As 'Solar Sales Bro' Practices Face Scrutiny, Current Home Brings in Egil Rosten to Strengthen Dealer Model

HEMET, Calif., Sept. 8, 2025 /PRNewswire/ -- Current Home today announced the appointment of solar industry veteran Egil Rosten as Vice President of Business Development, charged with expanding and strengthening the company's dealer platform. As independent sales organizations—often called "dealer networks or sales brokers"—face mounting scrutiny after some bad actors used aggressive practices that harmed consumer trust and strained parts of the residential solar industry, Current Home is doubling down on a different path: building a selective, compliance-driven dealer program grounded in accountability and trust.

A widely cited Time investigation recently described how "solar sales bros"—independent, commission-driven sales groups—have fueled growth through high-pressure tactics, misleading promises, and little accountability, leaving installers to clean up the fallout. At the same time, the collapse of Titan Solar, once the nation's largest residential installer, underscored how overreliance on poorly supervised dealer networks can contribute to overselling, customer frustration, and company failure.

While parts of the industry face questions over aggressive dealer tactics, Current Home has built its reputation on five-star service and reliability. Its dealer platform extends that same philosophy—focusing on compliance and accountability to give our dealer partners every opportunity to grow responsibly.

Raising the Bar for Dealer Partnerships

Current Home's vetting process focuses more on sales practices than topline sales numbers. If a dealer is unlikely to uphold the company's excellent online reputation, volume doesn't matter. Every applicant is evaluated for conduct, cancellations, and customer experience. Only about one in four are approved.

The company's dealer agreement is among the most robust in the industry, clearly defining standards for conduct, compliance, and customer care. Once accepted, dealers go through structured training including coaching on compliant door-to-door sales and digital marketing by on-the-ground experts in the space. Dealers are required to follow all TCPA and consumer-protection regulations, with absolute compliance as a condition of partnership.

Current Home's operations team works directly with homeowners and dealers, flagging questionable practices immediately and intervening to resolve customer issues before they escalate. Cancellation rates are continuously monitored, with support provided to improve dealer performance when problems arise.

"The dealer model isn't broken but it's too often mismanaged," said Egil Rosten. "I've built dealer networks in some of the most aggressive growth environments in solar. What matters now is accountability. At Current Home, we're creating a selective, transparent, and sustainable dealer program where veteran, ethical organizations can grow without being undermined by bad actors."

Leadership Perspective

Brian Walrod, CEO of Current Home, emphasized the importance of restoring credibility to the dealer model. "Dealers want stability, not slogans," Walrod said. "Egil knows the difference between growth that lasts and growth that collapses. With him on board, we're building a program that protects homeowners, rewards ethical dealers, and restores trust in the dealer model."

Tony Rodriguez, Vice President of Lead Generation and Events, added: "Our job is to equip the dealers with the right tools and knowledge. We train our partners on compliant consumer marketing and enforce strict adherence to TCPA and sales regulations. That makes life easier for homeowners, for our operations team, and ultimately for dealers who want to run sustainable businesses. Compliance isn't a hurdle here—it's an advantage."

About Egil Rosten

Rosten has led dealer program development at Freedom Forever, Kuubix, Simply Solar, and LA Solar Group, where each company earned recognition on the Inc. 5000 list. His career reflects both the mechanics of explosive growth and the discipline required to create programs that endure. At Current Home, he will apply that experience to set new standards for dealer partnerships without repeating mistakes perpetrated by less disciplined networks.

About Current Home

Current Home is a residential solar installation company helping homeowners reduce energy costs and adopt clean power through fast, reliable service. Operating in Southern California and Central Florida, Current Home builds selective partnerships with trusted dealer organizations and provides them with the infrastructure, training, and support needed to succeed responsibly. By keeping cancellation rates low and customer satisfaction high, dealers in Current Home's program earn more revenue per project and build stronger reputations over time.

Media contact:
Tony Rodriguez
[email protected]
732-998-0351

SOURCE Current Home