After a decade in solar working across marketing, distribution, and dealer enablement, Hannah Raines joined REC Group in 2021—bringing not just deep industry knowledge but a personal mission to reconnect premium products with premium support. A self-described treehugger at heart, Hannah’s solar journey started with a college internship that sparked a career grounded in purpose.

With early roots at AEE Solar (back when it was part of the original Mainstream Energy trifecta), her experience spans the full arc of solar marketing—from warehouse launches and grassroots campaigns to live streaming Sunrun’s IPO from the breakroom with champagne in hand. She’s seen the highs, the pivots, and the pressure—and now she’s focused on shaping the next chapter of solar: one that’s values-aligned, customer-first, and built to last.

In late 2024, as market dynamics shifted and dealer feedback grew louder, Hannah and I began collaborating on what would become REC’s first-ever lead distribution program. As someone who’s worked with lead systems from every angle—sales orgs, marketing vendors, and manufacturers—I had a clear vision for what the industry needed next. Fortunately, Hannah and the team at REC shared that same commitment: build something that actually works for dealers, not just looks good in a pitch deck.

Together, we focused on four core pillars:

• Lead quality over volume, with only one match per customer—truly exclusive leads
• Smart matching with REC Certified Solar Professionals, based on clear preference filters
• Two-way updates via text and email—yes, there’s a login, but dealers don’t need it just to update a lead
• True customer privacy, using masked phone numbers and branded vanity emails to create a secure, consistent experience

The result? A dealer-first system that respects the homeowner’s journey, protects the REC brand, and gives sales teams the visibility, confidence, and clarity they need to close with conviction.

Let’s hear from Hannah on how it all came together—and why she believes solving the lead problem isn’t just about traffic but about building smarter systems that dealers actually want to use.

Anna: Hannah, take me back—how did your journey into the solar industry begin?

Hannah: It started while I was studying business marketing at Cal Poly San Luis Obispo. I went to a marketing club meeting one night, and the speaker was Matthew Woods from REC Solar, which was part of Mainstream Energy at the time. Something clicked. I’ve always been passionate about the environment—total treehugger, hippy at heart—and I had envisioned myself working at a nonprofit. But solar gave me this rare chance to pair purpose with profession. I landed an internship with AEE Solar, and after I graduated, they brought me on full-time as a Marketing Associate. From there, I was all in.

Anna: AEE Solar has such a legacy. What was it like to start your career there?

Hannah: It was the perfect training ground. Our San Luis Obispo office was like a microcosm of the entire industry—SnapNrack was founded there, and REC Solar was down the hall. It gave me exposure to everything. AEE really let me explore marketing in all its facets, and I was surrounded by people who lived and breathed solar. The company had roots going back to 1976, started by David Katz. That energy and conviction were infectious.

Anna: And then came the acquisition by Sunrun. What changed?

Hannah: A lot. Mainstream Energy owned REC Solar, AEE Solar, and SnapNrack—very vertically integrated. When Sunrun acquired REC’s residential division along with AEE and SnapNrack, the company’s culture shifted. I was there when Sunrun went public in 2013—watching the IPO stream from the warehouse with branded t-shirts and bottles of champagne. It was a big moment; we all celebrated together, feeling like we were part of something massive. But after the acquisition, things changed. It became more corporate, with new leadership and different pressures. By 2020, after nearly a decade, I decided to step away. My daughter was one, COVID had hit, and I wasn’t comfortable with daycare or a 40+ hour workweek. I needed more flexibility.

Anna: But not long after, you were back. Tell me how that happened.

Hannah: Two months into being a stay-at-home mom, I realized I missed the work. That’s when the REC Group called. They needed help in marketing and had heard I was available. I connected with Melissa Watson, our Director of Marketing at the time, and said, “I want to work with you—but only if there’s flexibility.” She said yes, and I joined in February 2021. It was the right role at the right time.

Anna: How has REC evolved since you returned in 2021, and where do you see the most exciting opportunities ahead?

Hannah: We’re entering a really exciting phase. Since I joined REC Group in 2021, we’ve seen tremendous momentum. That same year, we launched Alpha Pure, which went on to win the Intersolar Award. In 2022, we followed with TwinPeak 5 and N-Peak 3, and most recently in 2024, we introduced Alpha Pure-RX and Alpha Pure 2—pushing the boundaries of power, aesthetics, and sustainability.

We’re still proudly Norwegian-founded, but REC today is a truly global company. Our Global Marketing  is based in Munich, our advanced manufacturing has been running in Singapore since 2010, we have regional headquarters in Germany, Singapore, and San Luis Obispo, CA, and we’re now preparing to launch a brand-new and state-of-the-art production site together with our owner, Reliance Industries, in India—designed to be our most scalable yet. We have high expectations for what it will unlock: more volume, greater efficiency, and the ability to better serve commercial and utility-scale markets.

With that upcoming capacity, we’re leaning further into diversification. The Alpha Series has been a standout performer in the U.S. residential market, but with the launch of our Alpha Pro M Series, we’re expanding our impact into larger-scale applications.

Of course, we’re keeping a close eye on policy shifts like the 30% ITC. But tax credits aside, our broader strategy is to stay nimble, keep innovating, and build a more globally resilient operation. The more diverse our offering and manufacturing footprint, the stronger and more adaptable we become.

Anna: What kind of installers thrive with REC?

Hannah: The ones who really understand how to sell quality—especially in a premium category. REC isn’t trying to be the lowest-cost option. We focus on performance, reliability, and longevity. That’s why our most successful partners are typically experienced installers who know how to position quality over quick wins. They’re not just looking for volume—they’re building a brand, and they want products that align with that.

A huge part of our support system is our REC Certified Solar Professional Program. It’s not just a label—it comes with real advantages. Once certified, our partners can unlock our ProTrust extended warranty, which covers 25 years on product, performance, and labor. That labor warranty in particular sets us apart. If a homeowner has an issue and their original installer is no longer in business, we step in, identify another certified professional in the area, and make sure the system is serviced correctly. That kind of support builds homeowner trust, and trust is everything in solar right now.

We also lean heavily on a strong distribution network to help connect the dots. We don’t sell directly—we rely on trusted distribution partners to maintain inventory, provide logistical support, and help us scale in local markets. That network is a critical piece of our strategy. It gives our installers access to products when they need them and lets us focus on what we do best—making high-quality panels and delivering technical and marketing support to our partners.

The installers who thrive with REC are often small- to mid-size businesses with lower overhead and the ability to sell premium products with confidence. They take pride in their work, and they want to align with a brand that backs them up—with quality products, strong warranties, and a commitment to long-term success.

Anna: Beyond the product, how else are you supporting partners?

Hannah: We provide a full toolkit—co-branded flyers, branded apparel, training resources, and a library of educational materials to help our partners confidently sell REC products. But at the end of the day, the number one thing installers ask for is leads. Everyone is looking for consistent deal flow, especially in a market as competitive and unpredictable as solar.

That’s why we recently launched the REC Lead Pilot Program, which your team was instrumental in helping us build—thank you again for that! The idea was simple: we already had homeowners coming to our website, researching our products, and choosing REC based on quality, awards, and independent reviews. But until recently, there wasn’t a clear path for those qualified homeowners to connect directly with an installer. That was a missed opportunity—for us and for them.

So we built a better system. Now, when a homeowner expresses interest, we capture that lead and route it to one of our REC Certified Solar Professionals in their area. It ensures that the homeowner speaks with someone who’s trained on our products, vetted by our team, and covered under our extended ProTrust warranty program. That way, they’re not just talking to any installer—they’re talking to the right installer.

It’s a win-win. Homeowners get a better buying experience, and our partners get exclusive, high-intent leads that are already aligned with the REC brand and values. It’s one more way we’re delivering real value—not just panels, but partnership.

Anna: Where does REC stand on recycling and end-of-life planning?

Hannah: It’s a critical issue—and honestly, still a work in progress not just for REC, but for the entire industry. We don’t currently operate our own recycling facilities, but we do coordinate with certified third-party recyclers and support our partners in shipping panels to approved sites when needed. It’s part of our commitment to product stewardship, but we also recognize that it’s not enough on its own.

The truth is, solar recycling is one of the industry’s biggest looming challenges. As more systems installed 10, 15, or 20 years ago begin reaching the end of their lifecycle, we’re entering uncharted territory. There needs to be a scalable, cost-effective, and widely accessible infrastructure in place—not just for panels, but for inverters, racking, and eventually storage systems too.

At REC, we’re actively involved in these conversations with partners, regulators, and industry groups. We’re pushing for more transparency, better data collection on aging systems, and collaborative development of circular economy solutions. We’re also closely watching innovation in this space—from emerging technologies that improve materials recovery to policy developments that could mandate producer responsibility programs.

But for now, we are focused on manufacturing highly reliable and strongly performing solar panels with long lifespans to reduce the disposal frequency. 

Anna: REC is also active in the nonprofit world. Can you share more?

Hannah: Definitely—this is one of the parts of my job I love the most. We’re honored to be long-time partners of the Honnold Foundation, founded by professional climber Alex Honnold, best known for Free Solo. What Alex and his team have built is incredible. They focus on empowering underserved communities with solar energy—primarily in Central and South America, but also here in the U.S. on tribal lands. We support their work through donations of both solar panels and funding.

It’s not just about giving energy—it’s about giving opportunity. These systems bring light, refrigeration, communication, and stability to areas that have gone without. In many cases, it transforms entire villages—schools can stay open, clinics can refrigerate medicine, and families can build sustainable futures. It’s a direct, tangible way that solar is improving lives.

We also proudly support SEI (Solar Energy International), one of the most respected training organizations in the industry. Through them, we fund scholarships specifically for Native American communities—places where systems are often installed in remote areas but need trained locals to maintain and service them. That kind of capacity building is so important. It’s not just about installing panels—it’s about creating jobs, empowering local ownership, and fostering long-term energy independence.

We recently donated a pallet of panels to a project on Molokai, helping bring power to off-grid families in Hawaii. These are the kinds of stories that remind us why we do what we do. At REC, we believe solar isn’t just a technology—it’s a tool for equity, resilience, and global progress. Supporting organizations that align with those values is woven into our DNA.

Anna: Any final thoughts on REC’s growth model and how you’re navigating today’s solar landscape?

Hannah: Absolutely. While we’ve had good success partnering with large multi-state companies, our most consistent and values-aligned partners tend to be those independent installers who really know their market. These teams are nimble, run efficient operations, and truly understand how to communicate the value of a premium product. They’re not just selling kilowatts—they’re selling trust. And that matters deeply to us.

Unfortunately, as the industry has grown, so has the number of bad actors. We’ve seen too many companies chase short-term wins through aggressive door-knocking, misleading promises, and unsustainable business models. It’s frustrating because it casts a shadow over everyone—including the installers and manufacturers who are doing things the right way. We’ve worked hard to build trust with homeowners, and that trust is fragile.

And honestly, the industry still has quite a bit of maturing to do. The current uncertainty around the 30% solar investment tax credit has shown just how vulnerable we still are to shifts in policy. Looking ahead, I would love to see an industry that stands on its own. 

Solar should make sense with or without the tax credit. And with rising utility rates, increasing strain on the grid from electrification and AI, and a growing desire for energy independence, I can see it. The technology is proven. The savings are real. The impact is tangible. When we lead with education and transparency, solar sells itself.

That’s why we’re focused on long-term relationships and high-integrity partnerships. REC wants to be represented by professionals who not only take pride in their work but who are nimble enough to ride the ups and downs of the solarcoaster—and still show up with integrity, quality, and a commitment to doing what’s right.

Because at the end of the day, our growth isn’t just about selling more panels—it’s about building a stronger, more resilient energy ecosystem. One that earns trust, stands the test of time, and helps shape the future of energy in a way we can all be proud of.