HIGH-TECH DESIGN COMES HOME
WHY EVERY DESIGNER SHOULD MAKE MOTORIZATION AN OPTION FOR THEIR CLIENTS

MOTORIZATION: IT’S NOT JUST FOR THE HIGH-TECH MINDED
By far, the most frequently mentioned reason why designers might still be staying away from motorization options for their clients’ windows is the perception that it’s too complex. “Due to its technical reputation,” says Jon Vrielink, president of BTX Window Automation Inc., “window treatment automation still lies outside the comfort zone for many designers.” This theory is echoed by nearly every manufacturer, fabricator, and distributor that is involved with motorization. Paul Kenline, motorization brand manager for Hunter Douglas, has experienced this first-hand. “People so often say things like, ‘I can’t understand it. It’s too technical,’” says Kenline, “but this simply isn’t the case.” Kenline explains that while motorization can be intricately incorporated into a complex home automation system if the client so chooses, it doesn’t have to be—in fact, it shouldn’t be—difficult for designers and their clients to understand.

Tracy Christmann, marketing manager in the Interior Products Division of Somfy Systems Inc., feels the same way. Christmann adds that when a designer still isn’t comfortable with motorization, there are education options available to them. “The more a designer can learn about motorization,” says Christmann, “the more profit they will realize once they do feel confident selling this lifestyle enhancement to the consumer.” Somfy is one of many companies that offer some form of education and/or training on motorization for designers who may be interested.

AUTOMATION ADVANTAGES FOR EVERY CLIENT
The advantages of motorization are quickly moving automation status from luxury add-on to energy saver, security provider, and accessibility tool. Nicole Lauer, national sales and marketing manager for Techniku Inc., discusses the ways in which motorization makes every window in a home easily accessible. “Every time a designer has to reach around, walk around, or use a ladder to get to a window, the clients are going to have to manage the same hassle every time they want to operate that window covering,” Lauer points out. Rather than having dangling cords, or perhaps leaving hard-to-reach windows permanently covered or uncovered, motorization makes operating such window treatments as simple as pushing a button.

The benefits of automation go far beyond convenience. Heather Harrison, marketing coordinator for Silent Gliss, adds that motorization can also provide security and aid in energy management. “With the ever-growing automation industry,” says John Coleman, technical coordinator for Silent Gliss, “motorized window treatments can potentially be controlled from a remote location.” This means that even if the client is away from home, they can lower motorized window fashions.

With the current trends toward going green, motorized window treatments could quickly become a must-have for homeowners. “Automation provides a solution for a consumer to manage their natural light as simply as they manage the artificial light in their environments,” says Lauer. Being able to quickly and easily control incoming natural light will help homeowners reduce their use of artificial light, and in doing so will help with energy costs. Automation also allows for greater thermal control. Whether homeowners want to block out some of the sun’s heat in the summertime, or allow it in on a cold winter day, a button or two will help them utilize motorization to lower cooling or heating costs.

MOTORIZATION MAKES EVERYONE HAPPY
Manufacturers and distributors have a product to sell. Designers can increase their profits by incorporating automation into their designs. The benefits of motorization to consumers are many, and once they’ve automated one or two window treatments in their homes, chances are they’ll want to automate more of them. So, how do designers get their clients to give motorization a chance? “First of all, don’t wait for them to ask,” says Ben Kutell, vice president of sales and marketing for Vertilux. “Some simple, suggestive selling techniques will often do the trick.” He recommends asking something like, “How many of these windows should we motorize?” while standing in a client’s living room. Kenline has another take on it. “A pull-cord isn’t going to sell a shade or a blind,” says Kenline, “but motorization will.” When one button can control every shade in the room, many a client will jump at the opportunity to enjoy such a convenience.

As the demand for automation starts to show itself, motorization options for skylights and arched windows have appeared on the market. “Since the mid-1800s, large arched windows have been an architectural focal point in residential, government, and institutional buildings throughout the United States,” says Dave Pflieger of Omega Mfg. Corporation (OMC). Arches can make covering those windows a complicated process. OMC saw an opportunity, and just over a year ago they introduced their line of motorized arch window treatments. Similarly, Solar-Screen Co. has introduced a traversing skylight system.

The options for motorization are endless. The benefits to all parties involved are numerous. The myth of complexity is no more. Motorization may be considered “high-tech design”, but when it comes to whether or not to incorporate it into a window treatment design, the choice ought to be as simple as, well, pushing a button. WF