With Demand Increasing, Utility Starts To Deal

It will take years for Bicknell to recoup his investment, but he figures rising fuel prices will only bring that break-even day here faster.

"At some point, people say, 'I can make an investment that can cut (my electric bill) in half,'" Bicknell said. "Why wouldn't people do it?"

So far, NStar has completed more than 800 energy audits and placed solar panels at five commercial buildings and 27 homes. That's four times more than any other community in NStar's service area in the eastern half of Massachusetts in 2008, despite Marshfield's small size.

NStar has also installed "smart" thermostats for free in 240 homes and 80 businesses.

Other utility companies have cut deals with business owners who let them put solar panels on their roofs. Utilities have also signed agreements with residents who voluntarily allow them to regulate air conditioners during certain hours of the day.

Mark Farber of Photon Consulting, a solar energy consulting firm, said few, if any, have tried to integrate green measures and market them to one town.