It’s tough to sell solar to someone if you don’t know why they’re considering it. Finding out a homeowner’s motivations for going solar — and addressing those motivations head on — is one of the most important steps to getting them from interested to customer.
That’s why, for the 2025 Aurora Solar Snapshot, we asked over 1,000 homeowners (1,039 to be exact) what their top 3 motivations were for going solar. Here’s what they said:
We can see that, still, basically everyone is motivated by utility bill savings. This has been the case since we started our research in 2023. Energy independence has also always ranked high on the list, especially for solar + storage to keep the lights on during outages.
Most solar proposals speak to these motivations.
But, the next reason was a bit of a surprise. This is the first year that “reducing my environmental impact” has scored over 50%. What’s more, 17% of homeowners ranked it as their number one motivation.
This is where there’s a potential gap in what proposals show. Emissions saved, equivalent trees planted, and other environmental stats can help show a customer the impact solar can have. More than that, coming at the sale with the frame of mind that environmental impact matters to many homeowners can start the interaction on the right foot.
There’s more insights in the full 2025 Aurora Solar Snapshot (it’s free!), including how these motivations break down by political party and even age group, so check it out.
Next time we’ll take a look at what’s holding homeowners back.
