Marketing security solutions to Homeowners Associations (HOAs) and community associations present a strong market opportunity, but the marketing approach should be tailored differently compared to other verticals. Unlike businesses or security professionals, these audiences often lack in-depth knowledge of security technology, as usually a homeowner or resident on the HOA Board is often tasked with identifying their needs and sourcing a local security firm.
To effectively communicate the value of your security services and products, you’ll need to educate potential buyers on the various types of security cameras, their functionalities, and how they can be installed. Moreover, HOAs are often focused on balancing security with community aesthetics, potential disruptions associated with installation and budget constraints, which can further influence their decision-making.
Educating HOA Decision Makers: Often Non-Security Professionals
Most HOAs and community associations are managed by volunteers or part-time property managers. These decision-makers may have little experience with security systems and the rapidly evolving technology behind them. This presents an opportunity for you to serve as an educator.
Start by explaining the different types of security cameras that are right for their needs, their use cases and how they can be installed and networked:
- Fixed Cameras: Ideal for monitoring high-traffic areas, entrances, or exits. These are commonly installed where continuous observation of a specific point is necessary.
- Pan-Tilt-Zoom (PTZ) Cameras: These cameras offer flexibility by providing a wide coverage area with their ability to pan, tilt, and zoom in on specific points. They are ideal for broader areas like parking lots or playgrounds.
- Bullet Cameras: Designed for outdoor use, these cameras offer long-range capabilities and are often used to cover perimeter fencing.
- Dome Cameras: Known for their discreet design, these are often preferred in common areas where aesthetics are important, like lobbies or clubhouses.
Educating your audience on the value and positioning of these cameras in a community environment can help them make more informed decisions, and can understand options that will impact their project budget and timeline. For example, explaining that a PTZ camera at the entrance to a community can reduce the need for multiple fixed cameras will show how you’re considering both effectiveness and cost-efficiency for the client.
The Power of Video Analytics: License Plate Capture and/or Recognition
A key selling point that can differentiate your security solutions can be the integration of video analytics into some or all of the community’s security cameras. Video analytics go beyond simple recording and can provide HOAs with more proactive security management. For instance, cameras equipped with license plate recognition can log every vehicle entering and exiting the premises. This helps the community monitor guest traffic or identify unauthorized vehicles, and also get data to provide better insight into traffic flow. License plate data can also be shared with law enforcement.
Additionally, video analytics can detect and trigger alerts when individuals or vehicles enter areas they shouldn’t, such as private community amenities or restricted zones. Alerts can be configured to notify security personnel or property managers in real time, allowing for quicker response to potential threats or breaches, and enhancing community safety.
Emphasizing how video analytics reduces the need for constant manual monitoring and increases the effectiveness of their security solution is key when communicating with these non-professional security buyers.
Power and Connectivity Considerations for HOA Security Cameras
One challenge HOAs may face, and which we’ve found many are not considering, is ensuring power and internet connectivity for their community security technology. Some communities already have a community center or common area with power and internet access that can serve as the hub for security systems. This is the ideal scenario, as it allows for easier installation of cameras, provides a central point for recording and connectivity and reduces costs related to running power lines and installing cabling.
However, not all HOAs have these resources readily available, and many have no common facilities. So what to do?
In cases where there is no existing infrastructure, electrical utility companies will need to be contacted to install dedicated electricity, which the security firm can often offer to help facilitate. This can be a disruptive process, as it often involves trenching and running power lines to specific locations for camera installation.
To mitigate this disruption, you can potentially offer solar-powered security cameras, more for smaller fixed cameras not PTZ or cameras running analytics, as an alternative. These cameras can be installed without the need for extensive electrical work, and they can be networked using direct line-of-sight wireless connectivity, again assuming their is a common or central facility, reducing the need for physical cabling. Solar-powered options are not only environmentally friendly but can also be a more cost-effective solution for HOAs that want to avoid invasive construction in their community, but they won’t be a good fit for every community.
Complementing Your Security Technology with Security Patrols
Some HOAs may prefer or require a more hands-on security presence in addition to security cameras. This is where offering a partnership with local security guard services can expand your value proposition. While your company may specialize in technology-based solutions, by partnering with a security patrol firm, you can present a more comprehensive security package to potential clients, making your proposal more attractive. This approach can be particularly appealing to HOAs that are concerned about the visibility of security efforts within their community.
Tailoring the Security Marketing Message to HOAs Can Close More Deals
Marketing security solutions to HOAs and community associations requires a thoughtful and educational approach, one which is proactive and shares your experience in working with these types of projects and clients. These often non-professional buyers need guidance on selecting the right cameras, understanding the benefits of video analytics, and navigating the challenges of power and connectivity.
If your security firm serves or wants to start serving HOAs and community associations, contact SecureMark Solutions today to have a conversation and discuss building a successful marketing campaign to build your HOA client base.