Question about monetizing state/federal tax credits.

My company sells residents solar electricity and says that I should talk to retirees about the value of my company monetizing fed/state credits for the homeowner. what do they mean by that? I'm looking online to see why a homeowner would get all excited about that, but I have no idea. It just sounds good for the company. Please help me understand why that would be good for the homeowner because I just don't get it. Thanks so much!