Why Most Commercial Solar Deals Die Before They Close (What You Get Wrong About C&I Growth)

Why Most Commercial Solar Deals Die Before They Close (What You Get Wrong About C&I Growth)

Josh Goldberg has built three different solar companies, and each one taught him something the industry is still wrestling with today. In this episode, Hervé sits down with the founder of Astrum Solar, co-founder of Sunlight Financial, and CEO of Sunstone Credit to unpack why homeowners overwhelmingly prefer owning over leasing, why commercial solar has lagged behind residential despite having stronger economics, and how financing has been the missing piece. They also discuss why commercial installers should treat financing as part of every sale, how AI is speeding up commercial underwriting, why batteries are rapidly becoming a standalone business opportunity, and what residential installers need to know before expanding into commercial. If you're looking for practical lessons on scaling, financing, and where the next phase of solar growth will come from, this conversation is packed with them.

Cinnamon’s Law: Why Solar Companies Break When They Get Too Big

Barry Cinnamon has been through just about every solar cycle the industry has seen. In this episode, Hervé sits down with the founder of Akeena Solar to unpack what 25 years in solar has taught him, from building a public company out of his garage to lobbying Congress to uncap the ITC, inventing integrated racking and AC modules, and surviving multiple market crashes. They dive into why national solar companies keep failing, why local installers continue to win, how policy is keeping U.S. solar costs far above the rest of the world, and what installers should do now that the ITC is gone. If you're trying to build a solar company that lasts through every boom and bust, Barry's perspective is hard to beat.

Why Great Solar Projects Still Don’t Get Funded

Most commercial solar conversations focus on panels. This one focuses on capital. In this episode, Hervé sits down with Luk Verdonck, VP of Commercial at BluePath Finance, to unpack what actually gets commercial and community solar projects funded and what quietly kills deals before they ever break ground. From EPC selection and milestone payments to documentation, installer relationships, and long-term asset performance, Luk explains what financiers look for before writing a check. They also dive into why quality workmanship matters long after commissioning, how trust between developers and installers keeps projects moving when things go wrong, and why the next generation of commercial solar will be built on strong partnerships, disciplined execution, and smarter use of capital.

The Solar Ad Strategy Getting 150x ROAS

Most solar ads look the same... cheap panels, big discounts, and “free solar” hooks that make serious homeowners roll their eyes. In this episode, Joe sits down with Jude Cornish from Solar on Steroids to talk about a better way to market solar: show the actual work, explain the install, and let quality be the offer. Jude breaks down how his team used iPhone-shot site videos, honest education, and bold messaging like “looking for cheap solar, go find someone else” to help local installers stand out, lower CAC, and compete against the big sales orgs without pretending to be one.

The AI Tool That Could Cut Solar CAC by 25%

Customer acquisition in solar is still way too expensive and Scott Rosenberg thinks data can fix a big chunk of it. In this episode, Joe sits down with the co-founder and CEO of 257 to talk about Pink, their AI-powered platform that helps installers find the homes most likely to go solar, add batteries, join VPPs, or need energy upgrades. They get into lookalike modeling, direct mail, Meta ads, soft costs, post-IRA survival, and why the next era of solar marketing will not be “spray and pray.” If you’re trying to lower CAC and stop wasting money on bad leads, this one is worth a listen.