Solar Sales at D2DCon 10.
The federal credit that carried residential solar for years ended with 2025. The homeowner has usually heard a solar pitch already, and the deal now turns on how the system gets paid for. Solar XP gathers the people selling in that market in Sandy, Utah this January.
Residential solar is a financing sale now.
For most of the last decade, a homeowner who bought a solar system could take a federal tax credit on it. That credit for customer-owned residential systems, Section 25D, expired at the end of 2025. The change did not end residential solar, but it moved the centre of the conversation from the tax return to the payment structure.
Leases and power-purchase agreements, where a third party owns the panels and the homeowner pays for the system or its power over time, have filled much of the gap. That puts the financing product at the heart of the pitch, and it makes solar the most finance-dependent sale on any of these floors.
Solar also asks more of a homeowner than most door-to-door trades: a long-lived system on the roof, a site survey, a design, permits and utility interconnection before anything produces power. A signature at the kitchen table is the start of a process measured in weeks, not the end of one.
A contracting market with a new playbook.
Sources: SEIA / Wood Mackenzie, US Solar Market Insight Q3 2026 (September 2026); Wood Mackenzie, residential customer acquisition cost outlook (March 2026; 2026 figure is a forecast); EnergySage, Home Electrification Marketplace Report, H1 2026 (September 2026).
The largest ticket on the floor.
Priced by the watt.
Residential solar is quoted per watt of capacity, which makes it one of the largest purchases a household makes outside a car or a home. At the Q2 2026 average price, an 8 kW system works out to roughly $27,000 before any incentives, an illustration rather than a typical quote.
A signature starts the clock.
Between the agreement and a working system sit a site survey, design, permits and interconnection. Rescission rights and changes of heart along that path are part of the trade, which is why solar organisations pay close attention to what happens after the sale.
Tied to system size.
Solar pay plans are commonly linked to the size of the system sold, often with payment staged around installation milestones. Structures differ widely between installers and dealer organisations.
Acquisition is getting dearer.
Wood Mackenzie expects acquisition cost per watt to rise sharply in 2026 and expects installers to move away from fully outsourced sales toward in-house acquisition. That shift reshapes how dealer and door-to-door organisations work with installers.
What solar teams will be working through in January.
The solar room runs on its own schedule within D2DCon 10. Sessions are being confirmed; these are the subjects they will be built around.
Leases, PPAs and cash.
- How third-party ownership changes what a homeowner is deciding
- Where cash and loan purchases still make sense
- What the shift means for dealer and installer relationships
The battery conversation.
- Why storage is increasingly part of the residential quote
- Backup power versus bill savings
- How storage changes the design and install timeline
Keeping deals to install.
- Where residential deals fall away between sale and install
- The handoff from sales to design and permitting
- Why install rate matters as much as close rate
The solar vendor floor.
- Financing and third-party ownership providers
- Design, proposal and permitting software
- Installers looking for dealer partners
A day for owners, then two for solar.
Owners Day for dealer owners.
Owners of solar dealer and sales organisations can join a free, owner-only programme the day before the main event, while the D2D Games take place. Owners Day programme →
Keynotes and the solar track.
The two main days combine D2DCon’s main stage, a full expo hall and solar-only workshops and panels, so no part of the solar programme is crammed into one day.
Six sessions on the new market.
The solar room runs three sessions on each main day, focused on financing, storage and the post-credit market.
Setters, closers and the dealers behind them.
Solar XP is for the people who carry a residential solar deal from the door to the install: appointment setters, closers, sales managers, and the owners of dealer and sales organisations, alongside the installers and financiers they work with.
January is a decision point for the trade. With the tax credit gone and acquisition costs rising, organisations are choosing financing partners, installer relationships and markets for 2027. The room is built for those choices.
The solar room’s anchor slots are held for financing and leasing providers, installers, design and permitting software, and companies that generate solar leads. Ticket holders hear each name as it signs.
Serve solar installers or dealers? Take a booth in Solar XP →
Lock your seat.
Both tickets include full access to Solar XP plus the rest of the event. Tickets sell out every January and pricing increases as we approach the event.
Coming in from out of town? Book the D2DCon courtesy hotel block →
- Full access to Solar XP
- 2 days of main-stage access
- All workshops & breakout sessions
- Vendor floor access
- Networking events
- Event swag pack
- Everything in General Admission
- Solar XP VIP-only roundtable
- VIP Lounge powered by CYPHEЯ
- Priority seating at the main stage
- Exclusive VIP-only sessions
- VIP merchandise pack
Solar XP speakers are being booked from people running solar sales organisations in today’s market, after the credit. The first confirmations are coming soon.
The questions solar setters, closers and dealer owners raise most often about January.
All three. The workshop room is built around how residential solar is sold now, which matters to the setter booking the appointment, the closer at the table and the owner choosing financing and installer partners.
The federal credit for customer-owned home systems expired at the end of 2025. Third-party ownership through leases and PPAs has grown quickly since, and installs have fallen. Solar XP treats that shift as the main subject of the year.
Yes, as market context: how each structure works for the homeowner and the seller, and where each is growing. Financing providers also exhibit on the solar floor.
They are part of the landscape. California, for example, gives solar buyers three business days to cancel, or five for buyers 65 and older, and requires a standard solar disclosure document. Specific compliance questions belong with your own counsel.
Solar XP is about the market around the pitch. Structured solar sales training sits with D2D University’s solar sales certification.
Financing, leasing and installer partners are confirming now and will be announced to ticket holders first.