Always a dynamic space, the residential solar industry is no stranger to external pressures from evolving technology, shifting policies, financial headwinds, or customer expectations. But 2024 tested even the most seasoned residential solar professionals, who faced a rattled market caused by rising interest rates, a dip in installations, and high-profile bankruptcies. For small, local solar installers, the ones climbing rooftops, designing systems, and pitching to homeowners, these challenges hit especially hard.

Yet, as we turn the page to 2025, there’s a sense of cautious optimism. The market is stabilizing, and with the right strategies, this year could be a turning point for your business. After all, homeowner demand for solar remains robust, highlighted by a Data for Progress survey from late 2024 revealing that only 8% of voters had solar PV systems installed, but 47% said they are somewhat or very likely to consider installing one in the next five years. For those 45 or younger, that number jumped to 64%.

Despite the external pressures on the residential solar sector, installers with customer-focused business strategies will remain competitive and succeed.

To assist your efforts, we’ve listed the top action items to help you build a customer-focused solar strategy for the new year.

The State of the Residential Solar Market in 2025

First, let's look at the numbers. The residential solar market has experienced some volatility, with installations declining in certain regions since 2023 due to higher financing costs nationwide and California's depleted net metering queue. The Solar Energy Industry Association (SEIA) anticipates that 2024’s residential solar segment will contract by 26% compared to 2023.

However, positive residential solar market momentum has analysts forecasting more than 6 GWdc capacity additions and 21% growth in 2025, propelled by a stabilizing market, interest rate cuts, loan market recovery, and a rush to qualify projects for tax credits.  

Navigating Residential Solar Policy Changes and Incentives

The policy landscape for solar energy sits in a state of limbo at the moment. Although the federal Investment Tax Credit (ITC) remains a crucial incentive with its 30% tax credit for residential solar installations, the new administration has created uncertainty about the future of this highly popular program. While an outright termination of the ITC is unlikely, speculation exists about potentially phasing it out earlier than the 2030 deadline initially cemented in the Inflation Reduction Act (IRA).

For now, though, a 2024 survey showed that, regardless of party affiliation, more than 75% of voters support the IRA’s clean energy incentives. However, in a recent survey of people who have purchased or leased a solar panel system, only 46.6% of polled respondents indicated that they used the ITC, suggesting more customer education on the tax credit’s immediate financial benefits.

Action Item #1

Installers must educate homeowners on the ITC’s 30% tax credit and the growing urgency of taking advantage of this opportunity to save on upfront costs while it’s still available. Additionally, it will be crucial for installers to stay informed about policy discussions and adjust sales strategies accordingly. Developing scenarios for different incentive levels will keep your company’s offerings flexible and help your customers understand the potential impact on their investment.

Upgrading Your Toolkit with Advanced Solar Technologies

Reducing electricity bills tops the list of motivations for those surveyed interested in installing solar. At the same time, homeowners are conducting more research and recognizing that not all panels are created equal. Now, many prospective solar customers are coming to the table asking about high-performance options like n-type TOPCon modules.

TOPCon technology enhances energy output, maximizes module efficiency, and lowers degradation rates compared to traditional p-type PERC panels. For installers, this means designing systems that generate more power with fewer panels, optimize space-constrained rooftops, and reduce installation complexity and balance-of-system (BOS) costs.

Action Item #2

To meet customers’ expectations of lower electricity bills, installers must design systems that pack more power per roof by prioritizing cutting-edge module technology that will win more trust and contracts. Audit supplier relationships to partner with suppliers and distributors offering highly bankable n-type TOPCon products backed by 25/25-year warranties, like Trina’s Vertex S+ series.

During sales consultations with homeowners, emphasize how Vertex S+ modules can generate more electricity over the system's lifetime, potentially leading to greater energy savings. Don’t forget to translate how the module’s lower attenuation rates, with only 1% attenuation in the first year and 0.4% linear attenuation after that, will mean more consistent panel performance over time. These details can be key selling points for budget-conscious homeowners hesitant to invest in a rooftop solar PV installation.

Turning Weather Risks into a Competitive Advantage

Traditional bifacial modules with 2-mm glass thickness have shown vulnerability to hail damage, particularly in the central United States, where hailstorms caused more than $1 billion in solar asset damage in 2024. Yet, most installers still treat module durability as an afterthought.

This concern can be a dealbreaker for homeowners in the Midwest and South—where 64% report hail as a top solar concern.

To address this issue, manufacturers like Trinasolar have engineered Vertex S+ modules with 3.2mm tempered glass and specialized backsheets that can withstand impacts from hailstones up to 45mm in diameter (larger than a golf ball). This protection offers a significant improvement over the IEC testing standard, which only requires modules to withstand 25mm hailstones. These panels can withstand larger hailstones and higher impact speeds, addressing homeowner concerns about long-term durability.

Action Item #3

Revamp project proposals to include a “Hail Risk Assessment” page using free tools like the National Oceanic and Atmospheric Administration’s (NOAA) historical storm maps. 

Companies operating in storm-prone regions like Texas or Colorado can flip the script by making Trina’s hail-and-wind-resistant Vertex modules a core selling point and a key differentiator. When designing systems for customers in hail-prone areas, consider recommending these more robust modules with added durability to provide peace of mind and potentially lower homeowners’ insurance costs. Be sure to highlight the modules' ability to withstand extreme weather conditions, including temperatures ranging from -40°F to 185°F, as well as extremely high winds.

Using a Total Residential Solar Solution to Build Trust

Homeowners aren’t buying panels — they’re investing in a long-term energy partnership. Installers who bundle module innovation into a total residential solar solution will dominate 2025’s consolidating market.

Action Item #4

Explain the benefits of the Trinasolar US Advantage residential solar solution, including advanced technology like n-type TOPCon Vertex S+ modules backed by the industry-leading TrinaProtect 25/25-year warranty, improving system performance, and building more trust with homeowners who want durable, high-performing solutions. This extended protection works as a powerful selling point, especially when combined with the potential for long-term energy savings.

In an increasingly competitive market, installers will also need to deliver additional value to homeowners beyond performance and energy generation. Trinasolar’s Vertex S+ modules are sleek, all-black panels that blend seamlessly with existing roof architecture. The award-winning design is the ideal option for homeowners who may have previously hesitated due to aesthetic concerns — a feature 68% of buyers under 40 prioritize.

Sign up for the Trinahub Partner Portal: Continued training and skill development are major assets for solar crews. Access a robust library of technical and educational training materials, videos, and assets. Stay current with our attendance at industry trade shows, exhibitions, and webinars. Our team is always excited to share insights with other industry professionals, meet new people, and discuss the latest solar PV and innovative energy solutions.

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