Most builders will tell you that a key factor to a successful home sale is customizing the home to fit the unique needs, style and overall personality of the buyer. To that end, design centers – display homes or stores where buyers can browse everything from the latest HVAC systems to custom kitchen countertops – have become a critical selling tool for builders and for security dealers as well.
“Our builder truly serves as our conduit in a lot of ways to ultimately be involved with our homebuyer,” said George Rino, chief executive officer (CEO) of Houston-based Ranger American. “The homebuyer’s the one who actually is going to be using the products and services that we install.”
Design centers can help educate consumers on how the latest security technology both protects homes and enhances lifestyles. Internet-based alarm systems, such as Honeywell’s iGSM alarm radio and Total Connect, enable functions such as arming a system via text message or receiving e-mail notifications when an alarm is tripped.
Getting into the design centers, though, isn’t so easy.
“Builders are very apprehensive about putting someone in the design center that’s not their employee,” said Wayne Hayes, Ranger American chairman.
Ranger American has managed to obtain the keys to many builders’ design centers. The secret, according to Hayes, is developing strong, trusting relationships. The company has an inroad in this area in that Rino is a former builder himself who understands the industry and its key players extremely well. Having a track record for providing quality products also greatly helps to build that trust. Finally, being able to educate the builders about how the technology can truly add value to a new home is paramount.
“Builders are interested in one thing, and that’s selling homes,” Hayes said. “They don’t really care that much about any of the products that go into the homes; what they care about is selling the home. And they don’t want to put products in the home that aren’t going to help sell the home.”
Since some builders can be slow to embrace new technology, taking advantage of manufacturer builder programs, which provide technology training programs, helps to inform them about new products.
Many builders, for instance, are unaware that tying security systems with HVAC equipment can help save energy. Educating the buyers about these benefits before the sheetrock goes up saves much needed cost and time in the long run.
In addition to contracting with builders to install the systems, Ranger American also conducts follow ups with the buyers after they’ve moved in to ensure they know how to use the system. This type of interaction and follow through has proven effective for building and maintaining trustworthy relationships.
“With all the technology that’s available today, consumers don’t know about it unless it’s explained to them by a professional,” Hayes said. “A lot of times, they regret that they didn’t know about it.
“Being in that design center ensures that we not only meet the consumer’s needs, but also help the builder make a bigger profit.”
Trautman is a senior product manager for Honeywell in Melville, N.Y.
