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9 Challenges Builders Face When Using Integrators
That is my conclusion after seeing the results of a study by the National Association of Home Builders Research Center that focused on the primary reasons builders do not install home technology.
It's also a great reason to think about getting involved with the Home Technology Alliance, a group set up by CEDIA and the NAHB to expand cooperation between each association's membership.
In response to why he does not include electronics in his homes, one custom builder said, “You know how many problems you have at home with the VCR, TV and cable box? Multiply that by 50.”
The list of obstacles (not necessarily objections) are:
2. Product selection is perceived as burden: Since most builders are not knowledgeable about home technologies, they are uncomfortable with choosing products to sell in home packages.
3. Customer service for home technology is perceived as burden: Builders are not equipped for technology product or service breakdowns. They view a smart home as being fraught with call-backs they don’t want. They are also concerned about reliability, obsolescence, and programming for “smart homes.”
4. Builders are cost-focused: Many builders tend to only look at cost and see hiring a CE pro as cost-prohibitive. According to the survey, most are not knowledgeable about actual cost of a “smart home,” believing the cost is substantially higher. (The study cites that being too focused on costs is the most common complaint from integrators about builders.)
5. Workflow model of integrators not widely known among builders: Builders report a lack of knowledge about the best practices of integrators and role and timing of the installation is not known.
6. Builders don’t know where to get products: Builders report a lack of knowledge on how to get technology products. They report that avenues of getting technology products differ based on the type of builder/remodeler.
7. Benefits of using an integrator are not widely known: The perception is that the electrician or the “alarm guy” can handle low-voltage options. CE pros will also fall on deaf ears if they focus on customer service/consultation abilities as a differentiator. Those are not appreciated.
8. Builders are slow adopters: Many report having a low comfort level with new practices because they have been burned.
9. Builders don’t trust integrators: Electronic systems contractors are not fully accepted as a trade by builders. Builders also see integrators as “just another contractor to manage” and say they don’t know how to find a contractor.
You have heard many of these for years, but it would be too easy to dismiss these obstacles as an example of builders who “don’t get it.” Integrators need to recognize these perceptions and address them directly with builders.
Talk about product selection, costs, and service policies, even if they don’t bring it up during your conversation. Knowing that those are the issues with which they are concerned can give you a leg up.
With the market being so slow, now is the time to address these concerns with your local builders.
What concerns do your builders have about working with integrators?
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6 Comments (displayed in order by date/time)
I know this is the low voltage camp I’m posting in, but I have to throw one observation on the table. More to follow suit with the tone of the article (my take away is that we ought to be looking at ways to improve, which implies we’re looking for possible problems or negative issues that can be resolved).
Here’s the observation that I propose makes the list 10 challenges.
10. CE pros come across as prima dona’s.
So, the challenge I see is this: how do we have the appropriate level of confidence, express the necessary amount of technical expertise, and not come across as a stuffy know-it-alls.
Solve this one, and I think you’ll see an increase in referrals.
Happy estimating!
Morgan Harman
The Tech Source
Home Theaters and more… in Southern California
http://www.TheTechSource.net
Lic.# 849004
There are integrators who are prima donnas???!!!! I don’t believe it!
“So, the challenge I see is this: how do we have the appropriate level of confidence, express the necessary amount of technical expertise, and not come across as a stuffy know-it-alls.”
Be like Jesus 
Integrators being asked to emulate Jesus? Now THAT’S a stretch!. Jason, very good article. I just finished developing a course for CEDIA U aimed at attracting builders. Do you mind if I add some of the thoughts from your writing? I’l be happy to attribute them to you (I’ll skip the prima Donna and Jesus thoughts though!) Let me know.
Thanks,
Carl
Carl
Please use whatever you like.
We don’t depend on builders for all the reasons above. I get to and work directly with the customer.
For leads, I use building permits that are published in the newspapwer, information from other trades like electricians about new construction and just watching for new foundations.
We have some builders that always puts us in touch with the home buyer, but none ask for a commission. I’ve been in the Builder Association for six years now, which has helped us. It took year to be accepted as a trademan and get the secret hand-shake:)
The only time I really need the builder are spec. houses and you would think anyone would building specs., but I’ve seen 3 this year (they’re desperate). All three didn’t want to spend the money for our wiring discounted heavily, so I’m one of the “they don’t get it crowd”. Of course I try to tell them they really need to wire the house to differiniate it in the tough market…