Lighting is a huge topic in the industry today, but the vast majority of dealers are not selling lighting fixtures. Those who have taken the plunge by incorporating lighting into their design solutions are glad they did.
Among them is Unlimited Integration, so says Will Breaux, director of business development. “A large amount of our work is new construction, and we make lighting a part of the conversation. We have several types of fixtures on display in our showroom to keep it in front of the clients and show how it will enhance their space. By working with top brands like AiSPIRE, we have a better end result, which has helped us garner a reputation for being one source for all technology in the home. If we are going to be responsible for the performance of the control system and the lighting control, it only makes sense that we are responsible for the architectural light fixtures that we know well. Putting quality fixtures in front of quality lighting control is an easy story to tell. We focus on tried-and-true brands, tested with the systems we implement, and make for a no-hassle experience. It shows we are experts in real-world practice, not just in specifying something we have never touched.”
Unlimited Integration has dedicated resources to becoming as much of an expert as possible. “We strive to provide turnkey solutions for residential projects, so lighting became an extension of that mission,” Breaux says. “We can and continue to work with existing architects, design firms, and lighting designers who design and specify lighting. However, we have found that a relatively small percentage of projects have all this streamlined or the experts in place to do that part correctly, leaving an opportunity for us to improve the client experience. Training and exposure are some of the primary ways we got our education in this space.”
There are tons of lighting products on the market, Breaux notes, so focusing on brands that are attentive to this industry is key to growing. “Brands like AiSPIRE have hosted us at their headquarters, had events in their company showroom, sponsored events like Lightapalooza, and offered a better level of support,” he says. “The Astro Retrofit is a good example of that product line. Using feedback from integrators, they created an easily sellable, protected, feature-rich product that can bring any integrator into the lighting conversation without having to have much experience. The innovation continues with products like adjustable micro-aperture fixtures. Few products can match the performance, versatility, output, and design, especially at such a compelling price point.”
Personally, Breaux credits Tom Doherty, Lightapalooza founder and director of technology initiatives for HTSA, for his introduction to the possibilities. “When he launched one of the first trainings focused on our industry several years ago, I signed up, not fully appreciating the opportunity,” Breaux explains. “[Tom] was evangelizing reasons why manufacturers should care about the integration channel. Around the same time, I had the opportunity to provide fixtures for a large project, which led me to WAC before AiSPIRE was born. The people I met at the company have provided best-in-class support for the product and go out of their way to assist us.”
Stepping into the fixture category was a natural progression for his Elite Automation, a Lutron dealer, according to its president and chief engineer, Henri Beaudoin. “As integrators, our role is to deliver the best possible experience for the client, and lighting plays a critical role in that,” he says. “We have the technological capability and design expertise to execute at a high level, and incorporating fixtures into our offering allows us to take full ownership of how a space looks, feels, and functions. Intelligent lighting isn’t just a trend; it’s the future of how residential environments will be shaped.”
Elite Automation leads with Lutron lighting control products and always introduces clients to intelligent fixtures, he notes. “Lutron’s fixture line, especially the D2 and other Ketra offerings, have been instrumental in allowing us to bring that vision to life. We’ve already installed over 400 D2 fixtures this year, and the impact on our technicians and electricians is tangible in reduced installation and wiring time and cleaner project execution.
“What makes Lutron fixtures such a strong offering is how well they work with HomeWorks,” Beaudoin adds. “The integration is native, and that’s what gives us the ability to deliver consistent, reliable results. With Ketra, we’re able to offer full-spectrum, tunable lighting that adapts to the time of day or task. When controls and fixtures are built to work together, the experience for the client is just on a different level. We are not just offering Lutron fixtures; we are actively championing them.”
At Fusion Audio + Video, a DMF dealer, entry into this new vertical was certainly challenging, says Aaron Cowden, partner/CEO. “Understanding that this was different from selling speakers or TVs, which we didn’t at first, has been critical to our success,” Cowden says. “You can easily get yourself in trouble and deliver a bad client experience and lose profit if you don’t respect the complexity of details that need to be tracked, not only in the design and quoting process, but throughout the delivery of the project. For that reason, we partnered with a professional lighting design firm to provide clients with full lighting design services and assist with the proper specification of architectural fixtures. This partnership has enabled us to offer comprehensive lighting solutions and mitigate the risk of missing important details.
Related: The Time for Lighting Is Now
“The rapid development of performance LED lighting has driven demand for integration with other home systems and controls, which aligns with our expertise,” he continues. “Great lighting significantly impacts clients’ homes, making it a natural addition to the technologies we provide. While we had already committed to the lighting category before establishing a relationship with DMF, they have been a primary manufacturer for us due to their innovative, installer-friendly product designs and exceptional dealer support.
“DMF is really focused and committed to serving our channel,” adds Cowden. “They support our groups, our showrooms, and the dealers with a great partnership while continuing to deliver innovative solutions to simplify product offerings. We’re selling and installing DMF’s Artafex 2-inch and 4-inch fixtures. These fixtures feature a modular, field-adaptable design that helps integrators easily adjust when fixture requirements change between rough-in and finish. They also offer excellent compatibility with home control systems, providing flawless performance.”
Satisfied Customers
Some clients, Cowden says, are aware of quality light, but, for most, it’s an educational process. “We have integrated lighting into the initial design presentation for clients,” he says. “More attention to lighting design and fixtures has made this a key element of the systems designed for clients. Once we show them the difference, it’s really eye-opening to them, but what’s spectacular is to hear feedback once they have implemented lighting into the home.”
According to Beaudoin, the luxury fixture market is very convoluted and daunting for clients. “Lighting stores and other outlets often are just selling a light source but fail to understand the possibilities of a complete lighting system,” he says. “Client education is key here, and often after being educated, they won’t want anything but Lutron.
“Ultimately, home construction is difficult enough. If we can ease some of the pain points along the way, clients respect that. There are many trades involved in construction. If our clients and builders can reduce the number of partners on a project, they appreciate that efficiency. By being a solution provider, problem solver, and single point of contact for a whole category of products, we also become a trusted advisor. We are one of the few trades that are in the home after it is finished, so we can address any issues and be that one-stop solutions provider. And if we do our jobs correctly, there will be few or no problems at completion. Clients are given a high level of comfort because they know we will be available through all stages of the project, including after completion. Many of our clients are repeat customers and have told us they like working with us and will move any business they can to us. They prefer to use us for as much as possible instead of people selling or installing products they know little about.”
The All-Important Bottom Line
“Working with lighting and light fixtures has definitely had a positive impact on our business,” Breaux says. “In most cases, this substantially grows our scope of work, often by 25 to 40%. This category makes us more important to the project and gets us involved earlier. Most feel that if they can trust us for support and decisions on other home technology, they can trust us on lighting, too. It has a very high customer satisfaction category when done correctly, so it increases our referrals for future work.”
For the vast majority of projects, he adds, there is an opportunity to supplement or provide all of this as a service. “We have trained staff that can handle lighting design, fixture specification, fixture sales, project management, and more. Different individuals have different paths that have led them into lighting.”
“Lighting has had a significant effect on both profitability and demand,” Beaudoin says. “Capturing the fixture package on a project doesn’t just add revenue; it gives us valuable insight into the client’s overall investment level. When a client commits to high-end fixtures, it often signals alignment with other luxury Lutron solutions like Palladiom shades and Alisse keypads, as well as luxury AV components. It allows us to design more cohesively and deliver a higher-tier experience across the board.”
“The addition of lighting has doubled Fusion Audio + Video’s total project ticket in some cases and is a substantial addition whenever included,” Cowden reports. “There’s not another single product category that offers this potential growth opportunity. Demand grows as we find new ways to acquaint clients with the benefits of performance lighting.”
