How Solar Contractors can Appeal to Conservative Homeowners

Many may believe that solar and other renewable energy sources are things that interest only those who vote liberal. After all, support for pro-solar policies has traditionally come from the progressive side of the political spectrum, and conservatives aren’t typically vocal about sustainability issues. However, there is actually a great deal of interest in solar among conservative homeowners.

Solar contractors who want to tap into this customer base just need to know how to appeal to their concerns. Conservative homeowners differ from liberals in what their priorities are with solar, and as such, will respond more positively to a sales pitch that addresses them.

What Not to Do: Play Up Environmental Benefits

Historically, conservatives have been more supportive of traditional energy sources, like coal and oil. And studies show that they tend to disagree with liberals on many matters relating to the environment and the importance of sustainability. However, Republicans actually don’t have strong associations between environmental effects and solar energy.

This was revealed when a number of Republican homeowners were recently surveyed about solar:

“For instance, Ted, a conservative interviewed in the study, said he thinks very highly of people who have solar panels on their home and assumes they are smart, frugal and self-sufficient. When asked if he thinks these people may be concerned about the environment, Ted responded, ‘I think if people thought to put solar panels on their roof, they would not think that was helping the environment at all. They would think that was helping them financially, because they're not paying a power bill.’”

So if contractors want to court conservative solar customers, it’s best to leave environmental benefits out of the pitch. They not only hold little persuasive power, they also don’t seem to even be strongly linked with solar in the minds of conservatives.

What to Do Instead: Emphasize Investment Value and Cost Savings

The study mentioned above uncovered what does appeal to Republicans about solar: financial wisdom. These fiscally-minded homeowners are attracted to solar for its ability to cut down on household energy costs and improve their home’s value.

Therefore, when speaking with conservatives, contractors should get straight to the economic benefits. Calculate savings estimates per month and year. Project the time it would take for the system to generate a return on their investment. Inform the customer of how much their property value could increase with an installation, and how much it could speed up the sales process once the house is put on the market. When presented with these numbers, conservatives will be easily persuaded of solar’s worth.

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