Solar companies are no strangers to challenges. The industry has dealt with everything from high interest rates to oddly named bills. We’ve come out stronger before, and we will again.
There’s one challenge that has remained particularly stubborn, though: homeowner trust.
It’s been especially prevalent in news stories over the past couple years, so we conducted research to get some details into what’s holding installers back from gaining that trust, what actions solar companies can take that do build trust, and what else we can do as an industry.
We surveyed 1,000 U.S. consumers in August 2025, to get some answers. The good news? More than one-third of respondents reported a positive interaction with a solar company. The bad news? More than one-third of homeowners reported a negative interaction with a solar company.
Let’s take a look at what drives these outcomes, as well as some ways that actual consumers say installers can build trust.
Where interactions go right (and wrong)
Today’s solar customers expect more than a sales pitch. They want to see how solar works for their home, not just a generic, high-pressure sales pitch. Installers who present accurate system designs, realistic payback timelines, and clear financing options are better positioned to close deals.
The survey confirms this: Customers with positive experiences highlighted that the professionals they interacted with: took their time explaining the system’s benefits and next steps (48%), showed a model of the system and how it would perform (23%), got into the details of cost and financing (19%), and respected the customer’s time and concerns (10%).
The negative experiences involved high-pressure sales tactics (36%), bad timing (25%), and not listening to the customer (39%).
How to build trust (and close more deals)
Now that we’ve seen what drives positive experiences, let’s look at specific actions that build trust. By far the most important thing installers can do, according to customers, is to be realistic about installation costs and savings. Taking these things to heart can go a long way towards gaining customer trust and ultimately installing more systems. Specifically:
- Lead with transparency: Share realistic system costs, savings estimates, and installation timelines. Even be transparent about how you’re compensated.
- Empower with visuals: Use accurate design tools that show homeowners exactly how panels will look and perform.
- Respect the process: Take the time to listen to concerns and explain options without the pressure.
By adopting these practices, installers can turn skepticism into trust — and turn that trust into sales.
Ready to build trust and grow your solar business? Get a demo of Aurora and see how better design tools can help you win more deals.
Want to see Aurora in practice, check out the real-life uses below.
