Solar Holler and PosiGen made solar affordable for everyone in Appalachia. Their model is at risk without tax credits.
Of all the changes to the solar tax credits currently in the “Big Beautiful Bill,” the most immediate and impactful are the cuts to the residential solar tax credits. So, we are sharing the perspectives of residential solar installers to convey how truly devastating these changes will be on small businesses and homeowners.
Home solar has been made affordable and accessible thanks to the 30 percent investment tax credit (ITC). Once installed, home solar means direct energy savings for everyday people. The only downside to the tax credit is lower-income families often couldn’t take advantage of it. However, the solar lease changed that. The commercial entity used the tax credit benefits and passed the savings on to the homeowner.
Unfortunately, if this Republican bill is passed, the first cut is the tax credit available to solar leases, which means no more stories like the one we’re about to share from Lindsay Bachman at Posigen, and their work with Solar Holler in West Virginia.
Empowering Appalachia: Proving solar can work for everyone
In the heart of Appalachia, a region often overlooked in the clean energy transition, Solar Holler has shown that solar doesn’t just belong to those with perfect credit or high incomes. It belongs to everyone.
Solar Holler, a mission-driven, employee-owned solar developer, has long been a champion of energy equity in its mountain communities. From unionized crews to apprenticeship programs with local high schools, Solar Holler has always believed that the benefits of clean energy should be shared by all and can help revitalize communities.
That mission gained momentum in 2023, when they found a game-changing partner in PosiGen. By integrating PosiGen’s SureSave Lease into their offerings, Solar Holler removed the biggest barriers to going solar—credit checks and income requirements. In a market where uncertainty and rising interest rates have stymied growth, the lease has been a lifeline, allowing Solar Holler to maintain steady sales and expand into new segments.
Heather Ransom, Director of Marketing at Solar Holler, says the impact has been undeniable: “The lease expands the pool of homeowners who can say yes to solar, especially in today’s climate.”
That climate is particularly challenging in Appalachia, where the legacy of coal and rising electricity costs weigh heavily on families. Homeowners like Mary West, featured on NPR, had always believed in solar but faced hurdles she couldn’t clear until Solar Holler offered her a lease through PosiGen. With no credit check and 15% expected savings, Mary finally had a path to affordable energy.
Dan Conant, Founder & CEO of Solar Holler, explains: “Mary West represents a common story in our region: families who believe in solar but had hurdle after hurdle put in their way—until the lease option became available. It’s a great example of how we’re expanding access.”
Her story, like so many in Appalachia, underscores a critical lesson: solar doesn’t just lower bills, it gives families a sense of control in an unpredictable energy landscape.
Solar Holler’s approach is simple yet powerful: focus on discovery-based sales conversations, present both purchase and lease options, and lead with the lease as a no-stress, upfront-savings solution. Their marketing ads touting 15% expected savings resonate deeply with homeowners who feel squeezed by rising energy prices and want certainty in their monthly bills without the investment that comes with purchasing a system outright.
And perhaps most importantly, Solar Holler weaves PosiGen’s mission into every conversation. “When homeowners understand who PosiGen is and what they’re about, it builds trust and sets the tone for a positive customer experience,” Heather explains.
For other solar leaders navigating this uncertain policy landscape, Solar Holler’s experience offers a roadmap: Lead with the lease. Don’t treat it as a backup—make it the first offer. It removes friction, builds trust, and turns more homeowners into believers in solar’s promise.
“At a time when the clean energy sector faces legislative and financial headwinds, Solar Holler and PosiGen are proof that solar can still grow—by meeting people where they are and putting affordability and accessibility first,” says Lauren Williams-Elstein, VP of Channel Partners at PosiGen.
Their partnership is a testament to what’s possible when we work together to make clean energy accessible to everyone—no matter their income, credit score, or zip code.
Now is the time to protect that access. The future of residential solar—especially for low- to moderate-income families—is at risk. Take one minute to tell lawmakers that solar must remain affordable and accessible for all. You can act now using this link. Together, we can ensure solar continues to grow where it’s needed most.
Lindsay Bachman is the Sr. Brand Manager, Channel Marketing, for PosiGen.
