Women are the key to the residential solar market

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As we learn more and more about how to market solar technology for households, we are finding that very often the women of the household tend to be the initiators in most home improvement projects, and that includes solar installations. This information gives us a great opportunity to improve the targeting of our marketing efforts.

Identity, a national communications company, recently conducted a survey called "Shining a Solar Marketing Light on Women" for American mothers and other female homeowners with the intent of learning more about how and why women choose to consider investing in solar.

The survey included information about the five stages of buying that are generally thought to be involved in the decision making process. Information from the survey can be used to improve how solar marketing and sales are done.


Results show what women expect from solar

One of the key results of the survey showed that women are one of the major initiators of solar investments for American households. More than 9 out of 10 women surveyed indicated that they would be involved in any decision to invest in solar technology in their household. Most of them indicated that they would likely be the ones to begin the research as well.

Another finding of the survey is that women say there is a lot of room for improvement in the techniques that the solar industry is using to market their products and services. This is a very big and constantly growing market which is only going to get better and more lucrative in the coming years.

Here are a few more interesting findings from the recent survey:

The number one benefit of going solar, according to women, is the money savings. Number two is the benefits to the environment.

Most women, like most Americans, are still under the misconception that going solar is too expensive. This is one area where our marketing messages can continue to improve.

Most of the women surveyed preferred online sources of information when doing solar research.



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