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Ep. # 242 Debunking Solar Myths: Florida Solar Design Group Shows Why Education Matters
Dominick Zito's path to becoming a solar entrepreneur wasn't a straight line. After moving from Hartford, Connecticut to the sunshine of Southwest Florida 21 years ago, he found himself seeking something more meaningful—a career where he could leverage his talents while making a positive impact. Working with a career coach, all signs pointed to solar energy, and Florida Solar Design Group was born.
What makes Dominick's story particularly compelling is how personal challenges shaped his professional journey. As a cancer survivor, he transformed his suffering into purpose, finding meaning years later when he could support others through their own battles. This same philosophy of turning challenges into opportunities for good extends to his business approach, where every solar installation represents not just energy savings, but environmental benefits for future generations.
The conversation takes an enlightening turn as Dominick exposes common misconceptions in the solar industry. "If it sounds too good to be true, run," he advises, specifically warning against deceptive sales tactics around solar leases. He emphasizes the importance of education over sales pressure, noting that even nationally recognized companies have abandoned solar customers after promising the moon. With electricity rates from FP&L and LCEC rising dramatically, more homeowners are recognizing solar's dual benefits of immediate savings and protection against future rate hikes.
Florida Solar Design Group stands apart in this "wild west" industry through their hands-on approach and commitment to education. Unlike competitors, Dominick personally meets every potential customer, Jason handles the technical aspects as a licensed Florida solar contractor and electrician, and they limit their service area to ensure quality. This formula has generated nearly 300 five-star reviews and created a sustainable business built on trust rather than high-pressure sales tactics. Ready to learn more about how solar could benefit your home? Visit floridasolardesigngroup.com or call 239-491-8010 for a personalized educational consultation with Dominick himself.
Florida Solar Design Group
Dominick Zito
12801 Commerce Lakes Dr Ste 12 Fort Myers, FL 33913
(239) 491-8010
dominick@floridasolardesigngroup.com
floridasolardesigngroup.com
This is the Good Neighbor Podcast, the place where local businesses and neighbors come together. Here's your host, cabo, jim Schaller.
Speaker 2:Welcome Good Neighbors to episode number 242 of the Good Neighbor Podcast. Today we have Good Neighbor Dominick Zito from the Florida Solar Design Group. Welcome.
Speaker 3:Good morning. Thanks for having me.
Speaker 2:Absolutely Always a pleasure to get to know people in the community and, like always, share their story with our community. So without further ado, let's jump right in. I'm guessing it might have something to do with solar, but I'll let you share that.
Speaker 3:Very astute of you. We tried making it as simple as possible, so I'm glad that worked out for you. So yeah, so we're Florida Solar Design Group. It was co -founded by myself and my business partner, jason Simlansky. We do residential and small commercial solar electricity systems here in Southwest Florida, so those are systems that are designed to offset part of your existing electricity bill to 100% of your electricity bill or, you know, above that, and it's with renewable energy and solar in the Sunshine State.
Speaker 2:Very nice, very nice. Before we get into the whole solar details, let's back up your story a little bit. And how did you get involved in solar to start with?
Speaker 3:It's actually kind of interesting. I had moved down to Florida about 21 years ago this July to move here full time and I was in one career trying to find something a little different, something more meaningful, something where I could use my skill sets and abilities to kind of give back, whether it was to the community or the environment. So I was really driven to find something. So I actually hired a career coach to help guide me through it and everything just kept coming back to the solar renewable energy industry and it kind of ticked all the boxes for me.
Speaker 3:Again, you know, when we sell a system it immediately benefits the homeowner in electricity, dollar savings, of course, the carbon offset I'm not a tree hugger per se, but every single system we sell. My business partner, jason, and I are very proud of that fact because it's a home improvement, adding value to houses but helping future generations. As I said, reducing every person's carbon offset to help future generations. So it was very meaningful to find something, like I said, that ticked all the boxes and has grown into an industry leader here in Southwest Florida and sharing that success not only for us and our staff but for individuals and the environment in Southwest Florida, and sharing that success, not only for us and our staff, but for individuals and the environment in Southwest Florida.
Speaker 2:Absolutely, and through that, through a career transition, moving different industry, we've all faced challenges along our journey, whether personally or professionally. Is there something that happened along your journey that you can look back at now and say you know what I made it through. I'm in a better place now.
Speaker 3:Yeah, you know I had seen the question initially and you know I didn't play the cancer card, as we call it, but I am personally a cancer survivor from many, many years ago. Cancer survivor from many, many years ago. And you know, at the time it was, you know, the worst experience chemotherapy, radiation and fighting, you know, for my life. And it wasn't until years upon years later where I had encountered longtime friends and new friends that were going through the same experience and I was there to be able to help them from my experience and be their personal cheerleader. So you know, at the time it was about 2001, when I was going through it, didn't understand, I was angry and then, through mindful practice and meditation, you know, learn to work through that. And then you know now, so many years later, know that my pain and suffering has helped. You know five people that I could definitively name that my experience helped walk them through that terrible time in their life.
Speaker 2:And that is good.
Speaker 3:Yeah, and you know, like I said, it's that personal aspect of it, but it's also a realization. You know, there was a Buddhist saying that I may die today. It's a mindfulness practice and and it's not a negative, it's just a matter of being here, being in the moment, being present. And so I think Jason and I, taking Florida Solar Design Group on and growing it, is looking at every single day the good that we do and do our absolute best every second we can.
Speaker 2:Yeah, and you mentioned it earlier, it's about helping people you know and doing a great job. I commend you for everything you've done. So let's talk about myths or misconceptions surrounding the solar industry. I'm sure there's a lot of them. We could probably talk for hours about it, but let's clear up a couple for our listeners today.
Speaker 3:Well, you know, first and foremost, if it sounds too good to be true, run I mean really truly run or kick that salesperson or door knocker out of your house. You know the solar industry has really been the wild, wild west down here in southwest Florida and unfortunately a lot of consumers believe the really nice salesperson oh, he or she was so kind and wonderful and it was zero money out of pocket and it's a lease. So you know all these sales tactics to get people you know to buy from them because they're commissioned salespeople. Or the latest one is a salary employee. But you know their salary is based on the you know company's performance. So it's just a uh, a veil to saying the same exact thing. So I think truly, um, leases are terrible in Southwest Florida for consumers. They're painted as this great, fabulous, wonderful thing. If somebody is talking about zero money out of pocket, do your due diligence and research about the company.
Speaker 3:Florida Solar Design Group and big names, national companies have gone out of business. You know ADT, the alarm company. We all know them. They were in the solar business for a couple of years. They ran on their name. They totally lost momentum and fell apart and then abandoned customers. But everybody believed in ADT, a national company. So the biggest misconception, I think, is it's not really a misconception, it's just guidance. Get multiple quotes. Talk to people that are going to educate you rather than sell you.
Speaker 2:And that's the important thing Knowledge is power, absolutely.
Speaker 3:Yes, sir, absolutely.
Speaker 2:So you know a lot has changed in solar since when it first came out, but you notice anything changing or trending as of late.
Speaker 3:You know, one of the biggest things happening now, you know, in the market today was, you know, fp&l, our large power company here, and LCEC, who just follows with them. They've had tremendous rate increases over the past three years and it's already on the book to have another big increase in electricity costs. So I think the biggest change is the realization that we're all at the mercy of FPNL or LCEC and their definitive rate increases tomorrow, six months from now, six years from now. So people are looking at and saying, oh my goodness, wait a minute. I can invest in my home, increase my resale value, not have a negative assessment on my house and pay more taxes and save money every single day. Solar is a pretty great idea and it doesn't matter what walk of life you come from, what side of the aisle you're on. Everybody likes saving money and then helping the environment and future generations. So I think that's probably the biggest part of it.
Speaker 2:Very good, Very good. Now you mentioned 21 years ago you came to Southwest Florida. Where are you originally from?
Speaker 3:From Hartford. Well, outside of Hartford, connecticut, I always mention Wethersfield and everybody's like what? Hartford, oh, ok, yeah, I know Hartford.
Speaker 2:What brought you down here?
Speaker 3:You're back screen there. The weather, the climate, absolutely. I, you know. I knew many years ago that you know, the cold New England type of weather or anywhere else wasn't for me anymore. I snowboarded and skied and snowmobiled and did all that fun and exciting stuff, got it out of my system and said, yeah, I don't want to be cold anymore. And then moved down here full time. I knew I was in for a career change anyway, so I figured why not start from scratch and a better place to live?
Speaker 2:Perfect timing, perfect, yes, I'm from. Wisconsin originally. I think I've shoveled enough snow to qualify for the rest of my life, so I think I'm good.
Speaker 1:Yes, sir, absolutely.
Speaker 2:Absolutely, and I'll just move the sand out of my way at the beach. That's all I'm going to do.
Speaker 3:Much better because you can do it in shorts and a t-shirt.
Speaker 2:Exactly, exactly. Speaking about outside. You know your job can be very demanding, but when you do get a moment of free time, what do you enjoy doing outside of work?
Speaker 3:I've always been a car guy. So classic cars and muscle cars, kind of tinkering on, not necessarily full restorations, but some mechanical work, car shows, the car hobby, things like that. So 1930s, hot rods, 1950s and 60s muscle cars and things, and it's an amazing community, muscle cars and things, and it's an amazing community, you know it really is. The camaraderie is remarkable and very welcoming because you truly have this like and kind interest and it doesn't, like you said, from where you are, from Connecticut. I'm from Connecticut, from all over the world, whether you know it or not. The particulars everybody's a car person. You know I take an old car out and everybody's giving me the thumbs up and waving and beeping. So it's a feel good thing and a hobby that I've enjoyed since I was probably, I think, got my first car when I was 14 years old.
Speaker 2:Wow, wow, any favorite cars.
Speaker 3:I'm sorry.
Speaker 2:Any favorite cars?
Speaker 3:Well, you know, being a car geek, which generation, what type of model, what are we doing with the car you know. So you know it's very difficult. You know the dream car. I mean being a car geek, you know, and going through every genre of cars, european classic cars, everything genre of cars, european classic cars, everything, um I, I think the most desired car for me is a old 1967 ferrari gto. Um, you know, but those are, I think one just recently sold for 47 million dollars, wow, um, so the solar business is good, but yeah yeah, we're gonna get're going to get there.
Speaker 2:We'll get there right.
Speaker 3:Yeah, exactly yeah, I'm trying. You know, my running joke is I'm trying one house at a time.
Speaker 2:There you go.
Speaker 3:But yeah, I mean that's the holy grail for anybody that understands cars. But you know nice driving clean cars that we can hop in at night and go grab a pizza and something fun.
Speaker 2:So that's my favorite, I need a nice beach vehicle to drive down to the beach.
Speaker 3:Exactly.
Speaker 2:So is there one thing you wish our listeners knew about Florida solar design group that maybe they won't be too familiar with?
Speaker 3:Well, you know, I, we are Jason and I, we are hands-on. I meet every single customer in person. Now if they're back up in Milwaukee or Connecticut, it's a telephone call or a Zoom meeting, but we don't just sell over the telephone or over email or anything like that. We are hands-on educators. I don't have commissioned salespeople, it's just me People.
Speaker 3:If they decide to move forward or they have super technical geek questions, I pass the buck to Jason, because Jason is the actual licensed Florida solar contractor. He is also the licensed Florida electrician and we are an accredited solar installer the only accredited solar installer in Southwest Florida, and we don't go more than an hour and a half out of our service area. We could, we get asked all the time, but we don't have that family, local mom and pop service that we like to offer by going beyond that service area. So we limit ourselves, which is limiting for our bottom line book of business, but it's way more important to have. I think we're going to hit 300 five-star Google reviews by the end of the week. So we don't get that by not being here and being in meeting every customer. So education and you're stuck with Jason and I for the next 25 years, because that's what the manufacturer's warranty is on most of the American made products we sell.
Speaker 2:Very nice. So how would our listeners go about contacting you if they wanted to learn more?
Speaker 3:Absolutely so. We have our website. It's a little lengthy but it's floridasolardesigngroup. com. Or just research that. Now, again, as everybody knows, there's paid sponsors. So if you start typing that in, everything's going to drop in. Go below where it says sponsored from Mrs Google and then look for Florida Solar Design Group from Google and then look for Florida Solar Design Group. Look for this funny looking bald guy there. We have a really extensive YouTube channel. So if you go to YouTube and Google Florida or search Florida Solar Design Group and again skip through the sponsored stuff, we have dozens upon dozens of videos educating, showing installations. We do have an Instagram account and everything, or you know the old-fashioned way 239-491-8010. And again 239-491-8010. Disgusting plug there. Sorry, but you know, pick up the phone and call and set up an educational appointment with me through my office.
Speaker 2:Very good, Dominick. It's been a pleasure getting to know you. Thank you for being such a good neighbor and we'll see you out in the community soon.
Speaker 3:Absolutely. Thank you so much for the opportunity to be part of your great podcast. Thanks.
Speaker 1:Thank you for listening to the Good Neighbor Podcast, estero. To nominate your favorite local businesses to be featured on the show, go to GNPEstero. com. That's GNPEstero. com, no-transcript.