The Veteran Who’s Seen It All
What does two decades in solar teach you about what actually works, what’s changed, and what homeowners desperately need to understand? In this comprehensive episode of The Solar Coaster, Brian Kelly—founder of Sea Bright Solar, one of America’s largest solar companies—shares unfiltered insights from building a business that’s survived multiple market cycles, technology shifts, and industry upheavals.
Brian started Sea Bright Solar in 2003, expanding from New Jersey to New York, Southern California, and across the East Coast. His perspective spans the entire modern solar era, and he’s not afraid to call out industry problems, questionable practices, and the realities homeowners face when navigating solar decisions.
The Sea Bright Origin Story
Brian’s solar journey began over two decades ago:
“I was just interested. I was learning about the field a little over two decades ago. So I did a lot of research. I went back to grad school, got some training, started doing solar trainings when the market was very new and it was just an interest of mine. So I knew how to run a business. So I decided to go all in and do exactly what I wanted to do.”
The Expansion Timeline
Starting in 2003 in Sea Bright, New Jersey, the company grew strategically:
- “We started up in two thousand and three. I opened up in New Jersey, and then around two thousand and six, two thousand and seven, we expanded to New York and Southern California.”
- “And then from that point, we eventually opened up in the central Coast of California, where we also operate, and eastern Pennsylvania.”
This geographic diversification across dramatically different regulatory environments (New Jersey, New York, California, Pennsylvania) required navigating varying incentives, utility structures, and market conditions—experience that shaped Brian’s comprehensive understanding of solar’s complexities.
The Technology Evolution
One of the most striking aspects of Brian’s career is witnessing constant technological change:
“I think the technology continues to change every year. It’s a very dynamic—it’s still a new industry. You know, it’s really maturing now, but it’s still changes.”
The Quality Challenge
“Financing, financing solutions change, the quality of the work—unfortunately, the landscape changed a lot. Vendors and installers and manufacturers come and go, unfortunately.”
This turnover creates ongoing challenges: “So even though every year the market grows, I think one of the biggest things is that the players change. Unfortunately, it’s a, you know, you have a lot of fallout.”
Leasing vs. PPA: Understanding the Nuances
One of the most valuable sections of our conversation addressed solar financing—specifically, the confusion between leasing and PPAs (Power Purchase Agreements).
The Current Reality
“Leasing is nice. It’s like no money up front. But again that’s where a homeowner in particular should definitely take their time with that too, because at least can be great. There is legitimate no money up front, but you have to make sure that the payments versus your utility offset.”
The Critical Factors
Brian emphasizes several key considerations:
- Payment vs. Offset: “Keep an eye and make sure you know if there’s an annual escalate or what that is. You know, what’s what’s the term of the lease.”
- First System Syndrome: “In many cases, it’s a person’s first solar system. So it’s all news to them, you know, and then they have to take the professional’s word on something. And that’s why leasing can be great in the right situation.”
- Mindfulness Required: “But you just have to be very mindful of those factors. Make sure it’s a real good value for you.”
The Market Evolution
“I think that with what’s going on with global warming right now, twenty, twenty five years, that’s a, you know, kick the can down the road.”
Brian notes that leasing and PPAs have evolved: “In my opinion, they’re different, but they’re very similar. Um, but the so you want to see the subtleties between the two. But I do think that market’s going to continue to pick up right now.”
The Non-Purchase Reality
“I know in the market that was working in, especially with our vendors, they say that check the board, they see that, you know, the non purchase items like the cash and loan options, they’re still available but they’re, you know, kind of trickling down a little bit as lease and PPA increases.”
This shift reflects broader economic conditions: with rising interest rates, leases and PPAs become more attractive relative to loans.
The Production Guarantee Deception
Perhaps Brian’s most scathing critique addresses misleading production guarantees:
“So if you’re looking at it, your system and they’re telling you that you have eastern and western facing panels, but they’re giving you the same yield as a southern facing panel, then you know that that’s trouble.”
The Frustration
“That’s a great example. A lot of that. And then people get a, and they’re like, why do I have a bill? It’s like, well, you actually don’t have a one hundred percent offset, right? That’s that is one of the things that’s frustrated me for and I’ve seen it over literally for decades, where certain companies will just, in my opinion, overestimate how productive a system.”
The Paper vs. Reality Problem
“And so on paper it looks great because the economics look better, but you know what? I don’t know. And I never say something else is not offering something that’s accurate. But I see it and I’m like, oh, I saw it kind of like, just analyze this. I’m like, well, why do you think this system here, which in my opinion has better equipment, is projected to produce less than this system here?”
Brian’s point: if a premium system with better equipment shows lower production than a competitor’s inferior system, someone’s lying about the numbers.
The Customer Education Imperative
“You know, so you know, so yeah, just exactly that’s why kind of just like without saying, you know, I don’t believe or anything like that, just like, you know, educate the customer and let them, then you kind of help them do their own due diligence.”
The Software Fatigue Crisis
One of Brian’s most insightful observations addresses a phenomenon he calls “software fatigue”:
“And that’s what I think what is so sad right now is that I call it software fatigue because, you know, a homeowner, they’re going through this awareness funnel. Now they’re aware solar exists. Consideration—got my bill keeps getting higher and higher. What am I gonna do about it? Intent. Now I’m online. Or call my neighbor. Or call my mom looking for solar solutions. And then they’re now in this wild, wild west of digital marketing.”
The Paralysis Effect
“And now they go to a company and they fill out a form, and before you know it, they’re getting one hundred calls and they panic. And there’s just too many options and they’re getting told too many different things. And then they instead of doing something, they decide to do nothing.”
The Industry Cost
“And we’re really at a point right now with global warming and with where we are and even with terms becoming more expensive, that the consumer really can’t wait, like this is the one thing that they can do that can control their costs today.”
This software fatigue—decision paralysis from information overload—may be costing the industry more installations than any policy change or economic factor.
The Orphaned Homeowner Crisis
Brian revealed a shocking statistic with profound implications:
“I thought it was so shocking that I found out recently that there’s over one million orphaned homeowners in America, which means that either their manufacturer, their installer, or both are no longer in business.”
The Warranty Problem
“And that’s exactly. And that’s why I was touching on before is that there’s been that’s part of the industry, in the industry. Unfortunately, many companies have unfortunately phased out or gone out.”
The Service Gap
“And then there are a lot of customers in need of a service. So that’s why we’re trying to help as many people as we can.”
This crisis affects:
- Warranty coverage
- System maintenance
- Component replacement
- Industry reputation
- Customer trust
When your solar company disappears, who honors the 25-year warranty?
The California NEM 3.0 Impact
Brian provided stark insights into how California’s NEM 3.0 policy fundamentally changed the residential solar market:
“So in California with the transition of M2 and M3, you know, that’s where we see it so far a lot residentially where we’re selling a lot more systems with batteries so that they can obviously take advantage of you know, off peak times.”
The Residential Slowdown
“And you’ll see the same in commercial too. So I know most of the California installers like myself, we all kind of gathered all of our nuts and stored them up for during M2. And so we’re still installing all those projects, but now, yeah, I think you’ll see storage play a much bigger role in California to offset some of the negative impacts of M3.”
The Long-Term View
“And I mean, being from Hawaii, I think, you know, that kind of know that that is not the end of days, right? The doom and gloom of, oh, the end of metering. You know, we it ended in Hawaii in twenty fifteen.”
Brian maintains perspective: California isn’t the first market to reduce net metering compensation, and the industry adapts.
The Natural Slowdown
“California. You know there was natural slowdown across the board, but we always land on our feet. You know, the companies that have been through this, you know, before, there are all kinds of market changes and this is one of the utilities deemed necessary.”
The Rise of Commercial Battery Storage
While residential solar faces headwinds, Brian sees massive opportunity in commercial battery storage:
“So what do you think about commercial storage? Like what are the meat are the what are we looking for nowadays. Like what’s coming.”
The Market Demand
“I mean I think there’s quite a big, I mean, so do commercial storage. I mean, you know that we have big buckets. One would be things like either peak or demand shaving. And then the other would be actually powering up on a power.”
Peak vs. Demand Management
“There’s a power outage like most residential units are for power outages. Commercially, you’ll see a lot of demand to get rid of demand chart. So that’s so first of all, identifying what the customer is looking for, what they need, and then they need, and then, you know, over the last few years it was impossible if we spec out a commercial storage system, the lead times from some of the suppliers would be eighteen months, two years, two years plus.”
The Supply Challenge
“So it’s kind of tough to roll that into a, into a solar design and then do that. So I think right now we just met with a bunch of vendors this time about larger scale commercial storage. So I think there’s a huge market for it.”
This represents a significant shift: as residential solar faces challenges, commercial storage offers growth opportunities for established companies with technical expertise.
The EV Charging Expansion
Sea Bright Solar’s move into EV charging represents strategic diversification:
“And on that note of growth, you know, how you’ve been doing a lot of growth at Seabright with the expansion in California and now also bringing on this EV charging and service and maintenance.”
The Natural Evolution
“So historically did like a lot of solar integrators, we’d sell, design and design, sell, install, maintain our customer systems. But then after a while, we realize that there’s such a big O&M market.”
The Multi-Service Approach
“And then coupling that with the fact that electric vehicles are growing, I drive an electric vehicle. I believe you drive an electric vehicle. So it really is a good marriage for our customers that they can get solar, plus have an EV charger.”
The Orphaned Customer Opportunity
“And then of course we can also maintain our own customers plus solar customers. We can also work on their projects for OEM. So I thought it was so shocking that I found out recently that there’s over one million orphaned homeowners in America.”
The Level 2 Charging Reality
Brian shared practical insights about EV charging infrastructure:
“And that’s what happens to a lot of our customers or just people who are buying new EV if they don’t get that level two charger installed. You know, when I first got my electric vehicle, I recall when I was ago. And I was like, oh, wow. It’s like, keep it charged for a day and a half and I’m good to go.”
The Overnight Charging Goal
“But yeah. So then the level two charge, you know, most of these, then you can charge twenty five thirty miles an hour. So overnight the goal is to most cars can recharge fully. So yeah that’s why the offering them.”
The Wallbox Preference
“And you know, some type of a level two charger is just a way for homeowners ago. Yeah. And you know, featuring the Wallbox is kind of a preferred one. And it’s a nice one. Yeah. I have a charge point in my house. That’s great.”
This practical experience—Brian drives an EV, I drive an EV—grounds the conversation in real-world usage rather than theoretical benefits.
The Next Five Years: Brian’s Vision
When I asked about the next five years, Brian’s answer revealed his strategic thinking:
“I think we’re on course already. I once we’ve going to continue with our residential and commercial markets, new development, new business, and then also, as we’ve touched on, do more O&M for both internal and external customers, obviously get into battery storage more.”
The Battery Storage Focus
“We already do quite a bit of battery storage, but that’s going to grow in both our commercial residential markets and really and always making sure we have a strong customer service.”
The Operational Excellence
“We’re always great in the back end with customer service, but you have to stay on top of that. It’s a wheel in motion. You always have to always have to keep. Making sure each one of your line is like in a like business departments, they’re always working optimally.”
The Adaptation Imperative
“And when there’s something that’s not working out well me just trying to adapt quickly, fix it, staff up or train better to make sure we keep evolving as we grow.”
Bidirectional Charging: The Future
Brian’s excitement about bidirectional charging—using your EV battery to power your home—reveals emerging technology trends:
“What do you think about bidirectional charging? I think it’s great. You know, we’re getting into that too. You know, we’re working with SunPower, one of our major partners right now on that.”
The Dual Use Application
“And for the homeowners who have a vehicle that can actually, you know, power up their house. It’s a neat application. It’s a great dual use, you know.”
The Growing Deployment
“So we’re going to be installing them, you know, as the demand increases. So I think it’s a it’s a great application.”
This technology essentially turns EVs into mobile home batteries—a compelling value proposition for customers who’ve already invested in electric vehicles.
Spotting Solar Fraud: Brian’s Advice
Perhaps the most valuable section for consumers was Brian’s guidance on avoiding fraudulent solar companies:
“What we’re talking I wanted to ask you a little bit about tips for our viewers on, you know, how to spot a fraud. You know, either in the when working with a solar company or basically how to pick a partner.”
Do Your Own Research
“I mean, in our in our industry there are so many different things you can look at, whether it’s going to buy a new solar system. I mean, just do your best. Everyone is supposed to get a number of quotes, but I think the key things to look at make sure you understand your own electric bill and the true usages, the projections.”
Trust But Verify
“When people install solar systems, they can, you know, homeowner or business owner is trusting the person who’s selling them a system or designing the system for them, that the information is accurate.”
The Research Checklist
“So I’d say do your best to research everything from your own utility rates to your system production and of course, the equipment to make sure you understand whatever equipment you might be purchasing and the warranties behind them.”
The Long-Term Relationship
“I think those are all critical things that any homeowner or business owner should do. You know, aside from just taking the word from any solar company, including mine, just do your own research as best as possible, and don’t be afraid to get a couple quotes until you fully understand where you’re getting, because it’s a long term relationship.”
The 25-35 Year Reality
“If you get a solar system on your home or business, it really theoretically could be out could be around thirty five years or so. Right. Yeah. I mean, we have systems that are well over twenty. So that’s why it’s a good idea just to take your time upfront, make sure you understand what you’re getting at that level.”
The Recycling Question
Brian addressed solar panel recycling—a growing concern as early systems reach end-of-life:
“What do you think about recycling? Like, now that we’re kind of over this twenty year gap, and a lot of people now are needing to expand systems or remove them.”
The Component Reality
“What do you think about recycling? Yeah, I mean, a lot of components on a solar module, for instance, whether it’s the glass or the aluminum is recyclable, it’s really the wafers you have to figure out.”
The Current State
“And even at the show right now, RE+ they do have a solar panel manufacturers. But I think it depends on the components, the racking, that’s all. Mostly aluminum. You have some steel components and, but the modules really are the, you know. I think that’ll evolve more over the next few years to make sure they’re, they’re pretty good ways to recycle all the components, and not really have any waste to it.”
The Evolution Ahead
“But, I mean, the good thing is, like, it’s true. Like when we first when I’ve been installing for over twenty years now, but, you know, when you had a twenty five plus year warranty, it was kind of like, well, worry about it then. Right?”
Now “then” is here, and the industry must address recycling at scale.
Key Takeaways from Brian’s Two Decades
1. Software fatigue is paralyzing homeowners. Too many options and conflicting information cause decision paralysis.
2. Production guarantees can hide terrible designs. If east/west panels show the same yield as south-facing, someone’s lying.
3. Over 1 million orphaned homeowners need help. Defunct solar companies create a massive service gap.
4. Leasing and PPA are evolving. With high interest rates, these options are becoming more attractive again.
5. NEM 3.0 changed California fundamentally. But the state adapted before (Hawaii 2015) and will adapt again.
6. Commercial battery storage is booming. Despite 18-month lead times, demand is massive.
7. EV charging is natural solar expansion. The combination creates compelling customer value.
8. Bidirectional charging is the future. Using your EV to power your home offers dual benefits.
9. Do your own research always. Trust but verify everything a solar company tells you.
10. The industry constantly evolves. Players change, technology improves, and adaptation is survival.
Why This Episode Matters
Brian Kelly represents the solar industry’s backbone: companies that have survived multiple boom-and-bust cycles, adapted to changing technology and policy, and built sustainable businesses focused on long-term customer relationships rather than quick sales.
His willingness to call out industry problems—from misleading production guarantees to the orphaned homeowner crisis to software fatigue—serves customers better than defensive industry cheerleading.
For homeowners considering solar, Brian’s insights provide a roadmap for navigating decisions with eyes wide open, understanding financing nuances, and selecting quality partners.
For solar professionals, his strategic moves into EV charging, commercial battery storage, and O&M services demonstrate how established companies can diversify and grow even as traditional residential solar faces headwinds.
And for the industry as a whole, Brian’s two decades of experience remind us that solar’s long-term success depends not on hype or aggressive sales tactics, but on delivering genuine value, maintaining systems properly, and earning customer trust that spans the 25-35 year life of installations.
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- Website: SeaBrightSolar.com
- LinkedIn: Sea Bright Solar
- Facebook: Sea Bright Solar
- Instagram: @seabright_solar
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