The information and communication revolution has literally come home . Today’s television sets are more often than not, integrated electronic systems connected to DVD players, VCR’s, cable and satellite feeds, audio systems, digital video recorders and computers from which they receive “streaming video” and other Internet-based content. Whole-house audio, home theatre and security monitoring systems are proliferating throughout the consumer electronics market . The majority of today’s homes have more than a single computer, in many instances, networked together to share files, peripherals and high-speed Internet connectivity . In this brave new world of interconnectivity, structured wiring systems that deliver our entertainment and communication services are fast taking their place as the 4th utility, next to our electricity, gas, and water suppliers . Not surprisingly, in this brave new world of digital convergence and interconnectivity, wiring systems that deliver bandwidth, speed and digital integration are a critical part of every day life, and an essential component of the infrastructure of the modern home . For Troy Ence of Ence Homes and his colleague, Dan Derrick of Southland Electric, the message is clear: structured wiring systems and the added amenities they deliver are playing an important role in successfully marketing new homes.

Ence Home’s Commitment to Excellence

A vital part of southern Utah and Nevada, Ence Homes has built over 200 “ Ence Homes” communities in the area since 1957 plus numerous custom homes . “We have worked since our inception to maintain a leadership position by building quality, innovative and energy efficient homes for our customers, said Troy Ence.   That commitment led Ence Homes to begin a partnership with the 5 Star Energy Program in 1999, making them one of only a handful of builders across the nation to build every home as a 5-Star Energy rated home . The EPA rewarded that commitment to excellence by naming them National Builder of the Year in 1999, with Energy Star Partner of The Year awards in 2002 and 2004 and an Outstanding Achievement award in 2003 . Ence also points out that he offers the America’s Choice 2/10 Home Buyers Warranty, one of the best homeowner warrantees available anywhere in the US.

Researching the Offering and Provider

“We wanted to maintain that leadership position,” says Troy Ence,   “and began to seriously research the emerging trend in the building industry of offering home buyers low-voltage structured wiring . We investigated a number of suppliers and found Leviton’s Structured Media™ offerings ( Leviton Manufacturing, Inc., Little Neck, NY) to be the best choice . They offered great technical support, excellent pricing and, as the biggest name in structured wiring, availability through multiple suppliers in our area so we didn’t have to worry about on-shelf stock becoming a problem . We very carefully selected the packages we wanted…with offerings for basic telephone/fax/internet access on up to whole-house audio and video distribution . Today other builders in our area offer similar packages as an option but none provides a standard basic structured media package like we do with every home we build.”

The Standard Package

The standard Ence Homes package includes a Structured Media™ -Center (SMC) for distribution of incoming services such as phone, Internet access and TV lines . To that is added an Advanced Home Telephone (AHT) panel for multi-line fax/phone/internet access (handles up to 4 lines to a maximum of 19 locations) and full-home networking plus video distribution (to up to six locations) . Initially, each home also comes with Category 5e wire for phone and networking connections, quad-shielded RG-6 coax cable for TV distribution and designer-styled QuickPort wallplates with snap-in QuickPort CAT 5e modules in 4 locations . There are also F-connector video modules in 2 locations to provide high-performance in-wall connections for computers, fax machines, telephones and TV’s . The video modules support either satellite or cable TV, giving tenants the option to use the service they prefer.

From the EC’s Perspective

“Working in tandem with Ence Homes,” as independent electrical contractor Dan Derrick of Southland Electric, notes, “we developed the capability to market and install not only the basic package but additional components, tailoring every home’s structured wiring system to the needs of the individual homeowner.”   Key to the successful sale of structured wiring to prospective owners was the sales training and marketing support provided by Leviton Integrated Networks to both Southland Electric’s employees and the relevant staff at Ence Homes . “ Leviton offered a real partnership with their products,” Derrick pointed out, “offering to even underwrite some of the training for us. ” Twenty-eight of Derrick’s employees trained to become Leviton Certified Installers . As Derrick noted, “the learning curve was a little tough but once they applied themselves, all of my employees were able to master the information. ” Derrick found that as a result of the training his electricians felt better about themselves when compared to electricians who just did electrical wiring . It also gave them the confidence to explain the benefits of the low-voltage systems to customers, according to Derrick . The higher margins on these products when compared to standard electrical components also led to more profitability per employee, allowing Derrick to pay his employees better wages.

An Easy Upsell

“Most people today know they want structured wiring…but they aren’t sure why…or they are very aware of the many benefits, already,” Derrick pointed out . Derrick or one of his Certified Leviton Installers meets every homebuyer either during preconstruction or on the job site . At that time, in addition to discussing plugs, switches, lighting controls and fan speed control, they start by asking buyers if they intend to have a home office . “Up-sells are easy once you begin to describe the many uses of such a structured wiring system,” Derrick noted . “We usually inquire if they intend to have computers for the kids, a network, or a shared Internet connection . Security camera options are described, as well . And with people spending so much time at home, it makes sense that they would want to buy built-in home entertainment . That naturally leads Ence Home’s buyers to have a lot of interest in whole-house audio, built-in home theater set-ups . There’s also a growing interest in Leviton’s new LE&AP central digital content storage and distribution offering that stores photos, video and audio centrally that can be accessed from anywhere in the home . “For many of these buyers, these are second homes or winter homes and the cost of a built-in low voltage wiring system is not really an obstacle…particularly since it can be rolled into the mortgage when added during the house’s construction,” Troy Ence mentioned.

Marketing the System

As the developer, contractor and real estate agent rolled into one, Ence Homes took advantage of many presale opportunities before the walk-through by Derrick and his crew . As Brent Hanks, Marketing Manager for Ence Homes mentioned, “It started with ads and a preconstruction package with a DVD that explained how a Leviton Structured Media™ worked. ” As with Southland Electric, a key ingredient in their successful presale of structured wiring to prospective Ence Homes buyers was also the sales training and marketing support provided by Leviton Integrated Networks directly or through Southland Electric’s Certified Leviton Installers to the Ence Homes’ staff . Leviton representatives met with Troy Ence to help with the initial brochure describing the standard as well as optional packages available . Additionally, Ence Homes’ Project Managers sat in on training sessions for Southland Electric’s employees . The Project Managers helped educate Ence Homes’ sales personnel on how to present the concept of structured wiring to buyers so they would understand its benefits . They also learned how to inspect Southland Electric’s installations, complimenting the electrical contractor’s own Structured Cable Test (CAT 5 test) to assure customers of a reliable installation . Moreover, Leviton kept down costs by providing coop ad dollars as well as free marketing materials and free product for Ence Homes through their Leviton Integrated Networks Model Home Program . Each visitor to the model homes not only met with an educated staff but also had a chance to see a wall of installed structured media products for an actual hands-on demonstration.

A Point of Differentiation

    The critical mass for installing low-voltage structured media along with electrical wiring in new homes is gaining momentum . The helpful hand of low-voltage structured wiring providers, like Leviton Integrated Networks, offers both training and other marketing support to help newcomers break into this lucrative field.