For solar installers with premium craftsmanship, design, and excellent customer service, two of the fastest-growing opportunities today are luxury home solar projects and boutique commercial spaces. Not only are you growing a new segment, it’s also one that can command stronger margins on each project.
But. Are They Growing?
Even as the ITC 30% Tax Credit closes down, luxury homeowners are still investing in entire home backup power, smart-home technology, and sustainable living (Solar Energy Industries Association). Over the last five years, the luxury residential solar market has grown steadily: up 12% – 15% annually.
Small commercial installations under 100 kW have risen more than 25% since 2019, driven by high electricity rates and the rising marketing value of sustainability (National Renewable Energy Laboratory). Boutique commercial installations have seen similar growth, with restaurants, gyms, galleries, wineries, and hotels adopting solar and storage systems to reduce energy costs and improve resilience. These segments offer installers consistent growth because customers expect more than a standard rooftop installation. They want a well-designed system that looks good, works seamlessly, and fits their lifestyle or brand image.
Winning Means Creating Premium Customer Experiences
Luxury, High-End Homes
High-end homeowners, for example, often expect premium experiences starting at the first consultation. In many luxury homes, solar and storage are viewed as both functional and aesthetic – part of the same design language as a home theater or landscape lighting system.
- They want solar integrated into the home’s architecture, not simply mounted on the roof.
- They also “no worry” backup power for essential living and premium extras like HVAC systems.
- They want smart-home integrations with lighting, security, and EV charging systems.
Boutique & Small Commercial Businesses
Boutique and small business commercial spaces have a different, but equally strong, motivation. Small restaurants, retail stores, yoga studios, and creative offices need predictable operating costs and reliable uptime.
A brief outage can shut down a point-of-sale system or interrupt service, damaging revenue and reputation. Solar plus storage gives these businesses a stability advantage. Many also use sustainability as part of their brand story, highlighting reduced emissions or clean-energy leadership to their customers. These features help them stand out in crowded markets.
How Solar Installers Can Win Start Winning High-End Projects
How Solar Installers Can Win Start Winning High-End ProjectsTargeting the Luxury Home Solar Segment
For installers entering these segments, targeted outreach matters. Recycling your current messaging and marketing tactics won’t move the needle.
- Build New Partnerships: Luxury residential clients often respond best to partnerships with architects, custom home builders, interior designers, and smart-home integrators. These professionals already guide client decisions and can introduce solar as part of a larger design package.
- Revamp Your Marketing Collateral: Installers can build visibility through design-focused case studies, high-quality photography, and polished before-and-after renderings.
- More Visual Social Platforms: Instagram, Pinterest, and high-end home magazines are ideal places to showcase your work. Clean conduit runs, symmetrical arrays, hidden wiring, and well-organized battery rooms. Your clients want to know that you can make it feature, not an exhibit.
Targeting the Boutique & Small Commercial Segment
- Build New Partnerships: Chamber of commerce events, sustainability lunch-and-learns, and small business associations provide direct access to decision-makers.
- Revamp Your Marketing Collateral: Boutique commercial clients respond better to ROI-driven messaging. Case studies showing year-one savings, avoided outages, or tax-credit advantages help owners feel confident in the investment.
- Easy Ways for Clients to Show Community Impact: Simple “sustainability impact sheets” that a business can display for customers also strengthen the value proposition.
Setting Your Company Apart With ‘Value Added’ Extras
What truly sets installers apart in these markets are the extra touches that elevate professionalism. With higher average contract values, stronger referral potential, and partnerships that create steady lead pipelines, these segments offer meaningful growth opportunities.
- System Visualizations: 3D rooftop models, renderings, and drone-based assessments give homeowners and business owners confidence before work begins.
- Design Boards: For inverter or battery rooms, showing how components will be arranged, labeled, and lit. Many luxury homeowners appreciate color-matched hardware, concealed conduits, and aesthetically aligned array placement. These details reinforce that the installer takes pride in the craft.
- EMS Customer App Set-Up: Fully configure the customer’s monitoring app. Walk them through usage modes and set up automated reports deliver a “pro-level” experience.
- Courtesy 6-Month Check-Up: A six-month health check, offered at no cost, builds trust and reduces issues before they become problems.
Installers who combine skilled design, excellent communication, and premium-level customer service can thrive in the luxury residential and boutique commercial markets – two spaces that will continue to evolve as solar and storage become essential elements of modern living.
References
National Renewable Energy Laboratory. Distributed Solar Commercial Market Trends, 2019–2024.
Solar Energy Industries Association. U.S. Solar Market Insight Report, 2020–2024.