Seems everywhere we turn, our industry is obsessed with digital CCTV, access control enterprise solutions, IT convergence and all of the other sexy, high-end electronic systems. We call ourselves electronic security consultants, installing systems integrators, design/build engineers, low-voltage contractors or engineered fire systems distributors, among many other titles. But for heaven’s sake, don’t call us a burglar alarm dealer!
You see, that term has lost its cachet through the years to the point where it drums up images of someone at the low end of our industry’s spectrum. Of course, it wasn’t always that way.
There was a time when our industry’s trade publications were filled with nothing but burglar alarm control panels and PIR ads. Today, you’re lucky to find any of those devices and systems advertised as they have taken a backseat to CCTV, access and other products. The negative association of burglar alarm systems and false alarms, along with the verified response controversy with police departments, has not helped either. Yep, burg systems sure have been getting a bad rap the past few years.
But, do not despair alarm dealers, because I am here to tell you that burglar alarms are back in fashion!
Enter, “It Takes a Thief.” This unique new Discovery Channel series offers viewers something they’ve never seen before: A residential burglary performed by convicted former thieves that is taped as it happens, followed by a lesson in what steps to take to prevent such a violation from occurring again.
Hosted by reformed ex-cons Matt Johnston and Jon Douglas Rainey, “It Takes a Thief” exposes home security flaws by unleashing these two uniquely qualified experts onto the properties of people interested in learning just how vulnerable their houses are. Viewers can watch as the ex-crooks size up, break in and ransack the home.
Then, sit back and observe as one of our industry’s very own alarm companies — New York’s Scarsdale Security Systems — gives the property a full home-security makeover, reworking everything from locks to landscaping. How foolproof will these new measures be? The homeowners and viewers alike find out when the ex-cons pay an unannounced visit some weeks later to test them.
This program is educational and even we veterans can learn a thing or two, such as it’s not all about electronics and recurring revenue. In order to be a true security consultant, one must consider locking hardware, lighting, landscaping and getting the homeowner intimately involved in their own security. The show does a wonderful job pointing this fact out — no $99 or zero-down systems here! It proves that people will pay a fair price for something of perceived value.
“It Takes a Thief” is not alone. There has been a recent rash of exposure for alarm companies and equipment on TV. Witness the John Goodman CBS sitcom, “Center of the Universe,” Court TV’s “Impossible Heists” and NBC’s “Las Vegas” (see the March 2004 SSI).
Our industry needs to capitalize on this opportunity by embracing these programs and solidifying our image with consumers. With the general public on our side, the nuisance of an occasional false alarm will pale by comparison to the protection provided. This is not to discount the fact that we need to continue to work in conjunction with law enforcement to help reduce false alarms, but having positive press only bolsters that mission.
I urge you to E-mail these broadcasters to commend them for helping us bring public safety awareness to the general public in such a positive and enlightening way. By the same token, tell your customers and potential clients to watch these programs and help justify the value of a burglar alarm system and monthly monitoring fees.
Isn’t it great that now, once again, you can stand with your head held high and proudly exclaim, “I am a burglar alarm dealer!” Check out Discovery Channel’s “It Takes a Thief” on Wednesday nights (check local listings for times) and “Industry Pulse In Depth” on page 22 of the April issue for more info. As the show’s producers say: “Sometimes you have to rob a person blind in order to open their eyes.”
