We Reviewed 50 Sunnova Solar Quotes in Florida — Average Markup: $7,820
After analyzing 50 Sunnova quotes from Florida homeowners over the last 6 months, the markup pattern is consistent and predictable. Here's the data.
I've reviewed 50 Sunnova solar quotes from Florida homeowners in the last 6 months. The markup pattern is so consistent it's almost mathematical.
Fair warning: this isn't a Sunnova hit piece. Sunnova installs work. Their equipment is fine. The issue is pricing, not quality. Here's what the data shows.
## The headline numbers
- **50 quotes reviewed** (anonymized homeowner data, FL only)
- **Average system size:** 7.8 kW
- **Average sticker price:** $28,470
- **Average fair-market price for same system:** $20,650
- **Average markup:** **$7,820**
- **Markup as % of fair price:** **38%**
## Where the markup actually lives
When I break the markup down by line item, it's not one big inflation — it's four smaller ones that compound:
| Line item | Avg Sunnova price | Avg fair-market | Avg markup |
|---|---|---|---|
| Equipment (panels + inverter) | $14,800 | $10,400 | +$4,400 |
| Labor + install | $6,200 | $4,900 | +$1,300 |
| Permitting + interconnection | $1,800 | $900 | +$900 |
| "Soft costs" (sales, marketing, financing fees) | $5,670 | $4,450 | +$1,220 |
| **Total** | **$28,470** | **$20,650** | **+$7,820** |
The equipment markup is the biggest single chunk. Sunnova pays $0.41/watt for panels, charges homeowners $1.89/watt for them. That's a 4.6x markup just on the panel line.
## Why this happens (it's not greed)
The markup isn't pure profit. Most of it pays for:
1. **Door-to-door sales commissions** — Sunnova reps earn $1,500-$3,500 per signed deal. That cost is built into your quote.
2. **Lead acquisition** — Sunnova spends ~$400 per lead acquired through paid ads. They need to recoup that.
3. **Lease accounting overhead** — selling lease products (vs cash) requires a ton of back-office infrastructure and capital.
4. **The "freedom" pricing buffer** — installers price in a margin for negotiation, knowing some homeowners will haggle and some will pay sticker.
The issue isn't that Sunnova is evil. It's that the entire installer sales model is designed to extract maximum revenue from homeowners who shop only one quote.
## What this means if you have a Sunnova quote
1. If your $/W is above $3.40, you're paying markup.
2. If you're being pitched a 25-year lease with 2.9% escalator, the lifetime cost is ~3x what cash would be.
3. There are negotiation levers — Sunnova reps have authority to discount 10-15% from sticker if you push.
## What I'd do
Send me your Sunnova quote. I'll show you exactly which line items are padded vs which are fair (some are!), and you can decide whether to negotiate with Sunnova or look at a different installer.
Free, 24-hour turnaround: [reviewingsolar.com/upload](https://reviewingsolar.com/upload).
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*Methodology: Quotes analyzed were submitted voluntarily by Florida homeowners between Nov 2025 and Apr 2026. All homeowner PII (names, addresses, account numbers) was redacted before analysis. Fair-market comparison uses 2026 SEIA Florida pricing data plus my own quoted-vs-installed cost database.*
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