25 May '11, 4pm

The Forgotten Cost in Residential Solar: Customer Acquisition

The Forgotten Cost in Residential Solar: Customer Acquisition

With most attention focused on the falling prices of solar panels, inverters and racking, it's easy to lose sight of the fact that as much as 20% of the cost of the average residential solar array in California is spent just to find customers. As component prices continue to fall, that percentage is set to rise, making efficient and effective customer acquisition a primary concern for residential installers and financiers. We are long overdue for a discussion of the various approaches to customer acquisition and the ways that companies are attempting to make this process more efficient and effective, particularly in the high-cost residential segment. Customer acquisition is not as well understood a part of the total cost of a PV system as its more glamorous counterparts in modules, financing, or even racking and inverter technology. Innovation in each of these areas has ha...

Full article: http://www.greentechmedia.com/articles/read/the-forgotten...

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