Energy Pulse: Home Solar Power Given Vote of Confidence

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The push for energy independence is stretching beyond our politicians’ call for natural resource collection on North American soil. In fact, it’s a push that is becoming more popular in homes throughout the U.S. as many homeowners seek to better control their home’s energy consumption and utility costs. What was once seen as an optimistic, yet just-out-of-reach and futuristic source of clean energy, solar power is now being viewed by many homeowners as a legitimate option.

For most, the high costs associated with having a system installed have been a deal breaker. Our recent Energy Pulse™ study, however, shows that a growing number of homeowners are viewing the benefits of solar as outweighing the costs.

For instance, over 30% of our survey respondents said they would be interested in buying their own solar energy system, even if the associated costs reached $30,000. Furthermore, if these same respondents were offered a lease-purchase option, the number that said they would be interested in buying a system for their home increased to 60%.

What isn’t new here is the public’s interest in home solar power. Since the advent of home-based solar collection systems, many – including myself – have stood out in the blazing sunshine of a summer day and wondered why solar panels have yet to be installed on the rooftops of homes, schools and businesses across the country. In the face of terminal supplies of natural resources and the increasing demand for energy independence, a truly renewable and clean source of energy just makes sense.

What is new is the fact that people are increasingly willing to absorb the up-front cost of solar, especially if it leads to assuaging their concerns of energy independence, and helps control their home energy consumption and utility costs.

This is where utility companies have a golden opportunity to work together with their customers who are asking – clamoring, even – for solar. Communicating that there are payment options available that will help alleviate customers’ up-front costs is key. Furthermore, messaging related to the controlled energy consumption and utility costs that come with a home solar energy system will further pique the interest and action of consumers.

Utility companies that act should not be surprised when their customers follow them out into the sun.

About the Author

Pat Lorentz

Pat is a former contributor to Shelton Insights.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insight

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Penny Kemp

VP Account Management & Strategy

Penny leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results. She works closely with Suzanne, President & CEO, to develop strategic marketing plans and with Matt, VP Creative, to foster creative campaign ideas. Before joining Shelton Group, Penny had developed expertise in brand management and marketing while working with award-winning agencies and shepherding programs for the likes of Ritz-Carlton Hotels, Russell Athletic and James Hardie Building Products.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.