Selling Solar: Why Does It Cost $3K to Win a PV Customer in the US?

Why does it cost $3K to win PV customer in the U.S.?

Eric Wesoff | GreenTech Media

Why is it so difficult to win a residential solar customer in the U.S.?

Why does it cost 49 cents per watt to acquire a customer in the U.S. while it costs less than 7 cents per watt in Germany?

That’s about $3,000 for the typical 6-kilowatt residential rooftop, according to Nicole Litvak, GTM Solar Analyst. (That 7 cents figure is from an LBNL study on soft costs; the 49 cent figure is from the GTM Research report on customer acquisition in solar. Note that 49 cents per watt is not far from the cost of the PV module itself.)

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December 13, 2013

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