I’ve spent the last decade in residential solar—starting as an installer, moving through electrical work, field management, operations, and now design management with issho’s Revive program. It’s been quite a journey, and I’ve seen this industry transform in ways I never expected. When I first got into solar, it was genuinely exciting. It wasn’t just about selling panels—it was about empowering people. Homeowners were taking control of their energy, becoming less dependent on the grid, and actually feeling good about it. We’d talk to people about what solar could do for them, and you could see their eyes light up when they realized they could generate their own power. The industry had a soul.
The Shift
Then the loan companies came in, and everything changed. The focus moved away from what homeowners actually needed and toward what could be financed most profitably. Suddenly, it wasn’t about the right system for the right home—it was about hitting numbers and closing deals. The soul of the industry started to slip away.
Over the years, I watched out-of-state companies try to copy-paste their business models into new markets and fail. I saw good ideas overlooked, and good ideas executed poorly, leading to bankruptcy and layoffs. It was frustrating to watch, and even harder when you’re in the middle of it.
A Necessary Reset
Now, new laws are removing some of the tax incentives that propped up the industry’s less sustainable practices. And honestly? I think that’s a good thing. Sometimes you need a forcing function to get back to basics, to remember why we got into this in the first place. The industry is being required to shift back to what it should have been all along—putting homeowners first.
Revive: Rethinking the Whole System
That’s exactly what we’re doing at issho through Revive. We realized you can’t just slap solar panels on a roof and call it a day anymore. Not if you’re serious about helping people live better, more sustainable lives.
Revive takes a holistic approach, looking at homes as integrated systems where energy, water, and air quality all work together. Because they do work together, whether we acknowledge it or not. We’re doing solar installation, water management systems, and comprehensive air quality solutions—not as separate add-ons, but as one integrated approach.
What I love most is that we’re having real conversations again. We’re not just selling systems; we’re designing solutions tailored to each home and family. It reminds me of those early days in solar, except now we have better technology, more integrated solutions, and a clearer vision of what’s possible.
Looking Forward
After ten years of watching this industry stumble, make mistakes, and learn hard lessons, I’m genuinely optimistic for the first time in a while. The changes happening now are forcing the industry to grow up and remember what it’s supposed to be about. And programs like Revive are showing what’s possible when you think holistically about what a home can be.
We’re not just restoring what solar once was—we’re building something better. Something that treats homes as the living systems they actually are. And I’m excited to be part of making that future a reality.
—Estevan Mora
Energy Lead
