California Residential Retrofit PV Market Hot Spots: 108 CA ZIP Codes Expected to Exceed 500
Installations on Existing Homes through 2022
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The California solar PV market is still hot! CA PV providers can expect an 18% increase, or 229,000 new PV installations
from July 2021 through the end of 2022. This page provides documentation of the full MAISY California PV ZIP
Marketing/Sales Database. Data include current PV installations and forecasts of future existing home installations,
along with marketing/sales metrics. Unique information includes mortgage financing loan-to-value and debt-to-income ratios and other ZIP-level
intelligence including utility-supplied and satellite imagery of existing PV installations.
View tips on applying these data to reduce customer acquisition costs.
Pricing is based on the number of ZIP codes covered in database which helps small and medium
PV providers compete with larger providers.
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MAISY CA PV ZIP Database Benefits
- Reduce Customer Acquisition Costs with ZIP-Level Marketing Intelligence
- Quickly Adjust Marketing and Sales To Respond To New Market Developments
- Use Proprietary Geographic PV Market Intelligence and Sales Metrics to Develop More Profitable ZIP-Detailed Strategies
- Use the Most Economical Source of Targeted PV Marketing Intelligence
- Trust the Industry-Leading Marketing Data Source Used by Some of the Largest PV Providers
And Other Leading Energy Industry Firms
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BENEFIT
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EXPLANATION
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Reduce Customer Acquisition Costs
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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 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.
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Quickly Adjust Marketing and Sales Response
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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.
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Use geographic PV market intelligence/sales metrics
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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.
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The Most Economic Source of Marketing Intelligence
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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.
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Industry-Leading Marketing Data Source
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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 |
Click here to view sample database formats.
The CA PV Marketing/Sales Database provides a unique, economic way to sharpen your PV marketing and sales efforts. 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.
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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.
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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.
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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.
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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.
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CALIFORNIA PV MARKETING/SALES DATABASE VARIABLES
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VARIABLE GROUPING
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DATA ITEMS
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LOCATION INFORMATION
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ZIP Code
ZIP Name
County & State
Metro Area
% Area in Primary Utility
Primary Utility Name
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CURRENT SOLAR PHOTVOLTAIC (PV) INSTALLATION DATA
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Number of PV Systems as of 7-1-2021
Average kW (DC) 2019- 6-2021
Average $/kW (DC) 2019- 6-2021
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SOLAR PHOTVOLTAIC (PV) MARKETING SALES INTELLIGENCE
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PV kWh generation (savings) For This Location With a 5.6 kW System
Forecast Number of PV Installations Through 2022
Market Saturation (Installations 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)
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GENERAL ZIP CODE INFORMATION
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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
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MORTGAGE DATA 2018 - 2019
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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%
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MONTHLY ELECTRICITY USE DATA
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kWh for 12 Months
Peak kW
Avg kW 9am-5pm
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AVERAGE 24 HOURLY KW LOAD PROFILES BY MONTH
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JAN,FEB,MAR,APRL,MAY,JUNE,JULY,AUG,SEPT,OCT,NOV,DEC 24 hourly kW loads
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ZIP DISTRIBUTION DATA FOR OWNER OCCUPIED DWELLING UNITS
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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+
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