A great way to create a continuous referral stream of new projects is to create mutually beneficial relationships with builders and remodeling contractors. Use these nine tips to engage with them in a way that brings you to their projects early.
1 - Opt-In to become a 'HTA Design Partner'
Why?: Leveraging your HTA Certification status early is a great differentiator and first step. Take your professionalism to the next level by showing them you abide by the HTA Design Partner rules of engagement. Doing so builds trust and will lead to you being brought to projects earlier (the goal is to get you on the project before they get electrical, HVAC, and framing bids). These guidelines address the friction points of builder – integrator relationships and shows how valuable you are to their projects. The public-facing definition of an HTA Design Partner is at this link. It is an opt in designation only available to HTA Certified integrators.
Opt-In to Become an HTA Design Partner Here
2 - Meet and Connect with Builders
a - Reconnect with builders that you met on past projects.
b - Find local builders on social media and online search.
c - Join local chapters of NAHB (National Association of Home Builders), NARI (National Association of the Remodeling Industry), and the ICAA (Institute of Classical Architecture and Art). This is a great way to meet new builders and remodeling contractors. Chapter finder at this link.
Invite builders to your showroom or local vendor showrooms. Show them technology in context.
3 - Educate them on How You Solve Problems
Why?: Builders are inundated with problems daily and are looking for partners that take headaches off their plate...not add to them. Let them know how you have helped builders solve problems in the past. Share success stories about how you worked around obstacles to satisfy clients and solve a problem for a builder. For example: "We often use invisible speakers to avoid having to re-frame a ceiling so that speakers line up" or "We carefully document every device and get sign-off from all parties so that there are no surprises during the finish phase" or "We have every keypad engraved at time of move-in so that clients aren't living with temporary labels or annoying pieces of paper all over their house".
4 - Educate them on How You Streamline the Build Process
Why?: Builders care about time and budget. Educate them on what you do to either streamline the build process or save them headaches. Let them know what your company does to accelerate the build process, such as: staffing up to condense prewire time, building racks offsite for a shorter finish time, employing project managers that are dedicated to acting proactively vs reactively. What is your secret sauce to keep projects on time and anticipate roadblocks?
5 - Emphasize Your Role as a One-Stop Shop
Why?: Builders want to avoid finger pointing. How can you help the builder reduce the amount of trades he needs to manage by providing additional services (shading, for example)? Let the builder know that you can take 100% responsibility for the shading install unlike a typical window coverings company. Let the builder know you handle the controls, wiring, installation, and aftercare service when most shade/drapery contractors hang a shade and rely on others to make it work. Educate the builders on all the services you provide - most assume you only do A/V.
The Project Technology Assessment form is perfect for this. It reminds them of what you do and to bring you to their projects before they obtain framing, electrical, and HVAC bids. All HTA Certified integrators receive a personalized version of this form with your logo and your unique tracking URL in every link. These links put you at the top of the dealer finder when someone visits the HTA site from the form, and includes the "send this budget to (name of your company)" when using the budget calculator. If you need the form resent, please contact us here.
6 - Emphasize Quality and Craftsmanship
Why?: A quality builder appreciates great wire management and wants to work with subcontractors who strive for perfection. Emphasize that quality and craftsmanship are of paramount importance in your firm. Show off your rack wiring, your documentation, and pictures of your finished work.
7 - Emphasize Your Aftercare Service
Why?: Builders want to know that you are in it for the long haul and that they will not have to chase you down to service their clients once they move in. Clearly explain your aftercare policies. Poor aftercare service is a major builder complaint about integrators, show how you are different.
8 - Engage with Builders Regularly
How?: Phone calls, emails, newsletters, attend builder and remodeling association chapter meetings (networking).
What?: Regularly update them with technology solutions such as invisible speakers, architectural keypad options, ways to hide TVs, small aperture speakers, digital art, wellness solutions, new relevant technologies, etc.
Why?: Show by example that you are a valuable technology resource.
9 - Get in Line
Many builders already have a set of low-voltage subcontractors they have been using. Let them know that you don't expect to be their number one choice out of the gate. Simply ask if you can get added to their list of approved subcontractors. It's only a matter of time before one of their chosen subs disappoints them and creates an opportunity for your firm to prove you are better. You just need to inch up the list as you prove you deserve the #1 slot. Be patient.
You Might Also Like:
