The Future of Residential Solar: A Return to the Handshake Deal

If you’ve been paying attention to the solar industry in California—or anywhere in the U.S., really—you’ve probably noticed the chaos. Big-name companies filing for bankruptcy, policy changes gutting incentives, and a wave of bad press from shady sales tactics. For homeowners, this has created a growing sense of distrust.

And here’s the thing: solar isn’t just about panels and payback periods. It’s about people. It’s about trust. And more than ever, the future of solar is shifting back to something that feels a little more… old-school.

What’s Really Happening in the Solar Industry?

For years, solar was booming. Companies like SunPower, Sunnova, and Pink Energy dominated the market, fueled by aggressive growth strategies, cheap financing, and plenty of government support. But over the last few years, the cracks have started to show:

• SunPower, once one of the biggest most stable names in solar, is bankrupt. All signs point to taking on too much, and struggling under California’s recent policy changes.

• Sunnova is drowning in debt. They’re one of many large solar companies that prioritized quick sales over long-term sustainability (even while reportedly shelling out over $2million just days ago to the top 4 execs)

• California’s net metering changes have hurt the financial benefits of solar. Homeowners no longer get the same value for their excess energy, making payback periods longer and reducing incentives to go solar - not that every rate increase from PG&E, SDGE & SCE don't continually make Solar the right answer still).

• More than 75% of small to mid-sized solar companies in California are at risk of shutting down. That means fewer local installers, fewer trusted experts, and more homeowners left hanging when their installers disappear.
  

For a while, it felt like everyone was trying to get in on the solar gold rush. But when you build an industry on aggressive expansion at all cost, instead of long-term relationships, it’s bound to collapse under its own weight.

Why So Many Homeowners Are Losing Trust in Solar

Let’s be honest—Solar’s reputation has taken a hit. There’s no shortage of horror stories from homeowners who were promised one thing and got another:

• Pushy, high-pressure sales tactics. Door-to-door salespeople convincing homeowners to sign contracts on the spot, without fully understanding what they’re getting into.

• Too-good-to-be-true financing offers. Companies promising “no payments for a year” but burying sky-high 'dealer fees' and tricky transfer situations.

• Over-promised savings. Some homeowners were told they’d eliminate their entire energy bill, only to find themselves locked into expensive leases with rising rates and big true-up bills.

• Companies vanishing overnight. When a big solar company goes under, they leave thousands of homeowners stranded with no support for maintenance, warranties, or repairs (take a look at SunPower) - though we are able to help stranded SunPower Systems so reach out on this one if you've got one!
  

It’s no surprise that more and more people are skeptical of solar. But here’s where things get interesting:

The Shift Back to Local, Trust-Based Solar

Despite all the challenges, solar isn’t going anywhere. People still want energy independence. They still want lower bills (and the Utilities just keep on pumping up rates). And most of all, they still want to work with companies they can trust.

That’s why the future of solar isn’t about billion-dollar corporations and aggressive expansion. It’s about small, experienced businesses that actually care about their clients. The ones who aren’t just looking to close a deal—but to build a relationship.

Here’s what’s making the difference:

• Referrals over cold calls. People are turning to word-of-mouth recommendations from neighbors and friends rather than trusting a random salesperson who knocks on their door. Studies show that referrals are the #1 driver of high-quality solar leads, especially in underserved communities.

• Service over sales. Homeowners are looking for companies that offer personalized solutions, not just cookie-cutter installations. Small businesses that focus on customization, craftsmanship and long-term service are winning in this new era of solar.

• Transparency over gimmicks. The days of misleading financing and “act now” deals are coming to an end. Homeowners want clear, honest pricing and realistic expectations about savings and performance.
  

Why This Matters Now More Than Ever

For homeowners thinking about going solar, now is the time to be careful about who you trust. The big names may not be as reliable as they once were, but that doesn’t mean you should give up on Solar altogether. Instead, the best move is to work with a local, experienced company—one with a strong reputation, a track record of quality work, and a team that will be around to support you for years to come.

For those of us in the industry, this shift is an opportunity. The future isn’t about closing as many deals as possible—it’s about doing great work and earning trust the right way. The old-school handshake deal is making a comeback, and honestly? That’s exactly what solar needs.

For over 6 years, Symmetric Energy has built our business on the "old-school" ethos that what we shake on, we deliver on. We've grown sustainably, keeping our growth aligned with our ability to deliver - this might slow down the process, but it let's us keep giving excellent results, culminating in 80% of our business built on referrals alone. We're here to champion the idea that a handshake should be worth something. Well, maybe everything.