Los Angeles, CA (November 11, 2024) – The Home Technology Association (HTA) — recognized for setting the gold standard for home technology integrators — is proud to announce the expansion of its HTA Certification program to the United Kingdom. This milestone comes in response to demand from UK-based integrators seeking to distinguish themselves with the HTA’s mark of excellence.
UK integrators can now join an elite group of integration firms that provide first-rate technology experiences for homeowners and serve as technology design partners to architects, interior designers, and building professionals. The certification is a testament to a company’s technical proficiency, exceptional customer service, comprehensive aftercare, and sterling industry reputation.
“Since the HTA launched in 2017, we learned quickly that top integrators throughout the globe are looking to differentiate themselves from the ‘AV guys’ that have hurt the reputation of the home technology integration industry,” said HTA CEO Josh Christian. “We look forward to bringing the HTA Certification standard to the United Kingdom, helping qualified integrators there earn the business they rightfully deserve, and helping raise the stature and importance of integrators to the UK’s design and build communities.”
The HTA has already updated the HTA Certified integrator locator and calibrated their technology budgeting tool for UK users. When visitors use the HTA Certified locator or budgeting tool, it will automatically sense the country where the user is (for the UK, U.S., and Canada).
With this expansion, UK integrators, homeowners, builders, architects, and interior designers can now leverage the full suite of HTA resources. From educational articles, to the technology budgeting tool, technology checklists, a sales closer tool, and the HTA Design Partner program, the association continues to lead the way in supporting its HTA Certified integrators. This makes it easier for integrators to forge relationships with the design and build trades and provide better technology experiences for homeowners and related trades alike
The four founding UK-based HTA Certification integrators gave the following feedback:
“HTA assurance establishes we are who we say we are, we can do what we say we can do, and we have a track record of successful projects and happy clients to prove it. Only when companies are measured can they be compared, and HTA is the tool by which to be measured. We are proud to spearhead their adoption outside of the U.S. and Canada and bring their determined due diligence to a wider audience.” – Kevin Andrews, Founder and Creative Director of Ideaworks Ltd in London, England
“Advances in technology have ironically opened the market to companies who — regardless of their level of experience, skill, or knowledge — are quite easily able to gain access to equipment. There is no organization, group, or association where we can all come together to help keep these standards high, until now. We really hope by embarking on this journey with the HTA we can inspire other companies to step up and help us make this industry what it needs and deserves to be.” – Simon Fulstow, founder and managing director of SONA Projects in Cheshire, England
“After a tour of our Experience Centre, most homeowners’ reaction is, ‘I want all of this awesome stuff!’ but of course very few are able or prepared to pay for everything that’s on offer. The HTA budget calculator helps the homeowner decide where they want to focus their budget in a matter of minutes, which is a huge time-saver for both the integrator and the homeowner.” – James Ratcliffe, owner of Homeplay Ltd in Weybridge, England
“We are delighted to acquire the Home Technology Association (HTA) Certification.
This certification ratifies our 25 years of technical expertise, excellent customer service, the highest quality of delivery and an unparalleled reputation within the residential and hospitality sector. We are looking forward to being a part of the HTA.” – Steven Worrell, MD of Smartcomm Ltd in High Wycombe, England
Note to readers and editors: Some of the above quotes have been shortened. The unedited quotes, along with quotes from manufacturers, trade partners, industry reps, and North American integrators, can be found here.
About the Home Technology Association The Home Technology Association (HTA) created the first and only standard of excellence for home technology integration firms. The HTA gives the best-qualified technology integrators a prestigious certification to differentiate these exceptional firms. HTA Certification is a badge of quality, designed to help homeowners get consistently first-rate technology experiences. Homeowners, builders, architects, and interior designers who hire HTA Certified integrators have peace of mind knowing they are working with truly professional firms that have passed the HTA’s rigorous certification process, which focuses on technical competency, first-rate customer service, aftercare support, and a positive business reputation.
The Home Technology Association is also the creator of the HTA Design Partner and HTA Technology Partner programs designed to elevate the role of qualified home technology integrators as technology design consultants that trade partners should include on all their residential projects. In addition, the Home Technology Association actively collaborates with design and build trade associations such as AIBD, ASID, IDS, NAHB, NARI, and the NKBA. The HTA helps bridge the design and collaboration gap between the home technology integration industry and design and build professionals. This is accomplished via educational articles, webinars, classes, budgeting tools, technology assessment forms, a brand Resource Guide, and an integrator finder tool to help them incorporate technology into their projects easier. Learn more by visiting HTACertified.org and by following the Home Technology Association (HTA) on LinkedIn, Twitter, Facebook, Instagram, YouTube & Pinterest.
Make time for some digital housekeeping now, before the holiday rush.
As a storyteller, I’m always drawn to the narrative that companies use and am curious how it resonates. In our channel, narratives vary greatly but two things are consistent. Most are out-of-date and many don’t provide a compelling reason to engage with their company. Now is a great time to look at the prominent places people look to learn more about your business. Your “About Us” and “What We Do” descriptions on websites, social media channels, and YouTube, as well as your collateral, ads, and presentations, should share a consistent, current message.
Image: Afi Hermatova/Getty Images
Here’s the thing. Updating your “About Us” and “What We Do” is more than just a refresh; it’s an opportunity to redefine how potential clients perceive your business. These descriptions are often the first impression visitors have of your company, and they should tell a compelling story that resonates, engages, and ultimately converts. Here’s how you can turn these often-overlooked pages into powerful lead-generating tools.
Begin With Purpose, Not Product
When revising your “About Us” narrative, the first thing to consider is your company’s purpose. The traditional approach is to list what your company does or sells, but that’s not what hooks people. Today’s customers want to know the “why” behind your business. Why did you start this company? What problems are you passionate about solving? The key here is to make an emotional connection. People make decisions based on emotions first and justify them with logic later. Your “About Us” narrative should inspire trust and make people feel they are aligning with a company that has a meaningful mission.
Humanize Your Story
People connect with people, not faceless corporations. So, who are the faces behind your business? Highlight the founders, leaders, and key team members. Share their stories, passions, and even some personal quirks that make them relatable. When potential clients can put a face and a story to the name, it humanizes your company and builds trust. Incorporate professional but warm photos of your team and write bios that go beyond job titles — talk about what drives them in their work and how they contribute to the company’s mission.
Show, Don’t Just Tell
You’ve heard it before, but it’s worth repeating: show, don’t just tell. Your “What We Do” narrative shouldn’t just list services or products; it should demonstrate how those offerings make a difference. Use case studies, client testimonials, and real-world examples to illustrate your impact. If possible, include data and metrics to show tangible results. And don’t forget visuals — photos, videos, and infographics can be incredibly effective in conveying what you do in a way that’s easy to understand and visually engaging.
Speak Directly to Your Ideal Client
A common mistake businesses make is trying to appeal to everyone. The result is generic messaging that doesn’t really resonate with anyone. Instead, get crystal clear on who your ideal client is and tailor your messaging to them [as discussed in this article]. Use language that speaks to their specific pain points, needs, and desires. When your ideal client reads your “About Us” or “What We Do” narrative, they should feel like it was written specifically for them. This doesn’t mean excluding other potential clients, but it does mean being intentional about who you’re trying to attract.
Reflect Your Brand’s Personality
Your brand has a personality, and your narrative should reflect that. Whether your brand is professional, playful, innovative, or traditional, your tone of voice should be consistent with your overall brand identity. This helps create a cohesive brand experience across all touchpoints, from your website to your social media and marketing materials. Don’t be afraid to let your brand’s personality shine through — this is what will set you apart from competitors and make your company memorable.
Keep It Simple, Yet Comprehensive
While it’s important to be thorough, avoid the temptation to overload your pages with too much information. Visitors should be able to quickly grasp what your company is about and what you offer without feeling overwhelmed. Break up text with headers, bullet points, and visuals to make the content more digestible. At the same time, ensure that you’re not leaving out critical information.
Incorporate Social Proof
Social proof is a powerful psychological tool that can greatly influence purchasing decisions. Include association badges, client logos, testimonials, and awards on your “About Us” and “What We Do” pages to build credibility. Case studies are another effective way to showcase your successes and how you’ve helped clients achieve their goals. When visitors see that others have trusted and benefited from your services, they’ll be more likely to trust you, too.
Optimize for SEO Without Sacrificing Readability
Your web pages need to be found in order to be effective, so don’t neglect SEO. Incorporate relevant keywords naturally throughout the text but be careful not to compromise readability. Google’s algorithms are sophisticated enough to penalize keyword stuffing, so focus on creating high-quality content that is informative and engaging. Use meta tags, alt text for images, and internal links to further optimize your pages.
Include Clear Calls to Action
Finally, don’t forget to include clear calls to action (CTAs) on both pages. What do you want visitors to do after reading your story? Whether it’s contacting you for a consultation, signing up for a newsletter, or browsing your products, make sure the next step is obvious and easy to take. Your CTAs should stand out visually and be strategically placed throughout the page, not just at the bottom.
Test and Iterate
Your website is not a static entity; it should evolve as your business grows and as you learn more about what resonates with your audience. Regularly review your “About Us” and “What We Do” pages, and don’t be afraid to make changes based on performance data and feedback. A/B testing different versions of your pages can provide valuable insights into what drives conversions and what doesn’t.
The Bottom Line
Updating your “About Us” and “What We Do” pages is an investment in your company’s online presence and lead-generation efforts. By focusing on purpose, storytelling, and user experience, you can create compelling pages that not only inform but inspire and convert. Remember, this narrative is more than just content — it’s an opportunity to build trust, connect with your ideal clients, and differentiate your brand in a crowded marketplace.
Want to discuss how to develop a better narrative for your company or brand? Drop me a line. I’m here to help! [email protected].
A 25+ veteran of the residential tech & AV integration industries, Katye McGregor Bennett is the CEO of KMB Communications, a boutique communications firm that anchors the intersection of technology + design by connecting brands, buyers, and prospective audiences through creating compelling content and conversation that elevates and amplifies. In addition to co-hosting Design Uncut with Veronika Miller, Katye hosts two popular podcasts, Connecting Tech+ Design and AV Trade Talk. She is part of the DesignHounds influencer group and also serves on the NAHB Custom Technology Work Group, is a strategic advisor in the CEDIA, HTA, and AVIXA communities, a frequent contributor to Residential Systems, Connected Design and founder of the AV Yoga group.
[October 15, 2024, Ann Arbor, MI] — Leon announced today the release of the highly anticipated new Edge Flex Frame, a revolutionary framing solution designed to transform any ultra-thin TV into a stylish centerpiece. With meticulous attention to detail and a contemporary “shadow-box” design, Edge Flex Frame sets a new standard in TV framing.
As end-users increasingly seek design-conscious solutions for their living spaces, Edge Flex Frame answers the call. Its precision-engineered frame measures 2.75” in installed depth, ensuring a sleek and unobtrusive profile to provide a finished look for any space. For the ultimate audiovisual experience, match the exact fit and finish of any Edge Flex Frame with Leon’s FrameBar 44UX high-performance soundbar.
“We are so excited to introduce the Edge Flex Frame to the Edge family,” said Leon president and founder Noah Kaplan. “Our commitment to merging high-end design with functional technology is the driving force behind every Leon product, and we believe the Edge Flex Frame will open up so many new opportunities in the world of TV framing.”
Each Edge Flex Frame ships flat-pack with a SANUS LL11 slim-fit TV mounting bracket for quick, efficient delivery and a streamlined, secure installation process.
Edge Flex Frame Highlights:
Premium Design Finishes: The Edge Flex Frame is available in four curated designer finishes: Oak, Walnut, Matte Black, and Grain White. Featuring a “shadow-box” style reveal, Flex Frame’s thermo-laminated HDF molding and tight-to-wall installation combine aesthetics and durability to complement any decor.
Effortless Assembly and Installation: The Edge Flex Frame’s innovative bracket system ensures easy on-site assembly in as few as 30 minutes—with minimal tools required. With an ultra-fast lead time and flat-pack ground shipping, the Edge Flex Frame offers unprecedented convenience and speed.
Compatible with Hundreds of TVs: The Edge Flex Frame is engineered to fit any ultra-thin TV less than 2” deep, including over 700 leading TV models from LG, Sony, Samsung, and more. It seamlessly integrates into any space, offering a clean and polished look that can be enhanced with Leon’s FrameBar 44UX soundbar for a cohesive audiovisual experience.
Accessible Luxury: The Edge Flex Frame offers unbeatable value for a premium aesthetic and simple installation process, making it an ideal choice for a wide range of applications.
To learn more about the Edge Flex Frame and Edge Media Frame line, visit www.leonspeakers.com.
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About Leon Speakers
Leon brings a creative approach to technology by designing and manufacturing customizable speakers and technology concealment solutions that enhance the sound and style of any space. For 25 years, the company has been a leader in the conversation about merging design with technology, creating innovative products that serve both the Residential and Commercial markets. Learn more by visiting www.leonspeakers.com and by following @leonspeakers on social media.
Bert Herrero, former founder and CEO of First Priority Audio, set to lead Daisy’s seventh franchise branch, opening in one of the fastest-growing communities in the U.S.
Costa Mesa, Calif., October 17, 2024 – Daisy, the first national smart space installation and services company, proudly announces the expansion of its Florida footprint with the opening of a new branch in Ocala, Florida. Just a few months after Daisy acquired First Priority Audio (FPA), its founder, Bert Herrero, is now launching a new Daisy franchise location in one of the fastest-growing metro areas in the nation.
Ranked as the top city in the U.S. for in-flow of newcomers during the first quarter of 2024, Ocala offers a tremendous opportunity for Daisy to support an exclusive community with a dynamic mix of new families and retirees whose lifestyles can benefit immensely from advanced technological solutionsthrough enhanced security, energy efficiency, convenience and entertainment. Opening its doors in January 2025, Daisy Ocala will mark the company’s seventh franchise and 13th branch location.
“Ocala and The Villages, in particular, are prime areas for growth, with a rapidly expanding population eager to adopt the latest smart home solutions,” says Bert
Herrero, Daisy Ocala founder and CEO. “We’re excited to bring cutting-edge technology and our unique recurring service model to a community ready to embrace it. Our new venture aligns perfectly with this region’s evolving needs and population boom.”
Entrepreneurial since the age of 18, Herrero has been building businesses for decades that incorporate his passion for technology, home services and personalized client experiences. Building from his track record of running a best-in-class operation for over 20 years at FPA, Herrero will leverage Daisy’s robust branch support systems to establish a strong presence in Ocala.
Said Herrero, “For over two decades, I led First Priority Audio with a strong focus on delivering exceptional customer service, ensuring that every client received personalized support in understanding and using the latest home technology. My approach centered around not only integrating cutting-edge solutions but also ensuring our clients were fully supported long after installation, making leading-edge technology both accessible and easy to use. On the team-building front, I successfully cultivated a high-performing team, fostering a culture of collaboration, continuous learning, and innovation. By empowering my team to embrace new technologies and take ownership of their roles, we were able to scale the business and consistently exceed client expectations. This foundation of trust and expertise was key to our growth and operational excellence, and it remains a core principle in everything I do.”
Continued Herrero about his new endeavor, “The growth potential of Daisy franchisees is fueled by access to its sales and marketing programs, talent recruitment and training solutions, product and supply chain support, integrated technology infrastructure to run the business end-to-end, and more. This, combined with a track record of 96% client retention and a 5-star rating at FPA gives me the confidence to deliver the same exceptional experiences to the residents of Ocala and The Villages.”
To maximize the potential of the new branch location, Daisy will introduce tailored technology and recurring services that cater to the needs of Ocala residents, while investing in the community by providing new jobs and partnering with schools and technical training centers to cultivate local talent. “Our mission is to not only improve the homes and lifestyles of our clients but to also make a lasting, positive impact on the communities we serve,” Herrero concludes.
Hagan Kappler, CEO and co-founder of Daisy, adds, “The service requirements of Ocala’s community are significant. They expect and deserve high-end technology solutions with reliability, simplicity, and strong support. With Bert’s leadership and experience, combined with the Daisy team’s franchise support operation, Daisy Ocala is well-positioned to meet these expectations and deliver world-class solutions that not only enhance people’s homes but also enrich their lives.”
“In the coming months, Daisy will continue expanding through franchising in both existing markets and new regions across the U.S.,” Kappler continues. “The franchise business model is a true win/win for both our clients and business partners. We are involved in many discussions to add new locations across the U.S. that will provide large-company backing with small-company feel and service. Our national brand presence gives us the ability to bring reliable home technology solutions to clients across the country as we launch new businesses across the nation. Together, we can ensure our customers are happy and our partners can build their businesses with more support and less risk.”
To learn more about becoming part of Daisy’s family of integration firms, new business owners can visit https://daisyco.com/franchising/, and existing integration firms can head to https://daisyco.com/for-integrators/
About Daisy
Daisy is a national smart space installation and services company that simplifies smart home and office technology to make it work and perform optimally for its users, solving one of the biggest in-home problems today and bringing more joy into the home and office. For more information on becoming a Daisy-certified technician or to register as a future business partner, or customer, please visit daisyco.com.
Daisy Media Contact
For interviews or more information please contact Katye McGregor Bennett of KMB Communications by phoning (425) 328-8640 or emailing [email protected].
All brands, products, product names, trademarks, and registrations mentioned are the property of their respective owners, all rights reserved.
Marking Daisy’s eighth location, First Priority Audio strengthens Daisy’s footprint in South Florida market.
Costa Mesa, Calif., July 18, 2024 – Daisy, the first national smart space installation and services company, has established a strong presence in South Florida, one of the most vibrant markets in the systems integration industry, with the addition of a key regional player. First Priority Audio (FPA) marks Daisy’s eighth location and the continuation of a strategic initiative to provide integration firms the robust support system and other advantages of a nationally recognized brand.
This new Daisy location builds upon Daisy’s two other existing locations in South Florida: Cinema Sound Unlimited in Coral Springs and Digital Homes in Sarasota. Daisy will look to leverage the best practices of each location to provide stellar services to customers across South Florida.
FPA CEO and founder Bert Herrero joins the Daisy team while continuing to support his company’s extensive customer relationships and help with the transition. FPA executives Joel Hernandez and Stephanie Ruiz remain on board as FPA’s general managers to help grow FPA’s legacy of exceptional operations and client service. They will continue to operate from FPA’s Pompano Beach office and, as a flagship operation known for its exceptional processes, will be a strong exemplar to other Daisy franchise locations.
Adding this respected integration firm to its other South Florida operations not only strengthens Daisy’s presence in the region but also positions FPA for significant growth. Under the Daisy umbrella, FPA will benefit from a world-class branch support system including technician training and career development, significant employee healthcare and retirement benefits, sales and marketing strategies, technology and call center infrastructure and more.
FPA brings to the Daisy network a well-established reputation in the high-end luxury market, with decades of experience, strong builder relationships and impressive installations.
“We’re thrilled to be a part of the Daisy network, as it gives our company an even stronger edge in a very competitive market,” says Herrero. “FPA has always prided itself on providing its clientele with exceptional products and service. Daisy gives us leverage to do even better.”
Adds Hagan Kappler, CEO and co-founder of Daisy, “Partnering with Bert, Stephanie, Joel, and the rest of the FPA team reinforces our position in the South Florida market and our entire Daisy franchise network. We look forward to working with their talented technicians and other dedicated team members to deliver exceptional experiences to our clients.”
Manny Fernandez of Strategic Business Intermediaries was FPA’s broker for this transaction.
Daisy is actively recruiting technicians and sales professionals to support its growth in South Florida and throughout the nation. For more information about becoming a Daisy-certified technician or sales professional, please visit daisyco.com/industryleadingemployeeprograms.
To learn more about becoming part of Daisy’s family of integration firms, new business owners can visit daisyco.com/newteammember and existing integration firms can head to daisyco.com/joiningthedaisyteam.
Daisy is a national smart space installation and services company that simplifies smart home and office technology to make it work and perform optimally for its users, solving one of the biggest in-home problems today and bringing more joy into the home and office. For more information on becoming a Daisy-certified technician or to register as a future business partner, or customer, please visit daisyco.com.
Daisy Media Contact
For interviews or more information please contact Katye McGregor Bennett of KMB Communications by phoning (406) 446-1283 or emailing [email protected].
All brands, products, product names, trademarks, and registrations mentioned are the property of their respective owners, all rights reserved.
