Jordan Frugé thinks it's time to adopt a more realistic picture of solar installations. It's a lot more than "a bunch of people running around on rooftops," he said. "That's just a small percentage of the overall work stack."
Jordan, president of Houston-based Fastrac Energy Services, delved into the solar industry's inner workings in an eye-opening conversation with SunCast Host Nico Johnson. With a deep-rooted understanding of the value chain and a wealth of experience in the residential solar market, he sheds light on the industry's challenges, strategies, and prospects.
Fastrac, a Gulf Coast Regional solar sales, project management, and installation company, has attracted attention for its emphasis on execution and fulfillment within the solar value chain.
In today's podcast, Jordan, a serial entrepreneur, outlines the often overlooked behind-the-scenes factors that play a crucial role in providing customers with a seamless experience. From meticulous planning and coordination to navigating complex logistics, permitting, and engineering, Fastrac aims to ensure that every solar system installation exceeds customer expectations.
Software Integration and Streamlining Operations
Fastrac made heavy investments in software and technology to streamline its operations and remain competitive. "We definitely over-engineered and invested a lot more money into the software we use to run our business," he said.
But he said the strategy paid off, enabling the company to scale efficiently and optimize its customer experience.
He said it's integrated cutting-edge software solutions into its operations and collaborated with industry-leading partners to enhance efficiency and cement its position as an industry leader.
Jordan founded Fastrac in 2019, right before the pandemic. He said it underscored how businesses must prepare for the unexpected and adapt swiftly to market conditions.
Before Fastrac, Jordan was the Co-founder & CMO of Sunnova Energy, a top US solar energy services company, and helped establish SunCap Financial, a solar-specific financing company that helped residential clients fund custom solar projects. He said he combined his experience on the financial and manufacturing sides to create an operation with comprehensive solar contracting solutions.
Regional Focus Yields Customer Benefits
Jordan's vision for the solar industry's future involves a shift towards regional and super-regional installers. Instead of pursuing a nationwide approach, he believes focusing on specific regions allows for better service delivery while mitigating the organizational challenges accompanying rapid expansion.
Fastrac has set its sights on becoming the premier Gulf Coast Regional installer, prioritizing its customers' needs and cultivating unrivaled expertise in its designated territory. He hopes that other players in the industry will follow suit, creating a landscape of specialized regional powerhouses.
The Evolution of Leadership and Transparent Communication
Jordan highlights the importance of empowering and equipping employees for success. Rather than adopting a directive leadership style, he embraces a collaborative approach that fosters a culture of transparency and open communication within the company. By regularly sharing key metrics and providing dedicated training sessions, he said Fastrac ensures every team member understands their role in the organization's success and has the necessary tools to excel.
Jordan believes customer-centric goals should drive company growth rather than ego-driven pursuits. He emphasized creating value for customers as the primary driving force behind the solar industry's expansion.
Focusing on residential financing, sales, and fulfillment, Fastrac aims to enhance the overall customer experience while providing growth opportunities for its internal team.
Battery Storage and Customer Expectations
He also discussed the challenges and misconceptions surrounding battery storage in the residential market. Many customers have unrealistic expectations about the capabilities of batteries, often assuming they can power their entire homes.Rather than serving as backup power sources, he said batteries' primary roles are critical loads, load arbitrage, and net metering.
Jordan predicts the entry of more prominent brands into the residential solar market. He envisions an increased bundling of solar with other products and services, such as smart home technologies and electric vehicle chargers. This bundling approach could drive down customer acquisition costs and further penetrate the market.
Join Jordan and Nico for a great conversation about the solar industry's inner workings and the path to customer-centric growth. Jordan shares interesting observations about how meticulous execution, technological innovation, and transparent communication have helped Fastrac make waves in the Gulf Coast Region.
