How to Sell Solar PPAs and Leases After 2025 Incentive Changes

Residential solar is about to hit a turning point. If your pitch depends on tax credits and traditional purchases, the game has changed.

PPAs and leases are what keep your pipeline healthy after the 2025 incentive changes. A PPA (power purchase agreement) is simply a setup where a homeowner doesn’t buy the solar system, they just buy the electricity it produces at an agreed rate.

The upside: they’re easier to sell, especially over the phone, if you tighten your process.

In this post, I’ll walk through:

• How top reps are closing PPA and lease deals right now
• How they’re using virtual sales instead of doors
• How to talk about escalators, transfers, and contracts without losing the homeowner

1. The Incentive Clock You Can’t Ignore

Here’s the basic reality:

• Traditional purchase incentives start phasing out after 2025
• PPAs and leases continue beyond that window

If your entire value story is “30% off with the credit,” that story expires on a specific date.

PPAs and leases sidestep that problem. The homeowner doesn’t buy the system. They:

• Buy electricity from a system installed on their home
• Pay a fixed or capped rate instead of riding utility volatility

You’re not selling an asset. You’re swapping where their power comes from and what they pay for it.

2. Why PPAs and Leases Fit What Customers Already Want

Most homeowners don’t wake up thinking, “I want to own solar equipment.”

They’re tired of:

• Bills creeping up
• Surprise seasonal spikes
• New rate plans they don’t understand

With a traditional purchase, the pitch is:

• Big upfront price or long-term loan
• Tax credits and payback timelines
• Ownership responsibilities and risk

With a PPA or lease, the pitch becomes:

• “You pay for electricity, not panels.”
• No tax-credit homework
• No equipment worries or system depreciation

The core message:

“You keep paying for power like you do today, but at a lower and more predictable rate.”

That matches how people already think: “I pay a bill, I get power.”

3. Building a Virtual Sales Engine Around PPAs

The strongest teams are shifting from doors to virtual.

One model that’s working:

• 5 callers
• 20–25 deals a month
• All from targeted homeowner data, not random dialing

They treat the phone like a digital canvassing:

• Target owner-occupied homes
• Filter out tough HOAs when you can
• Focus on high-rate markets where bill pain is real
• Layer in age and home value so you’re talking to realistic buyers

Operationally:

• Use a dialer to maximize live conversations
• Track cost per record, cost per conversation, and cost per deal
• Review calls daily and coach to a simple, repeatable script

This isn’t about a “magic opener.” It’s about a clean process you can run at scale.

4. How to Open the Call Without Triggering the “Solar” Reflex

Cold calls have one built-in problem: people say no before they understand what you’re offering.

Most beginners lead with “solar” and get shut down.

Top teams:

• Avoid the word “solar” in the first line
• Lead with an energy program tied to their utility
• Start with a bill-focused question

Example structure:

“Hey [Name], this is [Rep] with [Company]. We’re working on an energy program for [Utility Company] customers to reduce their electric bill. Have you noticed your bill climbing over the last couple of years?”

The first 20–30 seconds are not for explaining the program. Your only job is to:

• Lower their guard
• Get permission to talk about their bill and rate risk

Once they admit the bill is a problem, they’re ready for a solution.

5. Sell the Problem First, Then Swap the Source

Most beginners miss this part.

If you jump into panels, kilowatts, and hardware, you lose people.

Instead, sell the problem:

• Rate hikes
• New time-of-use plans
• Seasonal spikes and unpredictability

Then use a simple alignment question:

“If there was a way to lock in a cheaper rate than [Utility Company] with a clear path for the next 20–25 years, would you at least want to see the numbers?”

Now you can position the PPA:

• “You still pay a power bill.”
• “We just change who you pay and how your rate behaves over time.”

One line that consistently lands:

“What’s more important to you, where your power comes from, or how much you pay for it?”

Most people choose price and predictability. That’s exactly what PPAs and leases are built to deliver.

6. Borrow Credibility From the Big Players

PPAs aren’t experimental.

Big buyers already do this:

• Utilities
• Casinos and stadiums
• Big-box retailers

They sign long-term power purchase agreements because they want a known price path.

You can anchor to that:

• “You’re doing the same thing big utilities and major brands do. You’re not the test case here.”
• “You’re buying power, not equipment, just like they are.”

It moves the conversation from “weird solar contract” to a normal way big players buy power.

7. Handling Objections by Agreeing First

Stop arguing with objections. Agree, then redirect.

“I don’t want to buy solar panels.”

“You’re right. That’s exactly why this program exists. It’s for people who want cheaper electricity without owning panels.”

“Buying solar is expensive.”

“Totally fair. A full purchase is a big investment. This is different, you’re not buying a system, you’re just paying for electricity.”

“I’m worried about selling my house later.”

“That’s a smart thing to worry about. That’s why we only use providers with clear written transfer rules. We’ll go through that part before you decide.”

Agreement lowers tension. It makes the PPA feel like their idea, not your push.

8. Escalators, Inflation, and Talking Like an Adult

The escalator clause (often 2.9% per year) is where a lot of reps get nervous. They mumble it and hope the homeowner moves on.

That’s how you create cancellations.

Instead, bring it forward:

• “This plan has a 2.9% annual cap on rate increases.”
• “Your current utility doesn’t give you a cap at all.”

Then connect it to reality:

• Many utilities have raised rates faster than that over the last decade
• Inflation pushes wages, materials, and power up

With the PPA, the homeowner gets a written path for 20–25 years instead of guesswork.

Language that works:

• “Think of this as price protection on your power.”
• “Your utility can’t show you your rate path in writing. We can.”

You’re not promising the lowest number in every scenario; you’re selling clarity.

9. Leases, PPAs, and Why Rates Look Different by State

Don’t let “rate envy” between states derail you.

In some markets, PPA rates are ultra-low because:

• State-level incentives are baked into the pricing
• The provider claims the credits and passes them through as a cheaper kWh rate

In other markets, those extras don’t exist, so rates are naturally higher.

Simple explanation:

“In some states, the program includes extra incentives in the rate. In your state, those aren’t available, so the numbers won’t match those ads. The rate I’m showing you already includes everything; there’s no extra incentive paperwork for you.”

On labels:

• Some states call it a “lease”
• Others call it a “PPA”

Functionally, the homeowner is still:

• Paying for power from a system they don’t own

The important part: price, escalator, and transfer language, not the label.

10. Transfers, UCC Filings, and Not Killing Closings

This is where a lot of bad solar stories start.

When transfers go wrong, it’s usually because:

• Transfer terms are vague
• The provider has discretion to approve or deny
• A UCC-1 filing pops up at title
• The lender refuses to fund until it’s dealt with

You avoid this by doing your homework:

• Learn each provider’s transfer clause
• Know the credit and DTI requirements for buyers who take over
• Understand the UCC-1 process and what docs title will need
• Loop in the listing agent and title early when a solar home hits the market

If you want repeat business from agents, this is where you earn it.

11. Choosing Providers and Talking About Credit

Not all PPAs and leases are created equal.

Some providers:

• Pay more commission
• Have messy transfer language
• Respond slowly during sales

Others:

• Pay a little less
• Have clear, written rules
• Make transfers smoother

Simple rule: pick the product you’d want on your own house.

Practical moves:

• Build a one-page matrix comparing providers on rate, escalator, term, transfers, credit rules, and fees
• Train reps to choose based on the homeowner’s plans, not just payout
• Keep printed copies of agreements and walk through key pages with the homeowner

On credit and DTI, set expectations early:

• “To start the plan, the provider will do a basic credit check, usually they’re looking for mid-600s or better.”
• “If you sell, the buyer may need to meet simple credit standards to take over.”
• “We’ll go through what your specific contract says before you sign.”

A five-minute honest conversation here can save you a blow-up three years from now.

12. Training Your Team: What to Standardize

PPAs and leases are easier to train on because the story is cleaner.

Standardize these points:

• Lead with bill pain and rate risk
• Call it an energy program early, not “buying solar”
• Repeat: “You pay for electricity, not panels.”
• Be upfront about escalators and show the utility comparison
• Agree with objections before redirecting
• Explain credit checks and transfers in simple language

Script-friendly lines:

• “You do nothing different. You still pay for electricity, just at a lower and protected rate.”
• “This works like your current bill, you’re not buying equipment, you’re buying power.”
• “If you plan to move, we’ll choose a provider with strong transfer terms and walk through that section together.”

The Bottom Line: Your Next Three Moves

The market is shifting whether you adjust or not.

PPAs and leases are not a step backward, they’re a direct answer to what most homeowners actually want:

• Less risk
• More predictability
• Lower, clearer costs than a utility bill that keeps climbing

If you:

• Make PPAs and leases a primary offer
• Build a repeatable virtual sales process
• Tell the truth about escalators and transfers
• Choose providers that put homeowners first

…you’ll be ready for the post-incentive world while other teams are scrambling.

Your next three moves:

1. Rewrite your scripts so “solar” never appears in the first line, lead with the energy program and the bill.
2. Build a one-page provider matrix, so reps know exactly how to explain rates, escalators, and transfers.
3. Review one PPA/lease call per day with your team and refine the first 60 seconds until they’re automatic.

Clarity wins.

Keep the first minute light and easy, sell the problem hard, then show a simple plan that gives their electric bill a future they can actually see.

Want to Go Deeper?

If you want more live scripts, real call breakdowns, and a deeper dive on contracts and transfers, sign up for the Solar Masterclass. We’ll walk through the exact virtual systems, word-for-word frameworks, and provider checklists you can plug into your team right away.