Lining up: Medium-sized homebuilders first up for Firstline’s builder program

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Wednesday, December 1, 2004

OREM, Utah - Almost three years into their tenure as a residential security provider, Firstline Security is another company that is using residential homebuilders as a way to increase installation numbers.
A program, called Secure Community powered by Firstline Security, was developed by the company to work with residential builders to create pre-wiring and security system installations at the point of new construction. The program, which officially began Nov. 1, is the company’s first foray into this side of the market.

According to Sterling Barnes, president and chief executive officer of the company, hopes for increased installation numbers are high.

“Through this program, we are currently at 50 installs per month,” Barnes said. “We would like to be at 300 installs per month.”

In addition to the install side of the program, Firstline will assist homebuilders with neighborhood watch programs in developed communities and will donate money for community improvement projects, such as street lighting or gates and video surveillance security projects.

“We want to have a secure community feeling where everyone has an alarm system and then, everyone has an added benefit,” Barnes said.

The company’s focus is on the residential side of the security market, but Brett Redd, chief financial officer of the company, said extra initiatives such as this program help the company secure business on the other side of the fence.

“With our builder program normally through residential contacts, we run into a lot of commercial contacts,” Redd said.

Currently, the company counts only 10 percent of its business as commercial, according to Redd, adding that Firstline is “really focused on the residential market.”

Barnes said the company has been speaking to a handful of builders about the program and has a few on board as of the end of October, but the goal is to generate agreements with medium-sized builders - those who complete between 50 to 300 new homes annually. The contract ties builders in to installing a security system provided by Firstline in each completed residence.

The program’s launch focuses on Utah and California, and will eventually expand into the rest of the company’s service area, which now encompasses seven states.

“Next year, we plan on expanding into three or four more states,” Barnes said. “There is a need everywhere.”