CE Pro August 2023 - 28

LIGHTING
ers such as DMF Lighting and others. As
a result, Wipliance put together a lighting
fixture program for its clients.
" You always look for new things to get
" The
designers and
architects bring
us in earlier and it
helps get us into
the client's mind.
It allows us to
expound upon all
the technologies
we deploy, not
just lighting, but
also shades and
controls. "
-Ron Wanless
Technology Design
Associates
excited about. I think lighting is that new
hot category. I know other integrators who
are just getting into the category and they
are scared, " he comments.
Travis advises those newcomers to lighting
fixtures to start out by installing them
in their showrooms, their own homes, or
friends' and family members' houses.
" Cut your teeth on those and see what
happens. We used to say, 'The first time
you do a job in a new category, you lose
money. The second time, you break even.
The third time, you make the money that
pays for the money you lost on the first
project.' So, the fourth job is when you
start making money, " he says.
He warns dealers to start with smaller
projects. " I've seen integrators start on a
six-figure job and get themselves in deep
doo-doo, " he adds. Starting on a smaller
project will enable an integrator to see
immediate revenue from the lighting category,
which will get everyone on the team
excited versus having to wait for a multiyear
project to conclude.
Is Your Website
'Enlightened'?
So many smart home integration companies
continue to be focused on audio
and video, so they are missing out
on the potential to have a leadership
position in their local market in various
tech categories, and lighting fixtures is
no different.
How many integrators have the
words " audio " and " video " in their
company name? Lots. There is nothing
wrong with that until you realize you
didn't get the lighting or security portion
of a big project because the builder
thought you were " just the AV guy. "
Last month's cover profile on integrator
Justin Dohman, for instance, mentions
how he changed his Southlake, Texas,
company name from Elite AV to Elite
AV & Lighting to make that distinction.
" Ask yourself, 'Is it immediately obvious
from your current website that you
are in the lighting business?' For most
integrators, the answer is an emphatic
'no,' " says Ron Callis, CEO of One Firefly,
the preeminent website design and
marketing company serving the custom
installation industry.
Callis advises integrators update
their websites to including a lighting
fixture category.
DMF Lighting offers demo
kits to help integrators
be more comfortable
when showing fixtures to
clients.
28 | CE Pro August 2023
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COURTESY DMF

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CE Pro August 2023

Table of Contents for the Digital Edition of CE Pro August 2023

CE Pro August 2023 - Intro
CE Pro August 2023 - Cover1
CE Pro August 2023 - Cover2
CE Pro August 2023 - 1
CE Pro August 2023 - 2
CE Pro August 2023 - 3
CE Pro August 2023 - 4
CE Pro August 2023 - 5
CE Pro August 2023 - 6
CE Pro August 2023 - 7
CE Pro August 2023 - 8
CE Pro August 2023 - 9
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CE Pro August 2023 - 11
CE Pro August 2023 - 12
CE Pro August 2023 - 13
CE Pro August 2023 - 14
CE Pro August 2023 - 15
CE Pro August 2023 - 16
CE Pro August 2023 - 17
CE Pro August 2023 - 18
CE Pro August 2023 - 19
CE Pro August 2023 - 20
CE Pro August 2023 - 21
CE Pro August 2023 - 22
CE Pro August 2023 - 23
CE Pro August 2023 - 24
CE Pro August 2023 - 25
CE Pro August 2023 - 26
CE Pro August 2023 - 27
CE Pro August 2023 - 28
CE Pro August 2023 - 29
CE Pro August 2023 - 30
CE Pro August 2023 - 31
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CE Pro August 2023 - 33
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CE Pro August 2023 - 35
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CE Pro August 2023 - 40
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CE Pro August 2023 - 46
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CE Pro August 2023 - Cover3
CE Pro August 2023 - Cover4
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