Bates Security Continues to Lure More Business

Find out how Bates Security, a runner-up for SSI’s Installer of the Year (small to mid-size company) Award, generated $9.6 million in 2013.

Three years removed from launching a major rebranding campaign and then capturing SSI‘s 2012 Installer of the Year Award, Bates Security shows no signs of slowing down. Founded in 1984 by Sonny and Pat Bates and now with sons Jeremy and Bryan in executive leadership positions, the family owned and operated business’ 60 employees serve 5,000+ customers and generated $9.6 million in 2013.

In addition to furthering its branding and growth the past year, the Lexington, Ky.-based company prioritized training its personnel to deliver premium technical expertise and customer care, providing fulfilling career paths for employees, giving back to the community, and being an active participant in security industry organizations.

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Bates added and wrapped several new vehicles to its fleet, created a marketing budget for the first time and began a television and print advertising campaign with the help of a local advertising agency. The firm began tracking its leads more closely than ever so as to only move forward with campaigns that work based on concrete results. CRM software has helped pinpoint where the company’s advertising dollars are proving most effective.

“We are fortunate to have grown our business in the last 12 months and continue to advertise,” says Marketing Coordinator Crystal Newton. “A year ago, we began our first ever television marketing campaign. And recently we started airing radio commercials and have already received call-in leads based solely on radio as a lead source. We spend a lot of time blogging and developing creative Web-site content to increase our SEO. We are very active on social media.”

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During the award eligibility period, Bates not only hired two new customer service reps but also set up a dedicated service department within the company. This included hiring a service manager and deploying two in-house service dispatchers. Additionally, there is a field customer service rep who handles onsite training and account transfers.

“From the very first time we engage with a prospective customer, we emphasize customer service. We want customers to know they can reach us any time if they have questions or concerns,” adds Newton. “Our social media posts and E-mail marketing allow customers to engage in conversations in real-time with our staff. We post security tips and user information so our customers and prospects will understand the importance and usefulness of our services.”

About the Author


Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration. Well-versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is nationally recognized as an industry expert and speaker. Goldfine is involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), ASIS Int'l and more. Goldfine also serves on several boards, including the SIA Marketing Committee, CSAA Marketing and Communications Committee, PSA Cybersecurity Advisory Council and Robolliance. He is a certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast. Goldfine joined Security Sales & Integration in 1998.

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