Set to close before year's end, the deal — negotiated, at least in part, virtually — would represent the largest consolidation in the history of the residential solar industry, Austin Perea, a senior research analyst at the consulting firm Wood Mackenzie , said in a note following the announcement.
Headquartered in San Francisco, Sunrun has also been more aggressive in upselling batteries, with more than 60% of customers choosing to add them to their solar systems in some regions in April. Absorbing Vivint's 200,000 or so customers is an opportunity to sell more batteries, which have been a strong business line, vonReichbauer said.
Vivint is known for a sales strategy that involves marketing directly to homeowners through door-to-door sales. Combined with Sunrun's approach, the newly merged firm would be able to reach a larger number of customers, vonReichbauer said. "The industry has been moving away from door-to-door sales for years, in part due to the high cost of this sales channel," he said in the note.
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