ProVision Labels by Ahearn & Soper Inc
Executive Summary
This whitepaper provides window and door manufacturers with comprehensive guidance on effectively communicating National Fenestration Rating Council (NFRC) ratings to customers. As energy efficiency becomes increasingly important to consumers and regulatory bodies, manufacturers who can clearly articulate the benefits of their products’ energy performance gain a significant competitive advantage. This guide outlines strategies for interpreting technical ratings data, translating it into compelling consumer messaging, and leveraging energy efficiency as a primary selling point.
Introduction
The NFRC labeling program provides standardized, reliable energy performance ratings for windows, doors, and skylights. These ratings enable consumers to compare products on an equal basis and make informed purchasing decisions. However, the technical nature of these ratings presents both a challenge and an opportunity for manufacturers: those who can effectively interpret and market this data stand to capture an increasingly energy-conscious market.
Understanding NFRC Ratings
Core Metrics on NFRC Labels
- U-Factor (0.20-1.20)
- Measures how well a product prevents heat from escaping
- Lower numbers indicate greater insulating ability
- Particularly important in heating-dominated climates
- Solar Heat Gain Coefficient (SHGC) (0-1)
- Measures how well a product blocks heat from sunlight
- Lower numbers indicate less solar heat transmission
- Critical in cooling-dominated climates
- Visible Transmittance (VT) (0-1)
- Measures how much light comes through a product
- Higher numbers indicate more natural light transmission
- Affects daylighting and potential lighting energy needs
- Air Leakage (AL) (≤0.3)
- Measures air passage through product joints
- Lower numbers indicate less air leakage
- Influences heating and cooling costs
- Condensation Resistance (CR) (1-100)
- Measures resistance to water condensation
- Higher numbers indicate better resistance
- Affects comfort and potential structural damage
Regional Considerations
Different climatic regions prioritize different metrics:
- Northern Zones: Lower U-factor is critical; higher SHGC may be beneficial
- Southern Zones: Lower SHGC is essential; U-factor less critical
- Mixed Climates: Balance between U-factor and SHGC needed
Translating Technical Data for Consumers
Shifting from Features to Benefits
Technical Feature Consumer Benefit
U-Factor 0.30 “Keeps your home warmer in winter and can reduce heating costs by up to 20%”
SHGC 0.25 “Reduces summer cooling costs and prevents furniture fading”
VT 0.65 “Provides bright, natural daylight that may reduce lighting costs”
AL 0.1 “Prevents uncomfortable drafts and enhances comfort throughout your home”
CR 65 “Reduces window condensation that can damage frames and walls”
Contextualizing Performance
- Cost Savings
- Translate ratings into estimated annual energy savings
- Develop region-specific savings calculators
- Highlight lifetime return on investment
- Comfort Improvements
- Emphasize even temperatures throughout rooms
- Highlight reduction of drafts and cold spots
- Stress reduction of UV exposure for furniture and flooring
- Environmental Impact
- Calculate and share carbon footprint reduction
- Connect to broader sustainability initiatives
- Emphasize responsible resource management
Effective Marketing Strategies
Visual Communication
- Simplified Label Designs
- Create supplementary labels with consumer-friendly language
- Use visual scales to show where products fall in performance range
- Implement QR codes linking to detailed benefit explanations
- Comparative Displays
- Show side-by-side comparisons with standard products
- Use thermal imaging to demonstrate performance differences
- Create before/after scenarios with energy bills
Training Sales Teams
- Technical Knowledge Base
- Ensure comprehensive understanding of NFRC metrics
- Train on climate-specific recommendations
- Develop responses to common customer questions
- Benefit-Focused Selling
- Train team to lead with benefits, not specifications
- Develop storytelling techniques around comfort and savings
- Create customer personas and tailored approaches
Digital Marketing Tools
- Interactive Tools
- Energy savings calculators
- Virtual home energy simulators
- Region-specific product selectors
- Content Marketing
- Seasonal efficiency guides
- Customer testimonials highlighting comfort and savings
- Educational videos explaining NFRC ratings
Leveraging NFRC Ratings for Regulatory Compliance
Energy Star® Partnership
- Qualification Benefits
- Highlight Energy Star qualification in marketing
- Explain additional testing and verification
- Connect to utility rebate programs
- Regional Variations
- Tailor messaging to regional Energy Star requirements
- Create region-specific marketing materials
- Train sales teams on local compliance standards
Building Code Compliance
- International Energy Conservation Code (IECC)
- Emphasize how products meet or exceed code requirements
- Create compliance documentation packages for builders
- Develop market-specific compliance guides
- State and Local Requirements
- Maintain database of local energy codes
- Provide code compliance verification tools
- Offer technical support for project-specific compliance
Case Studies: Successful NFRC Marketing
Residential Window Manufacturer
A mid-sized window manufacturer increased sales by 32% after implementing a consumer-focused NFRC marketing program that included:
- Simplified “Energy Performance Score” translating multiple metrics
- Interactive savings calculator on their website
- Sales team training on climate-specific recommendations
Commercial Glazing Company
A commercial glazing company secured a major contract by:
- Providing detailed energy modeling showing 28% reduction in building energy use
- Creating custom NFRC performance labels for architect presentations
- Developing project-specific ROI calculations for building owners
Conclusion
Effective interpretation and marketing of NFRC ratings represents a significant opportunity for manufacturers to differentiate products, increase sales, and contribute to broader energy efficiency goals. By translating technical specifications into clear consumer benefits, training sales teams effectively, and leveraging ratings for regulatory compliance, manufacturers can position themselves at the forefront of the energy-efficient building products market.
Appendix: NFRC Label Quick Reference Guide
Rating Range What It Means Selling Points
U-Factor 0.20-1.20 Heat transfer resistance Winter comfort, heating savings
SHGC 0-1 Solar heat blocked Summer comfort, cooling savings
VT 0-1 Light transmission Natural light, reduced lighting costs
AL ≤0.3 Air penetration Draft prevention, consistent comfort
CR 1-100 Condensation prevention Window longevity, wall protection
FR 
EN