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By Marty Watts President and c.e.o. V-Kool, Inc., Houston, Tx.

THE INCREASING popularity of I clear. applied window film offers lucrative new business opportunities to building material dealers who know how to sell unique products that command a premium price.

Almost colorless, spectrally selective film blocks heat better than dark films, but transmits normal levels of daylight. Though heat control continues to be the primary function of most applied window films, top-of-theline spectrally selective films can provide increased insulation performance, ultraviolet protection superior to most Low-E glass, and the ability to mitigate the impact of seismic stress, wind blown debris and explosive force.

Dealers already selling Low-E windows are familiar with glass performance. Those selling heat reflective glass understand the particulars of solar control, shading applications, and heating loads, which also apply to the performance of heat reflective applied window films.

Consider these reasons to sell and install conventional and spectrally selective applied window film:

. Compared to heat reflective glass, all types of applied films cost less and are priced dramatically lower, offering high potential profitability. Film manufacturers and distributors typically sell generic heat reflective film for as little as 80p a sq. ft. to installers who in turn sell that product for as much as $4 a sq. ft. installed. Spectrally selective film sells for as much as $12 a sq. ft. installed. Cost of installation, overhead, and marketing seldom surpass $4 a sq. ft.

. Window film can be easier to sell than replacement glass. Homeowners and building managers are reluctant to spend the money for-and put up with the inconvenience of-purchasing replacement windows when their existing glass, except for an over-heating problem, performs well otherwise.

Solar heat through south and west facing windows is a serious problem for homes and buildings in Sunbelt climates like Florida, Texas, Arizona and Southern California. Even in cold climate cities like Seattle, Chicago and Boston, many buildings experience costly over-heating problems.

. With increasing concern about energy conservation, window film is the most cost effective way to reduce heat entering a home and building, reducing the use of air conditioning.

. According to Lawrence Berkeley National Laboratories, the total residential window market in the US accounts for 19 billion sq. ft. of glass, less than 17o of which has benefited from applied film. Considering that the average residential window is 25 years old, there is great potential for window film to become extremely competitive with replacement windows in the residential market.

Even though the potential demand for applied window film seems unlimited, only about 100 million sq. ft. is available for architectural applications. Clearly, this is a market in the embryonic stages of development, offering dealers a real ground floor opportunity.

For many of the existing 5,000 film dealer/installers in the U.S., window film has not been a lucrative proposition. Why? Limited marketing skills and no differentiation in products.

Window film installers selling conventional window film are in a commodity business and possess a commodity business mentality that negates their ability to sell a unique product such as spectrally selective film. Price competition among commodities drives down profitability.

For retailers with successful installed sales experience, opportunities abound in retail, office and high rise markets. An aggressive, proactive marketing and sales organization capable of dealing with building professionals and homeowners will achieve results.

Becoming a window film installer does not require an up-front commitment of significant money or time. Most manufacturers or distributors are willing to sell a single roll of film to first-time installers. The investment in tools and equipment amounts to no more than a few hundred dollars. Comprehensive and easy-to-follow instruction manuals are available from the International Window Film Association (www. iwfa.com).

Dealers interested only in selling, but not installing window film, should be able to find several existing local installers happy to do the actual installation while leaving the selling and most of the profits to you.