CASE STUDY: From Residential Sales to Utility-Scale Impact

After nearly two decades in solar, Paul Sullivan has seen the industry from all sides—sales, partnerships, land development, and beyond. He began his journey in 2006 with one of the first SunPower dealers, later joining the company directly and helping shape its early dealer network. When SunPower’s strategy shifted and the market began to fracture, Paul pivoted—partnering with ESA Solar, an Orlando, Florida-based company, to launch their California non-installing dealership.

That move positioned him perfectly for the next phase: stepping out of residential and into utility-scale and community solar development. Today, Paul is a top land acquisition manager for ESA Solar, with a focus on agricultural communities across the country. From rooftop savings to multi-generational land leases, his work continues to center on relationships, trust, and building long-term value for families and communities alike.

Anna: After so many years in residential sales, what drew you to land acquisition and utility-scale development—and what made it feel like the right next chapter?

Paul: After years in residential solar, it felt like coming full circle—but with even more meaning.

I’m still sitting at kitchen tables, but now I’m not selling a system—I’m offering a partnership. A 40-year land lease that can change the financial trajectory of a family for generations. It’s one of the most rewarding chapters of my career. We’ve gone from helping individual homeowners save on their monthly bills to helping entire communities build long-term economic stability. Community solar, utility-scale development, and energy storage—it’s all connected. And at the heart of it, it still comes down to trust, relationships, and impact.

Anna: What kind of impact are you seeing for these landowners?

Paul: I see it as life-changing. Many of these families have been farming the same land for generations, barely getting by. Many of these families have been farming the same land for generations, barely getting by. In a good year, they might make $1,500 to $1,800 per acre—but after machinery, fertilizer, and other costs, they’re lucky to pocket $200 or $300. It’s a volatile livelihood.

Now picture this: we come in and offer anywhere from $700 to $1,400 per acre depending on the state and land value, with an average of around $1,200—guaranteed—with annual increases built in, either through a 2% escalator or CPI indexing. And it’s locked in for 40 years. That kind of consistent, reliable income? It’s transformational.

There’s one family in Indiana. I’ll never forget—Mom, Dad, and their son were all driving school buses just to pay for health insurance and to make ends meet. Today, thanks to a solar lease, they’re earning a six-figure income by walking to the mailbox. They kept their land. They stayed in their community. And they secured a future for their kids and grandkids. That’s the kind of impact that keeps me going every day.

Anna: And the community impact?

Paul: It’s just as powerful. Agricultural land typically brings in very little property tax—but once we develop it for solar, that same land can generate over a million dollars a year in new revenue for the county. That kind of funding doesn’t just sit in a budget—it shows up as a new firefighter, a staffed ambulance, a teacher in the classroom, or a community program that would’ve otherwise been out of reach.

And we don’t stop there. We invest back into the communities—supporting local chambers, funding scholarships, and even restoring a small agricultural museum in Arkansas. These aren’t just solar projects. They’re economic engines. They’re stories of resilience and progress. They’re about people, legacy, and futures that are now possible.

Anna: What about resistance—how do you handle concerns about taking over farmland?

Paul: That’s the most common objection we hear. I did a deep dive into this back in my home state of California, and what I found really changed the conversation. Most of the corn being grown isn’t for human consumption—it’s for ethanol. And soybeans? They’re going to biodiesel. So I tell landowners, You’re already in the energy business—you just haven’t been getting paid for it.

When you compare them side by side, solar can generate up to 800 times more energy  per acre than an acre of corn being grown for ethanol. And instead of dealing with unpredictable markets, rising input costs, and climate swings, you’re getting stable, long-term income. It’s not about taking land away from food—it’s about rethinking how we use land to support both our economy and our energy future.

Anna: You’ve seen solar evolve through policy shifts, market changes, and major turning points. How have government incentives shaped where we are now—and what lessons have stuck with you through it all?

Paul: Policy is either the tailwind pushing us forward or the headwind we’re fighting through. The Inflation Reduction Act was a huge win. It didn’t just extend the 30% federal tax credit through 2032—it added targeted incentives that are changing the landscape. You get an extra 10% for using domestic content and another 10% if your project is in an energy transition community like a former coal town. That’s real money. And it’s fueling serious investment. We’ve seen dozens of  new solar manufacturing plants coming online (panels, inverters, and mounting hardware), many of them in red states. That’s no coincidence—once jobs and tax revenues show up in these communities, it becomes politically difficult to undo.

But incentives aren’t a business model—they’re just fuel for one. If you don’t build with discipline, they won’t save you. I’ve seen too many companies over-leverage themselves, treating credit like cash and chasing growth without a foundation. Whether you’re in residential, community solar, or utility-scale development, it all comes down to the same core principles: know your lane, track your costs, and focus on delivering real value.

The companies that last—the ones making real impact—are the ones that stay grounded in relationships, reputation, and results.

Anna: You’ve talked a lot about utility-scale and land development, but I know community solar has a special place in your heart. What drew you to that model?

Paul: Community solar is one of the most inclusive models in the entire industry—and I love it for that reason. I actually signed the very first community solar lease in California for ESA. The legislation was in place, but the rules hadn’t even been written yet. We were ahead of the curve. What makes it so powerful is the accessibility. You don’t need to own a home. You can be a renter, a church, a school, or a nonprofit—anyone can subscribe and see 10–20% savings on their electric bill. It’s structured like a co-op, and in most states, your subscription is portable. So if you move across town, you can take it with you.

It opens the door for low- and middle-income households to participate in clean energy—people who’ve traditionally been left out of the solar conversation. And on the developer side, it’s a different kind of satisfaction. You’re not just lowering bills—you’re expanding equity and giving people energy freedom they didn’t have before.

Anna: That’s such an important piece. And from a business standpoint, what do you think makes a solar company sustainable in the long run?

Paul: It comes down to discipline—especially with customer acquisition costs. You have to track your CAC (cost per contact) down to the dime. The healthiest period we ever had was when we turned off all paid leads and went nearly all referral-based. We had a short slump in volume, but our CAC dropped from $2,000 per job to around $500–$600. That’s the gold standard.

Getting to a 98% referral rate wasn’t easy, but it was the clearest sign we were doing something right. If people trust you enough to refer to their neighbors or business partners, that’s your best indicator of long-term health. Solar companies that chase every shiny object or overextend without that kind of foundation—they burn out fast.

Anna: Where is your team focused now—and what’s next?

Paul: My team is  actively developing in Indiana and Illinois, with a few projects in Missouri. Most of our development activities are  east of the Rockies for now and avoid states with complex zoning or monopolized utilities—like Florida, where FPL controls everything. But we’re not alone in this. We’ve got a development agreement with one of the largest renewable utility operators in the country, and that backing gives our landowners and partners real confidence. The other teams in the company develop throughout the country, like utility-scale energy storage in CA. 

Anna: Any final thoughts as we close?

Paul: Just this—I feel lucky to be in a part of the industry where the work truly matters. We’re not just building solar projects. We’re creating generational income for landowners, funding local infrastructure, and delivering clean energy when the grid needs it most. Utility-scale solar with storage is the fastest, most affordable solution to meet rising demand. And despite all the ups and downs, this chapter of my career has been the most fulfilling yet. We’re only getting started—and the impact ahead is going to be massive.

Final Thoughts

Paul’s journey is proof that solar is no longer just about panels on roofs—it’s about reimagining how energy intersects with land, legacy, and local economies. From farmland leases that reshape family futures to community solar programs that expand access and resilience, Paul has shown how thinking beyond residential can unlock deeper impact and longer-term value. Which brings us to the next shift—innovation on the ground. Literally.

As the solar industry pushes beyond rooftops, standing out takes more than panels and permits—it takes vision. Anthony Baro is a true industry pioneer and reimagining what clean energy deployment can look like, from ports and highways to airports.