Electronic Systems Contractors (ESCs) and Builders, Architects, Designers, and Homeowners
by Lewis Franke

Being an electrical systems contractor (ESC) in today’s technically intense world has been a lot of fun. It is very entertaining, interesting and sometimes even puzzling to find out how our clients live and then mold their systems to their exact needs and nuances. It is especially rewarding to see them smile and watch them learn and really feel like they have contributed to furthering technology in their new home.

It is a different world to be a custom ESC in today’s market.  Some of us have designer showrooms or even custom showrooms in our clients' homes.  A lot of us have no kind of retail and we don’t do volume box sales. It is a world unlike retail at all. This world involves home builders, architects, designers and homeowners.  It is a different mind set when our showroom or sales floor can start at the preplanning stages of an end user’s home. It has proven to be very challenging and requires different techniques to fully implement correctly.

In the builder market, I, as a CEDIA Certified Designer, have to be on top of my game. This market is very meticulous and price conscious and can even be cutthroat when it comes to cost of goods or presenting a viable value proposition. With the home market being affected hugely by the down-turn in the economy, we as ESCs have to be extremely considerate of our costs to the builder, as well as presenting them with a solution that can help them differentiate themselves in their market. 

What services are we offering to them that keep them ahead of the curve? Are we offering traditional services like structured wiring, or distributed audio and video? We all are. But what different things are we doing for them? Are we teaching them about green building techniques from the AV side of the coin?  Are we showing them value in lighting or updated network wiring for digital server capabilities? Are we showing them how automating the home can save energy and offer their clients an increased financial savings over time?

In the architectural arena it is imperative that we partner with them at the pre-planning stage.  I find it increasingly difficult to create a properly designed Media Room when the architect throws it together with the “space left over” above the garage.  This situation is normal. We as ESCs have to really increase our exposure to this group of professionals and provide them with education about our industry and businesses. It’s critical to reach out and partner with them so we can learn together. 

While this is great for our mutual business, the real winner here is the homeowner. They not only get a better media room but they get a better built house.  The planning stage is critical because it allows all of the trades and planners to get together and be on a level playing field. As a newly designated Registered Outreach Instructor (ROI), I can offer Architects and Building Designers CEU credits for attending class regarding home technology. This helps attract new business and create new relationships.  And relationships are what this is all about.

Designers are very detail-oriented and it can be difficult partnering with them if we don’t understand each other and each other’s industries and goals.  The designer can be your best friend if you partner with them; learn how they think.  Often he or she is holding the homeowner’s purse strings and can be your biggest sales tool to the client for you. These professionals know what they are doing and they have the client’s ear, so help them look good to the client.

In the end it is the homeowner who pays the bills.  This is critical to understand if we are going to stay in business.  Each one of these professions, the builder,architect, designer and ESC are really working for the homeowner.  When we represent ourselves with integrity and partner with the same minded professionals, the homeowner is the one who benefits.  They are the ones who give referrals. 

Sure, we may get referrals from our peers, but we have to follow through with the homeowner if we are to truly succeed.  This means not only outfitting the newly-built home with the best that technology has to offer but doing it within their budget, on time and with the opportunities for easy upgrading.  This allows us flexibility to offer new services when available and allows us the chance keep contact for additional relationship building.

Working with builders, architects, designers and homeowners has its challenges.  With the right mind-set and with a servant’s attitude, these professions can be our biggest asset and a viable way to increase our business.  In the end, the homeowner sees the value and we see a smile.  That’s what it’s all about.

This article is provided by CEDIA (Custom Electronics Design & Installation Association).

Lewis Franke’s first passion is Music. He studied Piano, Organ and Drums for over 20 years and has played in Church, College and Club bands. After school at the University of Texas, he studied Audio, Video, and AV Systems Integration for over 15 years and is a member in good standing with CEDIA.  He is a CEDIA Certified Installer, Designer and Instructor. He travels with the CU On The Road Team and writes and teaches core curriculum for the CEDIA Technical College, Designer College and Customer Relations College.  He also teaches at CEDIA EXPO and was awarded the CEDIA “Top Ten Instructor” for EXPO 2007.He is a Systems Designer specializing in complete systems integration and works with DM Home Entertainment, a custom Electronic Systems Contracting firm located near Dallas, TX. To contact Lewis please email him at lefranke2000@yahoo.com or call him at (469) 624-6694.

 

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