Brooklyn SolarWorks

My 4-unit building recently added a 12kW rooftop solar array. It took over a year and a half—about 70% of that time pre-contract—despite strong project economics and an ideal customer profile. Having seen the sales side of electrification projects, two deal barriers / opportunities stood out as a multifamily residential customer: 1. Avoiding champion fatigue. Aligning decision makers is painstaking and time consuming, with the project champion bearing the brunt of the work. Equipping the champion with digestible and customized sales enablement material and clear next steps makes it easier for them to "sell" the project to neighbors; plus, it limits feedback cycles, calls, site visits and re-pricing that lengthens timelines and drives project abandonment. Reducing friction here keeps the champion engaged, and I'd also bet minimizes salesperson burnout. 2. Upfront cost intervention (obvious but worth repeating). Though 88% of this project was incentivized, 78% of total cost was due up front. Bridge financing solutions are available, but they add another layer of complexity, raise the financial literacy bar and exclude those unwilling or unable to take on debt. Studies I've looked at show point of sale rebates are 2-8X more effective than tax credits (which is why the Inflation Reduction Act's electrification rebates should be so impactful). Continued innovation at this step, where countless projects get stuck and energy equity issues arise, remains a big opportunity. Improved tax credit transferability is a start. P.S. - Shout out to the great team at Brooklyn SolarWorks, Ryan O'Hara and Joseph Lipari!

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