When it comes to windows and doors, most clients won’t have a strong brand consciousness. “At most, half have some awareness of brand differences,” says Joe LeFlore, owner of South Florida Millwork in Naples, Fla. To the rest, “a window is a window,” LeFlore says. But they all want energy efficiency, good looks, and durability. To make the right choice, homeowners rely on advice from the builder.
Unfortunately, the Internet has made it easy for homeowners to become misinformed. “They’ll look online for information that compares the performance of different window brands, but those sources don’t always give the whole picture,” LeFlore says. “For instance, they usually don’t say where the windows are being installed, but just because they excel in the cold, wet Northeast or in cold and dry Colorado doesn’t mean they will do the same in a hot/humid climate like South Florida.”
The homebuilder or architect may have to provide education to counter misconceptions. Doing that well demands an intimate understanding of window and door products.
A good manufacturer is an invaluable partner here. “You need to spend time with the manufacturer,” says Tim Winter, owner of Paradigm Building Group, a custom homebuilder in Fairfax, Va. Winter is a big proponent of plant visits: “I recently visited a window manufacturer. Before that, I didn’t realize how many parts and pieces go into a window. That knowledge has made me better able to sell these products with confidence and to help clients understand why we have chosen to work with a particular brand,” he says.
Courtesy Tim Winter, Paradigm Building Group
This knowledge also helps him better understand the reasons behind the manufacturer’s installation procedures, which are critical for the window’s long-term performance.
When it comes to the actual sales process, Winter recommends some “hands-on” experience to his clients. Most custom builders don’t have a showroom, so Winter sends his clients to the dealer’s showroom. “We want them to visit the dealer to look at window samples and get a feel for how different models operate. Clients who do this end up happier with their final choice.”
Smart custom builders also create a strong working relationship with the manufacturer’s field representative. When custom builder Jeff Ross built a home on Lake Norman in North Carolina with large expanses of glass, Jeld-Wen architectural representative Scott Alden was instrumental in specifying the right windows for the job. “Scott made sure those large panes of glass could take the wind load, while also helping us minimize the structural elements around the glass,” Ross says.
Courtesy Jeld-Wen
Courtesy Jeld-Wen
A good rep will even offer design advice. “Scott came up with the idea to put transom windows on the wall in the master bedroom. It was fantastic,” recalls Ross. “It really supported our goal of having more natural light.”
For more resources for custom homebuilders and architects, visit Jeld-Wen’s professional portal.
