Three options. Only one actually works for your business.
Three customers, three sales motions, one licence that decides who you can even talk to
Security installation is three businesses with different sales cycles and a hard regulatory line through the middle. One is residential: a homeowner whose neighbour just got broken into, Googling 'home alarm installer [suburb]' at 11pm and ringing the first three results in the morning. Two is commercial: a small-business owner doing a CCTV refresh, comparing IP cameras (Hikvision, Dahua, Axis) and asking about access control and intercoms. Three is strata: a building manager renewing a four-block, twenty-camera contract that needs back-to-base monitoring, alarm panel upgrades (Bosch, Crow, DSC), and a vetted licensed installer in every state the buildings sit in. The licence class matters: you can't even quote on commercial monitored work without the right subclass in NSW, and the strata contract requires ASIAL membership in writing. Meanwhile, the residential customer keeps comparing your quote to a $199 Bunnings camera and asking why yours is dearer.
Good security-installer marketing is three funnels plus a licence-and-membership trust spine. Funnel one (residential) needs a suburb-page library covering every postcode you install in, with 'alarm and CCTV installer [suburb]' as the H1, a 'why our system isn't a Bunnings camera' explainer that pre-empts the price-shopping reflex, and click-to-call ads on post-break-in queries with higher bids overnight when fear sells. Funnel two (commercial) needs camera-brand pages (Hikvision IP CCTV installer, Dahua, Axis), an access-control page, and an intercom-system page, each with case studies naming the building type. Funnel three (strata) needs a dedicated proposal-template page that calls out ASIAL membership, back-to-base monitoring partners, alarm-panel brands (Bosch, Crow, DSC), and the relevant state licence subclasses. The trust spine runs across all three: licence number visible, ASIAL badge, public liability, named technician bios. Get this right and you stop competing on price.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the three customers separately: residential post-break-in volume per suburb, commercial CCTV-refresh pipeline by sector, strata named-building pipeline. Briefs the other agents so the suburb pages, the camera-brand pages, the strata proposal templates, the post-break-in ad burst, and the licence-and-ASIAL trust spine all push toward the right customer. Won't let you bid on jobs your licence subclass doesn't cover.
Imports your existing site so you stop paying for hosting plus a CMS subscription. Ships licensed-installer suburb pages for every postcode you reach, camera-brand pages per major brand (Hikvision, Dahua, Axis), a separate access-control and intercom page, a strata proposal template page, and a 'why our system isn't a Bunnings camera' explainer that pre-empts the price-shopping reflex. Licence number and ASIAL badge on every page. Two taps to push live.
Goes through your live site for what actually moves rankings in a regulated trust category: suburb-keyword H1s with licence number and ASIAL membership called out, camera-brand keywords on the right pages ('Hikvision IP installer [city]'), schema for security-system-installer (not generic electrician), internal links from suburb pages into the strata proposal and the access-control page so the commercial funnel benefits from residential authority, and a Google Business Profile with every brand and the ASIAL attribute ticked. Auto-applies the low-risk fixes.
Runs three parallel ad sets. Set one is click-to-call on post-break-in residential queries ('home alarm installer [suburb]', 'CCTV installer [suburb]') with bid lifts overnight and in the 48 hours after a local break-in news event. Set two is form-fill on commercial camera-brand queries ('Hikvision IP installer [city]', 'access control installer [city]') with longer landing pages. Set three is a slow-burn always-on strata ad set on 'strata camera installer [city]' and 'body corporate CCTV contract' for committee-driven lead-gen. Switches Meta on for the trust content posts.
Turns every install into a post: a Hikvision four-camera install in Parramatta, a Bosch alarm panel upgrade in Westmead, a strata commissioning in a North Sydney block, an access-control swap on a Norwest commercial fitout, a video-doorbell-plus-smart-lock combo. Builds the licensed-installer trust signal that wins the customer reading 'is this installer licensed in NSW' before they ring. You upload one photo per install, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they ring: 'how to check if a security installer is licensed in NSW', 'Hikvision vs Dahua IP cameras which is better for a home', 'is a $199 wireless camera enough for a small business', 'what does ASIAL membership actually mean', 'monitored vs unmonitored alarm cost comparison'. Two drafts a month, in your voice, that pull the trust-driven customer to your site before they call the national chain.
Your first 30 days.
- ASIAL membership and subclass licence number above the fold on every page
- Strata committee proposal template page live with scope, back-to-base partner and per-block quote
- CCTV brand pages for Hikvision, Dahua and Axis live with NDAA-compliance notes
- Post-break-in rapid-install ad set live with overnight CPC lift and click-to-call
- Back-to-base monitoring upsell wired into every residential install with per-zone pricing
- Smart-lock and access-control add-on flow live on the alarm install page
- Google Business Profile corrected to Security System Installer with ASIAL attribute and licence number set
- First fortnight of strata-install commissioning captions queued from photos you sent Sam
Security installation is a trust category with a regulator running through the middle. The residential customer is sold by speed and reviews after a break-in scare. The commercial customer is sold by camera-brand specs and IP-system literacy. The strata committee is sold by ASIAL membership and a proposal someone can read at the AGM. Three funnels, three sales motions, one licence that decides whether you can even bid. The installers who win are the ones whose site shows all three up front.
Agencies are too dear to actually build three funnels and a trust spine for $3.5k a month. Tools are cheap but you tune the bids at 8pm and the strata proposal page never gets built. In-House is the third option: for $299 a month the agents ship the licensed-installer suburb pages, the camera-brand pages, the strata proposals, the post-break-in ads with overnight bid lifts, and the install-tech social posts. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the strata committee to a competitor whose only edge is they answered the AGM phone first.