Bruce Jacobs

Business Development at Terra Energy

Speaker

Bruce Jacobs has a simple belief: no real estate portfolio should be paying full price for electricity.

Terra Energy began eight years ago as a direct-to-consumer residential solar subscription service, helping homeowners reduce electric bills by 30% to 50% without upfront cost or ownership risk. As the model scaled, Bruce saw that the same structure could fundamentally change outcomes for STR portfolio owners. Today, Bruce works with institutional investors and portfolio owners of all sizes to use electricity as an untapped lever to increase NOI and reduce exposure to energy volatility.

By sourcing power from Terra Energy and the sun, owners typically reduce electricity costs by around 40%, with no CAPEX and no operational burden. Terra Energy designs, owns, maintains, insures, and upgrades the systems—so owners get the benefit without taking on the risk. This model doesn’t just protect against rising utility prices; it benefits from them. As grid costs increase, the advantage only grows. It usually takes decades to get back to paying what utilities are charging for electricity today.

With federal solar tax credits gone, the only solar model that still works is the one that never needed them. Terra Energy is different by design—it is the only solar option that makes economic sense (especially without tax credits), because owners make no investment across their portfolio to access the benefits of solar. Terra Energy operates statewide in Florida, has launched in Houston and Dallas, is expanding across Texas, and is preparing to enter California.

Bruce has spent the last two years building Terra Energy’s commercial division. Before that, Bruce spent 25 years as a Florida trial and appellate lawyer, focused on leverage, incentives, and risk. Terra Energy is his second career, rooted in recognizing that electricity—one of the largest expenses in real estate—can be restructured in a way that saves money, creates leverage, and scales across portfolios. Bruce joined Terra Energy in March of 2024, saw that residential solar works, and that portfolio energy is where the real leverage is—but almost no one was looking there.

Bruce works out of Terra Energy’s national headquarters in Wynwood, Florida. Bruce has been married for 23 years to his wife, Michelle, an acupuncturist. They have four children, ages 11, 13, 16, and 19, and live in Coconut Grove, Florida. His email is Bruce@terraenergy.io. His cell is (305) 331-1333. He's looking forward to connecting with, and create value for, STR owners with portfolios in Florida and Texas. .