In 2024, we published an article titled “Alberta’s Door-Knocker Solar Sales Epidemic.” At the time, we had reviewed enough homeowner quotes to recognize a troubling pattern: solar door knockers charge a significant premium.
Over the past year, Glean has reviewed 567 residential solar quotes from homeowners across Alberta. This has allowed us to compare pricing between companies that generate business through door-to-door sales and those that do not.
Across 132 door-to-door solar quotes, the average installed price was $3.30 per watt. By comparison, homeowners who obtained quotes from companies that did not use door-to-door sales paid an average of $2.40 per watt.
This means that homeowners who purchased through door-to-door companies paid an average Solar Door-Knocker Premium of 38%.
Some argue that this price difference reflects higher-quality equipment or service. Based on the quotes we’ve reviewed, there is no basis for that claim. Equipment quality is generally consistent across the industry and many of Alberta’s best and most experienced installers do not use door-to-door sales. We believe this pricing gap is the result of the door-to-door sales model itself, which relies on high-pressure sales tactics, excessive sales commissions and financing structures that can make inflated prices difficult to recognize.
These concerns are not unique to Glean. Alberta already has a ban on the door-to-door sales of energy products (other than solar panels) and British Columbia has recently taken the further step of banning door-to-door sales altogether. Governments are recognizing what many homeowners have experienced firsthand: when expensive, long-term purchases are sold at the door under pressure, consumers are more likely to make costly decisions.
This article is not about criticizing solar energy. We believe solar is one of the best investments many homeowners can make. It’s about protecting the long-term reputation of an industry with enormous potential. In many parts of the United States, aggressive door-to-door sales practices have tarnished the reputation of residential solar and eroded public trust. We don’t want Alberta to follow the same path. We believe banning door-to-door solar sales is the best way to protect homeowners and strengthen confidence in the industry.
The data
Over the past year, we have reviewed 567 Alberta based solar quotes, making it one of the largest independent collections of residential solar pricing data that we are aware of in the province. To better understand how homeowners’ purchasing methods affect pricing, we divided the quotes into three groups:
- 132 door-to-door quotes from companies that use unsolicited door-to-door sales.
- 106 independent quotes obtained directly by homeowners from companies that do not use door-to-door sales.
- 329 quotes submitted through Glean’s solar quote brokering service by our network of vetted installers, all of whom are prohibited from using door-to-door sales.
To ensure a fair comparison, prices were standardized using cost per watt ($/W). Quotes that included significant non-solar work like batteries, electrical service upgrades, EV chargers or roofing work were adjusted or excluded where necessary.
The results are clear.
| Quote Source | Number of Quotes | Average Price |
|---|---|---|
| Door-knocker companies | 132 | $3.30/W |
| Independent non-door knocker | 106 | $2.49/W |
| Glean’s vetted installer network | 329 | $2.37/W |
Compared with homeowners who obtained quotes independently from non door-knockers, door-knocking companies charged an average of 32.5% more. Compared with homeowners using Glean’s quote brokering process, the difference increased to 39.2%. These aren’t isolated examples or a few unusually expensive proposals. They represent a consistent pattern observed across 132 separate door-to-door quotes.
The above graph highlights that the $3.00/W mark emerges as a clear dividing line. On average, door-to-door quotes sit above this threshold, while quotes from non-door-knocking companies consistently fall below it.
One door knocker company stood out in particular, averaging approximately $7.00 per watt. Nearly three times the average price we observed through Glean.
While price differences are often expressed in dollars per watt ($/W), homeowners ultimately pay the total project cost. As the chart below illustrates, even a seemingly small difference in $/W can translate into thousands of dollars on a typical residential solar installation.
This graph shows that the Solar Door-Knocker Premium is highest for smaller residential systems (approximately 4–6 kW). This supports our view that the premium is driven by the sales model rather than equipment quality, as fixed sales costs and commissions have a much greater impact on smaller projects.
While not every door-to-door company charged excessive prices, the overall trend was remarkably consistent: homeowners who purchased through door-to-door sales were significantly more likely to pay a solar door knocker premium.
Why does the solar door knocker premium exist?
Why would two companies install a similar solar system using comparable equipment, yet one quote comes in thousands of dollars higher? While every company is different, the answer lies in the economics of the door-to-door sales model.
Unlike companies that rely primarily on word of mouth referrals, online inquiries or homeowners actively seeking quotes, door-to-door companies invest heavily in sales. They hire and train canvassers, pay commissions, manage sales teams and spend significant resources generating leads by knocking on doors.
The solar door knocker premium is built into the price homeowners ultimately pay.
Many door-to-door companies also rely on high-pressure sales techniques designed to get a signature during the initial visit or shortly afterward. Homeowners are often pressured into making a decision before they’ve had an opportunity to research the technology, compare competing proposals or fully understand the financial commitment.
Enticing financing offers can make this even more difficult to recognize. Rather than focusing on the total cost of the system, many sales presentations emphasize the monthly payment. Promotional financing, including “0% interest” offers, can make an expensive system appear affordable, even though substantial dealer fees are built into the purchase price. Once homeowners focus on the monthly payment instead of the total installed cost, it becomes much harder to recognize when a quote is significantly above market value.
This sales approach doesn’t just increase prices. It also reduces competition. A homeowner who signs a contract after the first presentation is unlikely to gather additional quotes. Without competing proposals, there is little market pressure to keep prices competitive.
This explains the pricing gap we observed. Our analysis doesn’t suggest that every door-to-door company overcharges or that every salesperson acts improperly. However, when 132 separate door-to-door quotes average 38% more than comparable quotes obtained through other channels, it suggests the issue is larger than a few isolated companies.
Common door knocker sales tactics
Over the past several years, we’ve spoken with hundreds of Alberta homeowners who requested our help after receiving a door-to-door solar quote. Many homeowners describe remarkably similar sales experiences.
Time pressure
Creating urgency is one of the oldest sales techniques. Homeowners may be told that a promotion, rebate or special pricing expires within a few days. In reality, a quality solar installation is a long-term investment expected to last 25 years or more. There is rarely a legitimate reason to rush into signing a contract after a single conversation.
Focusing on the monthly payment instead of the total price
Many homeowners tell us they left the meeting knowing what their monthly payment would be, but not what the solar system actually cost. This is especially common with promotional financing. A manageable monthly payment can make an expensive system seem reasonable. Always ask for the total installed price and compare that figure with other quotes.
Discouraging comparison shopping
Some homeowners are told they don’t need additional quotes because the company has “already given them the best price,” or that comparing companies will only create confusion. We believe the opposite is true. Almost every major purchase should involve comparing multiple quotes. Solar should be no different.
Using neighbourhood momentum
Statements like: “we’re already installing on your street” or “we’re only in this area this week” can create the impression that you need to act quickly to avoid missing out. While there may be legitimate reasons a company is working in a particular neighbourhood, this should never replace doing your own research or obtaining competing proposals.
Point blank lies
Perhaps the most concerning tactic we encounter is the use of statements that are simply false or highly misleading. We’ve heard numerous accounts of door-to-door salespeople telling homeowners that their neighbourhood transformer is “at capacity” and that they must sign immediately or they will never be able to install solar. In another case, a door-to-door company in Nanton, AB presented themselves as being affiliated with FortisAlberta.
Governments are taking notice
Concerns about door-to-door sales are not unique to Glean. In fact, governments across Canada have increasingly recognized that unsolicited, high-pressure sales tactics can leave consumers vulnerable, particularly when the purchase involves a major financial commitment.
In 2017, Alberta instituted a door-to-door energy sales ban. This ban prohibits the unsolicited sale of furnaces, energy contracts, water heaters, windows, air conditioners and energy audits however solar panels are not included. More recently, British Columbia announced that it will prohibit door-to-door sales of solar panel systems.
While Alberta has not yet banned door knocking for residential solar, the direction is clear. Governments are increasingly recognizing that products costing tens of thousands of dollars should not be sold through high-pressure, unsolicited doorstep sales.
Solar can be an excellent investment when it is appropriately designed, fairly priced and tailored to a homeowner’s needs. However, we believe those decisions should be made after homeowners have had time to research their options, compare multiple quotes, understand the financing and ask questions. Not while standing at the front door with pressure to sign before the offer disappears.
How to protect yourself before buying solar
Take your time
Solar is a major investment that should last 25 years or more. There is rarely a legitimate reason to sign a contract during the first meeting. A reputable installer will give you the time you need to review the proposal, ask questions and make an informed decision. If you’re being pressured to sign immediately, consider it a reason to slow down, not speed up.
Get an independent quote review
If you’ve already received one or more quotes, Glean offers a free, no-obligation solar quote review. We’ll compare your proposal against our database of more than 3,000 residential solar quotes to help you determine whether the pricing is competitive and identify any potential red flags.
Get multiple quotes
Comparing multiple proposals is the best way to understand market pricing and identify unusually expensive systems. Homeowners who compare multiple quotes generally received significantly more competitive pricing than those who purchased through unsolicited door-to-door sales. Even if you ultimately choose the first company you speak with, you’ll know you’re making an informed decision.
Glean’s service
If you’re just starting your solar journey, Glean offers a free solar quote brokering service that helps homeowners get and compare quotes from multiple vetted installers without the pressure of door-to-door sales. Our goal is simple: to give homeowners the data and transparency they need to make an informed decision.