Contractors Corner: Earth Electric thinks honesty is the best solar virtue

By Kelly Pickerel Almost 10 years ago, Matthew Welch lost his job when the solar company he worked for went out of business. Rather than search for new work, he and his wife Sheryl Lane started Earth Electric in San Jose, California. The residential installer keeps its six employees busy, installing about 300 kW of mostly residential solar each year.
“We have gotten a couple of opportunities in the commercial market, but the sale cycle is much longer, it requires a lot more resources and it’s a different set of skills to sell into that market on a regular basis,” Lane said. “We realized

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