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Home and office automation · Marketing strategy

Plan around the architect who specifies you, not the homeowner who searches.

Marketing strategy for an automation company is the decision of how much goes to the architects, interior designers and electrical contractors who specify the work, and how much to the owner searching alone. GullySales sets that split and the timing, because the job is won at the wiring stage.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of home and office automation at work in India

What marketing strategy means

Marketing strategy is the plan for which channels to use, in what order and with what budget. This way, marketing spend is aimed at a goal instead of tried one channel at a time. GullySales sets this plan after the first conversation, based on where your buyers actually search and decide.

Also for home and office automation

Sales and marketing for home and office automation, the overview.

Last updated 5 Oct 2026.

For home and office automation

Where it usually goes wrong, and what we would do.

  • “The order is decided before the plaster goes on”

    Conduit, back boxes and cable have to be laid while the wiring is open. A house that reaches handover without them is lost to you whatever you spend afterwards.

  • “Nobody markets to the electrical contractor”

    Architects get all the attention. But the wireman on site is the one who calls a panel troublesome and talks an owner out of it, so a share of the budget belongs with the contractors.

  • “The experience centre is a marketing line, not overhead”

    The demo room costs rent, stock and a person, and it is where the second conversation with a couple actually happens. Filing it under overhead hides the biggest spend in the plan.

What we do

What we deliver for home and office automation.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. The budget split between the specifier and the homeowner

    How much goes to architects, designers and electrical contractors, and how much to search and advertising aimed at an owner looking alone, argued from where your last two years of orders came from.

    Result: The split is decided from your own order book.

  2. A timing plan tied to the construction stage

    Which practices are drawing now, which sites are at wiring, and when your name has to be in front of each, instead of a calendar of posts.

    Result: You arrive while the conduit can still be laid.

  3. A contractor programme with drawings and a sample panel

    Wiring drawings, a panel the wireman can handle and a short session for the electrical contractors on the sites you want, so the system is defended rather than doubted.

    Result: The person holding the cable is on your side.

  4. The experience centre costed and given a job

    What the demo room costs over a year, what it is meant to close, and how a designer books a client into it without asking you first.

    Result: The demo room is judged like every other line in the plan.

  5. A finished-project record filed by room and by budget

    Photographs, drawings and the system list for every completed villa, flat and boardroom, filed so the closest match to a new enquiry goes out the same afternoon.

    Result: A designer gets a project like the client's, not a general brochure.

  6. Orders split by who specified them

    Enquiries and signed orders separated by whether an architect, a contractor or a search brought them, read against the baseline recorded before work started.

    Result: You can see which half of the budget produces signed work.

How the result is measured

  • Enquiries against target
  • Cost per enquiry
  • Channel contribution to revenue

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full marketing and digital marketing strategy page

What to decide first

What an automation integrator decides about systems, buyers and referrers before spending on any channel.

The system you lead with
Lighting, curtains, AV, door locks and CCTV are separate sales. Pick the one you have installed most, in finished homes or offices you can show, and describe the rest as additions.
The kind of project to chase
Villas, apartments, boardrooms and builder tie-ups need different teams and timing. Go through past jobs for margin and snags and choose the project type that went best.
The practices that specify you
List every architect, interior designer and builder who put you on a project. Choose a few to call on regularly, and note what each needs from you, such as drawings, a site visit or a sample.
The protocols and brands you stand behind
Say plainly which systems you install and service, whether KNX, Zigbee or Wi-Fi based. A narrower list that your engineers know well beats a long list of brands you have fitted once.
The jobs you decline
A finished flat with no conduit or neutral wire costs more to retrofit. Decide which retrofit jobs you will take, at what price, and which you pass on, so the team does not discover it on site.
Which customers stay on a service contract
Check which past clients renew an AMC and which never did. Decide how a new project ends, with a handover and a service offer, so the contract is set before you leave the site.

Who it is for

This is written for these home and office automation.

  • Residential smart-home integrators
  • Office and boardroom automation specialists
  • Villa and apartment builder tie-up specialists
  • Security and CCTV integration specialists
  • Home theatre and AV specialists
  • Motorised curtain and gate automation specialists

Not for

It is not the right fit if.

  • You have not decided whether architects or homeowners are your main source, and a plan would split a small budget across both.
  • You have no project to hand to an architect, so a plan built on their recommendation has nothing behind it.
  • You expect a plan to replace the showroom and follow-up, though it only decides where the effort goes.

How it works

How the marketing strategy work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Understand business goals

    We start with what the business needs this year in orders, revenue and growth, not marketing terms.

  2. 2

    Audit current activity

    We review every current marketing activity, account and record, and what each has actually produced. Where there is no source record for enquiries, we set one up first.

  3. 3

    Strategise the plan

    Objectives, buyers, messages, channels and budget are chosen from the goals and what we found, and then written down with a reason beside each choice. A channel that does not serve a stated objective is left out.

  4. 4

    Implement the roadmap

    The plan becomes an execution roadmap, run by GullySales, your own team, or both.

  5. 5

    Measure against milestones

    Results are reported against the baseline recorded before work starts, and each milestone is checked against the plan. How often you are reported to is agreed in writing.

  6. 6

    Optimise

    Spend and activity move toward what produced orders, and the plan is revised in writing when the market or the business goal changes.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How much should we spend advertising to homeowners?
Less than most in this trade assume. An owner who has never heard of automation is slow to buy and expensive to teach, while one sent by an architect arrives half convinced already. Advertise enough to look credible when the owner checks you, and put the rest where the specification is written.
What does marketing to an architect's practice actually consist of?
Things they can use at the desk. Conduit and wiring details for the design stage, a panel sample, a room they can bring a client into, and the finished projects nearest to the one on their board. Advertising has almost no part in it.
Should we set up in a builder's sample flat?
Only if the builder agrees terms in writing: who maintains the system, who answers enquiries from visitors, and what happens after sales close. A sample flat can bring good buyers, but unclear ownership leaves you fixing a system you do not earn from.
We sell to office clients too. Is one plan enough?
Keep it as one plan with two sections. Office buyers are facility heads or consultants who want specifications, references and a service plan, while homeowners want to see and touch. Name a different lead person and a different set of proof for each.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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