From Disclosures to Deals: Turn EPDs into Spec Wins
Many teams now have EPDs and HPDs yet still watch competitors take the spec. The missing link is not another PDF. It is how those disclosures are packaged, discovered by A&E teams, and wired into sales motions. Do that well and sustainability paperwork becomes a conversion engine, not a compliance chore.
The first gate is digital
Architects start in libraries and filters. If your product’s EPD or HPD is missing or hard to parse, it never reaches the conversation about performance. The HPD Public Repository alone lists about 13,000 HPDs representing 40,000 products and adds roughly 250 per month (HPDC, 2025) (HPDC, 2025). (hpd-collaborative.org)
Treat discoverability like SEO for submittals. Publish clean, searchable records with correct MasterFormat, facility scope, and clear applicability notes. Mirror those entries on your site with a single, never‑out‑of‑date link.
Bundle for early momentum
Win attention before design freezes. Offer a pre‑assembled package that includes the product‑specific EPD, HPD, a short LCA narrative that explains system boundary and declared unit, and a two‑page “where this fits” spec guide. Make it A&E‑ready so a PM can drop it into a submittal without edits. That saves hours. It also signals reliability.
Sell the why, not the file
Most reviewers skim. Lead with a one‑page story that answers three questions fast. What performance need does this product solve. What environmental proof backs it. What risks are off the table. Use plain language, not alphabet soup.
Target the real competitor: default penalties
On projects with carbon targets, products without product‑specific EPDs often get hit with conservative defaults. That hurts price and probability. Clearing the transparency gate lets your team compete on what actually wins specs in coatings, sealants, and flooring. Performance, aesthetics, and service.
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Timing is a sales tool
EPDs generally stay valid for five years under operator rules, with internal annual checkups now emphasized by program guidance (EPD International, 2025) (EPD International, 2025). (environdec.com)
HPDs expire no later than three years after screening and must be refreshed to remain compliant for credit use (HPDC, 2022) (HPDC, 2022). (hpd-collaborative.org)
Plan renewals like product launches. Verification queues can stretch, with one major operator signaling review timelines around six months in 2024 due to demand (IBU, 2024). (ibu-epd.com)
Equip sales to start earlier
Give reps pre‑approved language for typical RFI prompts. Provide a carbon quick‑sheet that explains the EPD’s declared unit, system boundary, and the applicable PCR in two sentences. Include a short FAQ on facility coverage and any limits. When a designer asks at schematic phase, the answer lands in minutes, not weeks.
Make selection easy for A&E teams
Disclose facility‑level details and scope up front. Avoid traps like ambiguous applicability or mismatched product naming between the spec and the declaration. Keep HPDs verified when possible to simplify credit counting under common rating systems. Small frictions derail big opportunities.
Go beyond the PDF
A machine‑readable EPD or a clean data export reduces retyping and speeds internal review. Program operators are pushing this direction and the count of published EPDs continues to rise sharply, with one global system reporting more than 18,000 valid EPDs by late 2025 (EPD International, 2025) (EPD International, 2025). (environdec.com)
A simple playbook that actually moves revenue
- Publish clean, current EPDs and HPDs with correct classifications and applicability.
- Build an A&E‑ready bundle that pairs disclosures with a short narrative and spec guide.
- Train reps on a five‑question RFI script and provide copy‑paste answers.
- Schedule renewals 9 to 12 months early to avoid gaps during active pursuits.
- Track which projects requested transparency and follow up with performance proofs, not just files.
Thread it into your pipeline
Transparency is a ticket to ride, not the destination. Treat EPDs and HPDs as sales enablement assets that remove the first hurdle, then let performance and service win. Do this consistently and watch specifcation conversion climb. It’s not rocket science, but it is definately discipline.
Frequently Asked Questions
What should a manufacturer include in an A&E‑ready EPD bundle to speed submittals?
Include the latest product‑specific EPD, current HPD, a two‑page LCA narrative explaining declared unit and system boundary, facility coverage notes, and a one‑page spec placement guide. Keep names, MasterFormat, and URLs consistent across all files.
How far ahead should teams plan for EPD renewals to avoid gaps during bids?
Start 9–12 months before expiry. Operator queues and data collection can push timelines. One major operator indicated verification could take about 6 months in 2024 due to demand (IBU, 2024).
Do we need HPD verification for every product?
Not always. Verified HPDs can simplify credit use and increase trust, especially in competitive categories. If budgets are tight, verify the top sellers first, then roll down.
What is the typical validity period for EPDs and HPDs and why does it matter commercially?
EPDs are commonly valid for about five years under operator rules, while HPDs expire in three years under the HPD Open Standard (EPD International, 2025) (HPDC, 2022). Renewal timing affects whether a product clears the first digital gate on active pursuits.
About the Author
John brings a clear, research-driven perspective on the EPD, LCA and HPD space and keeps a close pulse on environmental trends and standards in North America, helping clients understand where the industry is heading and how to get there.
