When you meet people within the solar industry, you typically introduce yourself with your name, company, title, and, more often than not, how long you’ve been in solar. It’s become a badge of honor we all wear. Whether it’s three months, a year, or fifteen years, that number says something about your resilience in an industry defined by constant change. It’s a bonding experience to “remember when” of the trials and tribulations the industry has endured over the decades.
Change is the only real constant in the solar industry.
And here we are again. The Investment Tax Credit (ITC) is phasing down. The Big Beautiful Bill has reshaped the playing field. For some solar installers, this feels like a breaking point. They are nervous, scaling back, pulling punches, waiting to see what happens next. I’ve been in the solar industry for nearly a decade; this isn’t my first ride along the solarcoaster..
Over the years, it’s become increasingly clear that those who hesitate when change occurs often lose their footing. The companies that lean into the shift, reposition their business, and adapt faster than the rest are the ones that capture market share.
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What Leading Solar Companies Are Doing Right Now
At Solar Insure, we work with hundreds of solar installers across the country, which gives us a front-row seat to how the market leaders respond when things shift. The pattern is clear. Average companies freeze, waiting for clarity that never really comes. Top companies reposition. They see policy change not as a wall to climb, but as a launchpad to come out stronger, smarter, and more valuable.
This moment is no different. The ITC phase-out and the Big Beautiful Bill have created uncertainty for some, but opportunity for those ready to act. The strongest EPCs are not waiting on the sidelines. They recognize that this is the biggest change the solar industry has seen in 20 years, and are moving forward with deliberate strategies that allow them to capture market share while others are standing still.
Here is how they are doing it.
Redesign the Conversation
If you’re still leading conversations with pricing, credits, incentives, and payback periods, you’re already behind. Incentives matter, but they cannot be the whole story. Home and business owners want predictability and security.
The strongest solar installers are showing how solar locks in predictable energy costs for 25-30 years, while utilizing data that details actual utility rate climbs. The message resonates with both residential and customer customers and pulls focus to stability and risk management.
For leadership teams, this isn’t just a back-office endeavor; it has to be a company-wide strategy. Sales teams need to be trained to discuss stability and resilience, moving them away from kilowatts and incentives. Marketing needs to reinforce, and finance has to model it. When your entire company aligns around value-based selling, you stop needing to rely on price.
Risk as a Trust Builder
For homeowners, the biggest fear isn’t whether solar works on day one; it’s what happens in year five, ten, or twenty when equipment fails or the installer is no longer around. A solar installer going with the self-warranty option is not going to cut it. Continuing to self-warranty exposes your balance sheet and erodes acquisition value. Top solar installation companies recognize this and are not treating warranties and O&M as optional extras. They’re positioning them as strategic assurances that protect the home and business owners first, while also protecting their business.
By embedding independent long-term warranties directly into contracts, solar companies are taking uncertainty off the table for customers. Some companies have even branded these protections, turning what was once a technical detail and legalese into a homeowner promise. That kind of confidence not only reassures customers but also differentiates the installer as the low-risk choice in a crowded market.
Embracing risk transfer not only safeguards the business but also elevates your credibility with homeowners, which in turn shortens sales cycles, commands premium pricing, and reinforces your reputation as a company that stands behind its work for the long haul.
Expanding The Customer Lifecycle
Solar isn’t just about installation anymore; it’s about trust, performance, and long-term support. Homeowners are making a significant investment in their energy production and want confidence that their system will deliver for decades. Solar company leaders know that building lasting relationships is what separates the companies that thrive from the ones that fade. Here’s how the strongest solar installation companies are making that shift:
- Becoming long-term energy partners
Instead of one-time installs, leading companies are positioning themselves as partners in the homeowner’s energy journey by staying connected long after PTO. - Offering ongoing support and upgrades
Monitoring, maintenance, batteries, and EV charging are becoming standard add-ons so customers know they have a trusted resource as their energy needs evolve. - Embracing a service mindset
Incorporating independent long-term warranties that cover surprise repair and labor costs gives homeowners peace of mind that they’re choosing the correct provider. - Focusing on lifecycle value, not transactions
Transactional installers can be undercut on price. Operating with a lifecycle in mind builds resilience, expands margins, and locks in customer loyalty by delivering consistent value over time. - Measuring success differently
The companies that win aren’t just counting installs, they’re tracking customer retention, lifetime revenue, and brand strength as the true indicators of growth.
Positioning Growth and Consolidation
Consolidation of the industry is a testament to the maturity of the industry, and companies need to be ready for it. At this stage, solar installers might be focused on scaling, exploring M&A opportunities, or simply strengthening their foundation to remain competitive as the market evolves. Home and business owners are paying attention to this, too.
They don’t just want panels on their roof; they want the confidence that there won’t be disruption, not only with their system but with their installer through the lifetime of their investment. The solar installers that showcase stability and trust are those winning market share.
Businesses are bringing in CFOs, COOs, and compliance leads that have extensive experience in financial and operational practices. They’re laser-focused on reporting and ensuring their business does not have a compliance weak spot. They are putting systems in place so when investors come knocking or their customers ask the tough questions, they can share actual information, not sidestep the questions.
It’s Not a Time to Panic
Every time the industry shifts, solar companies split into two groups: those who pause and those who press forward. The ITC phase-out and the Big Beautiful Bill are simply the latest test. Some will panic and wait it out. Others will adapt, reposition, and grow stronger.
The installers who lean into value-based selling, build trust through risk transfer, and commit to lifecycle relationships will not just survive this moment; they will excel.
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