The Best Energy Solutions for Centuries

2. The Best Energy Solutions for Centuries • According to Bloomberg New Energy Finance (BNEF), renewable energy sources will account for almost 75% of the $10.2 trillion the world will invest in new power-generating technology through 2040. • BNEF forecasts that solar and wind will increase from 12% during 2017 to almost 50% of the world’s installed generation capacity by 2040. • Because coal is not a technology, as are alternative, or renewal, energy sources, the cost of coal will remain approximately the same through 2040; however, the cost of solar technology will decrease 30% by 2022 and 67% by 2040.

3. Here Comes the Sun • Of all electricity generation sources, including coal and natural gas, solar was first in total net new solar PV (photovoltaic) capacity installed during 2016, or 73 gigawatts. • In the US, solar accounted for 25% of all new electric generating capacity during the first three quarters of 2017, placing it second behind natural gas. • Although Q3 2017 was the 8th consecutive quarter of more than 2 gigawatts of PV installation, it is the lowest quarter since Q3 2015, primarily because many projects were completed quickly to qualify for the expiring federal tax credit.

4. A Significant, Local Growth Industry for Decades • Another reason for the decline in 2017 US solar PV installations was Tesla’s purchase of SolarCity, the largest residential installer, and then moving from door-to-door sales to in-store sales, reducing SolarCity installations by 42% during 2016. • According to the US Department of Energy, many homebuyers and homeowners consider the installation of solar panels as an upgrade similar to renovating a kitchen, and are willing to pay approximately $15,000 for an average-sized solar array. • As building codes and standards evolve beyond traditional solar installations, many in the electrical construction industry expect an increase in BIPV, or building-integrated photovoltaics, where more of a building surfaces are installed with PV technologies.

5. Cheaper Electricity: Blowin’ in the Wind • According to the US Department of Energy’s 2016 Wind Technologies Report, cumulative wind power capacity increased 11% during 2016, or 8,203 MW of new capacity, and a total of 82,143 MW. An additional $13.0 billion was invested in wind technologies. • Wind power was the third-largest source of additions to US electric-generating capacity for 2016, at 27%, with solar and natural gas, first and second. • Interestingly, interior states (Texas, Iowa, Oklahoma, Kansas and Minnesota) accounted for the largest additions in wind-power generation during 2007–2016, or 56%, followed by Great Lakes states (Minnesota, Illinois, Indiana and Michigan), at 48%.

6. The Sun-Powered Home • Although solar panels were installed on just 30,000 US homes during 2006, by the end of 2016, the total was 1.3 million, which was almost twice as many 2015 installations. • According to EnergySage data, the average gross cost of solar panels was $16,800, or $2.87 to $3.85 per watt, during 2017; however, tax credits reduced the cost range to $10,045–$13,475, which is 9% less than 2016. • Consumers in Wisconsin, Florida, Virginia, Maryland and Ohio paid the lowest average cost/watt for solar during 2017, while Massachusetts, California, Michigan, Hawaii and Washington residents paid the most.

7. Potential Power Possibilities • Research continues in many parts of the world on the use of the natural movement of ocean waves to generate electricity. A solar panel receives 0.2 to 0.3 kilowatts of solar energy, but every meter of the California coast receives 30 kilowatts. • Another interesting idea is ready for testing in Stockholm, Sweden during 2018. Greens will be grown in the basement of a 26-floor office tower and the captured heat will be stored for use during the winter, saving approximately 700,000 kilowatt-hours per year. • Researchers at Ben-Gurion University in Israel have developed a process to transform poultry droppings into a fuel that burns like charcoal, and estimate it could replace as much as 10% of the current coal burned for electricity.

8. Advertising Strategies • Although residential solar PV installations decreased during 2017, they will increase significantly for decades, which is why now is the time for smart local installation companies to use TV (and digital media) to build their brands. • With direct mail forecast to have the largest share of 2018 local ad spending (and TV second), propose that residential solar installers use TV to drive consumers to direct mail pieces they receive with a limited-time coupon or discount. • Local residential solar installers can also use TV as a lead-generating tool, offering a question-and-answer brochure (as many homeowners need to be better informed) when viewers send an email to the installation company, which is returned via an attachment.

9. New Media Strategies • Local solar PV residential installers can use video in a number of ways. Record and post short video clips on the company’s Website and social media pages with technicians explaining the steps of an installation from deciding on the type to final connection. • Videos can also be used as testimonials from customers explaining how much they are saving with a solar PV residential installation. Include those customers who have been able to sell excess electricity to the local power company. • Website and social media content should feature a series of posts that explain the local conditions for solar energy use, such as how many sunny days per year, how many hours per day must the system operate during different seasons to power a home overnight, etc.