[pyoung]

> What kind of margin pays to have someone walk door to door?

If I had to guess, the door-to-door folks are probably lead gen companies that sell leads to solar installers. The economics work out largely because solar installations are such a big ticket item that good leads can demand a nice sum. As a thought exercise, Amazon will pay in the range of 5% to affiliates. If you buy a $100 pair of shoes on Amazon, that will net the affiliate $5. If a solar lead gen gets the same rate, then a single $30k system will earn them $1500. So that salesman only needs to sell a few systems per month to cover salary. Hence the door-to-door.

Also, it's worth mentioning that the residential solar market is pretty cutthroat. Quite a few companies have recently filed for bankruptcy. Part of the reason lead gen and marketing costs are so high is because these companies are fighting tooth and nail for customers. I am pretty sure most installers would love to cut back on that spending, but without it their business would collapse.