Five ways to improve relationships with new prospects
- By Rob Phillips
- May 01, 2014
Everywhere we look and everywhere we go,
the variable issue of security permeates our
lives. Consider this year alone:
- Thirteen school shootings in the first six weeks
pushed campus gun violence to horrific new
- Credit and debit card breaches at Target reinforced
the growing risk of commercial cyberattacks.
- Terrorist threats loomed over Sochi, Russia, as
the United States sent 230 Olympic-record athletes
abroad to the 2014 Games.
- Theories around Flight 370’s mysterious disappearance
spurred new debates over airline
We live in an uncertain world where, at times,
people may wonder if any place is truly safe. Our
homes offer insulation from some external dangers,
but statistics show they’re not an impenetrable
bubble: a burglary strikes in the United States
every 15 seconds.
While an alarm system can’t protect your customers
from everything, it is a proven measure of
deterrence. Homes with alarm systems are three
times less likely to get burglarized than homes
without them. So, as a security provider part of a
booming industry with a projected $14.1 billion
in worldwide revenues by 2018, according to ABI
Research, you have a powerful opportunity to help
As spring moves into summer and crime typically
rises with heat, this is a great time to examine
new strategies that may help you reach more
people in need of peace of mind.
Real-estate partnerships. Summer is a key
moving season for many reasons—better weather,
parents getting their kids settled before school
starts, newlyweds moving into their first home together
after their tropical honeymoon. By partnering
with a real estate company, a builder or anyone
who touches a moving homeowner this could be
your inside track to new business.
Knowing when a house first hits the market
could toss a few extra sales your way, so consider
making connections with real estate agents in your
area. Build a referral pay scale based on how many
referrals each agent gives you on a monthly basis.
Offer gift cards to customers as a move-in gift, and
be sure to emphasize that a monitored home security
system could save them as much as 20 percent
on their homeowner’s insurance.
Relationship building is a big part of doing
business, and it’s especially important for a home
security company that markets itself as a friendly,
trustworthy asset to the community. They’ll keep
you in mind when a great prospect comes along.
Door knocking might be your most reliable
method for new installs, but creative lead opportunities
exist throughout your community:
- Get involved in your local schools’ events;
- work with lawn companies, window treatment
companies, locksmiths—anyone who is speaking
- ask permission to speak about your service at a
monthly homeowners’ meeting;
- join your local Chamber of Commerce to gain
access to community activities; and
- volunteer for charity events on behalf of your
Promotional items. Whether you’re knocking
on doors or participating in home shows, face-toface
interactions with prospective customers are
vital. You have a chance, even for a few seconds, to
visually demonstrate what makes your home security
service reliable and useful to them.
Even if they don’t pick you right away, you want
one thing: staying power. Keep your company
in their minds. That’s why American businesses
spend $20 billion a year on promotional products.
The right promos (with your company logo prominently
featured, of course) can deliver tremendous
ROI, if they’re creative and useful.
Consider cost-effective items that someone
can use over and over while focusing on something
specific to your product or service. You’re in
the business of protecting and improving homes
through security and automation. Keychain?
Fridge magnet? Anything house-centric.
Online profiles. A regular social media and
blog presence can help funnel traffic to your company’s
website. It’s important to get noticed elsewhere
online from general local listings, like Yellow
Pages, to consumer review sites, like Yelp and
Angie’s List. By setting up profiles across the Web,
you’re creating links back to your website and increasing
search engine visibility.
Encourage positive reviews from your customers,
too. This is another type of referral that gives
your company credibility as people surf online for
the right service provider at the right price.
It’s not just where you advertise, but how.
Some people have built-in hesitancies about installing
a monitored home security system. These
types of myths can be debunked:
- “My dog offers enough protection.” From burglary,
maybe. What about fire, carbon monoxide
or medical emergencies? A comprehensive
home security package offers protection from
natural intruders, too.
- “I won’t use my system enough to justify the
monthly cost.” Home automation is changing
that perception. Using their mobile device,
customers can manage their system from anywhere
with a Web connection. It’s a cool and
convenient gadget for the 21st century.
- “Home automation is too expensive.” Some
customers must be convinced that they need an
alarm system in their neighborhood, and everyone
wants to save money. Dealers can stress
that a $50 to $60 monthly monitoring rate is
a practical exchange for lower, greener energy
bills, along with 24/7 monitored protection of
their property. There’s no price too big, knowing
that their loved ones are safe.
Dealer leads program. Whether you keep
some customer accounts in-house or submit them
for purchase, the right dealer program can help
you find premium, local leads with all the right
metrics and measurables for a quality account,
starting with credit score.
Additionally, a program should be a perpetual
resource for its dealers, keeping them in tune
with industry news and trends while providing
performance indicators of targeted economic regions.
For example, Monitronics has a dedicated
account manager for each of its 600 dealers, ensuring
that marketing support doesn’t all have to
be on the dealer.
This article originally appeared in the May 2014 issue of Security Today.