In the heart of Appalachia, Solar Holler is proving that clean energy can be both affordable and transformative—not just for those with perfect credit or high incomes, but for everyone. As a mission-driven, employee-owned solar developer, Solar Holler has long championed equity and sustainability in their region. That mission gained momentum in 2023, when they found a game-changing partner in PosiGen.
By integrating PosiGen’s SureSave Lease, Solar Holler was able to remove financial barriers and offer a no-credit-check, no-income-requirement path to solar savings. Despite a challenging market, this partnership has helped Solar Holler maintain steady sales, expand into new segments, and deepen trust with homeowners throughout Appalachia. Their story offers powerful lessons for other solar providers on how to sell smarter, reach more families, and deliver on the promise of solar for all.
Solar Holler is a mission-driven solar developer and installer, dedicated to making clean energy affordable and accessible in Appalachia. As a benefit corporation that is 60% employee-owned with unionized crews, Solar Holler sets itself apart not just through technical excellence, but also by investing directly in the people and communities they serve. Their apprenticeship program with local high schools further demonstrates their commitment to building a sustainable solar workforce for the region.
Solar Holler partnered with PosiGen in 2023, bringing the SureSave Lease to families in Appalachia, removing barriers and broadening access to solar for those who need it most.
Despite the challenging climate in the solar industry, Heather Ransom, Communications Director at Solar Holler, shared that the lease program has helped them maintain steady residential sales. Approximately 30% of their residential business has shifted to leases, and without this offering, Heather estimates their sales would have dropped by 30% in 2023.
“We see the lease as supplementary, not cannibalizing purchases. It expands the pool of homeowners who can say yes to solar, especially in today’s climate.” - Heather Ransom, Director of Marketing at Solar Holler
Solar Holler’s sales process is discovery-based and customer-focused, designed to educate homeowners on all their solar options—including both purchase and lease. Their reps work to understand each customer’s energy goals and financial situation, presenting proposals for both leasing and purchasing whenever possible.
When the lease meets the 15% expected savings threshold, they highlight this as a powerful trust-building promise. This is a key differentiator that resonates strongly with prospective customers.
“Our marketing ads featuring the 15% expected savings perform really well, and they’re one of the first things that catch people’s attention.” - Heather Ransom, Director of Marketing at Solar Holler
Solar Holler’s most successful sales reps emphasize the “no upfront cost” and “immediate savings” benefits of the PosiGen lease. They frame it as a simplified, low-stress alternative to traditional solar financing, focusing on how it removes complexity, rather than dwelling on credit score limitations.
Heather also recommends incorporating PosiGen’s mission and origin story into sales conversations:
“When homeowners understand who PosiGen is and what they’re about, it builds trust and sets clear expectations for the customer experience when PosiGen reaches out.” - Heather Ransom, Director of Marketing at Solar Holler
This message resonates even more because PosiGen’s mission of bringing solar to underserved communities perfectly aligns with Solar Holler’s focus on expanding energy equity in Appalachia. Both companies were founded on the belief that solar should be accessible to everyone, not just those with perfect credit or high incomes—creating a powerful shared story that makes it easier for sales teams to connect with homeowners and earn their trust.
A standout example of PosiGen’s impact is the story of Mary West, a homeowner featured on NPR who wanted solar but faced barriers until Solar Holler was able to offer her a lease through PosiGen.
The NPR article highlights how Mary West and many others in Appalachia have been squeezed by rising electricity prices and an uncertain energy future—making solar’s promise of lower utility bills more vital than ever. By removing the traditional credit and income hurdles, the PosiGen lease allowed Mary to finally access solar’s financial and environmental benefits, empowering her to reduce energy costs and participate in the clean energy transition.
Read more about Mary West’s story: NPR: A push for more coal has some in West Virginia worried about electricity prices.
“When the goal is immediate savings, lead with PosiGen. It shouldn’t be a backup—it should be your first offer. It takes so much friction out of the conversation and lets you focus on helping families start saving right away.” - Leah Cunningham, Residential Sales Manager of Solar Holler
Partnering with PosiGen has allowed Solar Holler to stay true to its mission of expanding solar access for all—empowering homeowners who might have been left behind by traditional financing models. The PosiGen lease has become a critical tool in driving sales growth and expanding market reach, even in challenging times.