Leading with integrity: how Justin and Hooked On Solar built trust one home at a time

Hooked On Solar was built by people who know homes.

Long before solar went mainstream, Ed and Chad Fralick, a father and son with more than 40 years in construction, saw energy as the next step in how homes would be built, powered, and cared for.

They brought a builder's mindset to solar: long-term thinking, full accountability, deep respect for the homeowner. Nearly two decades and more than 11,000 installations later, Hooked On Solar is the largest family-owned solar company in Northern California.

What never changed were the values.

That's what drew Justin Orban to the company 13 years ago and it’s why he's still there today.

A company you can stand behind

Justin joined early, when solar still required a lot of education and a leap of faith. Today he's a senior energy consultant and one of the longest-tenured people on the team.

He's watched the company evolve from in-home consultations to design centers to today's virtual-first model. The model changed. The philosophy didn't.

"The homeowner's best interest always comes first," Justin says. "If something doesn't go right, the question isn't who's at fault. It's how do we make this right."

That comes directly from the founders.

Ed Fralick was the kind of leader who trained people shoulder-to-shoulder, teaching how to show up for customers and each other. Chad brought the long-term vision and the sharp business mind. Together, they built a culture defined by accountability.

"They did what they said they were going to do," Justin says. "And if something went sideways, you owned it. You figured it out. You made it right. Treat people the way you'd want to be treated."

It's why referrals have always been the company's strongest source of new business.

"People aren't just referring solar," Justin says. "They're referring trust. Trust that the system will work, that the install will be done right. When you're putting equipment on your home and making a long-term investment, trust matters more than anything.”

When you're putting equipment on your home and making a long-term investment, trust matters more than anything."

Ownership, start to finish

Ask Justin what truly sets Hooked On Solar apart and his answer is immediate: ownership.

Everything in-house. First conversation to final commissioning. No subcontractors. No handoffs. No one to point fingers at but themselves – and that's exactly how they want it.

"In this industry, you'll often talk to one person, then get passed to someone else," Justin says. "Things get lost in the gap. We don't work that way. If there's an issue, we own it."

Every customer gets Justin's cell phone number. Text him, he responds same day. "It's not a call center. Not a phone tree," he says. "If someone texts me, I respond the same day.”

That ownership also shows up in the details homeowners notice. Racking is hidden. Wiring is clean. Conduit is painted to blend in. The finishing touches count.

When energy became personal

Justin has lived through every major shift in residential solar. One moment stands out.

During the first major public safety power shutoff events in Northern California, Justin arrived early at one of Hooked On Solar's design centers to find people already waiting outside. "That was the first day I ever saw a line at the door," he recalls. "People had been without power for days. Everyone suddenly realized solar alone wasn't enough."

From that day on, energy stopped being abstract. A battery wasn't a nice-to-have. It was preparedness. Safety. Control.

Choosing partners that show up

As batteries became central to the conversation, Justin learned to tell the difference between products that looked good on paper and partners who showed up in the field.

Lunar Energy showed up.

At Lunar, you can actually reach people," Justin says. "That's a big deal in this industry. A lot of battery companies disappear after the sale. Lunar shows up – during install, during commissioning, and after. You can tell they genuinely care."

The product itself earned trust too.

The Lunar System feels premium," Justin says. "The larger system size signals protection. And it's elegant on the wall — people are proud of it. They trust they're getting something of real value, and a team that stands behind it."

Built to last

Hooked On Solar was built by builders. It still operates like one.

Long-term thinking. Full accountability. Respect for the homeowner – values passed from a father to a son, carried forward by the people they empowered.

Ownership, from start to finish.