Ben Bunker analyzes industry price points, and consumer beliefs, to show why photovoltaics and home performance can best be regarded as side-by-side home upgrades.
“Public awareness of the residential photovoltaic industry has skyrocketed in recent years due to impressive
marketing campaigns, technological advances, and third-party financing models that are making solar more obtainable than ever to the average homeowner. The energy-efficiency industry on the other hand, while also enjoying high public awareness, is relatively mature and driven by comparatively incremental innovation.
In a race for the hearts, minds, and pocketbooks of the American consumer, we have to ask if energy efficiency is in danger of losing its historical position in the residential market.”
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