How do you segment customers for residential solar in 2024?

Question

Working on a solar panel study and not sure how to slice the audience — by income, geography, or something else? Would love to hear what's actually worked for people.

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Wei Zhang · Answer

In 2024 we've had the most success layering a few dimensions: homeownership status + roof age + utility bill size (ideally $150+/month) as the baseline filter, then overlaying geography by NEM policy and net metering rates since those vary wildly by state. Income alone is actually pretty weak as a primary cut — a lot of high-interest buyers are middle-income folks motivated by long-term savings, not just affluent early adopters.

How do you segment customers for residential solar in 2024?

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