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Solar Company Solar Investigation Report#Project OverviewResearch solar products and services and how companies market and sell them to consumers. This will allow us to better understand the marketing of solar in Massachusetts and what the sales process is like to convert someone to solar. We asked the same 6 questions to 6 Solar competitors.

#2Data Gathered #What are the most successful ways you have attracted customers and raised awareness of Solar?Solar Company #1Word of Mouth from CustomersSolar Company #2GeotargetingSolar Company #3Company WebsiteSolar Company #4Declined to AnswerSolar Company #5Declined to AnswerSolar Company #6Declined to Answer#What percent of your potential customers come from telemarketing, if any, and what other ways do you generate leads?Solar Company #1Some SEOSolar Company #2Referrals, Door-to-Door, SEO, Mail Campaigns, EventsSolar Company #3Referrals, Partnerships, other Direct MarketingSolar Company #4Referral Program, Lead Generation Solar Company #5UnsureSolar Company #6Word of Mouth, Referrals #5What are the top reasons people choose to convert to solar?Solar Company #1Financial Savings, Environmental ImpactSolar Company #2Economic ROI, Environmental ImpactSolar Company #3Financial Savings, Environmental ImpactSolar Company #4Financial Savings, Environmental ImpactSolar Company #5Economic ROI, Environmental ImpactSolar Company #6Financial Savings, Environmental Impact#6What are the top reasons people choose not to convert to solar?Solar Company #1Lack of Solar & Financial Understanding Solar Company #2Lack of Solar & Financial Understanding Solar Company #3Low Financial ROISolar Company #4Permit Issues, Systems too Expensive Solar Company #5Unable to see Economic Benefits Solar Company #6Unable to see Economic & Environmental Benefits #What percent of interested parties homes have enough sun to justify the conversion to solar?Solar Company #1UnsureSolar Company #220-40%Solar Company #3UnsureSolar Company #4Varies; Shading can be a ProblemSolar Company #5UnsureSolar Company #6Unsure#8How many interactions do you typically have with a customer before they buy? Solar Company #1A Few InteractionsSolar Company #2A Few InteractionsSolar Company #3A Few Interactions- Combination of Phone & Online Solar Company #4Declined to AnswerSolar Company #5Several InteractionsSolar Company #6Declined to Answer#9Competitive Review #Competitive Review: Solar Company #1ProductsMarketing ToolsEnergy Efficient LightingIndoor & Outdoor EV (Electric Vehicle) Charging StationsResidential & Commercial SolarEV Installations PPA (Power Purchase Agreement) Sun Science SynergySlogan used to express the idea that sun and science are working together to create clean energyPortfolioPhoto GalleryTax Credits, Rebates & Incentives PartnersList not yet providedCustomer Testimonials

#11Competitive Review: Solar Company #2ProductsMarketing ToolsPV SystemPPA (Power Purchase Agreement)Leasing BuyingPurchase vs. Lease ComparisonBlogProject EmPowerResources, Support & Education Non-Profit Community GroupsEventsSeminars Home Energy AnalysisCustomer Stories#12Competitive Review: Solar Company #3ProductsMarketing ToolsSolar Panels Prepaid LeasesSolar InverterSolar Lease PPA (Power Purchase Agreement)PACE (Property Assessed Clean Energy)The Grid

Creative BlogPartnershipsLowesCredo Sierra ClubNational Parks Helpful VideosGuaranteed PowerIf system ever fails, Sungevity will reimburse customerSolar Fundraising ProgramRaises money for non-profit organizationsIf non-profits refer a customer, Sungevity donates $750 and gives customer $750 creditOnline Tracking #13Competitive Review: Solar Company #4ProductsMarketing ToolsSolar LeaseResidential Solar PanelsX-Series Solar PanelsE-Series Solar Panels Signature Black Solar PanelsAC Solar Panels Solar Power Monitoring Systems Business & Government OptionsSuccess StoriesPromotional VideoInsights Blog EventsTrade Shows SunPower FoundationEducational ToolsFunding Non-ProfitsCommunity-based Solar Power Initiatives

#14Competitive Review: Solar Company #5ProductsMarketing ToolsSolar LeasePPA (Power Purchase Agreement)Solar Financing Sunrun Advantage20 years of experienceBest care, quality, and financial dealsSolar Success Stories Solar Lease vs. PPA ComparisonMassachusetts Installations Page Terminology PageSolar FAQsVideosInformationalCustomer Testimonials #15Competitive Review: Solar Company #6ProductsMarketing ToolsSolar PanelsSolarPPASolarLeaseHome ImprovementInsulationWater HeatersHeating/Cooling SystemsAir SealingSolar ThermalSolar Electric Pool PumpsEnergy Star Appliances

EventsTrade ShowsHome Remodeling ShowsLocal SeminarsWebinarsCustomer TestimonialsClient PortfolioCase StudiesPhoto & Video GalleryPartnership with Google $280 million fund to finance residential solar projectsGoogles largest investment to date in clean energy sectorCreates solar financing options#16Interviews: Interested Customers#17Stacey CFriends had solar installed on their house Friend Introduced Stacey to SungevityFriend gets $500 if Stacey buys 10 hours of internet-based research 1.5 hour call with Sungevity Explained how solar lease worked and did an analysisHow many solar panels they could fit on the roofReviewed electricity bills Developed a plan based on length and strength of the sun and their usageThe lease would be $100/month for 25 years Pay more than $100 if they use more than avg amountIf summer generates more electricity than used, meter runs backwards, saving $/electricity for winter Stacey pays difference between consumption and creation of electricity (avg $10-$20/month annually)Researched but decided to wait#18Stacey C Process outlined by SungevityLocal comes to do measurement and assessment on the ground to verify Sungevitys calculations If Sungevity can meet their end of the contract, Stacey gets to decide to move forwardInstall panels, attach to electrical panel, attach converter next to fuse box NStar switches electrical meter to read through the converter (could take 2 months from signed contract)NStar goes live in 7 months (April October) Additional offerings from Sungevity Free installation process25-year warrantee covering any equipment issues$1,000,000 insurance against house for any damages incurred by equipmentFree generator replacement every 10 yearsResearched but decided to wait#19Stacey C What kept Stacey from buying?Timing was not right could not install until OctoberHusband did not want holes drilled in the roofIf you lease and sell your house, buyer has to buy into lease for it to transfer (otherwise pay for removal)Did some math and felt it was better to own panels rather than lease (more money quickly)Will wait a few years to see if husbands holes in roof issue goes away and when they have the cash to buy themselves (estimating $25K-$30K) Researched but decided to wait#20Kamala Has been thinking about solar for 7 yearsHer sister looked at a house 10-15 years ago that had solar and it had a large system in the basementThought you needed a lot of basement space, which she does not haveFriends sent out holiday card about getting solarTalked to them thought it was doable Friends used them because there was a dealIf a certain number of houses used it in Wayland, they all got a discount Called the same company (thinks it was SolarCity)Would not come to her house to talk to herThey looked at Google maps and said because of the trees that surrounded her house, she did not get enough consistent sunlightShe realized this after looking herself Looking into it but does not have enough sun #21Kamala Liked the idea of solar because of the economics of itGrew up in the 70sHer house was heated by electric heat Conserving electricity was important Has always aware of electrical consumption Bought a small house with 3 heat zonesPut an addition on and added more heat zonesStill has this as a part of her mindset Would like to have solar but cant cut down the trees Feels that it would be a tradeoff she is not willing to make Looking into it but does not have enough sun #22SonaliWanted something more green with more environmental valueMove away from electric/coal/etc.Be able to recoup the costs quicklyWants panels that can be placed on the side of the house as opposed to the roof Continuing to research so she is well-informed Has used the internet and a couple friends who got traditional solar installed Solution does not need to be unique, but has to have a quicker pay off time frame Her processLook for opportunities that are of interest to herSee if she can support solar on her house Conducting Research#23Takeaways #Top Successful Solar CompaniesSolar Company #6: Their web presence is the most compelling of the ones that were researched. Their website is the most modern and interactive, and provides a very helpful infographics explaining residential solar. Some of their clients include Wal-Mart, eBay and Stanford University. Also, remarkable is that a third of their business was generated from positive referrals, which is validated by their positive reviews and 80+ testimonials. Probably the most noteworthy is SolarCitys partnership with Google; the fact that Google would make an investment of $280 million gives SolarCity a lot of credibility.

Solar Company #3: They have experts who custom-design the systems for clients. They also provide clients with a Project Manager that they are able to keep in touch with. Sungevity also has an advanced monitoring system that clients can use for free, which allows them to track their solar systems output, carbon savings, and more. This provides convenience and transparency, while also being a great marketing tool. They have the Sunshine Network, which is a referral program that rewards customers when they refer new clients. Not only does Sungevity reward their existing client with $1,000, but the new client also saves $500, and there is no limit to the number of people they can refer. The only negative feedback I noted was that a few reviews stated that Sungevity wouldnt come to their house for a consultation, but instead used Google maps to look at their house and concluded that they did not have enough sunlight and/or their roof was a certain shape that prevented them from being able to install solar panels.#25Marketing Tools Call to Action ButtonsRequest a Free iQuote Today!Learn MoreGet started Chat With UsGet educated See for yourselfInformative and helpful videos Graphic representation and walk through of processExperts, clients or employees explaining solar Combination of visuals and short bullet points to make information easy to understand Use of charts Especially when describing money saved over timeAddressing FAQsSolicited reviews online

Best Practices#Marketing Tools About (Company) Contact us Products & ServicesTypesResidentialCommercialGovernmentEtc. Financing Options Why Solar? / How Solar Works Getting Started Our Process Competitive AdvantageWhy Solar Universe 128?Solar Universe Advantage Our Commitment/Our Promise Client Reviews, Testimonials, Case Studies, etc. Locations/Solar By StatePartners News & Events Blog

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