In recent years, much has been made about the potential success when integrators partner with design-build professionals on projects. As the owner of Integral Home Technology, an HTA Certified integrator based in the Tampa Bay area, I can tell you this is easier said than done.
Finding Success in Partner Outreach
Integral was launched in 2014 and over that time we’ve experienced both hits and misses even with diligent, consistent attempts to crack the designer relationship code. There’s no magic formula to it — outreach requires persistent efforts if you wish to pursue this avenue.
Creating these leads requires proactiveness, patience, and some out-of-the-box thinking. You can invite a host of designers to the most engaging, informative lunch-and-learn or open-house event at your showroom only to come up empty following up. It becomes another form of cold calling where you can’t allow every “not interested” to deflate you.
Try and try again with those events. Pivot to other methods of attraction. Consider efforts that differentiate your company from competitors. You’ll discover as we have that projects will come from unexpected places. Plus, consistent marketing helps keep your name top of mind with other trades for when they are ready to partner.
Options Integrators Have to Reach Design-Build Partners
We haven’t had much luck with lunch-and-learns, but alternatively for example, following designers and reaching out to them on Instagram has drawn more responsiveness — we’ve achieved about a 50/50 success rate earning their business. As a highly visual medium, you can showcase your ability to blend technology with beautiful aesthetics.
Showroom Events
If you do plan showroom events like receptions and lunch-and-learns, make sure to put your best foot forward for the greatest impact. You want to impress boutique trades so ensure that your showroom impresses with pristine details, flawless technology, and a little wow factor. If you plan to show them voice control, for instance, make sure there are no hiccups in the demo.
Trade Organizations
Explore joining local chapters and boards of groups that have the types of members you hope to attract.
We’ve found increased visibility and credibility for our company by being on the boards of NARI (National Association of the Remodeling Industry) and ASID (Association of Interior Designers).
I’ve also participated in a technology panel at KBIS (Kitchen and Bath Industry Show) and engaged with Strategic Partners of Tampa Bay, a professional networking group that connects with diverse and like-minded professionals, including builders and designers.
Education
In addition to going to those organizations’ meetings, Integral has presented CEU (Continuing Education Units) opportunities to designers and remodelers, covering topics such as designing with technology, lighting and wellness.
With each of those potential design-build partners, though, because of their common reluctance to smart home technology you’ll likely need to clarify and emphasize that your company will handle any tech troubleshooting and not them.
Trade Schools and Community Colleges
Speaking of education, the CEDIA channel has for years encouraged outreach to trade schools and community colleges for potential hires, but there are other benefits as well.
I joined the advisory board of Pinellas Technical College’s decorators program here in Clearwater and it eventually led to a major project from a student who had secured a high-rise condo remodel job.
Final Thoughts
Although it might be difficult to establish relationships, the good news is that it only takes one solid partnership to reap rewards. We forged a friendship with one builder, Doug King, who has consistently brought us into projects in part due to his appreciation for our organization and efficiency plus learning to understand his pain points.
One final thing to consider, integrators may need to rethink their technology portfolios to include design-forward brands. Our mix, for instance, includes Leon, Sonance/James Loudspeaker, Lutron/Ketra, Coastal Source, Josh.ai, Samsung, Sony, and SunBriteTV.
Just remember, cultivating these relationships takes time — it’s a marathon not a sprint.
MELANIE NIEMERG owns Integral Home Technology in Clearwater, Fla.
