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Why Solar Lost Trust—and How It Gets It Back | Solar Coaster | EP 20
What does solar look like before slick software, AI proposals, and easy financing—and what lessons from that era still matter now?
In this episode of The Solar Coaster, I sit down with Ellsworth Corum III, a true solar veteran whose journey began in 2008—when solar was $12–$13 per watt, carports were a luxury, and proposals were sketched on graph paper with roof rollers and Solar Pathfinder cameras.
Ellsworth shares how he entered solar almost by accident through data center backup power systems, parlayed a single referral into a life-changing moment, and went all-in on learning solar the hard way—traveling to California on commission-only terms to understand how solar should be sold. What he discovered was simple but powerful: value wins when the math makes sense and the salesperson actually understands the product.
We dive into:
The early days of solar sales before Aurora, Helioscope, and digital proposals
Why NABCEP certification became Ellsworth’s secret weapon for trust and credibility
How Florida’s early utility “solar lotteries” shaped sales strategy and customer retention
Why low-interest financing—not tax credits—was the real catalyst for solar’s explosive growth
The consequences of an unpoliced industry and what happens when competency isn’t required
Why solar pricing, sales ethics, and long-term value are coming back under the microscope
As the industry faces another major transition with tax credits fading and financing tightening, Ellsworth offers a grounded, experience-based perspective: solar doesn’t disappear without incentives—but it does demand better sales practices, real technical knowledge, and honest value creation.
Whether you’re a solar professional navigating today’s shifting market, a homeowner trying to understand what separates good solar companies from bad ones, or an industry observer curious about where solar goes next, this episode is a reminder that the future of solar depends on credibility, competence, and trust—not hype.
📖 GET THE BOOK: The Solar Coaster
https://www.amazon.com/dp/B0FSGKKV8X?psc=1&smid=A1Y53T3O3Q25L8&linkCode=sl1&tag=annacovert-20&linkId=1dfad38ae3d56078f509025bc52227db&language=en_US&ref_=as_li_ss_tl
✨ CONNECT WITH ELLSWORTH CORUM III
Instagram: https://www.instagram.com/solar_pro_3.0
LinkedIn: https://www.linkedin.com/in/ellsworth-corum-iii-07b20b19/
✨ CONNECT WITH THE SOLAR COASTER
🎧 Listen on All Platforms:
Spotify: https://open.spotify.com/show/28LLOtNEQj8ZoCZJqVOa7o
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-solar-coaster-podcast/id1832579656
Amazon Music: https://music.amazon.com/podcasts/342b84c9-ccb9-4cdb-99cc-ed6254503bfa/the-solar-coaster-podcast
iHeart Radio: https://iheart.com/podcast/292376116/
YouTube: https://www.youtube.com/@solarcoasterbook
🌐 Follow Us on Social:
Facebook: facebook.com/solarcoasterbook
Instagram: http://instagram.com/thesolarcoasterbook
LinkedIn: https://www.linkedin.com/company/the-solar-coaster-book/
📚 About Host Anna Covert
Anna Covert is the author of The Solar Coaster and host of The Solar Coaster Podcast. With over two decades of experience in digital marketing and business strategy, Anna has worked with global brands including Microsoft, Apple, and IBM, and leads Covert Communication, Hawaii’s largest digital marketing agency. She is also the author of The Covert Code – Mastering the Art of Digital Marketing. Through The Solar Coaster, Anna brings sharp storytelling and strategic insight to the real human stories behind the solar industry’s biggest challenges and transformations.
Websites:
https://covertcommunication.com/
https://thecovertcode.com/
https://annacovert.com/
https://reactium.io/
#SolarPodcast #SolarCoaster #EllsworthCorum #SolarSales #NABCEP #SolarIndustry #PostITC #SolarEvolution
View all episodes
By Anna CovertWhat does solar look like before slick software, AI proposals, and easy financing—and what lessons from that era still matter now?
In this episode of The Solar Coaster, I sit down with Ellsworth Corum III, a true solar veteran whose journey began in 2008—when solar was $12–$13 per watt, carports were a luxury, and proposals were sketched on graph paper with roof rollers and Solar Pathfinder cameras.
Ellsworth shares how he entered solar almost by accident through data center backup power systems, parlayed a single referral into a life-changing moment, and went all-in on learning solar the hard way—traveling to California on commission-only terms to understand how solar should be sold. What he discovered was simple but powerful: value wins when the math makes sense and the salesperson actually understands the product.
We dive into:
The early days of solar sales before Aurora, Helioscope, and digital proposals
Why NABCEP certification became Ellsworth’s secret weapon for trust and credibility
How Florida’s early utility “solar lotteries” shaped sales strategy and customer retention
Why low-interest financing—not tax credits—was the real catalyst for solar’s explosive growth
The consequences of an unpoliced industry and what happens when competency isn’t required
Why solar pricing, sales ethics, and long-term value are coming back under the microscope
As the industry faces another major transition with tax credits fading and financing tightening, Ellsworth offers a grounded, experience-based perspective: solar doesn’t disappear without incentives—but it does demand better sales practices, real technical knowledge, and honest value creation.
Whether you’re a solar professional navigating today’s shifting market, a homeowner trying to understand what separates good solar companies from bad ones, or an industry observer curious about where solar goes next, this episode is a reminder that the future of solar depends on credibility, competence, and trust—not hype.
📖 GET THE BOOK: The Solar Coaster
https://www.amazon.com/dp/B0FSGKKV8X?psc=1&smid=A1Y53T3O3Q25L8&linkCode=sl1&tag=annacovert-20&linkId=1dfad38ae3d56078f509025bc52227db&language=en_US&ref_=as_li_ss_tl
✨ CONNECT WITH ELLSWORTH CORUM III
Instagram: https://www.instagram.com/solar_pro_3.0
LinkedIn: https://www.linkedin.com/in/ellsworth-corum-iii-07b20b19/
✨ CONNECT WITH THE SOLAR COASTER
🎧 Listen on All Platforms:
Spotify: https://open.spotify.com/show/28LLOtNEQj8ZoCZJqVOa7o
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-solar-coaster-podcast/id1832579656
Amazon Music: https://music.amazon.com/podcasts/342b84c9-ccb9-4cdb-99cc-ed6254503bfa/the-solar-coaster-podcast
iHeart Radio: https://iheart.com/podcast/292376116/
YouTube: https://www.youtube.com/@solarcoasterbook
🌐 Follow Us on Social:
Facebook: facebook.com/solarcoasterbook
Instagram: http://instagram.com/thesolarcoasterbook
LinkedIn: https://www.linkedin.com/company/the-solar-coaster-book/
📚 About Host Anna Covert
Anna Covert is the author of The Solar Coaster and host of The Solar Coaster Podcast. With over two decades of experience in digital marketing and business strategy, Anna has worked with global brands including Microsoft, Apple, and IBM, and leads Covert Communication, Hawaii’s largest digital marketing agency. She is also the author of The Covert Code – Mastering the Art of Digital Marketing. Through The Solar Coaster, Anna brings sharp storytelling and strategic insight to the real human stories behind the solar industry’s biggest challenges and transformations.
Websites:
https://covertcommunication.com/
https://thecovertcode.com/
https://annacovert.com/
https://reactium.io/
#SolarPodcast #SolarCoaster #EllsworthCorum #SolarSales #NABCEP #SolarIndustry #PostITC #SolarEvolution