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”One element that has helped home security companies continue to thrive in the face of the DIY movement, Ward said, is monthly monitoring charges. “Recurring monthly revenue is where a good number of security companies get the majority of their revenue,” he said. But Defenders doesn’t have that luxury. In its arrangement with ADT, the latter gets all the monitoring revenue. A different modelDefenders is focused on its own goals, Boyce said, not fretting about the competition or changing landscape. The installation market is robust, Bateman said, adding that “companies with really good reputations and great stories to tell like Defenders can really benefit from all the mass advertising done by some of the new entrants—DIY and traditional. … It raises the awareness of the entire security and home automation industry. ”Boyce said he has four fundamental reasons for believing Defenders will continue to grow no matter the competitive landscape. Number one is that the company is hyper focused on its employees. “Businesses don’t grow; people do,” he said. “We are focused on self improvement.

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That’s pretty impressive penetration considering Defenders didn’t get into smart home devices until 2014. The company then backed off of those sales for a time to re evaluate and retest the market. This year, it has jumped back in full force. “We’re a test and measure company,” Boyce said. “We test everything. We do a lot of analytics. ”That testing extends to almost every aspect of the company, from sales and marketing including how to handle in bound calls and its sales pitch to product offerings and customer service. That approach “assures we never under protect a family or never oversell a system people don’t need,” he said. While the future is bright, Boyce admitted Defenders’ 20 percent year over year growth rate could be difficult to maintain. “That’s not because the business isn’t healthy; it’s just that the number gets so big,” he said. He’s confident Defenders will continue to grow faster than the industry average.

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