Marketing & Growth Strategies for ProSource Dealers
Welcome, ProSource members! Whether you’re looking to improve your visibility, generate more qualified leads, or better understand how AI is reshaping your market, you’re in the right place. Explore practical resources, proven strategies, and expert insights designed to help your business grow with confidence.
As a marketing partner to the custom integration and security industry, we work closely with businesses like yours to navigate change, improve visibility, and build sustainable growth strategies. Below, you’ll find a curated collection of resources to help you stay competitive and make smarter marketing decisions.
Serving technology integrators since 2007
Hundreds of active CI marketing clients
Deep experience in luxury residential, audio-first, and referral-driven businesses
Consultative approach, not one-size-fits-all marketing
AI Is Deciding Who Gets Found Online. Will It Recommend You?
Artificial intelligence is rapidly changing how homeowners, architects, and builders discover and evaluate integrators. In this on-demand session, Ron Callis and Kendall Clark break down what’s changing in search — and what it means for your business.
Whether your business relies on referrals, online discovery, or both, this session will help you understand what’s changing and how to stay visible in a rapidly evolving landscape.
If you’re thinking about how AI, search, and marketing are impacting your business — and what you should be doing next — let’s talk.
We work exclusively with technology and security integrators to improve visibility, generate qualified opportunities, and build marketing strategies that support long-term growth.
Audio Video Excellence has partnered with One Firefly since December 2020 with a clear goal: build steady visibility, attract higher-quality inquiries, and support long-term growth in a highly competitive market. Over time, the relationship has grown into a comprehensive marketing partnership that has helped drive $2–3M in new sales over the last five years. The recent website-sourced wins highlighted below are a few tangible examples of that momentum in action.
The Challenge: Growing a High-End Integration Business in a Competitive Market
Audio Video Excellence is a premium custom integration firm in Arizona with a strong reputation and the ability to deliver high-end systems. Like many top-tier integrators, they were not trying to “reach everyone.” They wanted the right homeowners and the right projects, consistently.
The challenge was not capability. It was predictability.
In a market where referral business can be strong but uneven, Audio Video Excellence wanted a marketing engine that could:
Keep the brand visible to high-intent buyers who are already searching
Convert that attention into qualified inquiries through the website
Support long-term growth without relying on one channel or one campaign
They also understood something many integrators learn the hard way: marketing is not a one-time project. It is an operating system that supports lead flow, reputation, hiring, and long-term momentum.
The Solution: A Full-Scope Partnership Built for Integrators
Audio Video Excellence partnered with One Firefly in December 2020 to establish an ongoing, full-scope marketing relationship, specifically tailored for the custom integration industry. They invest between 2% and 5% of their annual revenue in marketing, reflecting a consistent commitment to growth.
A comprehensive, multi-channel strategy supported the work, and the relationship later expanded to include hiring support through Amplify People.
Services included a combination of:
Website strategy and ongoing improvements
SEO services
Content and ongoing marketing support
Email newsletter
Facebook posts and ads
Reputation management support
The Process: Consistency That Creates Compounding Results
Marketing works best when it is treated like operations, not a one-time campaign.
Throughout the partnership, the focus remained on maintaining visibility, credibility, and demonstrating to the market what Audio Video Excellence is capable of.
The proof shows up in two places:
Real project wins that came directly from the website
Ongoing search performance gains that continue to improve visibility and lead flow
The Results: Website-Driven Project Wins and Stronger Organic Performance
Recent examples of website-sourced wins include:
A $170K home theater project and a $75K B&W audio project, both sourced from the website
Two additional website form leads that closed as a $35K Control4 takeover and a $70K media room upgrade
That is at least $350K in closed projects tied directly to website-driven lead flow, from just the documented wins above. These are just a few documented examples of the high-value opportunities their website generates.
On the SEO side, they have also seen measurable momentum. In one recent 28-day period compared to the previous period:
Impressions increased 9%
Clicks increased 21%
Audio Video Excellence also continued stacking business wins that signal strong market demand, including:
A $150K theater sold after a showroom walk-in toured the theater and closed the next day.
A large-scale new build featuring 100 Theory speakers, with about $100K in speakers alone
Bob Koopman, Audio Video Excellence
- Bob Koopman, Co-Owner, Audio Video Excellence
"One of the best investments we have made as a company. Great staff, understand our industry, and make things happen with excellence. From One Firefly, we’ve gotten at least $2 million or $3 million over the last five years."
Bob Koopman, Audio Video Excellence
- Christian Lawrence, Co-Owner, Audio Video Excellence
"One Firefly isn’t just a service provider; you are pioneers in our industry, consistently delivering beyond expectations with your innovative and client-centered approach."
Momentum Beyond Marketing: Showroom Growth and Vendor Pull
One of the clearest indicators of a healthy integration business is momentum in the showroom and vendor relationships. In 2024, Audio Video Excellence continued investing heavily in their showroom experience, including:
Showroom and theater renovations are underway, with upgrades designed to enhance the client experience and support continued growth.
A refreshed showroom experience is planned as part of their ongoing showroom investment.
Multiple vendors interested in hosting showroom events, including DALI, B&W, JL Audio, plus an NDA-protected vendor showcase
This kind of momentum occurs when a company establishes sustained visibility and brand authority over time.
The Voices Behind the Success
"Audio Video Excellence is a great example of what happens when a client treats marketing as a long-term growth engine. They stay consistent, they invest strategically, and the momentum compounds."
Ellie O’Hara, Manager of Client Experience, One Firefly
Fast Facts
Helped drive $2–3M in new sales over the last 5 years
Invested between 2%-5% of annual revenue into marketing
Recent SEO momentum: +9% impressions and +21% clicks in a 28-day comparison
Continued high-ticket project wins, including $150K theater and a major new build with $100K in speakers alone
Ready to Build the Same Kind of Momentum?
If you are a custom integrator who wants more predictable demand, better quality leads, and a brand presence that matches the work you deliver, One Firefly can help you build the marketing engine that supports long-term growth.
The Challenge: Turning an Underutilized Google Business Profile into a Real Growth Channel
SmartHome Solutions had already built a strong reputation in the custom integration industry, but its Google Business Profile was not yet working as hard as it could for the business.
Before SEO services began in January 2025, the profile lacked the level of optimization and ongoing activity needed to fully support local visibility. Core information needed refinement, service areas and descriptions were not fully optimized, and the profile did not have a consistent cadence of posts and updates.
For a CI business owner, that matters.
When a Google Business Profile is incomplete or inactive, it becomes harder to capture the attention of homeowners and commercial buyers who are actively researching local providers. SmartHome Solutions didn’t need more noise. They needed a stronger local presence that could attract the right searchers and turn visibility into action.
The Solution: Strategic Google Business Profile Optimization Built for the CI Industry
One Firefly launched SEO services for SmartHome Solutions in January 2025, with a strong focus on strengthening the company’s local search presence through Google Business Profile optimization and management.
The strategy included:
A comprehensive audit of the company’s Google Business Profile and local SEO presence
Refinement of business categories, description, attributes, and service areas
Optimization of service and product information for stronger keyword relevance
Updates to media assets and profile completeness
Implementation of a structured Q&A and content strategy
Standardization of business information across directories to improve NAP consistency
Ongoing monthly Google Posts and profile management
This wasn’t about making cosmetic updates.
It was about helping Google better understand who SmartHome Solutions is, what solutions they offer, and where they should be found — while giving potential customers a more complete and credible picture of the business.
The Process: Build the Foundation, Then Stay Active
For SmartHome Solutions, the work began with foundational cleanup and optimization.
One Firefly audited the profile, refined business information, improved service alignment, and resolved local SEO inconsistencies that could weaken visibility signals. From there, the focus shifted to ongoing activity — the kind of steady management that Google increasingly rewards.
That monthly work included:
Monitoring and maintaining listing accuracy across directories
Updating services, products, and descriptions as offerings evolved
Publishing strategic Google Posts to promote solutions and announcements
Maintaining category alignment with core services
Managing and responding to reviews
Continuing profile enhancements based on performance and search behavior
This is where many businesses fall short.
They claim their profile, fill in a few fields, and move on.
SmartHome Solutions took a different path: consistent optimization, active management, and a profile strategy designed to support long-term local visibility.
The Results: More Visibility, More Engagement, More Website Traffic
Comparing August–December 2025 to the same timeframe in 2024, SmartHome Solutions saw measurable gains in how people found and interacted with its Google Business Profile.
+43.1% Website Clicks from Google Business Profile
One of the strongest indicators of success was the increase in website visits generated directly from the profile.
During the August–December 2025 comparison period, the profile generated 282 website clicks, reinforcing how active profile management can turn local search visibility into meaningful website traffic.
For CI business owners, that matters because website clicks represent deeper intent. These are people moving beyond browsing and choosing to learn more about the company, its services, and how it can help.
+22.5% Business Profile Views
SmartHome Solutions’ Google Business Profile was viewed 1,776 times, reflecting stronger visibility in local search and maps results.
+27.5% Business Profile Interactions
The profile generated 556 total interactions, showing that more users were taking meaningful actions after discovering the business.
77 Calls from the Google Business Profile
Calls increased 2.7% year over year, creating another direct line of inquiry from local search.
Just as importantly, the keywords driving traffic to the profile reflected the kind of visibility SmartHome Solutions wants: not only brand-related searches, but also research-stage searches from people looking for companies offering the right solutions in the right service area.
That’s the goal.
Not just more traffic — better traffic.
Jeff Binette, President, SmartHome Solutions
- Jeff Binette, President, SmartHome Solutions
“Google Business Profile has become a much more important part of how customers find businesses like ours. One Firefly helped us keep that profile active, accurate, and aligned with the services we actually want to be found for. It’s been valuable to see that work translate into stronger visibility and more traffic to our website.”
Beyond the Profile: Why This Matters for CI Business Owners
Google Business Profile optimization is no longer a side task.
It is a critical part of local SEO performance, especially for custom integration businesses competing for high-intent searchers in defined service areas.
SmartHome Solutions is a strong example of what happens when a business treats its profile as an active growth tool rather than a static listing. By improving the completeness, relevance, and ongoing activity of the profile, One Firefly helped create stronger visibility signals and more meaningful engagement from searchers already looking for the types of solutions the company provides.
For owners in the CI industry, the lesson is clear:
An actively managed profile can help convert local visibility into a real business opportunity.
The Voices Behind the Success
“SmartHome Solutions is a strong example of what happens when a Google Business Profile is treated like an active marketing asset rather than a static listing. With consistent optimization and management, it becomes a much stronger driver of visibility, engagement, and website traffic.”
Jordan Littman, SEO Team Lead, One Firefly
Fast Facts
+43.1% website clicks from Google Business Profile year over year
+22.5% Google Business Profile views year over year
+27.5% total profile interactions year over year
77 calls generated from the Google Business Profile
Ongoing focus on Google Business Profileoptimization and local SEO management
Ready to Turn Local Visibility into More Opportunity?
Your Google Business Profile should do more than exist. It should help the right people find you, trust you, and take the next step.
Let’s build a stronger local presence for your business.
Access the full presentation deck, planning worksheet, bonus video, and supplemental resources from Ron’s Origin session. Everything you need to turn inspiration into clear next steps for your 2026 marketing plan.
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