In a highly competitive market, the ability to stand out from the crowd is important, especially among trade partners such as builder, architects and designers. For integrators, one way to distinguish yourself is via certifications and that is just one of the benefits provided by the Home Technology Association (HTA).
Josh Christian, CEO of the HTA, recently joined the D-Tools ‘What’s the Buzz’ Podcast to discuss the three tiers of membership in the organization, and how the HTA’s online Budget Calculator is helping members close more deals and avoid sticker shock from clients.
Christian has a long history in the industry, including many years at Los Angeles area-based DSI Entertainment Systems, a high-end integration firm that caters to luxury clientele and works closely with trade partners. That experience, along with a stint at Axiom Design, a low-voltage consulting company that offers design and engineering services, gave Christian the background knowledge he needed to create some of the unique benefits of HTA.
"When you show builders, architects and designers you are design-centric, return phone calls, and have great customer service they will just keep giving you projects…. like an ATM machine." -- Josh Christian, HTA
“This all helped give me the background to cofound the Home Technology Association in 2017,” recalls Christian. HTA’s goal is similar to D-Tools’ prime directive: to help integrators run better businesses. The organization does that through its somewhat rigorous multi-tiered certification program that elevates the stature of integration companies with architects, builders, designers and end users.
“When you show builders, architects and designers you are design-centric, return phone calls, and have great customer service they will just keep giving you projects…. like an ATM machine,” he says.
Christian cited data from industry consultant Matt Bernath that shows integration companies that develop trade partnerships are the most likely ones to break out past the $2 million revenue threshold.
HTA has three levels of certification:
Foundation – designed for companies that gravitate to smaller projects of less than 5,000 square feet and budgets under $50,000.
Luxury – aimed at integrators concentrating on luxury residences between 5,000 and 10,000 square feet with budgets in the $50,000 to $250,000 range.
Estate – targeted at dealers that focus on large residences over 10,000 square feet with budgets over $250,000.
Each level requires the member to be endorsed by at least three customers or trades. Christian says members range from very small operations to large, multi-state companies.
“Even though we have a lengthy application process, one thing we never ask is, ‘What are your gross sales?’ because it is irrelevant to quality,” asserts Christian.
HTA also educates trade partners with end users about home technology, including through the use of its online Budget Calculator. That tool is designed to help an integrator virtually “co-design” a project with the customer so they can see the costs of the various home technologies. Using the calculator gives clients a ballpark of the costs and eliminates the common “sticker shock” associated with home electronics because many consumers have no idea how much the equipment costs. Integrators can embed the calculator directly into their own websites, or simply direct customers to the online calculator on the HTA website.
To find out more about HTA, Christian offers his cell number of 424-272-7620 or email him at jc@htcertified.org.
