If you’ve started looking into solar, there’s a good chance you’ve encountered messaging like this—on ads, in emails, or during a call with a sales rep. These kinds of urgent deadlines are designed to push you to make a quick decision before you can thoroughly evaluate your options. And frankly? That’s not how it should work.
Let’s unpack what’s happening here and how you can spot a high-pressure sales tactic from a mile away.
False Urgency Is a Red Flag
Many solar companies use manufactured urgency to pressure homeowners into signing contracts quickly.
These tactics are often framed around policy shifts, tax incentives, or “limited-time” deals.
The goal is to short-circuit your research process and rush you into a decision.
But here’s the truth: very few solar-related deadlines are that urgent, and most of the time, the company trying to sell you a system doesn’t have any more insight into policy changes than anyone else.
Let’s look at three of the most common fear-based messages used in solar marketing:
This Deal Is Only Good for 24 Hours
Sometimes the pressure isn’t about solar policy at all—it’s just a fabricated deadline meant to close the sale. You might hear that a particular discount, financing plan, or rebate is only available if you sign right now.
Here’s what we say to that: Run.
If a company truly wants your long-term satisfaction (and referrals!), they’ll give you time to ask questions, compare quotes, and think things through. High-integrity providers welcome informed customers.
Net Metering Is Going Away
Net metering—the billing arrangement that gives you credit for the excess electricity your solar panels send back to the grid is evolving in many states.
Some states are changing how credits are calculated or shifting to a new model entirely.
But these are public, regulatory processes that typically take months (or years) to implement.
When a solar company says, “Net metering ends in 2 weeks! Sign today or miss out,” they’re likely oversimplifying—or outright misrepresenting the actual timeline.
Reality check: In the Northwest, major utilities are actively discussing changes to net metering, but nothing is final yet. These proposals are part of public regulatory processes that involve months of debate, stakeholder input, and revision.
Tip: You can look up proposed rules and timelines through your state’s utility commission website.
That said, if you’re already planning to go solar, we do suggest moving forward sooner rather than later. Installing under the current net metering structure could lock in more favorable terms before any changes are finalized.
The Federal Tax Credit Is About to Expire
The federal solar tax credit (ITC) has been around in some form since 2006.
Yes, the rate has changed over the years—and yes, it is scheduled to phase down gradually in the future.
But the details are widely available to the public, and any major changes typically come through federal legislation, not last-minute surprises.
When a company says the credit ends “this month,” or implies secret insider knowledge about its status? That’s fear marketing, not factual information.
Reality check: As of now, the federal solar tax credit is available at 30% through 2032. If Congress changes that, it will be national news, not something only a solar rep knows in advance.
A Better Way to Go Solar
Choosing solar is a big decision, financially and environmentally. You deserve to take the time you need to:
- Understand your options
- Compare system designs and equipment
- Evaluate the long-term value
- Ask hard questions and get clear answers
Any company that tries to rush you probably doesn’t have your best interests at heart. Instead, look for solar providers who:
- Offer clear, transparent pricing
- Can explain policies without scare tactics
- Encourage you to take your time
- Provide references and third-party reviews
- Educate instead of push
The solar industry has the power to do tremendous good, but it also attracts a fair number of aggressive sales tactics. Stay alert, stay curious, and don’t be afraid to ask for time.
Because when it comes to your home, your money, and your energy future, you deserve to make decisions on your timeline, not someone else’s sales quota.