Beyond the Lens: Turning Video Monitoring into RMR

The demand for video monitoring continues to grow as technology evolves and customer expectations shift. Once viewed as a passive tool for observation, video monitoring is now positioned as a proactive method of preventing threats, reducing false alarms, and even improving workplace operations. 

The session “Mastering the Art of Selling Video Monitoring Solutions” highlighted these opportunities and provided integrators with strategies to communicate the value of video monitoring, boost recurring monthly revenue (RMR), and strengthen customer relationships. Sponsored by Rocket Media, the panel featured Brian Bucholtz of Edgeworth Security, Brandon Clig, Vice President of Sales and Design at Custom Alarm, and Randall Renfroe, CEO of All State Security Industries, Inc. 

Why Does Video Monitoring Matter? 

Moderator Brian Bucholtz opened with a simple but important question: Why does video monitoring matter? 

The consensus among panelists was clear: response time and reliability. With false alarms long plaguing the industry, video monitoring provides end users and responders with real-time verification that reduces wasted resources and improves outcomes. 

Brandon Clig explained, “We’re seeing a reduction of false alarms and a lot more people that want to see something as it’s happening. Traditionally, security devices like door contacts and motion sensors trigger false alarms. Video allows us to reduce that risk while delivering peace of mind.” 

But the benefits extend beyond traditional security. Clig pointed out that organizations are beginning to leverage video monitoring for operational effectiveness as well: “People now, with the use of analytics, are starting to say, ‘I want to reduce OSHA violations. I want to leverage video monitoring to get safety insights.’ That’s where we’ll see growth—not just in reactive security but in proactive business solutions.” 

A Sound Argument Against Self-Monitoring 

Despite its advantages, some customers view video monitoring as an opportunity to self-monitor. Clig shared how often he hears this objection: “Yes, definitely. They’ll say, ‘Why can’t I monitor my own premises? I’m getting alerts through the software. I’ll just pay the license fee and handle it myself.’” 

His response is straightforward: “You’re here to operate a business and make money. What do you need in order to do that? Sleep. Break-ins happen overnight, and you don’t want to be jolted awake at three in the morning. Leave it to the professionals. Let us do that for you.” 

This practical argument resonates with customers and gives integrators a strong position to reinforce the value of professional monitoring services. 

Seeing Is Believing 

Video monitoring is being adopted across multiple verticals, but the applications vary depending on customer needs. According to Renfroe, sales conversations are shifting: “When our account executives walk a site, they’re not just saying, ‘We can put a camera here.’ They’re asking, ‘What do you want this camera to do after hours?’ It’s a different approach, and it’s more meaningful.” 

Bucholtz echoed the importance of showing customers rather than simply telling them: “We do what we call an ‘analytic walk’ with a client, so they can see alerts come into the command center in real time. They get to touch and feel the technology. That hands-on experience helps them believe in the value.” 

Clig added that education is key. His company began hosting Lunch & Learns for existing customers to demonstrate how previously installed cameras—many still analog units—could be enhanced with AI-powered analytics. “It’s about spreading knowledge and showing them what’s possible. Once they see the alerts, the analytics, and the reporting, it’s an easier conversation to have.” 

Making It a Company-Wide Effort 

For integrators, selling video monitoring is not just a job for the sales department. It requires a company-wide shift in mindset. 

Clig shared that one of the biggest initial challenges was overcoming resistance within his own team: “Our first objection wasn’t from customers—it was internal. Our sales consultants had to shift the way they thought about monitoring.” 

Renfroe agreed: “A lot of us were stuck in our ways because the equipment has been the same for a hundred years. Change can be scary. But having a strong technician who understands IT makes all the difference. Without that expertise, you’ll be in a boat you don’t want to be in.” 

Both panelists stressed that operations teams, technicians, and sales professionals must all understand the value of video monitoring and its impact on customer outcomes. When the entire company embraces the opportunity, it becomes much easier to drive adoption. 

Beyond Security: Broader Applications 

The conversation also highlighted how video monitoring can open doors in markets where compliance and regulation drive decision-making. Cannabis facilities, for example, present a high-demand opportunity. 

Renfroe explained, “It’s a great market because they must have it, and not many people are good at it. The hard part is knowing all the rules and regulations. If you understand compliance, the sale becomes much easier.” 

Clig compared cannabis monitoring to fire systems: “It’s a compliance sale. Knowledge is power, and customers can see the value when you understand their regulatory needs.” 

Panelists also recommended unbundling analytics as a way to create additional revenue streams. Gunshot detection, loitering alerts, or other advanced features can be sold individually rather than as part of a broad package, allowing customers to pay for exactly what they need while boosting integrators’ RMR. 

The Bottom Line 

Today’s video monitoring capabilities go far beyond simply recording incidents. With AI-driven analytics, real-time verification, and compliance-ready features, the technology delivers measurable value for end users while creating strong recurring revenue opportunities for integrators. 

As Renfroe summarized, “The opportunity is huge. You can pick up thousands of accounts very easily. Once you learn it, video monitoring makes your company so much more profitable because the RMR is just off the charts.” 

The message from the session was clear: video monitoring is a core service offering that security integrators must understand, embrace, and promote across their organizations. 

ESA remains committed to equipping members with the tools and training needed to capitalize on opportunities like video monitoring. Thanks to Rocket Media for sponsoring this session and to Brian Bucholtz, Brandon Clig, and Randall Renfroe for sharing their insights and best practices. 

Key Takeaways: Selling the Value of Video Monitoring 

• Reduce False Alarms 
  Video monitoring helps eliminate nuisance alarms and ensures faster, more reliable police response. 

• Boost Recurring Revenue 
  With most customers already owning cameras, upselling monitoring services is one of the easiest ways to grow RMR. 

• Professional > Self-Monitoring 
  Business owners need sleep and peace of mind. 24/7 professional monitoring ensures security isn’t left to chance. 

• Educate Through Demonstrations 
  Analytic walks and command center demos help clients see the value for themselves. 

• Company-Wide Commitment 
  Success requires buy-in across sales, operations, and technical teams. Strong IT knowledge is critical for support. 

• Cross-Vertical Potential 
  Compliance-heavy industries (like cannabis and fire) are prime opportunities, but video monitoring has applications in every sector.