Part of our series: Shining a light on trustworthy solar
For many homeowners, solar financing can feel like a puzzle with missing pieces. “Zero-down” offers, teaser rates, and promises of “free solar” often sound too good to be true, and they usually are. At Atma Energy, we believe understanding your financing options is as important as choosing your equipment. We built our entire sales and proposal process around transparency and trust: no gimmicks, no pressure, and no hidden fees. Our team empowers homeowners by explaining every cost clearly, offering side-by-side comparisons, and providing tools that let customers explore options on their own terms.
The problem: when loans and dealer fees distort true costs
Credit unions pioneered transparent lending with simple, fair loans. But as demand for residential solar grew, fintech lenders and solar finance companies introduced dealer fees, hidden costs that artificially lower advertised rates while inflating total project prices.
The Minnesota Attorney General’s office recently sued several solar lenders for concealing these fees, alleging millions of dollars in harm to homeowners who didn’t realize their loans included markups of 10–50% over the actual cost of their systems.
Reports from the San Antonio Express-News series "In Broad Daylight" and the Texas Appleseed report highlight similar issues in Texas, where vulnerable homeowners are targeted by aggressive financing tactics, often in door-to-door sales scenarios, with some lenders imposing undisclosed dealer fees as high as 50%.
What to look for: cash, express loans, and traditional loans
The Cash option is the most straightforward: three payments spread over project milestones and no financing costs. Gross system cost equals net cost after tax credits, no interest, no dealer fees.
Express loans, popularized by credit unions, have no dealer fees. The loan amount matches the actual cost of the system, payments are fully disclosed, and terms are straightforward. But they require stronger credit profiles.
Traditional loans may advertise a lower interest rate, but that rate is “bought down” with a dealer fee, increasing the total loan amount and often costing the homeowner far more over time.
| Option | Monthly Cost | Lifetime Cost | Pros | Cons |
|---|---|---|---|---|
| Cash | $0 | Lowest | No interest, no fees, full ownership | Requires liquidity |
| Express Loan | $108 | Moderate | No dealer fees, fair disclousure | Stricter credit standars |
| Traditional Loan | $125 | Highest | Lower advertised rate may aid qualification | Dealer fees inflate total repayment |
Watch out for hidden incentives
Solar dealers often promote traditional loans because they receive marketing support, faster approvals, and even direct financial incentives from lenders. In some cases, these incentives encourage rushed sales, poor disclosure, and inadequate customer education.
Why homeowners choose Atma
"Best of all the price and financing for my specific solar system design was most economical. I would highly recommend Atma Energy to anyone interested in purchasing a solar energy solution."
— Michael J.
Michael J.'s experience illustrates why so many homeowners trust Atma Energy. Our team does not simply sell a system; we take time to listen, explain every financing option in plain language, answer tough questions, and tailor every design to each homeowner’s situation. Atma’s commitment is to clarity and fairness at every step, helping homeowners feel confident they fully understand both their system and the financing behind it.
How Atma supports informed choices
We do not just present options; we help customers understand what is behind every rate, fee, and repayment schedule. Our Residential Solar Advisors never push loans as part of a high-pressure pitch. Instead, they listen, educate, and let the homeowner decide at their own pace.
As one RSA puts it: “When we show customers what they are actually paying in fees, the mood changes instantly. Clarity builds trust.”
The bigger picture
Consumer advocates warn that poorly disclosed dealer fees and misleading “free solar” marketing disproportionately harm low-income, rural, and Spanish-speaking households. The San Antonio Express-News and Texas Appleseed have called for better protections, but until regulations catch up, homeowners must stay vigilant.
Atma Energy believes the best defense is education. That is why we help every homeowner understand exactly what they are paying for, and why.
Why it matters
The financing path you choose can make the difference between genuine savings and hidden costs. Atma’s interactive tools and transparent proposals put you in control from the start.
With the federal solar tax credit nearing retirement, understanding your options has never been more urgent.
Next in the series
Why Atma systems pass inspection the first time — Next time, we will explain how Atma Energy’s engineering standards, installation practices, and attention to detail ensure that our projects pass inspection on the very first attempt.