Home Security
Low-barrier, urgency-aware, won on dealer handoff.
How this market actually works.
Home security is a two-mode category. Mode one is intent-driven: a homeowner just had a break-in nearby, saw a news story, or moved into a new neighborhood. Mode two is slower: smart-home upgrades, insurance discount motivation, or peace-of-mind buying.
Both modes need different creative. The intent-driven buyer converts on urgency and simplicity — "Protect your home today, free consultation." The slower-buying homeowner responds to feature-rich education, smart-home ecosystem storytelling, and social proof. Mixing the two kills performance on both.
We run campaigns across Meta, Google, TikTok and other platforms, with the account structure to keep the two modes from cannibalizing each other. Dealer networks dominate the installer side — the lead handoff infrastructure, SLA on contact speed, and dealer-level reporting are where most campaigns break down.
The system we deploy for this vertical.
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01
Dual-mode creative strategy
Separate campaign tracks for urgency buyers and smart-home upgraders, with the account structure to keep each one from cannibalizing the other.
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02
Low-friction consult offers
Free-quote, free-consult, and free in-home assessment offers built for the mode of buyer — short forms for urgency, longer qualification for upgraders.
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03
Dealer-ready lead routing
Instant lead dispatch to the right dealer by territory, with the SLA tracking needed to catch dealers who aren't calling fast enough.
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04
Local-market campaign scale
Geographic account structure tuned for dealer footprints across every major platform, with per-market budget allocation and creative localization.
The numbers we optimize for.
Installed systems
Not form fills. The number that correlates with actual revenue.
Lead-to-contact SLA performance
Dealers who don't call within 5 minutes see lead quality drop sharply. We measure and enforce this.
Install rate by lead source
Not all leads convert equally. Attribution by campaign tells you where to double down and where to cut.
Running home security and want to move the number?
Let's talk about your account.
A 20-minute conversation is enough to tell whether we're a fit for your business. Reach out and we'll come back inside one business day.