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Rooftop solar costs way more in the United States than it does elsewhere in the world. That’s long been a headache for the sector to navigate. But now with Republicans in Congress killing off the decades-old tax credit for rooftop solar, it’s a life-or-death problem.
So says Andrew Birch, a 25-year industry veteran who’s built a career on cutting solar projects’ “soft costs,” which make up roughly two-thirds of the price of a rooftop solar installation in the U.S. and consist of everything other than equipment costs.
Some of those factors are under a solar company’s control, like how much it spends on acquiring customers and managing projects. Others aren’t, like the expense associated with navigating complex permitting and interconnection processes that differ from city to city and from utility to utility.
Those costs rise when solar systems are accompanied by batteries, something that is becoming increasingly common as households look for backup power and respond to new incentive structures that prioritize storage, as is the case in California, the nation’s largest rooftop solar market.
Big upfront costs are the No. 1 reason Americans decide not to put solar panels on their rooftops. The forthcoming spike in installation costs created by the new GOP megabill will only make that hurdle higher. After this year, households will lose access to tax credits for 30% of the cost of solar, batteries, and other home clean-energy equipment, and companies that offer solar systems under third-party ownership models will face a set of uncertain restrictions that could choke off that part of the market.
In order for the U.S. to keep installing rooftop solar at a healthy rate — something that’s key to combatting climate change and helping people manage rising electricity costs and electrify their cars and homes — the industry needs to figure out how to prevent costs from ballooning once the incentives disappear.
“We’re now being forced to operate as an industry without subsidies,” Birch said. That puts the onus on the industry to both tighten its belt in areas that are under its control and press state lawmakers, local government officials, and utility regulators to reform their parts of the equation.
“We can survive and thrive — if we can reduce soft costs,” he said.
Birch, a native Australian known as “Birchy” in the solar world, is working on just that himself.
He helped launch SolarAPP+, an “instant permitting” software platform being used by more than 160 cities and counties across the U.S. to process solar permits in hours rather than weeks. OpenSolar, the company he co-founded and leads, offers free solar project design and management software to installers, paid for by equipment manufacturers and dealers eager for the increased sales it can bring.
There’s plenty of evidence that lowering these costs is possible: The soft-cost problem is a bit of a uniquely American phenomenon. In other places with high rooftop solar penetration, like Australia, the world’s rooftop solar leader, these costs are far lower.
Solar companies in Australia can quote, sell, and install a 7-kilowatt solar system with a 7 kilowatt-hour battery for about $14,000 in a matter of days, Birch estimated. In the U.S., that same system costs about $36,000, and getting permits and interconnections can take months — long enough to kill a fair number of installs before they can be completed, he said.
When it comes to cutting soft costs, local permitting reform is a big target.
Permitting regulations and processes vary widely across the roughly 23,000 city, county, and other local authorities that have jurisdiction over building permits, electrical code enforcement, and other must-haves for a solar or battery installation. Permitting can add roughly $1 per watt to the cost of a typical solar installation, according to the industry trade group Solar Energy Industries Association (SEIA).
Some do a good job of making the process smooth and straightforward. Others can be far less helpful and efficient. Slow or cumbersome permitting takes a toll on solar installers, stretching the time it takes to complete current projects and move on to the next.
“If you can ensure you’re making it through in three weeks versus three months, you’re operating much more efficiently,” said Barry Cinnamon, CEO of Northern California solar and battery installation firm Cinnamon Energy Systems. On the other hand, “in cities where the permitting is slow, you inevitably get them coming back in two weeks saying, ‘You’re missing a dash in that form — send it back,’ and then two or three weeks later saying, ‘We’re not sure the battery can go in that spot. Try again.’”
It’s hard to standardize permitting across local authorities, which range from well-staffed big-city departments to tiny towns with one or two people working on it. But software that can reliably complete the tasks of permitting officials can save time and reduce errors for big and small permitting authorities alike.
In 2018, SEIA and nonprofit the Solar Foundation launched the Solar Automated Permit Processing initiative and enlisted the U.S. National Renewable Energy Laboratory to develop an automated permitting platform. SolarAPP+ was the result. After pilot tests in 2020 proved it dramatically sped up permitting without sacrificing quality, the platform was made available at large.
Automated permitting turns multiple back-and-forth processes into a “one- to two-page digital form,” Birch said. Code standards groups like Underwriters Laboratories and the International Code Council have signed off on SolarAPP+, and similar automated platforms from startups and from city permitting departments are now providing similar same-day options.
The advantages of instant permitting are so great, Cinnamon said, that he’s stopped doing projects in cities and counties that don’t offer some form of it. With less than six months to finish projects that can secure tax credits, “we don’t have the time” to spend elsewhere, he said.
The next step is to expand instant permitting from hundreds to thousands of cities and counties by taking on statewide permitting reforms, said Nick Josefowitz, CEO of Permit Power, a nonprofit advocacy group.
Over the past several years, states including Democratic strongholds like California and Maryland as well as Republican redoubts like Florida and Texas have adopted solar permitting reform laws, he said. New Jersey lawmakers passed a bill this summer that now awaits Gov. Phil Murphy’s signature.
Reform looks different in every state. California set mandates for cities and counties to use instant permitting, while Texas and Florida required cities and counties to allow licensed and credentialed third parties to issue permits and conduct inspections on homeowners’ behalf. Colorado’s law backed off on mandates but offered incentives for local authorities to deploy instant permitting, while New Jersey’s law would empower a state agency to set up instant permitting for cities and counties to use.
Lowering permitting costs can allow solar installers to cut their prices, which increases their business, spurs more competition, and gives households more options, Josefowitz said. A series of studies this year from Brown University’s Climate Solutions Lab and the Greenhouse Institute found that streamlined and instant permitting in Arizona, Colorado, Illinois, Minnesota, New Jersey, New York, and Texas could result in an additional 2 million home solar installations between now and 2030, saving households a collective $100 billion.
The results are good not just for households and solar installers but for cash-strapped municipalities, said Elowyn Corby, mid-Atlantic regional director for nonprofit group Vote Solar, which advocated for New Jersey’s newly passed reform bill.
“When you put the onus on municipalities to process these permit applications, that’s an enormous drain on their resources as well, especially in lower-income communities where there isn’t as much municipal infrastructure,” she said. “We’re hoping this brings capacity back to local governments.”
Permits aren’t the only solar roadblocks. Utilities also need to approve solar and battery systems at homes connected to their grids before they’re allowed to be turned on. Solar installers have long complained that slow or costly interconnection processes are a significant drag on their bottom lines.
“I’ve heard from some of our installers — and some of the bigger ones — that the interconnection approval process is more of a challenge and a bigger cost than the permitting side,” said Ravi Mikkelsen, CEO of Atmos Financial, a financial technology company that connects lenders with solar installers and customers. “Some utilities are better than others, but across the board, this is a major issue.”
Interconnection rules are complicated, and utilities apply them differently. But reports from solar installers over the years have highlighted problems ranging from lengthy waiting times and restrictions on new solar hookups to exorbitant costs assessed on homes wanting to interconnect.
A lack of state regulator oversight for interconnection policies complicates efforts at reform, Josefowitz said.
Regulators in some states like California set rules for all regulated utilities, but other state regulators don’t. Even those that have set statewide guidelines for utilities have been slow to adopt rules that require them to put in place more streamlined processes or take the latest technology advances into account. A 2023 ranking from Vote Solar and the nonprofit Interstate Renewable Energy Council assessed state adoption of interconnection “best practices.” The groups gave only New Mexico an A grade and six other states B grades, while marking 13 with an F for lacking any statewide standards.
“We need [regulator] rules about when projects can be fast-tracked, what types of systems when and where can be automated and approved by software,” Josefowitz said.
Extreme amounts of rooftop solar can cause problems on power grids designed to carry electrons from big substations to customers.
“But batteries totally change the game on this,” he said, enabling homes to store solar power when utility grids don’t need it and release it when they’re in short supply.
That’s why solar companies ranging from nationwide players like Sunrun to regional and local installers are recasting their business approach to include becoming “virtual power plant” providers — active providers of energy and grid resources that help augment the resources that utilities can bring to bear.
Opportunities to earn money for these services are relatively scarce today. But with Republicans in Congress and the Trump administration making it much more expensive and difficult to build more renewable energy to meet the growing demand for electricity, utilities may be well advised to reduce the barriers to installing solar and batteries that can provide it, Mikkelsen pointed out.
“At $2 a watt, you can bring down the cost of your power, and you can save money on electrification,” he said. But also, “your battery can be used economically much more frequently and becomes super-valuable to the grid. You want to unlock the power of batteries? You fill them with cheaper electrons.”
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