Have you ever spoken with a homeowner who was excited about solar, but they got cold feet after reviewing a bid? It could be because they were looking at solar as simply an expense rather than a smart home investment that offers solid returns.

The Energy Trust solar + storage program team has gathered data and key messages that you can draw from to help homeowners move beyond the upfront costs of solar and focus on the long-term payoff and benefits.

Here are three important points to hit. How many are you using with potential customers?

1. Solar payback makes it a good investment

• A solar system can now pay for itself in as little as ten years through reduced energy bills.
  • For Portland General Electric customers, the typical project has about a 13-year payback; about 25% of projects have a payback of 10 years or less.
  • For Pacific Power customers, the typical project has about a 16-year payback; about 25% of projects have a payback of 14 years or less.
  • NOTE: Adjust these paybacks based on your actual project estimates.
• Energy Trust is offering higher incentives in 2026 that reduce upfront costs.
• Solar is an even better deal than 15 years ago. Solar panels are about 60% cheaper—yet 40% more efficient—than in 2010. During that same time, electricity rates have doubled.

2. Long-term savings and control 

• You’re not just buying solar panels—you’re buying a better long-term energy bill.
• Solar savings add up. On average, homeowners with solar save about $2,000 annually on electricity costs. That means over the typical lifespan of solar panels—20 to 25 years—homeowners can save tens of thousands of dollars.
• Solar turns a monthly expense into long-term savings and cost stability that reduces your exposure to future rate increases.
• Your solar power is unaffected by fossil fuel supplies or rising energy costs.

3. Smart home upgrade 

• Solar can increase the resale value of your home.
• On average, homes with solar sell faster and for more money—an estimated 6.9% more nationwide*—than homes without.  *Source: Homes with Solar Sell for 6.9% More [2025 Zillow Data Study]
• Based on sales data from the first half of 2026, solar homes in the Portland metro tri-county area sold in about half the time as homes without; solar homes spent a median of 16 days on the market compared to 35 days for non-solar homes.
• Based on recent sales data, in Washington County, the median sales price for a home with solar was nearly $65k more than the median price for a home without solar.
• As energy rates rise and electric vehicle adoption grows, more home buyers are drawn to solar-powered homes to rein in monthly electricity bills. That means if you want to sell your home, solar may help your home sell faster and for more money.

What is your experience in the field? What sales points resonate best with your customers? Share your thoughts with us.