Hello: Loc-Doc Security
This is the fifth in a series of interviews I am doing with new and innovative companies in and around the Smart Lock, Security and Access Control industry. It's time they have a voice and we meet them. If there are any companies you'd like to see highlighted in the future, let me know. I plan to do this regularly. I am open to your feedback and appreciate the heads up. Thank you!
I am switching gears here a bit and instead of talking to a manufacturer within our space, I have decided to showcase an innovator from the channel. Based in the greater Charlotte NC market, Chad Lingafelt is the Managing Partner of Loc-Doc Security. Loc-Doc Security is one of the most successful and leading companies in access control, video, locksmithing, smart locks, and key systems. What I have admired for awhile is their ability to (1) have a clear vision of what they want their business to be (2) execute against that vision at a high level (3) not just embrace diversity, but act on it (4) show relentless curiosity (5) appetite and ability to try new marketing approaches like podcasts, videos, and blog posts that push them above the normal noise of local print and television ads. But what I seem to always come back to when I see Chad's videos, listen to his podcasts, or have the opportunity to catch up in person is his ability to be a great story teller. In an industry that lacks this skill set and is not always open to embracing new ideas, Chad and the team at Loc-Doc Security have a formula that is worth paying attention to. Lets hear more directly fro Chad as he took the time to answer our 5 questions.
As always, please let me know in the comments what you think.
1. Tell us a little about your business.
We are problem solvers - specifically helping businesses protect their people and their properties. For over 35 years Loc-Doc Security has focused on serving professionals and operating as professionals in our field. We focus on process improvements, continued training for our team, personal development and positive encouragement. We also install security products like Key Card Systems, Cameras, Doors and Locks!
2. What got you into the smart lock / access control business?
The business was already working in that segment when I joined almost 16 years ago. Over the past 10 years, we have just reinforced our focus and worked to make the process more streamlined to bring the solution to our customer in a faster timeline. I joined the company for a different pace from my previous career in radio broadcasting. I wanted a simple job to clock in and out and not worry about extra responsibilities. What I didn’t realize was it was part of my DNA and I couldn't run from it! It’s exciting to be part of a vibrant team that is working daily to improve individually and as an organization!
3. What markets and verticals do you serve? Why do you spend so much time on podcasts and videos?
We are based in Charlotte, NC and Greenville, SC. Our team covers essentially all of North and South Carolina regularly. Our ideal customer base is any property owner, manager or broker. We do well with Commercial Property Management groups and HOA Management groups, but we have found new enjoyment with working in the K-12 and University Space as well. I don’t think we spend nearly enough time on podcast and videos! I learned a valuable lesson many years ago. Our product offering is on a “need to have” buying cycle. Often times, our ideal customer is not browsing around just to see and buy the latest products in the security world. More often, this happens in a reactive state and with much frustration. So we have set out to create value add information for our ideal customer, business topics, that offer an opportunity to have a long lasting conversation and keep our logo and brand front of mind when the reactive or frustrating process of making security changes happen. It’s a way for us to also improve our business by learning from others and staying relevant in our market and industry.
4. What is one thing that you were surprised to find out about the security/lock/access control industry?
I don’t really think i’ve been surprised by anything because I didn’t have any expectations when i started. I’ve realized when talking to people in the industry and outside the industry, we are often working at a slower development pace than other industries. We have made huge improvements, but we are still slow to develop new software and be on the edge of technology.
5. Where do you see your business in 5 years?
5 years is a long stretch. I had a predictor tool for growth from 2012 - 2018 and when we got to 2018, we had outpaced our prediction extensively. I know our plans for the next 24 months will be to focus on in house training programs while development continues on our software applications. Those will be the catalyst of sustained growth.