Once only thought of and purchased as a commodity product, lighting has recently emerged as a valuable design tool that can also advance home and office safety, conserve energy, cut energy costs and enhance profit margins for electricians, architects and builders alike. At the forefront of this revolution are the latest ENERGY STAR® qualified lighting products that are no longer con- fined to the mundane design trappings of yesterday’s fluorescent products. In fact, today’s energy-efficient lighting fixtures are as stylish as their traditional counterparts and available in nearly as many designs, categories and finishes. Furthermore, energy-efficient lighting technologies have advanced greatly over the past few years. Once known for green hues, flickering and an annoying audible hum, ENERGY STAR qualified lighting products must now pass stringent testing procedures dictated by the U.S. Environmental Protection Agency (EPA) and U.S. Department of Energy (DOE) to ensure efficacy, color rendition and temperature. As a result, these new energy-efficient lighting fixtures are guaranteed to use up to 75 percent less energy than traditional lighting products, in addition to offering quiet operation, a warming glow, “instant starts”, 10,000 to 20,000 hours of lighting energy per bulb and a two year manufacturer’s warranty, which is twice the industry standard.
So, in light of these advantages many may wonder why ENERGY STAR quali- fied lighting sales aren’t higher? The answer is because the attempt to speed the educational process and enhance the comfort levels among builders, architects, home and business owners, as well as sales people is still ongoing.
Despite drastically-enhanced energy- efficient lighting technologies, far too many people still associate present-day benefits with the poor-performing products from a decade ago. This is unfortunate since ENERGY STAR qualified lighting can provide a boon to sales persons willing to educate themselves and customers to the many ways these lighting fixtures can provide safer home and office environments, slash utility bills and conserve energy.
Safety and Lighting Efficiency
Ever try to change a hot light bulb? Few do, as it’s neither easy, nor safe. Standard Halogen tochiere bulbs can reach 1000F and have been notoriously known to cause fires and burns. In addition, conventional light bulbs, normally known as incandescent lamps, can be equally dangerous since only about 10 percent of the energy they absorb is used to deliver light. The rest is discharged in the form of heat. In contrast, the latest compact fluorescent light (CFL) bulbs consist of inert gas, liquid metal and phosphorus contained in a glass tube. With the most important difference being there is no metal wire to heat.
As a result, when CFL fixtures are turned on, the electrical current passes directly through the entire length of the tube to cause a chemical reaction between the bulb’s materials. In turn, light is generated more efficiently and at a temperature of about 100F, which is generally cool to the touch. In addition, ENERGY STAR qualified CFLs provide the same amount of light (lumens) as standard incandescent bulbs, but have lower wattage ratings. This means they use less energy and cause less pollution. Professionals and end users, if unfamiliar with the best CFL wattage to support lighting needs can readily refer to the lumen, or light output on the product packaging as a guide. For example, most 60-watt incandescents provide around 800 lumens, so users should select an ENERGY STAR qualified CFL that provides 800 lumens or more to satisfy their lighting needs.
For further reference, see the lumens chart (Table 1) offered by the EPA’s ENERGY STAR Web site located at www.energystar.gov.
Long-Term Energy Savings and Conservation
Few people realize it, but lighting accounts for 10 to 15 percent of a standard household’s energy costs. Consequently, by simply replacing five frequently-used lights in the home to ENERGY STAR lighting, users can save approximately $60 a year in energy costs since these ENERGY STAR products use about one-third less energy than standard lighting to operate. In addition, this same trend followed through nationwide would also greatly help the environment by keeping nearly one trillion pounds of greenhouse gas emissions from entering the atmosphere and saving enough energy to operate more than 21 power plants. Another ENERGY STAR advantage is reaped through the length of use. For instance, ENERGY® STAR lighting used for an average of 3.5 hours a day will normally last for at least seven years. In contrast, standard incandescent bulbs generally provide about 750 hours of light over one year.
In addition, ENERGY STAR qualified lighting fixtures also generate 78 percent less heat than standard incandescent lighting, which can mean cooler rooms in the summer as well as additional savings on air conditioning utility costs.
And to further ensure these benefits, all ENERGY STAR qualified lighting fixtures only use pin-based CFL replacement bulbs that are specifically designed to fit into the ballasts of these products. In comparison, many other energy-efficient fixtures also accept traditional incandescent bulbs, which can greatly reduce the product’s energy efficiency and savings potential.
VOLUNTARY INCENTIVE PROGRAMS. As a result of these benefits, many state governments, federal agencies and utilities have initiated programs to further the use of energy-efficient lighting in the home and office. For instance, utilities around the nation have begun offering instant cash coupons and mail-in rebates for the purchase of ENERGY STAR qualified products, which includes lighting fixtures.
In addition, in the fall of 2003 the EPA announced the ENERGY STAR Advanced Lighting Package (ALP) as a voluntary option designed to further the specification of ENERGY STAR quali- fied lighting fixtures in home building. To qualify as an Advanced Lighting Package, ENERGY STAR qualified lighting fixtures must be used for at least half of the lighting fixtures in high-use rooms (e.g., kitchens, dining rooms, living rooms and family rooms); 25 percent of the lighting fixtures in medium to low use rooms (e.g., bedrooms, basements, dens and garages); and 50 percent of lighting fixtures affixed outdoors or on exterior poles. According to the EPA, builders and architects that include the ENERGY STAR Advanced Lighting Package to their design efforts can increase their revenues by providing customers a value-added, stateof- the-art technology that can also help them save money. As an incentive to enlist in the program, the EPA will also support ALP partners with ongoing access to technical support and marketing tools at nocost.
These include:
■ ENERGY STAR Marks
■ ENERGY STAR Advanced
Lighting Package Savings
Calculator Tools
■ Consumer Brochures
and Fact Sheets
■ Listing on the ENERGY STAR
Web Site
■ ENERGY STAR Account Manager
CALIFORNIA TITLE 24. As for mandatory regulations, California’s Title 24 Residential Lighting Portion of the California 2005 Building Energy Efficiency Standards” is the most aggressive program introduced within our nation to date. Within these guidelines, new construction within the state of California will have to comply with detailed, mandatory high-efficiency lighting requirements beyond October 1, 2005. In addition, these requirements will also impact the use of lighting in nearly every area of the home ranging from the kitchen and bathroom to the garage and home’s exterior. For example, the standards referring to kitchens state that at least 50 percent of the installed lighting wattage must be obtained from high efficacy lighting fixtures. This means that if one incandescent fixture rated at 100 watts is installed, then one compliance option would be to install four 26 watt compact fluorescent fixtures. Although the first statute of its kind, California Tile 24 is not expected to be the last since many states have already begun to explore the introduction of similar legislation.
In fact, the success of Title 24 over the next few years could very well initiate a nationwide trend for energy-efficient guidelines that could directly affect every builder, designer, electrician and architect in the nation.
ENERGY STAR Lighting Sales Advantages
In many instances the sale of residential and commercial lighting products, especially those bearing the ENERGY STAR mark can be extremely lucrative. For many knowledgeable salespersons, sales for these products often include 25 percent profit margins coupled with repeat purchases from loyal customers.
Given today’s housing market, builders, architects and electricians should constantly be on the outlook for the latest and greatest methods for ingratiating themselves to the widest possible customer base. The sale of ENERGY STAR qualified lighting certainly fills this criteria by offering consumers the opportunity to utilize the newest, state-of-the-art lighting technologies as well as the ability to lower energy costs and reduce greenhouse emissions. However, for the best results and highest gains there is no substitute for knowledge. For while nearly 60 percent of all Americans recognize the ENERGY Star mark, few truly grasp the benefits offered by the program and the products certified under its guidelines. Consequently, here are several tips for making lighting sales as profitable as possible: CONSULTING IS MORE THAN JUST SELLING.
Don’t just sell lighting. Be an expert on its usage. Provide advice and insights about the best lighting methods and styles in accordance with specific customer needs and desires. The fact is that even though many customers believe they are do-it-yourself home experts, most are willing to learn new design techniques that are likely to increase the value, ambiance and safety of their surroundings.
For instance, many home owners would be happy to learn how landscape, kitchen, bath, deck and bedroom lighting can accent fine objects, highlight interior and exterior architectural elements, enhance the aura of any room, light passageways to and from properties, and extend the usability of outdoor areas for nighttime entertaining. However, once again, the key is knowledge. To increase lighting sales and secure the ongoing loyalty of customers, builders, architects, electricians and anyone else involved in the sales process:
■ Strive to not only understand the products they sell, but also the design aspects of the market they serve.
■ Be aware of trends in home décor, bath and kitchen materials, architectural trends and how they relate and influence the products and services you offer.
■ Partner with a lighting manufacturer that not only has a variety of design styles, but commits to your success being their success.
KNOW THE PRODUCT AND THE MARKET.
Study architectural, landscaping, regional business, utility and consumer trade publications. These publications will readily identify the latest style designs in your area as well as new sales trends. In addition, maintain and make available a stock of catalogs from partner lighting manufacturers so you can make informed recommendations to customers. Remember, before most buyers enter your business they’ve likely already spent hundreds of thousands of dollars on their home, decorations, furniture and other enhancements including pools, decks and landscaping. So, why not help customers highlight and heighten the enjoyment of these areas with an assortment of accent, task and landscape lighting packages? These fixtures will not only aid the performance of daily activities but also stylishly distinguish a wide range of features including works of art, fine woodworking, keepsakes and elaborate decorative designs.
OFFER ARTISTIC ADVICE. While most buyers may have a basic idea of the effects they would like to create, many lack the technical or aesthetic lighting ability to make it a reality. To learn lighting fundamentals and increase single purchases to package sales, lighting product manufacturers should be called upon as great sources of technical and artistic lighting expertise. Many lighting manufacturers support product lines with detailed literature, helpful Web sites and in-house demonstrations offering information ranging from the proper selection of equipment to the arrangement of fixtures, lamps and lighting angles to create the proper effects. For instance, Sea Gull Lighting supports customers through the services of its state-of-the-art Learning Center and onsite training, which offers a broad range of American Lighting Association-accredited seminars and courses related to the sale, specification, design, merchandising and installation of residential lighting. In addition to providing training on energy efficient light sources as well as highlighting the benefits offered by ENERGY STAR qualified fixtures, such courses also help everyone involved in the sales and installation process thoroughly understand the many possible advantages to their bottom lines and the environment. Additional instructional, product, installation and sales advice is also available at www.seagulllighting.com
