Future Home and the Luxury Los Angeles Market
When it comes to the luxury client and the home technology professional, perhaps no one in Los Angeles is better qualified to converse about these topics than Murray Kunis, Founder and President of Future Home. The Future Home catchphrase, “Celebrating 28 years of Effortless Entertainment, Intuitive Control & Elegant Private Theaters for America’s Finest Homes”, is more than just a tagline, it’s the facts.
I sat down recently with Murray, to find out how the Los Angeles luxury market is changing and the climate of business in general.
MJ: So Murray, how has your clientele changed in the past 15 or so years?
MK: The clients that are in the luxury market are far more educated as to what is available and often come in with requests in initial meetings. Also the bar for their expectations is so much higher than it used to be. 15 years ago if home technology professionals installed systems that had major bugs or even features that simply didn’t work, there was a far greater chance that the homeowner either accepted the problem or wasn’t even aware of it. Now with systems far more complex and comprehensive, the homeowner expects 100 percent operation, customized operation and even features not discussed.
MJ: How have you reorganized your business to remain successful?
MK: I have kept the internal structure the same, however we have focused more on scheduled maintenance and updating rather than waiting for problems to occur and be discovered by and inconvenience the homeowner. We continue to present ourselves as a premiere operation to differentiate our services from the flood of new installation firms.
MJ: What are the biggest changes you have seen in our industry and how have you capitalized on it/them?
MK: Due to advances in value-oriented technology, the barrier to entry has greatly lowered for someone to offer installation services. This combined with the availability of desired products sold directly to homeowners vs. the traditional dealer, i.e. Apple, Sonos, etc. Services have become more important and thus we have incorporated our “Private Concierge Services” program. This is similar to the IT industry which has had to deal with little or no margin on equipment and yet have post installation support requirements.
MJ: What are you advising your clients to get-onboard with? Any special brands companies that you love to work with and why?
MK: Over the last two years we have added live monitoring to all systems and requiring post installation support programs. We continue to provide Crestron technology, the only proven end to end control solution with a confident future. This also provides a clear difference between the quality we offer and those who use DIY or mass market unproven products.
MJ: What are the biggest mistakes you currently see our industry making?
MK: Not providing homeowners with the ability to clearly understand the service quality between established firms and the flood of new less experienced operations offering lower grade mass-market products. Not clearly explaining there is no one size fits all product. Nor clearly illustrating to a homeowner how crucial the right technology and installation selection is. Your life won’t be inconvenienced by purchasing the wrong marble, however, technology is something that our current lifestyles are dependent on hour-by-hour.
MJ: Why are you still grateful that you hitched your wagon to our industry nearly 30 years ago?
MK: Of course, how else could I have met you since I don’t get invited to Vanity Fair parties? LOL… Yes, I love our field and the excitement it can provide for homeowners. Nobody invites the plumber over for using the shower the first time (at least I hope not) but I have often been invited to opening night home theater events.
- Working on homes at the famed Malibu beach includes complete home control.
- The James Bond movie, “Diamonds are Forever” home was automated by Future Home.
- Future Home assisted in restoring this Frank Lloyd Wright home with invisible technology.
- Future Home was awarded CEDIA’s 2014 Best Theater Over $450,000 Silver Award Winner.