The clock is ticking for homeowners to install solar if they want to take advantage of the 30% investment tax credit (ITC) before it abruptly expires on Dec. 31, 2025. EnergySage, an online residential solar marketplace, saw a 250% spike in homeowner activity following the One Big Beautiful Bill's passage in July — the largest jump in company history. With 65% of installers anticipating taking new orders past Oct. 1, and 90% not yet fully booked, it’s crunch time as we head into the final stretch of the year.

However, although the surge in activity highlights growing consumer awareness, installers must act strategically to convert this demand into successful installations before the deadline. The main takeaway from a recent Aurora Solar survey of 1,000 people about their reactions to the OBBB is that, while 55% said the expiring solar incentives made them more likely to install solar, only 25% understood the urgency.

Even with increased homeowner interest, prospects will still need careful nurturing. After all, 51% percent of residential solar contracts get canceled before PV system installation on average. So just because a surge of homeowners have started looking into rooftop solar, this trend doesn’t necessarily mean they’re going to convert into a sale, or, if they do, follow through with the decision.

Solar Customer Nurture Messaging: Urgent but Educational

Unlike the previous solar ITC deadlines that included gradual phase-outs (but which were always extended), the OBBB’s abrupt expiration requires fully installed and operational systems to qualify. As noted above, a primary challenge for installers will be communicating the genuine urgency to customers, but without resorting to high-pressure tactics that can erode trust and lead to cancellations. The year-end deadline already provides enough urgency that it doesn't require any gimmicks or enhancements. 

Savvy installers are positioning themselves as transparent and knowledgeable guides who can help their customers navigate this compressed timeline, rather than as aggressive salespeople. The trick for sales teams is to present this information within an educational framework that resonates with customers. This approach involves providing realistic installation timeframes, such as the 90 days from contract to completion, and remaining transparent about any supply chain and permitting challenges that could potentially extend these timelines. Installation schedules are already stretching from typical 4-6 week periods to 6-8 weeks, and installers must help customers understand the realities about making informed decisions about when to begin their solar journey.

Sales pitches and messaging should focus more on helping homeowners understand the broader context of the policy changes rather than just emphasizing the immediate impact. To this end, consider creating materials that help educate customers on the ITC deadline, installation timelines, and financing options. Another useful tool is creating a cost-savings calculator that displays the financial difference between installing in 2025 versus 2026. Even a simple comparison chart can empower customers with quick and easy evidence of the higher costs associated with waiting until next year. This can also attract customers further down the sales funnel who have already moved beyond basic solar awareness and are ready to make purchasing decisions.

Building Long-Term Relationships with Solar Customers and Suppliers

Looking beyond the deadline horizon, successful installers are already planning for the post-incentive market. Although industry analysts forecast a decrease in demand for next year, solar’s fundamental value proposition remains a strong selling point, especially considering rising electricity costs and technological advancements like Trinasolar’s high-efficiency n-type TOPCon Vertex S+ modules. This current market surge lets forward-thinking installers establish market leadership by building stronger customer relationships now that will provide a competitive advantage long after the tax credit expires and normal business rhythms resume.

However, the remaining months of 2025 will be a marathon race with plenty of hurdles for installers. For example, in addition to striking a balance between conveying urgency and educating customers, quality control becomes increasingly critical. Installers must maintain high standards while still working fast and effectively to ensure project quality assurance procedures under the tight timeline. Rushed installations that result in callbacks, delays, or customer dissatisfaction can damage long-term business prospects even if they technically meet the tax credit deadline. And these soured relationships prevent solar companies from creating satisfied advocates who refer friends and neighbors considering PV systems.

Let’s not forget the holiday season. This time of the year presents its own timeline challenges that installers must anticipate in project scheduling and transparent customer communication. In most instances, permitting offices, inspection agencies, and utility companies typically cut hours or even close entirely during the long Thanksgiving weekend and during the week between Christmas and New Year's Day. Projects that aren't substantially complete by mid-December risk missing the tax credit qualification deadline.

As we can see, customer education and support are the differentiating factors for homeowners making this major decision under time pressure. Installers who deliver comprehensive system sizing, transparent explanations of post-2025 solar economics, and clear communication about system performance, maintenance, and warranties will build the confidence that extends beyond this immediate sales rush.

During this crunch time — and in the post-incentive market — residential solar installers need a trusted supply partner with a history of success, proven bankability, and industry-leading warranties that can provide a pathway to success, no matter your needs. That’s Trinasolar US.

Looking for high-performance Vertex S+ modules in a hurry? Click here to find out where to buy.

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