Study: Integrators Are #3 Choice Contractor for Home Tech Installation

@BobbyBrown
I was a member of TechHome for a few years; no consumers are finding their marketing materials!

CEDIA is doing a great job standardizing our industry for the people that are willing to pay for their services.  They just need to make more partnerships and market their brand and the value of hiring us.

There’s not a simple title to describe what we do to the consumers; they don’t even know who to ask for to complete their projects.  Are we Electronic Systems Contractors, Home Technology Integrators, Systems Engineers, AV Guys, etc. 

Since so many can’t even figure out whether it’s theater or theatre; I’m not sure if we’ll ever have a simple job title like the electrician or security company.  btw: I feel that it’s Home Theater, unless describing a venue for a live performance (Theatre).

We have all paid, and continue to pay for CEDIA’s services.  There isn’t any market awareness to our channel, not with builders, not with homeowners.  They do lots of good work but this hasn’t come together.
Who had the great idea of using ESC, the same as the escape key on a keyboard as an abbreviation for a contractor, no one saw this coming?  We need a one word name like plumber, electrician or hooker.

Low Volt Whore may send the wrong message.

Hey, it automatically edited my description. Maybe that is what we need. Censorship

wiremunky<—- Look no further! I have the perfect term (and logo) for those in our industry.

Client: I want my house finished NOW!

GC: I will make sure to get the plumbers, electricians and wiremunkys out first thing in the morning!

I do find it interesting that the thing we have in common is an interest in an industry where we bring together and install stuff most people really don’t understand - but we can’t seem to organize ourselves as an industry.  I do think that the commercial/industrial side has some things we can learn on the resi side.  Everyone is pounding CEDIA, but they aren’t the only group out there.

Building Industry Consulting Services International (BICSI)

Consumer Electronics Association (CEA)

Custom Electronic Design & Installation Association (CEDIA)

InfoComm International

National Burglar & Fire Alarm Association (NBFAA)

National Systems Contractors Association (NSCA)

Security Industry Association (SIA)

Telecommunications Industry Association
(TIA)

It seems like whatever the general population is missing we have plenty of groups to point the finger at.

One aspect of this industry that I love is that everyday I learn something new.  And it isn’t always technical.

I have a client who I’ve learned some things from.  I would like to pass along a small, simple example.  He is a television executive and after many years has worked his way into a prominent role with certainly many people who he oversees.  My point is this: even when it comes to the work at his house, I notice his unique approach to PEOPLE.  I have had many clietns who are a challenge to communicate with and manage their expectations.  But this client, he seems to be the one keeping things moving.  And in a good way, not the “I want it done today” way we’ve all dealt with.  He gets things to happen by being smart, aware and positive.

When we have people in any group who have these qualities, I believe good things will happen.  And on the contrary, selfish, prideful and arrogant people in charge drive everyone away.

I don’t know who the people in charge of these associations are, but they are certainly ALL able to decide for themselves how they choose to lead.

And we too, as owners, managers, or lead techs have that choice.

I vote that we refer to ourselves as rocket scientists.  Lab coats for everyone!

Now let’s all go out and sell some solutions, install some stuff and smile.

I have a new one.  Dentists!!  we have been in business for almost 18 years and are one of the few integrators still in business in our area.  My wife and I have some acquaintances that are building a new home.  They asked my wife if we do security and she gave them the basics.  my wife then mentioned that we could also do their A/V.  His reponse: my dentist is pusing me to let him do it.  My wife questioned this and said would you let my husband clean your teeth, do your plumbing, or build your foundation?  His reply: I need those, I do not need home theater.  He may be right, but until we are recognized by local licensing or need to be inspected, this is the mentallity that continues to grow. 
  To add to some of the comments about CEDIA, CEA, and CES.  There seems to be no real reason to join CEDIA unless as otheres have said you are a newbie, because in all the years we have been opened, NO ONE has EVER asked if we were CEDIA certified.  What is CEA doing to encourage consumers to go to integrators.  If their doing anything I am not aware of it, and I get most of the E-mail blasts that are industry pubications.  They print a lot of info about everything from A-Z, but I see nothing about legislation to help us become the 4th trade as I have heard mentioned a few times.  As for CES, it is a show for dealers to see new things, and the media to show consumers a snippit of what is out there:  ie 1080P, which is more important to consumers than 120Hz refresh on the 46” LCD that they sit 10-12’ from.  CES does NOTHING to encourage consumers to call us. 

I hate to sound so critical, but I am saying what many are thinking.  We are having our best year ever at our store, but it is a continuing battle to get people to know we are the best choice over the friend, the intenet, the electricians and security companies that are unqualified, and the others that have been listed.

Charles,
Well said!

We need some type of guidelines and organization that means something to us and the customer that is based on what we establish for expectations and deliverables then we ask the manufactures, rep agents and distribution to help indorse it.
Or lets find a forum comprised of people in our industry and use it to help further our cause. 

Sound familiar? CEDIA, CEPro?

Its only as good as the members and their direction or goals.

Talk about a disconnect! I just read today a study by Security Sales magazine that asks alarm dealers which non-recurring revenue services they plan to pursue.  Residential A/V does not even make the top 9. In fact, it’s not even on the list! 

So while consumers are saying they will be looking to security companies to install home theaters, most security dealers themselves don’t even have it on their radar yet!

Everyone knows who the painter is, the sheet rocker or the HVAC guy, even the Security guy.  But the CI, Integrator or ESC, no clue. 
We have not made our presence known in any substantial way.  I would wager more clients know about Control4 or Crestron than about the companies installing those systems.  We are so busy playing with our own toys we miss opportunities to promote ourselves and our business model.
This isn’t a failing of CEDIA, but dealers who push hardware instead of their own services or abilities.
Does all of Jeremy’s fame really help his dealers or does it just show an industry of characters instead of professionals?  Does having your body covered in ink really make a typical homeowner want to say “please come in my house”? 
We need to put out an image of professionals ready to help with someones technology needs.  All the talent I see in the companies across the country and no one even knows who we are as an industry.  Stop looking in the mirror and start looking at how potential customers see your company, your staff and the industry you belong to.