Resistance comes from two sources, one that is obvious and one that many fire officials don't expect. Different tactics are needed to overcome each one. The first source is opponents to sprinklers like home builders and developers. These groups have historically resisted any additional requirements on home construction, and they can be counted on to protest. However, the objections are always the same, so fire officials can anticipate the questions and misinformation that will come. The trick is to review all of the expected issues, apply them to local conditions and be prepared with answers. When a home builder remarks that "new homes are safer than old ones," it impresses policy makers a lot more if the fire official responds with a factual answer instead of a puzzled look.
The second source of resistance comes from friends. It is "sales resistance," and it affects everyone from policy makers to the public. A lot of fire officials are not prepared for it, thinking that a simple explanation of the problem and solution will suffice. But most people are unfamiliar with all fire sprinklers, let alone residential, and unfamiliarity breeds sales resistance.
Marketing experts know that a customer's sales resistance is highest to a new product. Thus, they direct their marketing efforts for new products at building awareness because familiarity with an item lowers sales resistance. Since fire sprinklers are "new" to so many people, fire officials need to make education the first step in the ordinance adoption process and continue educating throughout. If this is neglected, the effort will probably fail.
One key to the education effort is reaching a wide audience. Fire officials must educate policy makers for sure but should not overlook other groups like realtors. Their primary professional contacts are bankers and builders. If builders are their only source of information on sprinklers, they will spread the misinformation they get from them. Fire officials need to counter this by reaching everyone in the housing loop. Other potential audiences are mortgage bankers, property insurers and civic organizations. Opinion leaders in the community belong to civic organizations, and visiting those groups to talk about the fire problem and the sprinkler solution is a good way to attack myths and build community support.
It is also worthwhile to approach the home builders associations, too. This can be done by being a guest at an association meeting or inviting builders to a public meeting on the ordinance. Meeting with them gives the fire official two advantages. First, it can make them understand the fire problem. Just like most civilians, builders do not understand how quickly fires grow. Their opposition will be less strident if they appreciate the power of fire. Second, they will give the fire official a preview of their positions and arguments. This gives the fire official time to research the issues and be ready with effective responses when the ordinance is heard.
Meeting with home builders can also win advocates. As more builders recognize the security value of fire sprinklers, they are more likely to change their stance. They know that security sells in today's market, and more builders now see sprinklers as an asset that can set their homes apart from their competitors. A home builder in Texas is pre-piping his homes in the event that buyers want to install sprinklers.