Just last year the U.S. solar industry installed over 32 GW of capacity, the largest amount in a single year. Both commercial and residential market segments broke records — in the residential market, nearly 800,000 homeowners added solar.
Amidst this growth, however, there are challenges, such as high interest rates and consumers’ cost concerns. Solar panels, particularly when combined with energy storage solutions, are an investment that shouldn’t be taken lightly, and installers play a critical role in educating homeowners about the benefits of solar and which system is right for them.
“Sometimes potential customers call and ask for a quote without a site evaluation, and we have to tell them that’s not how we operate,” says Jessica Camara with Synergy Power, a leading Panasonic authorized solar solutions provider in northern California. “We develop each installation based on what’s right for a particular customer, and people really value that personalized approach,” she says.
The key to this process is trust. Installation companies must build strong relationships with customers to encourage long-term trust in their services. This also helps to create a positive feedback loop of project success, great customer reviews and a solid company reputation. The growing number of installers can make this more difficult than it may seem — in a recent survey, 44% of homeowners interested in adding solar said it is hard to determine which solar companies are trustworthy.
Trust is built over time, on a project-by-project and customer-by-customer basis. By adopting several forward-thinking strategies, solar installers can navigate today’s conditions and develop a trustworthy reputation that sets them apart in a crowded marketplace.
Install only the best equipment
With a typical lifespan of up to 30 years, solar panel arrays and other home-based energy systems are large investments meant for the long term. Homeowners want to feel confident in the products being installed, and high-quality equipment from a trusted brand name is an important step to building trust between installers and customers.
Panasonic, for example, has been in business for over 100 years and is instantly recognized as an industry leader. “When installers sell Panasonic, they’re offering a brand and a company that can be trusted, and they can communicate that to the homeowner to give them that sense of security,” says Bruce Chandler, a regional sales manager at Panasonic.
Prioritizing industry-leading products also applies to energy storage and home electrification solutions, which are increasingly paired with solar panels. More customers are requesting these types of comprehensive solutions — 38% of respondents to a recent survey said it’s important to work with a professional who can help with whole-home efficiency.
Installers like Synergy Power are seeing this play out in real time and are making energy storage solutions a standard part of their offering. “Everyone wants power in the event of an outage,” Camara says. “Beyond just convenience, there is comfort and safety, and these solutions will maximize customers’ annual savings. At this point, we include batteries in all our proposals to provide the most benefit to our customers,” she explains.
Working with a supplier like Panasonic means installers can provide integrated systems including the EVERVOLTⓇ Home Battery with SmartBox. These energy storage systems work seamlessly with Panasonic (and other) solar panels, so homeowners can be confident in the quality and longevity of their whole-home system from a trusted brand name.
Demonstrate 3rd-party validation with customers
Homeowners expect any contractor or technician working on their home to have proof of their expertise and the proper licenses. For solar installers, third-party validation is particularly important since the industry is newer than trades such as plumbing or roofing. To build trust with customers, installers should demonstrate they have industry certifications, particularly with the North American Board of Certified Energy PractitionersⓇ (NABCEPⓇ).
NABCEP certification shows a commitment to best practices and continuous education, and installers can include this information on their websites and marketing materials and in conversations with customers. Other industry certifications, such as becoming a Panasonic Authorized Installer, lend additional credibility to installers aiming to show their expertise and differentiate themselves from competitors.
Being an Authorized Installer means installers have access to resources, training and support services, and warranty coverage for Panasonic products, which reinforces the quality of service they provide to homeowners.
Address and allay customer fears for the worst-case scenario
While quality solar panels and storage products rarely malfunction, any equipment may need maintenance and repairs at some point. Installers must be up-front with customers about their service capabilities and what to expect after installation. Doing so builds trust and reliability, rather than glossing over homeowner concerns.
What can make a difference with customers? An outstanding warranty. Solar panels last for decades, and the warranties covering them should too. Panasonic, for example, offers one of the industry’s most comprehensive warranties — 25 years for solar panels and 12 years for home batteries. Labor is also covered, which isn’t always included in other companies’ policies.
“Customers have legitimate concerns that they’ll finish paying off their panels, and then the warranty expires and something goes wrong,” Camara says. “The Panasonic warranty gives them peace of mind, and it’s reassuring for us as installers because labor is covered as well,” she explains.
“Homeowners can even transfer the warranty to new home buyers should they decide to sell their home, which is important for their confidence in making this type of purchase,” Chandler adds.
All of these factors — quality equipment, certifications, and long-term warranties — let customers know their chosen installer and manufacturer will be there for the long term, and that drives the all-important online reviews that influence other potential customers.
“Up to 50% of our new business comes from online traffic, so Google and Yelp reviews are critical,” Camara says. “We build personal relationships with customers and focus on service, and that results in positive reviews that make an impact with more customers.”
Investing in your success
Cultivating trust takes time and effort, but it becomes a virtuous cycle of quality projects, positive reviews and business growth. Choosing the right strategies and the right partners can make it happen. By partnering with Panasonic, installers can leverage these powerful business development strategies, which means they can build lasting trust with customers and achieve sustainable business growth. Contact Panasonic about becoming an Authorized Solar and Storage Installer.
