It’s increasingly costly and complicated to win a new solar customer in the United States. According to GTM research, it costs 49 cents per watt to acquire a customer in the U.S. or about $3,000 for the typical 6-kilowatt residential rooftop. Meanwhile, a report by Lawrence Berkeley Labs estimated a cost of less than 7 cents per watt in Germany. Marketing, advertising and sales made up the majority of the cost (41 cents) while system design accounted for 8 cents per watt. There has been lot of discussion about why it costs so much to acquire a new residential solar customer in the US – especially when compared to other countries. Read further for a few frequently cited explanations: