How Integrators Can Utilize the Homebuilding Market

New homebuilders are one of the most fruitful business partners for security dealers to align themselves with, never more so than in this era of the connected home. Learn how to cultivate and maintain these opportunities.

Integrators’ Place in the Process

At what phase of development does the integrat
or usually begin to design/install home systems and do they typically meet with homeowners during the build and design? For Harrison Home Systems, this runs the gamut.

Harrison has found builders the company works with for the first time will be a bit more guarded about access to clients. Once they get a feel for the culture of his company and its low-pressure sales manner, they learn to trust the integrator to deal directly with clients.

Harrison’s primary focus is high-end, single-family custom homes. On those projects, the integrator is often involved from the earliest phase, engaging with architects to establish a desired scope and budget.

The company provides all its design services in-house and has put a lot of resources into crafting a detailed and transparent approach to sales.

Sage weighs in that his company gets started in the building process before the house is even started. All paperwork has to be complete before a start letter is generated.

They meet clients whenever and wherever they prefer, whether it is in the design center, Sage’s showroom, the client’s home, the model home, or even at a local bar, Sage says. “Some of my best deals have been ‘napkined’ in my favorite watering holes. It is all about the customer, and the more we are willing to meet at their convenience, the easier the sale will go.”

DeRoche also likes to receive the plans as soon as the architect is done with the design to refer to when discussing options with the client.

A phone meeting is held with the homeowner at their convenience for a preliminary Q&A to gain an idea of what to discuss in the initial face-to-face. Once it has built a trusting, working relationship with a builder, Intec has found this type of personal relationship with the homeowner is actually what builders want.


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“They like knowing they can call us, give us the homebuyer’s phone number, and know they will be taken care of. It goes back to doing what you say you’re going to do. If a builder has had issues with you not returning his calls or not following through on promises, he will most likely be really reluctant to pass you over to his client. What you do is a reflection of his operation and will most likely be treated as such,” says DeRoche.

Intec makes it a point to assure customers they can call for any support, questions, concerns, etc. after the design and installation of equipment.

DeRoche adds that his firm has found working closely with interior designers more conducive than doing so with architects. “The homeowner is paying the interior designer to tell them what they like/want/need in their own house. If the interior designer likes you, then the homeowner likes you.”

Working on a ‘Need-to-Know’ Basis

For integrators, keeping builder partners apprised of the status and progress of a job without bogging them down in the details can be as much an art as it is a science, Harrison says.

“Every builder is different and it’s our job to adapt to their respective communication styles. We pay very close attention to the types of questions our building partners ask, and the sort of deliverables they are looking for. Once we’ve tuned into their communication style it simply becomes about delivering exactly the level of detail they expect – no more, no less.”

Custom builders are a little more involved than the production builders, Sage states, because each job is different and they tend to be a little more hands-on with requiring shop drawings and wiring schematics.

“It’s magic that once the trust of taking care of our part of the job is created, the builder does not typically need to know the intricate details of the install.”

DeRoche echoes that the builders Intec works with love the fact they can introduce their customers to them and know they will be taken care of.

“Most builders don’t understand what we do nor do they want to learn it. By working with a company like ours, the client and/or builder doesn’t have to call three or four different companies to get to the same goal. If integrators are smart, they would be a ‘one-stop shop’ for their builders.”

Galante agrees that few builders even consider handling technology installations and servicing themselves, because technology moves much faster than builders can keep up.

“They need integrators to not only install, but to partner with them in sales and marketing,” he says. “Builders increasingly want assurances their integrator partners will tend to post-occupancy service satisfactorily.”

Branding as Security & So Much More

Although consumer demand is still strong for security systems in their homes, demand is also high for other connected home amenities such as automatic shades, temperature control, lighting, home theater, etc.

Security used to be the ticket that got dealers in the door, and other services were considered add-ons. How important is it for traditional security dealers that also provide home automation and connected home services to brand themselves more strongly this way than they may have done in the past?

Sage says it’s absolutely imperative security dealers brand themselves as more than just security. “Although security is one of the most sought-after amenities in the home, the automated door locks, garage door openers, front door cameras, pet detectors, thermostat connectivity, lighting modules, etc. are gaining very quickly and a vast majority of buyers want a professional company to handle it all.”

It’s absolutely imperative security dealers brand themselves as more than just security.

DeRoche advises that it depends on what you offer. His was a security company that happened to do A/V and has now evolved into a full automation company that happens to do security.

“If you are an A/V company that doesn’t offer security, I think you are missing the boat,” he states. “With a couple of builders, we worked up deals where we go in and wire spec homes for security only. The kicker is we do it at cost. If you do this with the right builder, say one that builds 20 or more houses a year, the key is ‘working the house’.”

He explains that means following up with the buyer to let them know what their home is prewired for.

Do they want you to install their security system? Do they want the ability to be able to control it with their phone?

What about the thermostat? What about their TVs and who will hang them, hide the cable box and Blu-ray player? Do they want a universal remote and add some speakers in the kitchen and on the patio? All this translates into more business.

Erin Harrington has 20+ years of editorial, marketing & PR experience within the security industry.

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