The GE Builder program provides marketing materials for security dealers and integrators to sell networking in new homes.

Senstar-Stellar Incorporated (SSI), a member of the Magal Group, exhibited last September at ASIS International for its 30th consecutive year. The 50th annual international security show was the largest of its kind in North America with an attendance of 21,000.
“It’s all about brand recognition and awareness, and the integrator or security dealer who can successfully co-brand or partner, it’s a home run right with a bat,” testified David Botknecht, CEO of HomeWorks Automation, Boca Raton, Fla., about the new GE Builder program. It is designed to market the latest home technology from the security business of GE Infrastructure to consumers.

“I consider myself a partner of GE,” Botknecht explained. “We work strictly within guidelines they present.”

HomeWorks does up to 70 percent of its business with builders, Botknecht estimated, and he thinks this strong branding enables him to compete more successfully against other brands in the security marketplace.

“We have a very good program where we get the builder as our client and as part of our contract meet every single homebuyer to sell upgrades,” Botknecht revealed. “We tell builders, ‘We’re not going to cost you money; we’re going to make you money with our trained sales professionals meeting with home buyers.’”

Not only do the homeowners become HomeWorks customers, but also the homeowner associations, he maintained. The systems integrator also provides security at the work site for the builders’ trailers and other equipment.

Through a partnership with, the GE Builder program provides security dealers and integrators with a new revenue stream. Special equipment can be installed in builders’ trailers, model homes and spec homes to monitor openings and closings, protect tools and materials and analyze traffic patterns to determine which amenities and features really drive home sales.

Builders can be notified of job site vandalism and break-ins through e-mail and phone alerts from wireless technology.

Structured wiring, security and distributed audio are available through the GE program along with a control panel called the Smart ConnectionCenter, the installation of which is intended to drive additional sales of security and networking services.

“The advantage to us of single-sourcing is the relationship,” Botknecht said.