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Home Security Marketing: How to Compete with DIY Security Systems

Posted November 24, 2017
4 minute read

DIY security systems have taken the security market by storm. Systems range from very simple, single unit devices, like Canary, to complex systems that incorporate multiple sensors and smart home features, such as lights, locks, and cameras.

Figuring out how to deal with this new competitor can be a challenge, because it’s difficult to beat DIY on convenience or price. However, there are several effective strategies alarm dealerships can undertake to stay relevant and ahead of the DIY curve.

DIY Is Here to Stay, So Don’t Ignore It

The security industry is just one of many markets in which the Do-It-Yourself trend has taken root. It’s easy to understand how people are being drawn in by the low cost and ease of installation. But despite these perceived benefits, people are also quite capable of understanding the drawbacks of DIY.

Strategy One: Educate Customers About the Weaknesses of DIY

Many of our alarm dealership clients use home security marketing strategies like content marketing and social media to educate their customers and larger communities. As an alarm dealer, you’re probably well attuned to the weaknesses of many of the DIY alarm systems on the market. Why not educate people about those weaknesses?

Many DIY systems don’t come with 3rd party monitoring. Some DIY systems only include a limited number of sensors. And most importantly, not having a security expert’s assessment means that unusual security risks are likely to go unnoticed.

Share stories of how a burglar easily outwitted a DIY alarm system. Write blog articles or record educational videos that explain the differences between DIY Alarm systems and professionally installed systems. Educating customers is a great way to build trust and rapport with your target market.

Strategy Two: Target Established Homeowners

DIY security isn’t for everyone. An established homeowner with a family of four has a lot to protect. This segment is far more likely to want a trained professional installing top-of-the-line alarm equipment. Many aren’t willing to put the safety of their entire family in the hands of little battery powered adhesive sensors.

Someone with a 3,800 square foot home or larger, probably has three or four doors, a slew of 1st floor windows, and possibly a garage door. Protecting a property like this takes more alarm equipment than the average DIY system is likely going to include.

If you decide to go this route and focus your security products marketing efforts on reaching older, more established homeowners, be careful not to completely ignore the millennial/younger generation. Be the alarm company future generations turn to when they start buying bigger houses, having families, and outgrowing their DIY alarm systems.

Strategy Three: If You Can’t Beat Them, Join Them

One way to stay relevant to the younger generation of future alarm buyers is by selling DIY alarm systems today. Several manufacturers have created DIY alarm equipment packages that are specifically designed to be sold by traditional alarm companies.

If your alarm company sells the DIY alarm equipment, you can make sure it’s top-notch equipment and that the system has monitoring. This means those customers will be better protected, all while creating a new, recurring revenue stream for your dealership.

And when these young people outgrow their DIY system, your alarm company will hopefully have created a trusted relationship that will turn to you for a professionally installed system when the time comes. 

If you haven’t educated yourself about the DIY alarm market, you should. Here’s a quick tutorial video that show just how easy DIY is for end users:


Security Company Marketing Strategies

In order to compete with DIY security systems, existing alarm dealerships need to keep in mind that the majority of those seeking DIY alarm solutions are still a fairly narrow segment of the market, mostly young people, renters, and lower income families. Three segments that aren’t particularly coveted by most alarm dealerships, but one day this segment will start having families and owning big houses that will need professional alarm installation. What could your alarm company be doing to earn their trust now?

The security industry is technology based, so it’s constantly changing and evolving. It’s better to stay ahead of the trends and avoid shortsighted security marketing strategies than stick your head in the sand. Always be thinking 5, 10, and 25 years into the future.


Topics Security Company Marketing

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