iWired of Scottsdale, Arizona specializes in lighting, sound, and security solutions for private homes and commercial buildings. The company’s “three-pillar approach,” as CEO Johnathan George calls it, is underpinned by automation, connectivity, and customer care. A recent merger with HomeRun Electronics and the acquisition of a fire monitoring firm have left iWired well-positioned to consolidate its services while contemplating new markets.
iWired offers a broad selection of smart lighting, heating, security, air-conditioning, and other systems that can be remotely controlled via a smart phone, computer, or voice command. Some of these devices can also operate on an automated basis. Smart HVAC systems, for example, self-adjust heating levels to avoid wasting energy. Smart water valves monitor the flow of water into a home. If water flow suddenly spikes due to a leak, the smart valve shuts off the water main before damage occurs to the home.
Smart devices “enhance the quality of life [and offer] ease and simplicity within the home,” says George. “Imagine window shades and lighting moving in tandem as your home theater or home audio comes on. Imagine, at the click of a button, changing the color of the lighting in your home to set certain moods. Imagine the ability to really feel safe and secure because you’ve got AI-embedded camera technology that tells you when there’s someone suspicious walking up your driveway.”
iWired also sells and installs home audio and theater systems, central vacuum setups, and programmable shades and blinds which can be lowered or raised at set hours. To run these smart systems, the company offers Control4, a user-friendly platform that amounts to an “operating system for the home,” explains George.
A full-service company, iWired installs the high-tech systems it sells, along with all associated infrastructure. “We do it all,” says George. “We do everything from running wiring in the pre-construction phase [of a new home]. As soon as 2×4’s are up, our team is out there running data lines and cables and conduit… We provide all the hardware, we do all the programming, and we provide ongoing continuing service once the homeowner has moved in and taken over the system,” he explains.
In addition to its head office, iWired has a branch in Prescott, Arizona and two locations in neighboring Colorado (in Denver and Colorado Springs). At present, the company primarily serves the Arizona and Colorado markets and deals with a very specific demographic: “Our primary customer tends to be an upmarket consumer,” says George. “They tend to be business executives or professionals. [The projects] we are most proud of are the ones where we’re able to really work with the homeowner to design the home of their dreams and integrate as many technologies as possible.”
To this end, the aforementioned merger with a Colorado Springs custom tech integrator called HomeRun Electronics took place a little over a year ago. “Our intention was to bring together these two great companies with the idea that we’re better together than we are apart,” George explains. “In doing so, we have really refocused our energy on the sales and service teams and used our combined purchasing power to streamline and create efficiencies in the back office.” For instance, the two companies’ accounting, HR, and operations divisions have been centralized.
iWired also purchased a company last fall that monitors fire alarm systems to protect properties. This acquisition has enabled the firm to grow its service offerings and horizons (as George notes, most commercial properties are mandated to have a monitored alarm system). At present, the residential sector accounts for about 90 percent of iWired’s business, and the goal is to diversify, increasing the commercial share to 30 percent.
If automation and high-tech systems for private homes tend to be based around convenience and fun (think home media centers with comfy couches and an array of audio/visual options), commercial systems are more pragmatic. Popular solutions for commercial buildings include automated lighting and HVAC systems, and advanced security. Increasingly, the latter includes video verification—an emerging category and a new iWired offering. In a video verification system, security cameras relay images back to a central station where they are monitored 24/7. If a person who is not verified to be on a specific property is spotted, an individual at the central station can issue a verbal warning to the trespasser.
While eager to grow into new markets or areas (perhaps through more corporate acquisitions), iWired approaches growth mindfully. “Our philosophy has always been to grow slowly so that we aren’t taking on any projects that exceed our capabilities,” says George.
Founded in 2000 as a local subsidiary of a telecom firm, iWired initially focused on putting high-speed data lines in private homes. The business grew quickly, and new services were added as the company expanded.
At present, iWired has 112 employees and prefers applicants with “a capacity to learn… We don’t expect that they come in with the knowledge base to do what we do, because we work on niche technology products. [Instead] we look for someone who is a team player that enjoys interfacing with customers and colleagues and has a general sense of humility and a hunger to grow,” explains George.
Asked what sets iWired apart from other firms, he says, “Our three unique offerings are people, products, processes.” People-wise, iWired “works really hard to hire, train, and retain best-in-class talent,” he says, pointing to the loyalty and long tenure of many company employees.
“From a product standpoint, we keep our selections really narrow. We focus on a really small basket of vendor products, and we work collaboratively with our vendor partners to ensure that customers have best-in-class service experiences.”
And when it comes to processes, the company “spends an inordinate amount of time” documenting and detailing its actions “so all of our core processes [are] repeatable.”
This methodical approach is exemplified by iWired’s robust Quality Assurance process. A project manager reviews sales orders for accuracy, scope, and inclusivity before the client signs off on them. Once a project moves into production, a QA manager accompanies teams in the field to coordinate with the home construction manager and ensure all goes to plan. iWired staff members also work closely with the homeowner during installation.
“They walk the homeowner through exactly what they bought… We take our customer service very, very seriously,” says George. In the same vein, two years ago, iWired implemented a management program called EOS (Entrepreneurial Operating System) to enhance company-wide efficiency and accountability.
Challenges come in the form of new home standardization; iWired works with large national home builders who typically construct thousands of new dwellings a year in master-planned communities. But faced with rising interest rates and construction costs, some of these builders have trimmed expenses by reducing the amount of customization in their new builds. “This presents a challenge because it [makes it harder] for us to meet with our homeowners and provide a truly customized, tailored approach to their technology solutions,” explains George. It’s important, he says, for general contractors to recognize that technology integrators such as iWired play a hugely important role in the design and construction of new homes.
As for the future, “We are starting to dip our toes into the world of drones, which is really exciting,” he adds. The potential AI represents is strong as well, with its ability to augment electronic building security. Lighting, meanwhile, “represents a new frontier for us in the residential space. To be able to provide great lighting design and then utilize great lighting infrastructure in conjunction with the electrician changes the home. You can make an average home feel exceptional with great lighting.”
iWired’s overall vision for the future is also exceptional: “Our goal is to build a world-class integration organization that our competitors look at with a deep and profound respect, that our customers love, and that has the ability to continue to grow because we’ve built a sustainable foundation with systems, processes, and people that allow us to scale up within our current market and new marketplaces alike.”
