What independent alarm dealers think about the ADT-Broadview deal

Dealers concerned about increased marketing clout from ADT, but see opportunities too

Miller added that acquisition will undoubtedly make ADT stronger players in the residential security market, being that nearly 95 percent of Broadview’s accounts are in the space.

Dan McKimm, president of Ohio-based ProTech Security, feels that smaller independent dealers will have to work harder to differentiate themselves from ADT and that companies such as his could stand to benefit from customers that would rather deal with local company than a conglomerate.

“This will make ADT obviously larger, but more difficult to manage… and even less flexible, which should give the smaller dealers perhaps more of an advantage to emphasize their ability to provide solutions to security needs of the client versus ADT’s typical cookie cutter approach to security,” he said. “I’m not trying to mitigate any impact; certainly ADT is going to have a lot more marketing dollars and much more of an opportunity to get exposure out there with the public. But I find most of the clients we go after are more educated and are not willing to accept ADT or any other company at face value. They want to get a second quote… and that’s where other companies need to take advantage of ADT’s Goliathness and show our ability to demonstrate what differentiates us from the large ADT/Tyco entity.”

Many people, according to McKimm, are going to want to deal with a local company that is familiar with their security system and not have to speak to a call center in another state that doesn’t have the same familiarity with their solutions. McKimm also believes that this acquisition is going to encourage smaller dealers to join larger associations and dealer groups to share their experiences.

“I don’t see this acquisition as anything more than perhaps an opportunity for (dealers) to become even better,” he said.