Why early collaboration between all teams across a luxury home projects is key
Technology integration firms offer intelligently controlled systems tailored for luxury homes. Yet, firms like Precision Media Solutions frequently face the same challenge – they are introduced to the project after a budget is finalized, and a permit is pulled. “The architects are often the first people on the project, and we’re often not brought in until the builders are heavily involved and we’re well into framing. That’s when we find out that the project exists,” said the owner and President of Precision Media Solutions, Brian Richards. Technology integration firms aim to seamlessly blend technology into the design of the home. When architects delay involving integrators, it can result in additional costs for homeowners and force the architects to alter their plans. In some cases, this includes significant changes, such as reframing walls.
PureTech Alliance is a national sales organization that supplies health and wellness products to custom integrators, including Precision Media Solutions. “Every luxury home build now includes critically important connected technology. In order to maximize the performance of these needed products it is critical that the architects, designers and builders view the integrator the same as the MEPs and communicate with them early and often in the project cycle,” said Partner at PureTech Alliance, David Thomas.
The Guild Integrators Alliance is a group that represents the best residential home, luxury development and powerhouse commercial A/V integration firms in the US. Precision Media Solutions has been a part of the Guild Integrators Alliance since 2020, however, the company still faces the challenges that come with late involvement in luxury builds. CEDIA is a global association that advocates for and supports professionals working in the smart home technology sector. According to CEDIA’s 2023 Professional Smart Home Market Analysis, over 20,000 U.S. integration companies now make up a $29 billion industry, an increase of over $8 billion from the year prior. The majority of integrators, over 80 percent, reported a strong influence over product decisions, underscoring their importance in residential design conversations.
Sophisticated systems 
Richards explained that electricians and plumbers often lack familiarity with the products provided by Precision Media Solutions, which leads to avoidable delays and communication challenges. “That’s why we are being brought into fixture conversations more now because the technology involving lighting fixtures and all these lighting solutions is way beyond what electricians understand, and we get it,” Richards said.
Thomas added that professionals in the HVAC and plumbing industry are offering some of the same systems at a basic level, but the more sophisticated and connected systems are not being offered or sold to the luxury residential homeowner.
Around six months ago, PureTech provided Precision Media Solutions with a home water filtration device for one of their clients. This system employs complete reverse osmosis technology to remove multiple impurities from water such as bacteria, viruses, pesticides, and volatile organic compounds. Richards shared that the client was delighted to enjoy a clear spherical ball of ice for his glass of whiskey that was made from water directly sourced from his home’s faucet. He said his client appreciated knowing his family had access to contaminant-free drinking and bathing water straight from their faucets.
A liter of bottled water contains about 240,000 tiny pieces of plastic, according to a study conducted in 2024 by the U.S. Department of Health and Human Services. Homeowners can choose from multiple products provided by PureTech Alliance that supply clean water for drinking and bathing, as well as industry-leading air purification systems, offering a clear alternative to bottled water.
Potential gains
When technology integration firms are introduced to the build late, they miss the opportunity to educate architects and homeowners about the systems they install. “They can lessen the chance of having a major health problem because of what they’re putting in their body every day, from the water coming into the house to the air they are breathing, it’s a small extent for huge potential gain for them,” said Richards.
Precision Media Solutions hosts architectural firms for lunch in their showroom, where they showcase and discuss their full range of solutions. Both Precision Media Solutions and PureTech Alliance are committed to helping architects learn about the systems they offer. “They provide more value to their client when they understand that these wellness offerings exist,” Richards said.
Based in Colorado, Precision Media Solutions operates within a builder-driver market, which Richards said often limits early collaborations with architects, as builders typically desire to manage many aspects of the project. Involving technology integration firms in luxury home builds before a permit is pulled is advantageous for both architects and clients. Precision Media Solutions and PureTech Alliance recognize late involvement as one of the biggest challenges they face. They aim to change this narrative while helping the specification community understand what systems they offer.