I bring all of this up because I think I’m a pretty obvious choice if you want a top-tier integrator to deck out your new home with the latest and greatest technologies. Maybe I’m not the only choice but at least a top contender, right? 

Well, the reality is that most homeowners don’t really factor any of that stuff in when they choose a technology integrator. They tend to make really bad decisions and hire really bad integrators—or worse, they let some other trade like electricians, security guys, or IT guys perform this very specialized work.  

Why don’t consumers do any due diligence when technology plays such an important role in everyone’s lives? And why hasn’t everyone caught on to the dirty little secret of the custom installation industry?  

What is the dirty little secret?  

A private equity firm that wanted to invest in the luxury home-automation market recently surveyed homeowners who purchased home technology systems. The results were staggering. Over 50% of homeowners with home automation systems were “unsatisfied” with their technology. This is a lower satisfaction rate than cable companies and cellphone companies (historically the lowest industry satisfaction rates). So again, what is the dirty little secret? 

Most installation firms . . . stink.

Why?

The AV and automation industry is the wild west. There is no government regulation, incredibly little formalized training, and in many states no licensing whatsoever is required. Anybody can pretty much hang their shingle and claim to be an AV expert regardless of their abilities. Even if there’s a contractor’s license requirement, it has more to do with building guidelines than technical expertise in systems deployment. There are probably about 15,000 companies nationwide that call themselves “AV guys” or “integrators.” I would only let about 10% of them into my home.  

Well, most folks can instinctively tell the difference between a firm like yours and a fly-by-night firm, right?  

Uh . . . NO!

Unfortunately, most consumers know little to nothing about technology and have lots of anxiety about hiring a tech firm. Given that, anybody who walks into their door and has more knowledge than them will seem like an expert. 

The typical decision-making process goes like this: “Who does my neighbor use?” “Who seemed like a nice guy?” “Who does my interior designer like?” There is typically no research on the firm, no reference checks, and most importantly no vetting to see if the firm they like has done a project of the same scope and scale or has any expertise in the products they want to use. The guy who did a soundbar installation for your brother-in-law may not be the right guy to completely automate your home with Crestron, Savant, or Lutron—or deliver that amazing home theater experience.

The reality is most consumers approach this industry thinking that most companies are probably reputable, probably sell the same stuff, and roughly have the same technical knowledge. But the reality is much different.

In Part 2, I’ll show you how to hire the right firm and what questions you should ask.