Builders and Electronic Systems Contractors (ESCs): Where is the Love?
by Mark Aling

Selecting a partner is as important in business as it is in real life. Choose right and you’re on your way to a lifetime of meaningful and productive interactions. Choose wrong and you may be left with a pile of debt or other baggage that can inhibit any chance you have of establishing or sustaining successful relationships in the future.

You’re probably wondering how this is relevant to you. Simply put, there may be trust issues between builders and residential electronics systems contractors (ESCs), and those issues are dooming potentially lucrative partnerships before they even start. One negative experience often derails ambitions and leads you to say, “It’s simply not worth it.” 

Fortunately, market trends are conspiring like well-meaning friends to get these reluctant parties back together. Specifically, as homebuyers become more sophisticated and technology becomes more attainable, the convergence of builders and ESCs is becoming inevitable.

With that in mind, now is the time to start working on repairing what may be these “damaged before they have begun” relationships.

A recent DigitalHomeonline.com article listed four major hurdles that stand in the way of effective builder and ESC relationships. The four areas of concern identified were: technology complexity, technology maturity, risk and working with installers.

In my experience, I have found that builders may prefer to forgo dealing with an A/V or system technology integration because of failure rates and the fear that it will sully their reputation in the homeowner’s eyes (deadly for businesses that depend on word-of-mouth exposure). This may in the end, cause them to lose out on profit.

Because of emerging technology, it is recommended that builders view the ESC just like any other subcontractor.

Conversely, the ESC needs to behave like any other subcontractor would, meaning he/she should be on time, be professional, be organized and work well with the other trades on hand.

Builders need ESCs who are long-term partners.

The worst nightmare for a builder is to hire an ESC at the home owner’s request who comes in, does the install, collects his check and is never heard from again. Most builders do not want to troubleshoot any sort of A/V or electronics systems issues.

Home owners don’t want to hear this, however. For this reason, the ESC must be responsible for all follow-up service calls, whether it is a minor calibration or a lightning-strike induced system meltdown. Knowing an ESC will be there for support over the long haul is essential for any builder exploring its options.

Loyalty goes both ways. If an integrator has proven capable and can effectively manage his/her role in the partnership, he/she could anticipate repeat business from the builder. These partnerships might advantageously result in there being no bidding wars against competitive ESC outlets, and provide the ability to consult early in the job, especially with new builds.

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Involvement early in the project—specifically the design phase—allows both groups to plan progressively to avoid costly changes to wiring, closet/outlet placement and other things that can affect electronics installation and performance. It simply makes more sense for a builder to have a loyal and trusted ESC specialist on call who can provide punctual, effective service, rather than always scrambling at the last second to find someone to consult or, leaving it in the homeowner’s hands.

Manufacturers also have a role to play in this push for builder-ESC relationship building. Many manufacturers are investing significant resources on training programs for builders, to provide an awareness of home technology and the many options that are provided to the new home builder and/or remodeler.      

After our company’s first trip to the International Builder Show (IBS) earlier this year, we took all of the builder contacts we made and sent them information on our offerings, including a detailed letter explaining how they can locate our certified ESCs and the benefits to forming partnerships with them. Likewise, we have incorporated specific training exercises, product packages and tools to aid our custom dealers in their builder outreach efforts. These are small but effective steps that any manufacturer can mimic to help foster industry collaboration.

Partnerships in life and business are unique. Ultimately, it’s up to the builders and ESCs to find a model that works financially and logistically. No one wants to end up with a dud, but careful screening combined with open dialogue is the key to establishing prosperous and enduring partnerships—both in love and in business.

Born in South Africa, Mark Aling, Marketing Manager for Paradigm Electronics, has had a lifelong love of music that has led to a successful 15 year career in the consumer electronics industry. Mark's current responsibilities revolve around marketing and advertising Paradigm speakers and Anthem electronics in the US, Canada and internationally. Paradigm and Anthem products are sold around the world through the top independent specialty dealers. They are widely considered to be among the best performance products available. Both brands have also been repeat recipients of the “First Place Overall” award in Inside Track's prestigious annual survey of specialty dealers. Mark may be reached at Mark@paradigm.com or 905-632-0180.

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