to solar energy is now. I've never seen a situation where
it makes sense to “wait and see.” The pioneers have taken most
of the arrows already, and if you made it this far into the book,
you already know the right questions to ask to make sure you
get the best deal possible. I wrote this book as a guide and a
resource to help you ask the right questions and get the best
outcome when transitioning your home to solar energy.
In chapter 1, I asserted that one day, we will soon look back at
renting electricity from a utility company to power our homes,
as we look at the horse and buggy as a means of transportation.
50
Sure, many electric companies are transitioning away from
fossil fuels and investing in solar farms and wind farms, but
who do you think will pay for that investment or repair the
nearly 100-year-old energy grid over the long term? That's right,
you and I will have to foot the bill. The customers of the utility
company. We will pay for it as inflationary rate hikes for
decades until we do something about it.
And speaking of transportation, what will happen to the
demand for residential solar when 1 in every 2 cars on the road
are electric vehicles? According to an article on
Bloomberg.com, more than half of US cars will be electric by
2030. No one has a crystal ball, and that is a projection. It is,
however, a projection from a reliable source that studies
business trends, governmental policies, and global markets.
According to the article, In 2021, electric vehicles accounted
for less than 5% of sales in the US, which is below the global
rate of nearly 9%. This may seem obvious, but what will
become the new "gas" that will power these electric vehicles?
Yup, you guessed it, electricity! And where do you think this
electricity will come from? Will you be able to buy it from the
utility company? Yes, they would be happy to sell it to you, I
am sure. You can probably charge your electric vehicle right
from your garage. Your monthly gas bill may go to zero, but
your electric bill may increase by 20-50% per month.
However, being the smart and savvy homeowner you are, who
bought a system that produces renewable energy from the sun,
you won't have to rent that excess energy from the utility
company. Sure, you may need to add a couple of extra solar
panels, and there will be costs associated with that, but it will
be a one-time investment rather than a monthly expense, and
that one-time investment will probably pay for itself within a
51
year. These decisions are how the rich stay rich, and the poor
stay poor.
You may not care that your energy comes from burning fossil
fuels and you’ll get no judgment from me. As I stated in the
first chapter, I’m more of a capitalist than an environmentalist.
Some may hate me for saying that, but if my actions help speed
up the rate of solar adoption, reducing carbon emissions and
eliminating the need to burn fossil fuels across the country,
does my motivation really matter?
I mentioned above that less than 5% of vehicles on the road
are electric. Do you want to guess the adoption rate of
residential solar in the U.S.? It's between 4 and 5 percent. That's
right, at the time of this writing just 1 out of every 25 U.S.
homes have solar panels. And although I don't believe that
residential solar will get adopted by the masses as fast as electric
vehicles will, even going from 4% residential solar to 10% in
the United States means millions of homes transitioning to
solar energy over the next several years. And while going from
1 in 25 homes producing solar power to 1 in 10 is probable in
the next 5 to 10 years, I can see residential solar reaching 40%
or even 50% adoption in the next 15-20 years. Imagine driving
down your street, probably in your electric vehicle, and seeing
solar panels on one of every 2 homes you drive by.
What is it that made the United States an economic superpower
and a leader of the free world? Please allow my history nerd to
poke his head out briefly as we wrap up. I promise you’ll find
it interesting and relevant. The U.S. emerged as an economic
superpower after the allied victory in World War 2. Wasn't that
victory a direct result of the country's ability to produce goods
and machinery on a large scale? Which was a direct result of the
52
industrial revolution. And what fueled the nation throughout
the industrial revolution? That's right, oil. Oil has fueled much
of the global economy over the past 150 years. What do you
think will power humanity for the next 150 years? I believe that
mostly, it will be clean renewable energy sources such as solar,
wind, and hydropower. Let's explore the question I posed at
the beginning of this paragraph. Beyond the industrial
revolution and the allied victory in the 20th century, and all the
positive changes those events brought to the world, at the
forefront of all of it was the American people. The American
people's grit, determination, ambition, curiosity, and pioneer
spirit is what drove those positive changes. We now can lead
the world again as we transition out of the industrial age and
into the digital age. A time when we re-think how we operate
and question outdated industrial-age concepts that no longer
serve us. We are in the infant stages of a new renewable energy
revolution. We can all help to usher in that new age by sharing
educational resources like this one and investigating if a home
solar system makes sense for you.
54
I hope this book has opened your eyes to the many options you
have when transitioning your home to solar power. I hope you
took the many opinions I shared throughout the book as just
that. One man’s opinions based on my extensive research,
expertise, and biases. Ultimately the solar company and installer
you choose is up to you, just as the decision to transition to
solar is completely up to you. In my expert opinion, the solar
installer we exclusively use to install our systems provides the
only true production guarantee in the solar industry. As I
mentioned in the chapter about choosing the right installer and
warranty, any reputable solar company will offer a warranty on
the equipment, which is not to be confused with a production
guarantee where the specific amount of kilowatt hours of
electricity your system will produce annually is guaranteed in
the contract. Some solar companies may even claim to have a
production guarantee, but as soon as you ask them to show you
where on the contract it states the actual number of kWh of
electricity being guaranteed, that is when they stop returning
your phone calls. Our contracts state the number of kWh of
electricity we guarantee your system will produce, year after
year, for the next 25 years, in plain English, on the first page of
the contract. There are many other ways we protect
homeowners from getting burned by solar (no pun intended),
but the 25-year production guarantee is the biggest one and the
only guarantee of its kind in the solar industry.
To learn more, please visit our website
www.theNetZeroHome.com
From there, you can schedule a consultation with us to answer
your questions and get specific pricing for your home's solar
system.
55
SECTION 2:
A State by State Snapshot of Solar Policies, Incentives,
Tax Exemptions and Homeowner Rights
Important: In this section, you will read about tax credits, tax
exemptions, and other tax-related incentives offered by specific
states. I am not a licensed CPA or tax professional. This
information should only be used as a reference and a starting
point. Tax codes also change over time. You will see references
to state websites where you can stay up to date on specific tax
codes, credits, incentives, etc. Beyond those references, you
should consult your licensed CPA or tax professional for any
legal tax advice you seek as that is not what I am providing in
this book.
56
Alabama
57
Alaska
58
Arizona
60
California
61
Colorado
62
Connecticut
63
it's always a good idea to check with the state’s PUC (public
utilities commission) and other reference listed below.
Reference
www.ct.gov - www.energizect.com/ - www.iso-
ne.com/participate
64
Washington DC (District of Columbia)
65
Delaware
67
Florida
68
Georgia
69
Hawaii
70
Idaho
72
Illinois
74
Indiana
75
Iowa
76
Kansas
77
Kentucky
78
Louisiana
79
Maine
82
Massachusetts
83
Michigan
84
Note: These programs and incentives may change over time, so
it's always a good idea to check with the state’s PUC (public
utilities commission) and other references listed below.
Reference
www.michigan.gov - www.michigan.gov/mpsc - www.srectra
de.com
85
Minnesota
86
Mississippi
87
Missouri
88
Montana
89
Nebraska
90
Nevada
92
New Hampshire
94
New Jersey
95
Solar Rights: New Jersey enacted legislation preventing
homeowners associations from prohibiting the installation of
solar collectors on certain types of residential properties. A
homeowner association is permitted to regulate certain aspects
of solar collectors, including the qualifications of installation
personnel, collector location, concealment and size. However,
any regulation that would increase the collectors' installation
and maintenance cost by more than 10%, or would prevent the
system from operating at maximum efficiency, may not be
enforced.
Note: These programs and incentives may change over time, so
it's always a good idea to check with the state’s PUC (public
utilities commission) and other references listed below.
Reference
www.nj.gov - nj.gov/bpu - www.srectrade.com
96
New Mexico
97
it's always a good idea to check with the state’s PUC (public
utilities commission) and other references listed below.
Reference
www.nm.gov - nm-prc.gov - www.srectrade.com
98
New York
100
North Carolina
102
North Dakota
103
Ohio
104
installing solar energy systems on their property, unless the
installation poses a significant risk to the health and safety of
the residents or the structural integrity of the building.
Note: These programs and incentives may change over time, so
it's always a good idea to check with the state’s PUC (public
utilities commission) and other references listed below.
Reference
www.ohio.gov - poco.ohio.gov
105
Oklahoma
106
Oregon
107
Pennsylvania
108
Rhode Island
110
South Carolina
111
Solar Rights: In South Carolina, homeowners' associations are
allowed to restrict the placement of solar panels
Note: These programs and incentives may change over time, so
it's always a good idea to check with the state’s PUC (public
utilities commission) and other references listed below.
Reference
www.sc.gov - pic.sc.gov - www.srectrade.com
112
South Dakota
113
Tennessee
114
Texas
116
Utah
117
Vermont
118
Virginia
119
law requiring Dominion Energy Virginia to be 100% carbon-
free by 2045 and Appalachian Power to be 100% carbon-free
by 2050. It also requires nearly all coal-fired plants to close by
the end of 2024.
Note: These programs and incentives may change over time, so
it's always a good idea to check with the state’s PUC (public
utilities commission) and other references listed below.
Reference -
www.virginia.gov - scc.virginia.gov - www.srectrade.com
120
Washington
121
West Virginia
122
Wisconsin
123
Wyoming
124
Glossary/Index
Authority Having Jurisdiction (AHJ):
Interconnection Application:
An interconnection application is a process by which a
homeowner or business owner applies to connect their solar
energy system to the grid. The application is typically submitted
to the local utility or independent system operator (ISO), the
entity responsible for managing and maintaining the electric
grid in a certain area. An interconnection application allows a
solar energy system owner to connect their system to the grid
and get compensated for the energy they produce if it exceeds
the energy they consume. This process is crucial for integrating
distributed generation into the grid, and the local utilities or
independent system operators regulate it.
125
Kilowatt-Hour (kWh):
Net Metering:
126
solar and storage systems by fairly compensating their
contributions to the grid.
127
safe, reliable, and reasonably priced service to its customers
while also protecting the interests of the public. PUCs also
approve or deny new projects, supervise rate changes, and
handle customer complaints. They are typically state-level
organizations, but some areas may have city or county-level
PUCs.
128
used by businesses, government entities, and other
organizations to procure renewable energy.
SRECs are a way for solar energy systems to earn credit for
their clean energy. These credits can then be sold to utilities or
other entities to help them meet their Renewable Portfolio
Standards (RPS) requirements.
Tax credit:
Tax Exemption:
130
Solar Batteries:
131
Acknowledgements
132
About the Author