Image by Alex Csiki from Pixabay
July 16, 2026 – By Jaguar Bennett – Common sense would suggest adding solar panels to a house should increase its resale value. After all, a home solar installation can potentially reduce the electricity bill or even make a house energy independent. But a new research paper by three professors at the Craig School of Business at Fresno State demonstrates solar features can either raise or lower house prices, depending on how they are marketed.
The paper, “Influencing Housing Outcomes: Analyzing the Effects of Green Marketing Strategies,” published in the International Real Estate Review, was written by Dr. Andres Jauregui and Dr. Jacquelin Curry of the Department of Finance, Real Estate and Business Law and Dr. Emil Milevoj of the Department of Management. They received research assistance from co-author Shashank Chidige, a student at the University of Michigan.
Examining a little-known marketing tool
The paper focused on a real estate marketing tool many home buyers and sellers don’t think of as being particularly important: the marketing remarks attached to home listings…