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Why Homeowners are buying Energy Efficient Windows  

Research shows shift in home improvement trends

— Americans would choose new windows over kitchen remodel —

 Reprint from Window & Door Magazine 

As the housing economy slows and energy costs accelerate, Americans are looking for home improvement projects that work to add value to their home and add to their monthly savings. In a national study conducted by Kelton Research, over two in five (44%) homeowners surveyed said that if presented with the free services of a contractor, window replacement would be more important than a variety of popular home improvements like a kitchen remodel, installing new carpeting, landscaping the yard or building a new deck.

“A majority of American homeowners (51 percent) said their windows aren’t ‘green’ or energy-efficient enough,” said Elaine Sagers, vice president of marketing, Windows & Doors. “That fact combined with this new sense of practicality about home improvement projects tells us that many consumers are truly looking for ways to reduce how much their house actually costs them in monthly bills and upkeep.”

In the study, over half (51 percent) of Americans said that of anything in their home windows offer the most potential when it comes to energy efficiency — even more than other products including lights (48 percent), insulation (48 percent) and heating systems (43 percent).

Green is taking root
Nearly two out of three (65 percent) homeowners believe that energy efficiency is the most important quality to consider when choosing new windows. The virtues of ‘green’ energy-efficient windows easily won out over other qualities like durability, safety, ease of use, soundproofing and clarity.

“We have long recognized the priority homeowners, builders, and contractors and architects put on energy efficiency when it comes to choosing windows and doors, said Rob Jablonski,  vice president of engineering whose team is focused on designing and testing innovative energy-efficient solutions. “That’s why innovation and the environment are so important . We are continuously striving for ways to make  windows and doors the best they can be in terms of quality and energy efficiency.”

Replacement anxiety
Despite many Americans’ worries about energy efficiency, drafts and other issues, some homeowners are still reluctant to initiate a window replacement project.

More than four in 10 (44 percent) said that suddenly coming into some money like winning the lottery or landing an inheritance would motivate them to replace at least one window in their home. Yet among those who have experienced a window replacement project in their home, 60 percent said the entire project cost about what was expected or even less.

Other concerns about replacement included the perception that the process seems too daunting, that it’s too time intensive and not knowing where to go for help. Contrasting that among the recent replacers, nearly half (45 percent) of homeowners who hired a professional to replace their windows noted the quality of the installer’s service was better than expected.

Right frame of mind
Despite the dread of ripping into home improvement projects for many people, two-thirds of homeowners surveyed agree it’s not okay to delay window replacement.

And, after all was said and done, among those who did replace, their energy efficiency priorities were met as savings, style and comfort added up. Almost half (49 percent) reported their utility bills actually went down after their last window replacement project. They also found their homes more comfortable (48 percent), more valuable (38 percent) and their new windows aesthetically more pleasing (48 percent).

Chicago Tribune features writer Lou Carlozo’s window replacement experience is a prime example of a painless replacement project. Carlozo recently replaced the windows in his 1920s Victorian bungalow home just a few miles from Wrigley Field on Chicago’s North Side.

One month after having six new windows installed in his home Carlozo says, “the glow has hardly faded from our new windows. My wife Amy and I feel like we’ve made the right move to protect, beautify and conserve energy.”

“The windows look incredibly beautiful and our old house looks like it has a new life,” said Amy. 

Methodology notes
The  Windows & Doors Survey was conducted by Kelton Research between Jan. 10-16, 2008, using e-mail invitation and online survey. Quotas were set to ensure reliable and accurate representation of the total U.S. population of homeowners ages 18 and above.

Results of any sample are subject to sampling variation. The magnitude of variation is measurable, affected by the number of interviews and level of percentages expressing the results.

In this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

REMODELING Services to these areas: 


 Window Depot USA of Central Ohio (Div. of Conte Remodelers,LLC.)
TWO OFFICE Locations to Serve You Best: 
2248 RED BARN ST., Delaware, OH 43015
 740-363-8101  or 800-365-2007

599 CLEVELAND AVE., Marion, OH 43302
740-382-3780  or  800-365-2007

Serving 8 Central Ohio Counties: