KEN KIRSCHENBAUM, ESQ
ALARM - SECURITY INDUSTRY LEGAL EMAIL NEWSLETTER / THE ALARM EXCHANGE
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Another comment on why do customers chose Simplisafe over professional systems
July 24, 2024
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Another comment on why do customers chose Simplisafe over professional systems from article on June 29, 2024
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Ken,
Previous comments are correct, marketing is king in today’s world. Word of mouth and referrals are the best form of marketing. That said, general marketing still drives a lot of decision making. It’s a shame our industry cant unite enough to create a national campaign that would effectively educate consumers on the differences between a professionally installed system and the DIY system, along with the benefits of having a system installed, maintained and monitored by a professional Security Contractor.
Pat Lane, General Manager
Dehart Alarm Systems, LLC.
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Another comment
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Ken
In my opinion, if a subscriber calls a professional alarm company and "SimpliSafe," there is no equivalence between the two because "Do It Yourself" products cannot match the superiority of the products and services that Professional Alarm Contractors provide. Additionally, as an alarm contractor, if someone is shopping for a better price than "free" or "low cost," I for one would not be interested in this type of subscriber.
Jeffrey D. Zwirn, CPP, CFPS, CFE, SET, FASI&T, CHPA-IV, MBAT, NFPA 3000(PS), President
IDS Research & Development, Incorporated
46 West Clinton Avenue
Tenafly, New Jersey 07670
Phone: 201-227-2559
www.alarmexpert.com
www.linkedin.com/in/jeffreyzwirn
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Response
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In my previous response I opined that the industry owed SimpliSafe and ADT for all their advertising familiarizing the public on alarm systems and services. Any publicity is generally better than none. While it’s hard to believe that anyone of normal intelligence would not know about alarm systems and have an appreciation for keeping themselves and family safe, or safer, using electronic security and fire detection devices. But even if they do, seeing it on TV and hearing it on radio and reading it in newspapers drives home the idea, and that leads to inquiry, creates the desire for the service and lets people know where and how to find the services.
While a united front for advertising seems like a good idea, I am sure everyone will agree that implementing and acting upon the idea is well beyond anything any alarm association or organization has attempted, let alone accomplished. I don’t know the marketing budget for the national companies that do the mass advertising, but I’m sure the number would not be something the rest of the industry would be willing to match.
But I have other reservations. Arguably a professionally installed system is better than a DIY system. But a DIY system is also better than no system. Not everyone has the budget for a professionally installed and monitored alarm system, and there are probably a lot more those who can’t than those who can. Alarm companies, integration companies, have different business models and that means different ways of doing business, different target audiences, and different goals; they also have different skill sets. Not all alarm companies can install complex fire alarm systems, or any kind of complex system. Not all alarm companies can service a handful of high end accounts for high profit and not all can service numerous accounts for marginal profit. One company is not better than the other, they are just different serving different target customers.
I do offer a challenge to the alarm experts: other than loss of internet or dead batteries, why is professionally installed, presumably hard wired systems, better than a relatively cheap DYI, stick on the wall system? Hardwire go down too sometimes.
Sounds like I am a proponent of DIY, but I’m not. But I can afford a professional system and services. Last statistics I heard [while ago] only 15% of residences had alarm systems. That leaves a huge market. Mass marketing has helped create awareness, and that benefits all alarm companies. I probably should also recognize that statutory requirements for alarm systems also help, a lot. The fire alarm industry has built in clientele because the law requires the systems and service. We haven’t gotten to the point where security alarms are required, though don’t be too surprised ….
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Ken Kirschenbaum,Esq
Kirschenbaum & Kirschenbaum PC
Attorneys at Law
200 Garden City Plaza
Garden City, NY 11530
516 747 6700 x 301
ken@kirschenbaumesq.com
www.KirschenbaumEsq.com
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