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Residential Roofing

How to Sell a Solar Roof

By Wendy Helfenbaum

January 20, 2021

Contractors installing a solar roof

Homeowners are becoming increasingly interested in the benefits of having solar panels on their roofs. As interest in renewable energy grows, more people are becoming curious about whether a solar roof would be a good choice for them. Traditionally, this isn't a matter a roofing contractor would get involved in. But the advent of solar roofing is changing that.

A roof integrated solar system makes solar panels part of the overall roofing system, not something that's bolted on after the fact. By selling both a roof and solar panels to your customers at the same time, you can provide a unique offering that could boost your competitive advantage in a world increasingly interested in solar.

A Booming Business Sector

There is enormous potential for solar in the $30 billion residential roofing industry. Over the past 12 years, solar power installations in the U.S. have grown 17-fold, and according to the Bureau of Labor Statistics, solar installers are the fastest-growing job in the country. Some economic analysts predict more than $2 trillion in rooftop solar investments by 2040.

In some states, such as Hawaii, California, and Texas, solar electricity is becoming increasingly competitive with traditional energy sources. Other states, including New Jersey, wish to expand solar funding to meet broader clean energy goals.

In these places and in much of the rest of the country, selling solar energy is a major source of business growth. After receiving hands-on sales training and support from the GAF Energy team, you could potentially double your revenue on a roofing job by generating profit from both roof and solar sales, all while meeting consumer demand for cleaner, more sustainable sources of energy.

Selling the Financial Benefits of Solar-Powered Energy

Once you've got your team on board with selling solar, what's the best way to position a solar roof to customers?

It can be tempting to think that environmental factors are what homeowners care about most when considering solar. Solar energy does good for everyone by virtue of being a renewable resource. But getting a solar roof is far from a purely altruistic choice. The potential electricity cost savings can be great enough over time that the solar pays for itself and the roof.*

Installing a roof integrated solar system can not only reduce your customers' electricity costs* but may also potentially qualify for federal, state, and local incentives for further savings, making it a winning investment.

One Roofing Installation, One Contractor

GAF Energy's integrated solar system can be easily incorporated into new roofs because the panels are seamlessly integrated into the roof's design, without requiring any large lag bolts that could compromise the roof system.

An integrated solar system also means that customers will deal with one contractor, rather than having one company install their roof and another install solar panels. This streamlined installation process could be a more efficient and affordable approach for your customers.

The aesthetic factor is a huge concern for some homeowners, and that's another area where this type of solar system has an edge. Solar panels in an integrated system are designed to be direct-to-deck and flash in just like a skylight. The panels also blend with the roof's design. They're less noticeable than most solar systems and much more appealing.

Finally, you can inform homeowners that both their roof and solar panels are backed by industry-leading GAF warranties, making the transaction that much simpler.

Solar Roofs Can Help Your Company Grow

Solar roofing isn't just good for the customer—it's good for you, too. It gives your company more opportunities for more revenue and higher-paying jobs in a growing business sector. To make your transition to solar sales and installation a little easier, you can find a range of support services via GAF Energy. These include design and permitting packages, electric service, access to third-party financing, and sales and installation training.

You can help meet your customers where they are both today and in the future by making solar roofs part of your business. For more information, visit www.gaf.energy.


*Savings are not guaranteed.

About the Author

Wendy Helfenbaum is a Montreal-based journalist, content marketing writer and TV producer who covers design, architecture, real estate, gardening and travel for many publications and brands, including Country Gardens, Metropolis Magazine, Realtor.com, Marriott Traveler, Costco Connection, Toll Brothers, PBS NextAvenue.org and many more. Wendy loves keeping up with current design trends and is addicted to home improvement DIY reality shows. Follow her @WendyHelfenbaum.

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