Without local outreach, new owners call the brand they've seen on TV or buy a DIY kit. Local installers never get the chance to bid.
For security system installers and monitoring companies
Home security leads from new homeowners and outdated systems.
Spur finds every home that just sold in your service area, plus owners whose systems are old enough to need an upgrade. It writes a calm, local postcard offering a free security assessment and mails it within weeks of move-in, when new owners are deciding who will protect their home.
Free forever plan · No card · 20 property searches a month
USPSFirst-Class
Michelle Ortiz3341 Alcott StDenver, CO 80211Scan to book your assessment
Michelle O. scanned your new resident postcard · 4 min ago
AI-written for this owner · Mailed in 2 days
30–90 daysafter move-in is when new owners decide on security
$30–$60a month for typical professional monitoring
2 daysfrom approval to USPS first-class
The problem
Homeowners choose a security company once and stay for years. Most never hear from a local one.
Plenty of homes still have keypads and communicators from 15 years ago. The owners don't know what's changed or that it may not work.
Crime-stat flyers feel manipulative and get thrown out. The tone has to build trust.
How it works
From list to mailbox in one workflow.
The same five steps every time, set up for security system installers.
app.usespur.com
Plays for Security
Security plays you can run in Spur today
New homeowner campaignsVideo and camera installs Senior homeowners
Reach every buyer within weeks of move-in.
Sold last 60 daysOwner-occupied
See the full play →Monitoring contractsConvert DIY and unmonitored homes to monthly monitoring.
Owner-occupiedValue $350K+
See the full play →Neighbor marketingMail the street around each install.
Radius 0.25 miOwner-occupied
See the full play →Landlord and STR ownersRemote owners want cameras and smart locks on their rentals.
Absentee owner2+ properties
See the full play →Past customer upgradesOffer camera and smart-lock add-ons to existing accounts.
Your listInstalled 5+ yrs
See the full play →Leads without AngiExclusive security leads from homes you chose.
ExclusiveQR tracked
See the full play →Security postcardsCalm, local cards for new owners and older systems.
Per-home copyQR tracked
See the full play →Direct mail programFour standing lists that add monitored accounts monthly.
Auto-scheduleCost per account
See the full play →Smart home upgradesOwners with older wired systems ready for video and app control.
Owned 10–20 yrsValue $400K+
See the full play →Doorbell, perimeter, and driveway cameras for larger lots.
Lot 0.25+ acreDetached
Medical alert and monitored safety for long-time owners.
Owned 25+ yrsOwners 65+
See it in Spur
What a new homeowner list looks like in Spur
A sample list for one Denver zip: owner-occupied homes sold in the last 60 days. Names are partly masked.
Zip 80211Sold last 60 daysOwner-occupiedSingle-familyValue $500K+
- Michelle O.3341 Alcott StSold 3 weeks ago · built 1908New ownerDetached garage
- Jared & Emma K.3720 Tejon StSold 5 weeks ago · built 2016New ownerCorner lot
- Sam P.2945 W 36th AveSold 6 weeks ago · built 1923New ownerAlley access
- Natalie W.3456 Bryant StSold 2 weeks ago · built 2019New ownerTownhome
- Chris & Alana D.4012 Zuni StSold 8 weeks ago · built 1915New ownerDetached garage
AI draft for Michelle O. · 3341 Alcott St
Hi Michelle,
Welcome to Highland. Moving into a new home comes with a long list, and "figure out security" is usually somewhere on it, from who has keys to the old garage code to whether the previous owner's system still works.
We're a Denver company that has installed and monitored systems in northwest Denver for 14 years. For new residents, we offer a free 30-minute walkthrough: entry points, lighting, cameras, and monitoring options. If all you need is a lock change and a video doorbell, we'll tell you that.
Scan the code on this card to book a time that works for you.
Alex Moreno · Front Range Security · (303) 555-0158
Sample data for illustration. Your results depend on your market and filters.
Playbook
How to market home security without fear tactics
Home security is a trust purchase. Homeowners give an installer access to their home, their entry codes, and often a monitoring relationship that lasts years. The companies that win locally build that trust before the first call, which is why tone matters as much as targeting.
New homeowners are the highest-intent audience. In the first one to three months after moving in, buyers are changing locks, setting up utilities, and thinking about who has access to the house. Many inherit a system they know nothing about, with old codes and an unknown monitoring account. A welcome card offering a free walkthrough lands at exactly the right moment. Spur can mail every new buyer in your service area automatically each month.
Existing systems are the second big audience. Many homes still have equipment installed 10–20 years ago, and some older systems relied on 2G or 3G cellular communicators that stopped working when carriers shut those networks down. Owners may not realize their alarm can no longer call for help. An upgrade offer that explains what's changed (video verification, app control, smart locks, cellular or internet communicators) is informative rather than alarming.
Monitoring is where the business value builds. Professional monitoring typically runs $30–$60 a month, and many insurers offer a homeowners discount for monitored systems. Mention that when you can confirm it for your market. Recurring monitoring revenue is also what makes a security company valuable if you ever sell.
Avoid fear-based copy. Crime statistics and break-in imagery feel manipulative and can run into advertising rules in some states. Lead with welcome, convenience, and peace of mind, include your state license number where required, and let the assessment do the selling.
Follow up quickly on every scan. A new homeowner who scans a security card is often getting quotes the same week, and the first company to call back and book a walkthrough usually wins the install and the monitoring contract that comes with it.
2monitoring contracts at $30+/mo pay for a full year of Spur Team
Two monitoring contracts cover your year of Spur.
- Spur Team: $49/mo billed annually = $588/yr
- 200 postcards on Team at $0.94 each = $188
- Each monitoring contract ≈ $360–$720 a year, plus the install
Example math. Your pricing and retention will vary. Run your own numbers →
One tool, not four
Spur vs. the usual security marketing stack
What you needThe usual waySpur
New homeowner listsMonthly list from a data broker✓ Built in
Owner name and contact infoSeparate enrichment service✓ Built in
Personal welcome copyGeneric flyer✓ Built in
Monthly automated mailingManual list pulls and print orders✓ Built in
Know who's interestedNot available✓ Built in
Follow-upSeparate email and SMS tools✓ Built in
From security installers using Spur
Results from the mailbox.
“I ran a new homeowner campaign targeting every property sold in my service area in the last 60 days. Mailed 55 personalized AI postcards with a QR to my free assessment page. Got 21 scan alerts. Booked 18 assessments. Closed 14 monitoring contracts and 9 full installs. Spur is the only marketing I do now.”
FAQ
Questions from security system installers
How do I get new homeowner leads for home security?
Filter for homes sold in the last 30–90 days in your service area and set up a monthly campaign. Spur mails each new buyer a welcome card with a free assessment offer and alerts you when they scan.
Should security postcards mention crime rates?
Usually no. Crime-stat mailers feel manipulative and get thrown away. Welcome, convenience, and peace-of-mind messaging builds more trust and tends to perform better.
How do I find homes with outdated alarm systems?
Spur doesn't know what's installed, but ownership length and build year are strong proxies. Owner-occupied homes held 10–20 years are likely to have older equipment, some of it reliant on retired cellular networks.
Can I target landlords and short-term rental owners?
Yes. Filter for absentee owners and owners of multiple properties, and pitch remote-access cameras, smart locks, and noise or occupancy monitoring.
What does Spur cost for a security company?
Solo is free forever with no card. You pay per postcard when you mail. Team is $49/mo billed annually with more searches, enrichments, QR codes, and lower postcard pricing.
Keep exploring
Related trades and guides
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