Customer acquisition costs are one of the largest, and most stubborn, soft costs in the PV market. It costs solar installers an estimated $3,000 to acquire a residential customer. One reason for this is poorly targeted marketing: 75% of American homes are not suitable for solar, yet online and radio advertisements fail to differentiate between customer classes to target suitable customers. Marketers should go after customers with south-facing roofs and good insolation who own their own homes. Where families will be in their homes a long time (e.g. families with young children), the message they receive should mention payback periods. Where homeowners are nearing retirement and living on a fixed income, the messaging should be about stabilizing monthly costs and increasing home values for resale. Solar marketers should pare down customer acquisition costs by targeting the proper messages to the right recipients.
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