Guest Column May/June 2019

August 5th, 2021 by Bryan

Selling Green Benefits

By Jim Black

Energy efficient products are a growing trend with new inventions being added almost every day. Consumers gravitate towards the latest ways to save energy, and in turn, money.

As members of the window film industry, we’ve been ahead of the curve. Window film began improving the energy efficiency of windows long before home and business owners were interested in “going green.” We’re all familiar with the benefits solar control films provide. But how do we best communicate those benefits to consumers?

Numbers Don’t Lie

Demonstrate the effectiveness of architectural window film by simulating your own sunny day during an initial quote appointment. Bring a heat lamp, digital BTU meter, glass, and film samples. A heat lamp allows home and property owners to experience what direct sunshine discomfort feels like. By using a digital BTU meter, glass, and tint samples, you can demonstrate how quickly window film can reduce solar heat, for a more comfortable, energy efficient home or office. Don’t forget to point out that window film will reduce furniture fading on furniture, flooring and fabrics by blocking damaging ultraviolet rays.

Show the Savings

One of the biggest benefits of having window film installed is the reduced cooling costs. It’s important to communicate to your commercial customers that they could save as much as 30% on their air conditioning bills. This can help cover the initial cost of window film over time. Also homeowners will see significant savings. Electric utility companies across the nation have bought into this trend. So much so, many offer attractive incentives for their customers to install it.

Let your customers know about your area’s incentive programs. For more information about incentive programs and a link to a map where you can check out which locations have offers, visit the Database of State Incentives for Renewables & Efficiency (DSIRE) website at

Back up your Benefit Claims

Consumers love to research potential new purchases. Send your research-hungry customers to the International Window Film Association (IWFA) website,, to check out its unbiased information on the energy efficient benefits of window film.

The IWFA’s comprehensive analysis of window film is a notable study to reference that found it to be the most cost-effective energy saving choice for Californians, when used in retrofit applications on homes and buildings. Through an independent study, California-based ConSol reported window film installed on existing structures provided better energy savings, than traditional-energy saving measures such as HVAC system updates, air sealing and caulking, and adding R-38 ceiling insulation.

Another helpful IWFA resource is the infographic: Go Green and Save Green with Window Film. This infographic can be a useful tool as part of your overall presentation package to potential customers.

Aesthetically Pleasing Energy Efficiency

Solar control window films don’t just provide energy savings for home and business owners, they improve the look of windows. Energy and cost savings along with an improved appearance, what other energy efficient product on the market can make that claim? The improvement of outside views and reduction of interior glare is another big selling point to emphasize to consumers who may be unaware of these additional benefits.

As window film dealers, installers, suppliers and manufacturers we are fortunate to be able to offer a “green” product that can contribute to the conservation of our planet. In fact, we offer a solution to consumers that can often be up and running within a day with no down time or disruption. Let’s continue to promote window film as a go-to, easy, energy efficient solution for residences and commercial properties alike.

Jim Black has been a part of the window film industry since 1988 when he began as a dealer installer. He has served in various positions for major manufacturers in the film industry, the AIMCAL Window Film Committee, and the International Window Film Association (IWFA) Board. He is currently the director of window film sales at Madico, Inc. and serves on the IWFA board of directors as chair for the Communication and Education Committee. He can be reached at

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