MOUNTING
A better way to market and sell commercial solar carports BY M I C H A E L L E V I T T | SA L E S | Q U E S T R E N E WA B L E S
EPCs
and developers need to move away from pitching solar carports primarily as a means of delivering kilowatt-hours. It is time to look at financing with carports differently; the solar production acts as a means of funding physical infrastructure. It is a different mindset — focusing on the value of structural amenity and its benefits to business owners and their patrons, with the energy savings being the revenue stream that pays off the structure’s mortgage. This approach involves breaking away from how solar is traditionally marketed, which focuses heavily on the economics of, “this is how much you will save by going solar.” While effective for rooftop and ground-mount solar, this methodology falls short when selling
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SOLAR POWER WORLD // 2022 RENEWABLE ENERGY HANDBOOK
carports as it fails to adequately capture the full value of the product. For a rooftop or ground-mount system, oftentimes the goal is to minimize the spatial impact of the system. Customers tend to prefer a solar system that is not obstructive and out of sight, if possible. Solar carports differ fundamentally in that they are an enhancement of the space they occupy alongside the energy they produce. Solar developers and EPCs need to account for the unique benefits solar carports offer and market them accordingly. Shade and weather protection Some of the benefits of a solar carport are easy to identify. In addition to providing shade, these structures also function as a shelter from inconvenient, or even costly, weather events. People
are always relieved to have covered parking during rain or snow, but they are even more thankful during a hailstorm. For some businesses, such as auto dealerships, installing a canopy system can lead to a direct economic payback, with many insurance companies offering more attractive premiums and lower deductibles if vehicle inventory is housed under covered parking. These benefits are primary factors driving the sale of standard carport systems and these benefits need to be factored in when communicating with customers. Enhanced built environment Moreover, there is inherent value in the carport as an architectural fixture that enhances the business’s built environment, which offers benefits
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