Electricians and Integrators

Buzz Delano

Principal Consultant, Delano Associates

Our “CI” industry began long before lighting, let alone low voltage lighting solutions declared itself at our table. In the beginning with architectural speakers, big screen TV, home theater, phone intercom, gate and entry, analog automation and custom cabinetry we operated successfully, with clarity on the lines of product supply to “Designer Installers” as we once called integrators. 

Today we find ourselves with a robust market, innovative solutions and astonishing technology infrastructures that allow our professional integrators to specify, design, build and install systems for all things home technology.   For all the good of this, complexity of solution choice and supply has arisen.  Often, lights and shades are specified, sold and installed around the smart home integrator and the supply chain for these solutions often is not solely manufacturer to dealer. Electrical distributors and lighting designers entered the equation. Over time and through shared learning between trades, I expect this multi-tier process will evolve and continue to be a profit center for all involved and deliver a great customer experience. 

However, with lighting and shading now representing a massive share of the market and revenues for integrators, the challenge is that for both, this is where high voltage provision meets low voltage installation.  

Both professions are highly skilled and aim to build trust with their clients. However, there is a difference in the fundamental cultures of electricians versus integrators. Most electricians focus on safety, reliable functionality and meeting code.  Many electricians remain in this groove and are not interested in taking on new learnings or to sell and install products beyond switches, outlets, fans, lights and other fundamental solutions.

I have had three electricians service our homes in California and Florida. Each were clearly focused on safety and reliable functionality.  Two possessed a modest amount of familiarity with shall we say, “smart lighting switches and dimmers” and low voltage recessed lighting fixtures and tape lights.  Neither had any interest in working with other products or collaborating with “AV guys” but their work was excellent. The third was also qualified for safety and reliable functionality, but his focus did not include anything beyond conduit, wiring, outlets, switches and panels.  Even the addition of panel surge protection wasn’t something he had done. Our current electrician in Florida is a traditional electrician in so many ways.  But, he is fully aware of smart switches, AC+USB outlets, low voltage hardware, diffused lens LED counter lighting, warm dim, color temperature and especially basic shading motor power provisions. And he insists on installing panel surge protection.  In fact, once he knew my background, he became interested to learn more.  But…he has no interest in collaborating with “AV guys”. Mainly, his reasoning is that he has a good business, a good living, knows his trade and doesn’t want the complexity of schedule coordination with another trade. 

Where am I going with this?  I think that with more integrators and electricians working together both professions will benefit. 

Especially the savvy integrator who understands the magic of being on the project early. The sooner we get in there, the better we are to assess the build plan, think through technology solutions and their necessary infrastructure.  And of course, to be in lockstep with the electrical contractor for their project plan and installation.  

 We are at a point where electrical service planning and design is critical to maximize the in-home experience of entertainment, comfort and security.  Smart Home integrators are skilled for so many more solutions than years ago and therefore, collaboration or business partnerships with electrical contractors I believe, will help to make the smart home experience for more homeowners better. Some electricians will become tuned in to the cool factor of what we do and find their way to making more money by participating with us.  

I had the opportunity to interview two electrical contractors, fully qualified in their trade and wanting to grow in the smart home space.  Each knows their current limits and preferences, but both want to learn more, have dialogue with our folks and succeed.  Michael Stellmann of Stellmann Electrical, NY City area and Kyle Figueroa, Figueroa Electric, Boston area,  are high energy and motivated businessmen, and they gave a spirited interview with me from Stellmann’s office with Kyle on the road after a long day in the field. Check out my interview with them here.