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Business Intelligence for Custom Integrators

Tuesday Morning Coffee

Tuesday Morning Coffee

VITAL Question # 65

Posted on June 2, 2015 at 1:00 PM

What If Your Brand Was In Multiple Markets?

It’s no mystery that integrators have had little success expanding out of their local markets. CI is a business where existing relationships drive over 90% of annual revenues. Typically, there are no (or few) established relationships in non-local markets. And there is no easy way to quickly and affordably create those relationships.

 

A more successful approach has been to acquire or merge with another company in a remote market. Established relationships come with the deal.

 

In this scenario, a common brand and website could be created for the two entities. A single website would consolidate traffic and rankings, while better impressing potential clients that this is a business with tangible scale and success.

 

Referrals and repeat customers would still account for the huge majority of new revenues in each market, but at least a customer in one market could refer a customer in the other market. This is a missing piece in the growth of the CI business nationally.

 

If you are my wealthy friend in Oakland, and I’m in St Louis telling you about the really cool system I had installed here, my referral is pretty useless. You’re left with the same options you had before I told you about my St Louis guy – get a local referral from somebody in Oakland, or search the Internet and make phone calls to Oakland-based CI’s.

 

It doesn’t matter that some integrators are willing to travel, because that doesn’t scale as a national model. What does scale is a single brand and website used by integrators across the US.

 

A group of like-minded CI owners are building one. The brand is bravas. The website will be bravas.com. And if your company were to become a bravas partner, you’d soon begin to enjoy the advantages of multiple companies presenting their communications and brand message as one.

 

Our regular communications will drive website traffic from each of the bravas partners’ local markets. The traffic from 20 or 30 or 40 markets will make bravas.com the most-frequented CI website in the US. The bravas partner in St Louis still won’t be a viable option for my wealthy friend in Oakland, but the Oakland bravas partner will be. And because bravas is a true brand, all bravas partners will offer the same level of customer care and support.

 

For the first time in the history of CI, an affluent St Louis homeowner will be able to make a referral to his wealthy friends in Oakland, Dallas, Philadelphia, Atlanta – wherever there is a bravas partner. For the first time, customers won’t need to know somebody, locally, who knows a local integrator. They’ll need only know… bravas.

* * * * *

This is a game-changer. It will give Bravas the mass to thrive, even as the big non-CI players commoditize smart home products and services. It will bring each bravas partner wealthy customers they would otherwise have never seen.

Categories: VITAL QUESTIONS

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