Keeping Open Lines of Communication, the LOUD Way

LOUD Security, an SSI 2021 Installer of the Year runner-up, credits a close connection to community for its successes.

Measuring the success of an installing security contractor can take many forms, but one factor common to most high-achieving businesses are deep-rooted connections in the communities they serve. One shining example is LOUD Security of Kennesaw, Ga., near Atlanta.

Founder and President John Loud has long been active in alarm industry associations at the state and national level. He has served as president of the Georgia Electronic Life Safety and Security Association (GELSSA) and earlier this year was invaluable to legislative efforts to defeat the spread of a punitive alarm ordinance across the state.

The victory necessitated actively working with local police departments and municipalities to discuss Georgia legislation that would increase life-safety to LOUD’s customers, benefit local installers and promote cooperation between all these groups.

Community involvement is also championed throughout the company, explains Marketing Director John Bennett.

“We are involved with helping local ministries and first responders. For example, LOUD participates and contributes to ministry fundraiser events such as Red White and You, supporting the Georgia National Guard where our GM, VP of sales and president all joined in to help raise over $113,000,” Bennett says. “John Loud emceed this event as well as MUST ministries fundraisers. LOUD also often cooks and delivers deep-fried and smoked turkeys to many local police and fire departments throughout nearby communities.”

Keeping employees motivated and fulfilled is essential for nurturing a familial bond to the organization and with its clientele. Bennett credits treating employees like family and valuing individual contribution as an integral part of LOUD’s success.

“When employees know they are valued and respected, they are better motivated to promote the LOUD brand in the best possible ways that impact both employee and customer retention,” Bennet says.

The company invites input from employees through an open-door policy with all management from all levels. Team members who serve with excellence are regularly recognized, “and we create fun company events that celebrate each other as a cohesive family,” Bennet adds.

These events include company picnics and group activities such as visiting a local shooting range, bowling and even smashing an old company van.

LOUD strives to keep its brand front of mind with existing customers and potential clients and make them aware of the company’s involvement in the community, as well as provide relevant security tips and information about new offerings and promotions.

This is achieved through frequent social media posts on multiple platforms. The company also creates or attends various community events and networking groups.

“We believe that if we keep the lines of communication open with our customer base, we can resolve issues early, address upgrade and cost concerns, and keep attrition at a minimum,” Bennett says.

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About the Author


Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.

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