For years, security sales have revolved around specification. Star ratings, accreditations and test results gave installers the evidence they needed to justify an upgrade. That still matters. But it’s no longer what closes the sale.
Today, trust does.
Most homeowners do not want a deep technical breakdown. They want to feel confident that the product on their door is proven, reliable and widely trusted.
Independent reviews now do the heavy lifting. A visible Trustpilot score instantly builds reassurance in a way spec sheets never could. It shows real people having real experiences, and that carries weight at the decision point.
“Trust now closes the sale before the specification ever really enters the conversation,” says Alex Dutton, Sales Director at Brisant Secure. “When a customer already believes in the brand, installers spend less time defending their recommendation and more time winning the job.”
Homeowners are researching earlier than ever. By the time they request a quote, many have already read reviews, seen the brand online and formed a preference.
That changes the dynamic on site. The installer is no longer selling from scratch, they’re confirming what the homeowner has already started to believe. That makes the entire process faster, simpler and more likely to close at a premium price point.
Installers consistently report that recognised brands remove resistance. When a homeowner already knows the brand, the sale becomes easier. The customer trusts the recommendation because they trust the name behind it.
This matters in an industry that has never been more competitive. Homeowners are presented with dozens of security claims and conflicting messages. The one thing they understand instinctively is reputation. They want the brand they’ve heard of, the one their neighbours have mentioned, the one they’ve seen reviewed online.
That recognition shortens the sales process and increases acceptance of premium hardware. It removes friction at the point of decision, a critical advantage for installers working in a price-sensitive market.
A strong public reputation is not just a marketing benefit. It has practical value on every job.
It reduces the need for long technical explanations, allowing installers to focus on fitting rather than selling. And once the job is complete, trusted products generate fewer complaints and fewer return visits, which protects the installer’s own reputation as well as their diary.
None of this replaces the need for compliance. PAS 24, Secured by Design and insurance requirements still underpin the product choice.
But specification is now the minimum standard, not the main selling point.
“Specification gets you approved,” says Alex. “Trust gets you chosen.”
This shift is one reason Ultion is increasingly being requested by name. Its 4.7-star Trustpilot rating, built from more than 11,000 reviews, has created a level of homeowner recognition that directly supports installers at the point of sale.
“When a homeowner already knows Ultion, the conversation is easier from the first minute,” says Alex. “The installer starts with instant credibility.”
As a Brisant Secure brand, Ultion combines that trust with high technical performance. Brisant Secure is now part of Allegion, bringing additional scale and expertise behind the Ultion range. Its ALPS cylinder holds Sold Secure Diamond accreditation and has been tested to over 750,000 cycles. But it is the public confidence around the brand that increasingly drives the final buying decision.
The race to the bottom usually starts when the customer doesn’t understand the value. If they can’t see the difference between brands, they fall back on price. Trust changes that dynamic.
A brand backed by strong public confidence allows installers to stand their ground on quality. It supports premium pricing, protects margin and positions the installer as a professional who specifies proven, trusted hardware, not just the cheapest option.
Homeowners are far more comfortable paying for what they believe is the best. A recognised brand helps reinforce that belief.
Trust is now one of the most powerful tools an installer can take into a sales conversation. It reduces objections, speeds up decisions and strengthens the installer’s position from the first quote to the final handover.
Specifications will always matter. But in a market where many technical claims now look the same, it is trust that turns a quote into a confirmed order.