In the fast-evolving world of security technology, businesses and property owners are often led to believe that they must completely replace their existing systems to stay up to date. However, a “rip and replace” approach isn’t always necessary, or cost-effective, as businesses always look to leverage the investment they’ve made in existing technology. Instead, our team has found that marketing solutions that provide options to customers to upgrade their current security technology can provide a more appealing, budget-friendly, and flexible alternative.
By using marketing messaging that positions upgrades as a strategic investment, security providers & integrators can demonstrate their value as solution-oriented partners.
Some examples of security technology upgrades that can be marketed effectively to highlight their cost-effectiveness, efficiency, and technological advancements.
1. Upgrading Existing Surveillance Cameras with Video and Audio Analytics
Many businesses already have an extensive network of security cameras, but these systems often lack advanced capabilities such as video or audio analytics. Instead of promoting a full replacement, marketing the benefits of upgrading existing cameras with analytic software can appeal better to budget-conscious customers.
Key Benefits to Highlight in Your Security Marketing Messaging:
- Enhanced Security: Video analytics provide real-time alerts for suspicious activity, perimeter breaches, or loitering, reducing the need for constant monitoring.
- Operational Efficiency: Audio analytics can detect aggressive speech, breaking glass, or gunshots, triggering immediate alerts to security personnel.
- Cost Savings: Customers can retain their existing camera infrastructure while enhancing functionality, reducing capital expenditures.
2. Upgrading Access Control Systems to Video or Mobile Credentials
Legacy access control systems, such as those using PIN codes or card readers, may lack the flexibility and security of modern solutions. However, businesses don’t need to overhaul their entire system. Many access control systems can be upgraded to include video capabilities or mobile credentials while retaining existing wiring and card readers.
Marketing Messaging Should Focus On:
- Increased Security Access Control Without High Costs: Video verification adds an additional layer of identity confirmation, reducing unauthorized access attempts.
- Convenience and Flexibility: Mobile credentials eliminate the need for physical keycards, allowing employees and tenants to use their smartphones for entry.
- Leveraging Existing Security Infrastructure: By retaining existing readers and wiring, customers can implement modern solutions without a full system replacement, saving time and money.
3. Upgrading Residential or Multifamily Units to Wireless Locks
For property owners managing residential or multifamily buildings, upgrading to wireless smart locks offers increased security and convenience for tenants while minimizing installation costs. Instead of replacing all locking mechanisms, wireless solutions can integrate with existing doors and access control platforms.
Marketing Wireless Locks as a Smart Investment:
- Remote Management: Property managers can grant or revoke access remotely, reducing the need for physical key management.
- Enhanced Tenant Experience: Residents can unlock doors via mobile apps or keypads, eliminating the hassle of lost keys.
- Cost-Effective Installation: Wireless locks are easier and faster to install compared to traditional wired systems, minimizing labor costs.
Why Marketing Security Upgrades Makes Sense, Builds Confidence and Helps Drive More Leads
Security integrators who market upgrades rather than full system replacements position themselves as flexible, customer-centric problem solvers. Businesses and property owners often hesitate to invest in a full security system overhaul due to cost concerns, offering upgrade paths allows them to modernize incrementally, making the decision easier and more financially feasible. Businesses react better to security firms who provide multiple solutions, addressing their needs while helping them to manage costs, and in the end can generate more positive customer reviews for your company.
Security ‘System Upgrade’ Marketing Strategies to Use:
- Customer Success Stories: Highlight case studies of businesses that have successfully upgraded their systems with minimal disruption and cost. Show how upgrades delivered on the promise.
- Comparative Cost Analysis: Show potential customers the savings they can achieve by upgrading instead of replacing their entire system. Cost savings without sacrificing functionality or safety.
- Solution-Oriented Messaging: Emphasize how your security firm works to enhance what customers already have, building on existing infrastructure, rather than forcing them into unnecessary expenditures.
Does Your Security Marketing Focus on System Upgrade Capabilities? Schedule a Consult with SecureMark to Learn More.
Marketing security technology upgrades as a cost-effective, scalable, and future-ready solution resonates with budget-conscious customers. By focusing on enhancements rather than full replacements, security providers can showcase their adaptability and commitment to helping customers maximize their investments.
This approach not only strengthens customer trust but provides more effective marketing campaigns that deliver better ROI.