Find news and information for the executive corporate security director, CSO, facility manager and assets protection manager on issues of policy, products, incidents, risk management, threat assessments and preparedness.
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48 Security Dealer & Integrator / www.SecurityInfoWatch.com July 2016 I ndustry partnerships can add inherent value for companies, enabling them to cast a wider net for prospects and helping them to gain credibility and authority within the community. For alarm dealers, this means spending time developing relationships with local, consumer-facing businesses that can build up their brand and become a part of their referral base. Businesses that deal with home- owners who are moving into a new house make the most valuable part- ners. ey oen provide an inside track to reaching new customers and building a positive reputation, but it requires some creativity when identi- fying these opportunities and develop- ing the relationships. If these relation- Partnership Possibilities Local Connections Partnering with community businesses may be the key to customer acquisition in the home security industry By Lindsay Lougée ships are managed well, it can enable a company to be the first to know about homes on the market and new home- owners in the area, while also making them the recipient of direct referrals. Relationship building is a big part of doing business, and it is especially important for home security compa- nies that market themselves as friendly, trustworthy assets to the community. Build a Network At Monitronics, more than 25 per- cent of new customers come from home buyers. By getting in with these buyers on the ground-level through industry referrals, a security dealer can tap into this base, virtually ensur- ing they will be viewed from a place of authority and trust by the con- sumer. In addition, it can lower costs for all customer-facing parties. e following types of organiza- tions provide several potential touch points with home buying consumers: Realtors — When buying a new house, customers will oen use a realtor. When deciding on contractors and making household decisions, they will oen consult their realtor for suggestions and referrals, capitalizing on their local expertise. Home builders — Many builders pre-wire homes for alarms and smart home systems. Establishing a relationship with these builders can enable a security dealer to pre-install equipment or become a preferred vendor for that builder. Homeowners associations — Speaking about services and providing community safety notices at monthly homeowners association meetings can help position a security company as a community resource, rather than strictly salespeople. Access and availability keeps providers top of mind when new occupants seek referrals. Chambers of Commerce and business networking groups — Joining Chambers of Commerce enables a security dealer to access local activities, helping them gain sta- tus and recognition within the com- munity. It is important to be known as a local resource and advocate. Par- ticipation will help companies get rec- ognized key business leaders, which is imperative when potential leads arise. Insurance companies — Insurance companies are another consumer-facing local business that can add credibility to a security com- pany and provide direct referrals. Service companies — ese include locksmiths, plumbers, roof- ers, inspectors and other contractors. ese relationships can play an inte- gral role in developing a local pipeline.