Why DIY does not spell doom for professional security installers

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There’s no question that the popularity of Do-It-Yourself (DIY) security and home automation products is on the rise. The reasons for the growth in DIY sales are numerous, including increased awareness of home automation products, fast set-up, limited (if any) installation costs, and interoperability with other smart security products. In fact, with the parallel rise of smart home hubs like Alexa and Google Home, many people are opting to attempt the set-up of smart home devices without any professional assistance.

According to a 2018 Residential Security Market Report prepared by Parks Associates and Security Sales & Integration magazine, “More than 60% of installing dealers now report that DIY systems are biting into demand for their services.” But the rise in DIY is not entirely bad news for security and home automation installers and dealers. There are a number of ways to view this glass as half-full. Let’s look at a few of them.

Increase in revenue for dealers

With their lower cost and perceived ease of installation, DIY products have broken down barriers for additional purchaseThere are reasons for dealers and installers to be cheerful about the rise of DIY. For one thing, according to that same Residential Security Market Report from Parks Associates, residential security dealers are doing quite well. The report states, “In 2017, revenues were up an average 7.72% for security dealers.” What about installations? The report goes on to say, “For 2017, the average number of installs per dealer was 22 per month, compared to 17 per month in 2016.”

So, revenues are up for security dealers, and at least part of the reason can be attributed to the fact that DIY products can raise overall awareness of and spur interest in other home automation and security products. With their lower cost and perceived ease of installation, DIY products have actually broken down barriers for the additional purchase, and installation, of complete, professionally installed systems.

Wireless, connected smart locks

For example, the sale of wireless, connected smart locks (viewed by some consumers as DIY) can lead to opportunities for further home automation product sales and professional installations. Connected smart locks can actually act as an extension of a smart hub or controller. They can be used to wirelessly communicate with and control all the devices that make up a home automation system, including lighting, entertainment, thermostats, air, alarms, shades and more.

Connected smart locks can be used to wirelessly communicate with and control all the devices that make up a home automation system

With their lower cost and perceived ease of installation, DIY products have actually broken down barriers for new security installations

And they can do all this from a prime, convenient location – the front door, as well as other points of entry like the side or back doors. Plus, smart lock conversion kits like Kwikset Convert let homeowners easily bring home automation capabilities to their door without altering the aesthetics of the entry.

Connected smart locks can allow homeowners to set up their home with custom scenarios, right before they step inside. For example, residents can program their lock so that every time they unlock the door, a foyer light goes on, temperatures begin to rise to a set level – even connected coffee makers can begin to make a cup.

Portfolio of home automation products

One of the best ways to mitigate the ‘threat’ of DIY sales is for dealers and installers to become more versatileSmart locks are just one example of the potential of DIY products to spark a homeowner’s interest in a wide range of other home automation devices, many of which would benefit from professional installation. One of the best ways to mitigate the ‘threat’ of DIY sales is for dealers and installers to become more versatile and offer a complete portfolio of home automation products. The larger the home automation offering, the more devices there are to sell and install, the larger the installation required, the greater the need for professional installation.

Many homeowners who feel like they have a certain level of handiness will start by trying to do it themselves with a DIY product. But things don’t always go as planned, especially if they are attempting to set up a robust home automation system.

First off, just because a product is DIY doesn’t mean that the old products that are being replaced are going to easily make way for the new. A DIY thermostat or smart lock might require that the old equipment (and possibly wires) get tugged out of the wall. Messy holes might need to be filled.

Advantages of professional installation

Even after the old system has been removed, homeowners planning on setting up a connected system may soon realise they don’t have the electrical skills or technological know-how to install and connect all devices, get a system programmed correctly, and get everything up and running smoothly. Professional installers have learned from experience; there’s very little that they haven’t seen before.

Professional installers can and should bring an extra level of experience and guidance to the process

With their years of experience, installers know the best way to automate a home and how to create a custom smart home experience

Do-it-yourselfers might be able to solve problems by searching the internet and finding videos. But, then again, they might not. After going the DIY route once, many full-home automation system enthusiasts are beginning to realise that the best way to get things done right the first time is to leave the installation and set-up to a professional.

Professional installers can and should bring an extra level of experience and guidance to the process. Their services should go beyond tech installation and also include interface design. With their years of experience, installers know the best way to automate a home – how to create a custom smart home experience that doesn’t make the user feel less than smart.

Selling additional home automation products

If a problem arises due to installation error, the DIYer does not have any recourse to correct these mistakesResidential security dealers who offer professional installation should be willing to embrace the DIYer who has attempted to do a self-install but has not been able to complete the process successfully. With an open mind to this scenario, they can save the day for the DIYer, as well as create an opportunity to sell additional home automation equipment that the DIYer may not have known to be available.

The disparity between DIY and professional installation also brings to light the fact that there are no ‘satisfaction guarantees’ and no ‘installation/labour warranty’ available when a home automation system is installed by a DIYer. If a problem arises with either the equipment connectivity due to installation error, or if a piece of equipment is installed incorrectly, the DIYer does not have any recourse to correct these mistakes.

This may not be as critical if a DIYer installs a minor piece of equipment, but with something as critical as securing and protecting their home with a home automation and security system, most people want full peace of mind that everything has been installed correctly.

Reduces connection instability

According to a 2017 study by the analyst firm, IHS Markit, “The quality of the equipment is usually higher in professionally installed systems, and professional configuration and setup greatly reduces the potential for connection instability…” This is an issue that DIYers may come to realise over time. On the other hand, one issue DIYers may recognise right away, especially if they are attempting to connect multiple devices, is that the connectivity may be inconsistent.

One issue DIYers may recognise right away is that the connectivity may be inconsistent

Professionally installed devices operating on a wireless protocol might deliver better, consistent, longer-range connectivity

IHS Markit explains that, “DIY systems rely on open protocols and Wi-Fi connectivity that can sometimes be unreliable, creating connection issues. Some of the sensors can become unrecognisable to the system, requiring intervention from the user. In contrast, professional wireless systems rely on UL- or EN-certified equipment to operate on the basis of proprietary frequency, enabling them to work with the control panel much more seamlessly.”

In other words, professionally installed devices operating on a wireless protocol, even an open-source protocol like Z-Wave, might deliver better, consistent, longer-range connectivity, and fewer headaches.

Not everyone is a DIY customer

There are customers who want someone to install the devices correctly and help them learn how to use and maintain themThere’s no doubt that there’s a segment of the security and home automation market that loves to spend their free time doing their own home improvement. They are watching videos, reading how-to books and manuals, and enjoying every minute. There’s also a segment of the market whose top goal is to save money up front. For these customers, there’s no getting around the joy of saving money with the lower cost of many DIY products.

But there are also a great number of prospective customers out there for whom DIY is of absolutely no interest. These consumers do not want to be their own IT department. They want expert help: they want someone to install the devices correctly and help them learn how to use and maintain them.

The IHS Markit study points out what many home automation dealers already know: that the elder and aging-in-place markets are an ideal destination for the security and convenience of home automation products. The study says, “Many senior citizens are not tech savvy enough to install a DIY system by themselves, so they tend to rely on professionally installed systems that are usually maintained by a family member.”

Along with the senior citizens market, there are many other market segments out there that still desire worry-free professional installation.

Play up the peace of mind that comes with professional installations and support that pitch with flexible monitoring contracts

Installers should offer a range of products that includes some DIY products, and some leave-it-to-a-pro products

Producing complete and custom solutions

Perhaps the best way for dealers and installers to stave off that feeling of doom that they might have about DIY is to tackle the problem head on and be creative. Offer a range of products that includes some DIY products, and some leave-it-to-a-pro products – consider the DIY product a great entry point for a more comprehensive system.

Play up the peace of mind that comes with professional installations and support that pitch with flexible monitoring contracts and service plans. Share what you do and why; relay your passion for producing complete and custom solutions and communicate how you add value to any and every sale.

No one, not even the most tech-savvy consumer, wants to install their own products if the end result is that the product doesn’t work the way it should. That’s where the pros can, should and will always come into play.

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Nick English National Sales Manager, Residential Access Solutions, Kwikset

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