CA Company PV ZIP Competitive Reports

Are You Prepared to Compete With New Tesla Solar PV Pricing?

Competition for California PV customers is increasing!! Tesla’s new industry-low PV system pricing is putting the squeeze on other national and super regional PV providers to follow suit.

Fortunately, small and medium PV providers can still grow sales by improving their competitiveness.

Improving competitiveness requires (1) knowledge on your current markets served, (2) identifying competition in those markets, (3) changing marketing/sales based on successful competitors’ practices, and (4) targeting promising new geographic and customer markets.

This MAISY PV ZIP Marketing/Sales Analysis Report for your company will provide ALL of this critical intelligence, reduce your customer acquisition costs and increase sales.

Cost of the report is $10 per ZIP in your market area which helps small and medium PV providers compete with larger providers (we have data on the ZIPs where you have installed PV systems).

Let us help you expand your business and improve your bottom line, e-mail us (jjackson@maisy.com) for a price quote and detailed report description.

If you prefer to do you own in-house marketing/sales analysis, consider licensing the full MAISY California PV ZIP Database

MAISY CA Company PV ZIP Competitive Reports

Reports Summary: Immediately View

Your PV installations by ZIP code since January 2020 (#, average kW, $/kW)
Your competitive ranking by each ZIP code (based on PV installations)
Your top 5 competitors in each zip code (#, average kW,$/kW for each)
ZIP Prospect rankings based on:

Forecast PV installations
Forecast conversion rates for three categories of marketing/sales initiatives
Fastest PV installation growth
Underserved ZIPs
Matching ZIP-level customer characteristics in your most successful sales areas to all ZIPs in your market area

Detailed demographic, dwelling unit, financial and other detail for each ZIP to support your in-house evaluations

Benefits Summary - MAISY CA Company PV ZIP Competitive Reports & MAISY California PV ZIP Database

BENEFIT	EXPLANATION
Competitive Comparisons (Available only in CA PV Competitive Marketing/Sales Analysis Reports)	Information on your PV sales by zip code along with your top cometitors in each ZIP market provides actionable competitive intelligence. Compare your Web site with your competition to see if your marketing and sales pitches and Web resources measure up to your competitors. Consider increasing your marketing/sales efforts in ZIP codes that are not currently dominated by a competitor. Focus on ZIP codes with greater conversion probabilites where your competitor presence is less.

Reduce Customer Acquisition Costs	NREL recently estimated average acquisition cost at $2,700/ residential customer. Furthermore, customer acquisition costs are increasing faster as markets mature, which make marketing PV systems in California more challenging than ever. Most PV providers are set in their marketing/sales strategies, ranging from buying leads from internet providers to mail campaigns, Google Adds and door-hangers. Regardless of your strategy, costs of acquiring each customer can be significantly reduced by focusing on and prioritizing geographic market segments that offer the most promising opportunities for PV sales: more specifically, by focusing on ZIP code area marketing metrics and intelligence.

Quickly Adjust Marketing and Sales Response	Evaluate your current marketing/sales focus and sales activities with current, comprehensive, up-to-date MAISY CA ZIP PV Database intelligence regarding current PV installations, expected installations through 2022 and a variety of marketing/sales metrics that forecast sales success.

Use geographic PV market intelligence/sales metrics	Use CA PV Database customer data from ZIP areas in where you have the most sales success to identify ZIP areas that most closely align with those customer characteristics.

The Most Economic Source of Marketing Intelligence	Databases are provided for individual ZIP codes, or combinations of ZIP codes in counties, metropolitan areas or the entire state at a cost of only $10/ZIP. Let us know the California area of interest and we will provide a price quote.

Industry-Leading Marketing Data Source	MAISY databases have provided energy industry market and customer data since 1995. Take advantage of the same data used by the largest PV providers and energy industry firms in nearly all aspects of the energy industry. Click Here to see our client list at

Conduct In-house Analysis With Detailed Demographic, Dwelling Unit, Financial and Other Detail for Each ZIP

Click here to view sample database formats.

Detailed demographic, dwelling unit, financial and other detail for each ZIP provided along with the MAISY CA Company PV ZIP Competitive Reports is identical to data provided in the CA PV Marketing/Sales Database. This resource provides a unique, economic way to sharpen your PV marketing and sales efforts in-house. We have some suggestions for getting started with this new profit-enhancing intelligence but first a little background.

MAISY databases have been an industry-standard source for energy technology companies for more than 25 years. Our clients are a who’s-who of the energy technology industry. We have earned this position by pushing the envelope on providing data that our clients need for market assessment, product development and marketing and sales campaign strategy development.

This new California PV Marketing/Sales Database is a continuation of our commitment to meet the most challenging information needs of the energy industry. We have combined US Department of Commerce ZIP Code Tabulation Area Data with information from more than a dozen sources including utility and proprietary sources to identify current residential and future PV installations.

Importantly , this database unlike most ZIP-level sources, focuses on owner-occupied dwelling units which, obviously, are the primary market for residential PV. Including energy use, PV kWh savings by ZIP code for individual weather station locations and integration of dwelling unit sales data and customer financial indicators revealed in mortgage applications makes this database a uniquely valuable and economic gateway to developing a science-based marketing and sales strategy.

Data on each ZIP area in your database is presented in a table. Also, that same data is presented in an Excel Workbook that you can immediately use to conduct your own market analysis and to hone your marketing/sales strategy.

Consider the following example applications to get acquainted with the power of these data to help guide you in reducing customer acquisition cost, target the most profitable geographic areas and develop medium and longer-term strategies to grow your business and successfully compete in this growing market.

	Target ZIP Codes with the Greatest Future Conversion Percentages MAISY Database estimated conversion percentages from 7/21 through 12/22 reflect the probability of converting sales contacts to actual sales. This figure shows conversion percentages for each of the 41 Bakersfield Metropolitan Area ZIP codes with marketing/sales campaigns targeted to all home owners. The median conversion percentage is 2.8 (# 21)- you can expect 2.8 percent of homeowners in this ZIP code to buy a PV system as a result of a sales campaign. The 41st ZIP code; however, has a much greater conversion percentage of 11.3. Focusing marketing and sales activities on ZIP codes with greater conversion percentage can provide many times the number of actual sales per dollar of marketing and sales expenditures compared to untargeted campaigns.
	Limit Purchased Leads and Neighborhood Google Ads to Premium ZIP codes MAISY Database PV 7/20-12/21 conversion percentages in each ZIP code can be used to limit purchased leads and Google Adds to ZIP codes with the greatest conversion probabilities. The chart below shows conversions percentages for each of the 160 San Francisco Zip code areas. Limiting purchased advertising to the top 80 ZIP code areas increases conversion probabilities by a factor of 4.
	Evaluate Past Sales Success with ZIP-Detailed Information Comparing past ZIP-level PV sales activity to various ZIP-level data items can help identify priority marketing areas. In this example, this PV provider has been more successful in selling in ZIP code areas with smaller EV saturations (electric vehicles per owner occupied dweling units) so future marketing and sales efforts should prioritize ZIP codes with smaller EV saturations as indicated in the MAISY Database. Similar evaluations can be undertaken with more than 100 demographic, income and other database items.
Explore Other ZIP Market Characteristics to Assess and Expand Marketing/Sales Activities. With over one hundred customer demographics, financial, dwelling unit, EV ownership, and other characteristics, PV providers can evaluate their marketing and sales success for various geographic areas providing intelligence to focus the most productive ZIP code areas.

DETAILED ZIP-LEVEL DATA PROVIDED WITH MAISY COMPETITIVE REPORTS
(These Data are also Provided in the California PV Marketing/Sales Database)

VARIABLE GROUPING	DATA ITEMS

LOCATION INFORMATION	ZIP Code ZIP Name County & State Metro Area % Area in Primary Utility Primary Utility Name

CURRENT SOLAR PHOTVOLTAIC (PV) INSTALLATION DATA	Number of PV Systems as of 7-1-2021 Average kW (DC) 2019- 6-2021 Average $/kW (DC) 2019- 6-2021

SOLAR PHOTVOLTAIC (PV) MARKETING SALES INTELLIGENCE	PV kWh generation (savings) For This Location With a 5.6 kW System Forecast Number of PV Installations Through 2022 Market Saturation (Instalations as % of Owner Occupied ) Number of PV Systems as of 7-1-2021 2021 6 Month % Growth Rate Metric (top 25% 1-3 ranking with 3 fastest growth relative to 2019-2020) Under-Performance Metric (top 25% 1-3 with 3 greatest underperformance) Conversion Probability I - Forecast/Available Owner Occupied ) Conversion Probability II - Forecast/All Owner Occupied ) Conversion Probability III - Forecast/All Dwelling Units)

GENERAL ZIP CODE INFORMATION	Owner Occupied Dwelling Units Owner Occupied Dwelling Units as % of Total ZIP Dwelling Units Elec Vehicle Registrations Average Annual kWh Use Average Annual Electric Space Heating kWh Use Average Annual Air Conditioning kWh Use Percent Dwelling Units With Electric Space Heating Average Annual Electric Bill Average Number of Household Members Median Household Income Median Number of Dwelling Unit Rooms Average Dwelling Unit Square Feet Median Dwelling Unit Construction Year Typical Dwelling Unit Sales Price 6-2021 Typical Dwelling Unit 2021/2019 Price Ratio

MORTGAGE DATA 2018 - 2019	Number of FAFH Mortgages Mortgages as % of Owner-Occupied Dwelling Units Applicant Average Annual Income Cashout Mortgages as % of Total Mortgages Average Loan to Value Average Debt to Income % Loan to Value < 60% % Loan to Value < 80% % Debt to Income < 20% % Debt to Income < 36%

MONTHLY ELECTRICITY USE DATA	kWh for 12 Months Peak kW Avg kW 9am-5pm

AVERAGE 24 HOURLY KW LOAD PROFILES BY MONTH	JAN,FEB,MAR,APRL,MAY,JUNE,JULY,AUG,SEPT,OCT,NOV,DEC 24 hourly kW loads

ZIP DISTRIBUTION DATA FOR OWNER OCCUPIED DWELLING UNITS	Number of Dwelling Units by Annual Electric kWh Use: less than 10,000 KwH 10,000 - 15,999 KwH 16,000 - 23,999 KwH 24,000+ KwH Number of Dwelling Units by Annual Electric kWh Use: less than 10,000 KwH 10,000 - 15,999 KwH 16,000 - 23,999 KwH 24,000+ KwH % of Dwelling Units by Annual Electric kWh Use: less than 10,000 KwH 10,000 - 15,999 16,000 - 23,999 KwH 24,0000+ KwH Number of Dwelling Units by Annual Electric Bill: less than $1,000 $1,000 - $1,599 $1,600 - $2,399 $2,400+ % of Dwelling Units by Annual Electric Bill: less than $1,000 KwH $1,000 - $1,599 $1,600 - $2,399 $2,400+ Number of Dwelling Units by Square Foot Category: less than 1,800 1,800 - 2,599 2,600+ % of Dwelling Units by Square Foot Category: less than 1,800 1,800 - 2,599 2,600+ Number of Dwelling Units by Number of Bedrooms: 1 or 2 bedrooms 3 bedrooms 4+ bedrooms % of Dwelling Units by Number of Bedrooms: 1 or 2 bedrooms 3 bedrooms 4+ bedrooms Number of Dwelling Units by Year of Construction: less than 1980 1980 - 2000 2000+ % of Dwelling Units by Year of Construction: less than 1980 1980 - 2000 2000+ Number of Household by Annual Income: less than $50,000 $50,000 - $99,999 $100,000 - $149,999 $150,000+ % of Household by Annual Income: less than $50,000 $50,000 - $99,999 $100,000 - $149,99 $150,000+ Number of Households by Householder Age: less than 35 35 - 64 65+ % of Households by Householder Age: less than 35 35 - 64 65+ Number of Households by Householder Education: less High School High School Graduates Some College College Graduates+ % of Households by Householder Education: less High School High School Graduates Some College College Graduates+

Jerry Jackson, President
Jackson Associates
37 N. Orange Avenue, Suite 500
Orlando, Fl 32801
cell:979-204-7821 office:407-926-4048
e-mail