We have heard plenty of anecdotal evidence that solar has this effect, but the paper by Chad Harland and Yvonne Matthews called Power in the Pitch has put a number on it.

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“Results show that solar homes are marketed through lifestyle, rural and quality cues rather than explicit sustainability framing, suggesting that PV is bundled with broader amenity signals rather than positioned as a distinct attribute. PV-equipped homes command an average sale price premium of 1.34%, with no significant difference in days on market. Effects do not vary with solar irradiance or local solar penetration, indicating limited salience of site-specific energy benefits in buyer decision-making.”

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As Kristy Hoare from MySolarQuotes wrote:

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“On a $900,000 home that’s over $12,000 - approximately the initial cost of a 6kW system. And that’s before you factor in the power savings while you’re living there. This matters for the solar industry because we hear this all the time: 'I’m not planning to stay here long-term, so what’s the point of going solar?' If solar is a capital improvement, not just a bill saver, that objection starts to fall apart.”

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