One Block Off The Grid is working to establish itself as the Expedia of the solar energy world.

The San Francisco solar company invites Internet users to become members of One Block Off the Grid, now nicknamed 1BOG.

“Once we know whether solar works for you, we find the best solar providers to fit your specific needs,” 1BOG pitches on its website.

Solar advisors present homeowners with a menu of options to compare, so they can choose which provider offers the best deal.

“We don’t need to come to your house to give you a hard sell in your living room,” 1BOG says. “We do the legwork for you.”

One Block has carved out a new niche in a complex and technical field that generally has required hands-on physical site evaluations and heavy-handed sales pitches. By backing away from the hard sell, the company is gaining a following the same way Progressive did when it advertised that it would offer policy quotes from its competitors on its website.

In a time when big-ticket sales are increasingly going to the Internet and consumers are becoming ever more skeptical of the slick sales person who pitches them in person, One Block Off the Grid is embracing a sales method that works for other big-ticket industries from real estate to auto sales and travel planning.

The majority of Americans shopping for a home look at listings online and compare them before selecting a few to view in person. They’re increasingly shopping for cars on the Internet the same way and the vast majority of expensive vacations are booked online.

“Now all they have to do is go to 1BOG to shop and compare (solar) options, and in minutes they’ll see what solar can do for them,” said Ousman Bah, managing director of 1BOG.

Of course, solar is still a much more technical purchase that a lot of homeowners don’t fully understand. Unlike plane tickets, it’s not something they buy often or feel comfortable purchasing after a little Internet research.

As hard as the company tries, One Block Off the Grid can’t eliminate the need for a human sales rep. But most solar explanations happen over the phone and take only an hour or so, according to the website.

“Our advisors will walk them through PPA or leasing options, help them understand what is the best option based on their area and their needs, and give them the information they need to make an informed decision,” Bah said.