How to Make Your Solar Business More Resilient

Every solar company knows the rhythm of slow seasons. Winter months often bring delays, but lately, slowdowns seem to stretch across the entire year. With rising interest rates, increased competition, and a constantly shifting policy landscape, it's no surprise that many solar businesses are feeling the pressure.

But what if a slowdown could be an opportunity instead of a setback?

Now is the perfect time to take a step back and focus on making your solar company more resilient—not just for today, but for the long haul. Here are five actionable ways to strengthen your business and build something recession-proof:

1. Strengthen Your Online Presence with SEO and Social Media

I know… generating leads is tough even in a strong market. But with online searches for “solar” trending downward, it’s getting even harder. That’s why now is the time to double down on your search engine optimization (SEO) and social media strategy.

Yes, it can feel like an arms race—especially competing against national players like EnergySage, SolarReviews, and EcoWatch. But local businesses still have a huge advantage when it comes to connecting with nearby customers.

Start by consistently publishing helpful, educational content through blog posts, videos, or infographics. Make sure your website is optimized for local search terms like “solar installation in [your city]” or “best solar company near me.”

Consider working with a local marketing agency that understands your market.

A good partner can help increase your domain authority, optimize your Google Business Profile, and improve your rankings in local search results. Strong SEO reduces your customer acquisition cost and builds a steady stream of organic leads—exactly what you need when paid channels dry up.

2. Diversify Your Offerings with New Products and Services

A slowdown is the best time to experiment. New offerings can not only keep revenue flowing, they can also make your business more attractive to a wider audience.

At our previous company, we found huge value in trying out adjacent products and services. We even wrote an entire blog post dedicated to this topic.

Here are just a few ideas:

• Smart main service panels (like SPAN)
• EV chargers
• Mini-split HVAC systems
• Home energy audits
• Weatherization services
• LED upgrades

While solar has a solid ROI, many of these improvements offer even *faster* payback periods—making it easier to close deals. For example, bundling LED lighting or a smart panel with a solar installation can shorten the homeowner’s payback time and increase the project’s overall value.

EV chargers, in particular, are exploding in demand, and nearly every solar customer will need a panel upgrade at some point. Why not be the one-stop shop for all things electrification?

3. Build Strategic Partnerships

You’ve probably already noticed that solar is just one piece of the clean energy puzzle.

That’s why now is the time to build partnerships that extend your reach and diversify your project pipeline.

Start small. Partner with:

• Local HVAC companies
• Roofing contractors
• Electrical shops
• Tree trimming services
• EV dealerships
• General home improvement providers

These relationships can be powerful. Tree trimmers, for instance, are an underrated lead source.

Fewer trees = more sun = better solar potential.

And roofers? They’re already fielding solar questions from clients. Partnering with a roofer allows you to create a seamless experience for the homeowner—and potentially help them qualify for the full 30% Federal Investment Tax Credit (ITC) on both the roof and the solar.

4. Host Local, In-Person Marketing Events

In uncertain times, trust becomes your biggest asset. Nothing builds trust and brand equity like face-to-face interactions. Here are a few event ideas that we’ve seen work wonders:

• Coordinate with an ice cream truck to visit recent installations and draw neighbors outside.
• Host a lunch-and-learn at a local community center or HOA.
• Celebrate milestones with your community—your 100th, 1,000th, or 10,000th install.

People remember who showed up. And when they’re finally ready to go solar, they’ll think of you—not just as another company, but as a real presence in their neighborhood.

In-person events don’t have to be expensive. Often, they’re more about connection than production value.

They’re a chance to generate genuine, high-intent leads who already know your name.

5. Explore REAP Grants and Commercial Solar Opportunities

Let’s talk money.

The Rural Energy for America Program (REAP) offers grants that can stack on top of the 30% ITC, potentially covering up to 70% of a solar project’s cost for eligible rural businesses and agricultural producers.

Imagine selling solar to a small commercial client (like a farm, warehouse, or local business) and being able to offer them a system for a fraction of the cost of their utility bill. With REAP, that’s possible.

If you’ve been focused solely on residential installs, now might be the time to pivot or expand into the commercial market. Thanks to the Inflation Reduction Act, there are numerous incentives (like energy community adders and domestic content bonuses) that can make commercial solar even more attractive than residential.

And most importantly: commercial clients are actively looking for ways to cut operating costs and green their buildings. Get in front of them before your competitors do.

Honorable Mention: Employee Retention Tax Credit (ERC)

While you're tightening up the business, don’t leave free money on the table.

The Employee Retention Credit is a federal tax credit designed to reward businesses that kept staff on payroll during the COVID-19 pandemic. Depending on your headcount and revenue during 2020–2021, you could be eligible for a significant credit—potentially hundreds of thousands, even over $1 million.

We took advantage of this at our previous company, and it absolutely rocked our worlds.

If you haven’t looked into it yet, now is the time.

Final Thoughts

Resilience isn’t built during the boom times… it’s built when things slow down.

When you invest in your brand, experiment with new offerings, form strategic partnerships, go offline to engage locally, and tap into government incentives, you can not only weather the storm, you can grow through it.

Because let’s face it: the transition to clean energy is just getting started.

The solar companies that survive this phase are the ones that adapt, innovate, and stay laser-focused on the long game.

So don’t just hang on. Reinvent. Reinforce. And come out stronger on the other side.

Do you have any questions? Let’s talk!