DIY is Your Friend -(originally published on Ravepubs.com)
Now that the noise and overstimulating barrage of products, specifications, digital signage and the
after effects of copious adult beverages has diminished- I want to propose what may seem a counter intuitive idea. Blasphemy even.
The DIY home control fan is your best bet for future client growth. Yes I said that out loud.
A few weeks ago AV nations’ podcast
AVweekdiscussed how
the retrofit market has grown by 23% over the last year. This is pure economic necessity where new build homes are becoming rarer than a Javan Rhinoceros, with less new build work coming in you need to find jobs to keep the trucks rolling. In an economy that has flirted with death spirals it is the enthusiasts who will shell out hard cash for such toys.
Admittedly, many of us in the install world have viewed DIY’ers with the same forced tolerance we give a girlfriends yipping little dog. (yeah, I wouldn't allow the damn thing into the bedroom if I could help it either).
For years the press has been abuzz declaring the industry is on the precipice of mass market acceptance, proclaiming that now is the time where integrated home control will be viewed as necessary as indoor plumbing. Perhaps my home sits in an aberration of the space time continuum because it is not happening here. Maybe where you live? Thought not.
Who will drive the push to demand a touch panel in every kitchen? The DIY revolutionists. This push is similar to the early days of radio. When broadcast radio started in the early part of the 20th century most radio receivers were built by hobbyists from purchased plans or kits- it was not until the mid 1920’s that ready built receivers were sold in stores. Who, I dare ask you, started the home computer market? Some us are old enough to remember being able to buy a home computer only via a build it yourself kit, through the mail only.
The custom install business once was based on a top down supply chain - Manufacturers heard from dealers about a need for a product and added it to an already existing eco-system, usually proprietary and partnered with other proprietary third party manufactures. The standard consumer or ‘pro-sumer’ products lived in their own world and ‘never the twain’ met’.
Now clients are bringing off the shelf products to dealers and asking them to incorporate it into a larger system. Arguments about audio quality, durability and multi purpose use are pushed aside. In effect the high and ‘low’ end products are meeting in the middle. Case in point the iPod. Many manufactures of high end products resisted integrating the device arguing that their level of clientele wanted, nay, demanded a higher quality sound source. Can you name an integration company that does not offer an iPod / mp3 interface? Where again are the product decisions being made from now?
But then again you and me are DIY’ers, are we not? I would aim to guess that most of you reading this got your start by installing an off the shelf product then tinkering with it to make it work ‘right’.
Lutron has been selling to the DIY client for over a decade with products available at the Home Depot, Lowe’s and other electronic box stores. This campaign of using the main company brand has not diminished its commercial or custom residential market-share. At this years CEDIA the company introduced a a battery powered shade that is available as a consumer installed and CE model that can connect to a larger home automation system. The units, beyond a bit of extra hardware are exactly the same.
There are issues in reaching out to the DIY community and some in the group will be unwilling to listen and some will react as if attacked, but if handled properly it can reap the great reward of lifelong clients. To engage the community one has to check their professional ego at the door and remember that you are sharing knowledge not teaching.
How do you find the people who could be come potential clients in this community?
Think about the guy who designs, builds and programs synchronized Christmas lights for their home. I am sure you must have a ton of them in your area, go ahead and reach out to them. I know, this can seem like the joke about the dog who chases cars - what are you going to do once you catch it? The Idea is to get them into your shop and into the idea that ‘pro’ gear is something that they want and can afford as well.
How do you entice and work with this community without it interfering and congesting your showroom during business hours?
How about some seminars on the essentials of control with classes such as How Serial works or expanded programming techniques ( what is an variable array, how Boolean logic works) and wiring techniques for proper outdoor use (like how and what to use for an outdoor splice). how about loaning out some work space to the class members for building and checking their holiday systems?
When the conversation comes to the home I have had success in with discussing these topics:
Reliability - especially when connecting to security / fire systems
Partner comfort - we all know that at least one partner in the home is a technophobe or has become frustrated with using a constantly updated DIY system. Why not sell the one system to the non tech in the house that will rarely change or go down. (thereby giving the DIY guy more time to tweak his other projects in peace)
Insuring that the system allows for some changes or add-ons to be accomplished by homeowner. Having the ability to change presets, some macros and backgrounds fills the need to feel ‘in control’ for many. Yes, this means some more programming, but I am at loss as to why you would not have this available already. Do you really make any profit by sending a tech over to a client's home to change one preset channel? ( I used to have a default settings stored in the program, just in case the client managed to get themselves into a corner).
Service contracts - Yup, I will save your butt when you muck something up for a small fee each month.
Now before you get yourselves in as froth, I am not saying you should teach these folks how to take your job. No sir. I am suggesting a grass roots community building by teaching and supporting a safer and more educated client base. These folks can be drawn into your shop during non business hours, once a month, where you can show off some of the solutions your company provides.
Tsunamis are more often than not deceptive in the appearance - not appearing as 20-foot tall waves but a powerful and sudden rush.
Are you ready to ride the wave?
