Residential Security: "Bring It On" Home

Lucrative opportunities knock on the doors of builders and in new services categories.


The residential market has long been an important segment to the alarm dealer. Although the landscape of the security market in general has undergone major transformations over the last two decades, revenues in the residential market continue to grow.

A recent inquiry of Security Dealer readers and other studies show that the residential market is far from saturated. Between the introduction of new technologies and the burst in new home construction, opportunity still knocks on the homefront market.

This month's featured interviews represent companies that can help dealers significantly capitalize on trends in residential security. While hardly the whole story, it can give you an idea of how developments in residential security continue to unfold on a daily basis. Every person involved in the security industry knows that in order to be successful, you need to be alert to the needs of your market. Delivering the best customer service possible and offering reliable products are the other elements necessary to survive and succeed in residential security.

Despite corporate mergers and the big push in the homeland security arena, manufacturers are also developing marketing campaigns to bring new technologies to the homeowner. Their interest proves that there is business out there. Alarm dealers, by being visible in their communities, can reach out as well, and tune into one of these emerging marketing channels.

The installation of wiring/cabling, adding infrastructure, networks, and Internet services represents a big opportunity. They affect every technology and market, especially the residential market. Although you may not think you are doing this work now, you really are when you consider that every system you install involves either wired or wireless connectivity, and off-site communications. With the constant introduction of open architecture protocols, and appliances and products that use them, consumers are realizing that what you are offering them today is indeed future-proof; that they need these products to assure their family's safety and comfort; and, that the time to buy is now.

Video products are also increasingly coming into the home. The demand is being accelerated by lower costs for the equipment, wireless and network based connectivity, and remote surveillance abilities. While there was a time the alarm dealers' monitoring services involved calling the police in the event of a burglary, broadband technology now enables dealers to enrich their clients' lives (and their own recurring revenue stream) with a complete menu of additional services to protect customers more comprehensively, as well as provide non-emergency, yet still vital, services, as well.

For some dealers, the future may hold the development of new marketing and business partnerships. For others, it will involve learning new products and technologies. For most, it will involve both, along with as a lot of hard work and good luck.

Hooking Up with Builders
Recently, Honeywell introduced the Honeywell Builder Program, a far-reaching, single-source program that combines access to the industry's most robust product lineup, the power of a recognized consumer brand, a range of sales and marketing tools and a pool of top notch dealers.

The new program encompasses products from multiple categories, including several security components: intrusion and motion detection systems, latchkey monitoring, fire detection and smoke warning systems, and video surveillance. It includes systems, devices and services. Some of these require licensing to install as well as structured wiring. Structured wiring components are currently available from most security distributors.

Security Dealer asked Honeywell's Sr. VP of Program Marketing, Ken Weinstein, to elaborate on some of the details of this new Honeywell (HW) program.

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