THE Fire & Security Marketing Agency for Third-Party Certified companies
We help established, certified Fire & Security Installers, Integrators & Consultants win better B2B clients and bigger contracts.
And we help Fire & Security suppliers that sell to Installers, Integrators & Consultants get in front of the right people
We don’t just talk results – we build them:
- the £1m project for Blake Fire & Security Systems in 2017;
- the 135 sites Fenix Monitoring now protect; and
- DOUBLING the fleet of Towers for CCTV Hire & Sales from 55 to 112 between 2023 and 2025.
These are named client results. Outcomes vary by company, market and budget.
Better visibility. Better leads. Better business.
Click one of the big white buttons below to talk to Jo I'm a third-party certified Fire & Security Installer I want to sell to Fire & Security Installers
Introducing Lollipop's Fire & Security Visibility Engine™
Why Our Process Starts With Clarity
Marketing is built for the average. Average company. Average buyer. Average risk.
But specialist Fire & Security businesses don't get judged fairly when everything that makes them different is squeezed into the same price comparison.
If you're third-party certified and still being judged mainly on price, the problem isn't your competence. It's that the buyer can't see enough of it to choose you for it.
You've invested in third-party certification, you have years of specialism and a track record that stands up. Then the buyer gets three proposals, three websites or three names on a tender list - and all that difference disappears.
Same spreadsheet. Same price column. Same race to the bottom.
This isn't a hunch. In the NSI and BAFE Fire Safety Buyers Report 2026, 94% of buyers said proof of competence matters more to them than cost. They want to choose you. They just need to be able to see why they should.
That's the problem we exist to fix. We start with clarity instead.
- Find The Gaps. An audit of where you're visible, where you're not, and what a buyer looking for you today would actually find.
- Who What Why. The framework that defines your ideal customer, your core offer and the reasons the right buyer should understand, believe and choose you.
- Lollipop Growth Plan. Shaped by our Black Belt Sales Framework and prioritised so you know what to do first.
Then we build. The right audience, specialist content and proof that shows buyers what you can actually do, and consistent visibility so you become the name they already know when the contract comes up.
That's how we turn reputation into revenue.
Ready to see what's holding you back?
I’m a third-party certified Fire & Security Installer
I want commercial clients to see our competence, so we win more installations and maintenance contractsI want to sell my products to Installers
I’ve got a no-brainer product that Installers and their clients will love – but hardly anyone knows I exist! I need visibility!Lolly's Memberships & Partnerships - Logos You'll Recognise
Beyond Word of Mouth: You've Paid For Marketing Before. Here's Why It Didn't Work.
You already know word of mouth has a ceiling. You want a business that throws off cash every month, or one you can sell for the best price when you're ready, or simply a broader base of customers so you're not so exposed if your biggest account walks.
So at some point you looked at marketing agencies. Someone from a networking group, someone who cold called, someone off Google.
And it went nowhere.
Here's the thing: they probably weren't bad at their job. They were doing it for a different kind of business. They'd never heard of a site survey and never asked why your certification mattered. They didn't know that NSI and SSAIB certification and BAFE registration answer different questions. They didn't know your buyer has to defend the appointment to someone else. So they marketed you like an average company, because that's what their playbook was built for.
You paid to learn that lesson. You shouldn't have to pay for it twice.
The alternative is a Fire & Security marketing specialist recommended by other people in this industry, following a plan that's already working for Fire & Security business owners:
- Backed by Fire & Security experience since 2010
- Built to get the right message in front of the right people
- Delivering leads, customers and growth
Marketing, Lead Generation & Sales Testimonial
What a year! It’s been a pleasure working with the Lollies. We've seen a 50% increase in our REG army. Next year will see a 30-40% growth from last year. The Lollies have played a massive part in the 2023 success. We are seeing enquiries and orders coming in as a direct result of your hard work. Would recommend you guys to anyone looking for Hi-Viz Security Marketing.
April 2025 update: From REG 55 to REG 112 - the REG Army doubled in size
July 2026 update: We won the Company's biggest ever order and are now almost complete with our records from REG-0001 to REG-0134. To cap it all off, our hire fleet is now sitting at around 99% utilisation – a milestone that reflects the confidence our customers place in our products and service.
The Good Guys Deserve Better
You’re one of the Good Guys. You win work on reputation, referrals and doing the job right. You’ve invested in third-party certification to prove it.
But when a buyer shortlists three companies, they’re looking for evidence that you’re the safer choice. If your marketing looks the same as everyone else’s, that’s how you’ll be treated.
The buyer shouldn’t have to do the work of translating your certification into a reason to choose you. That’s our job.
We’ve been in Fire & Security since 2010. We research properly. No guesswork, no cut-and-paste content. Your message is grounded in facts, shaped by strategy and true to your business.
Jo brings the sector knowledge and the strategy. Jon shapes those facts into copy that earns the click and the call – a craft he studied under John Bejakovic and Perry Marshall. Together, we find what makes your business the right choice, and we make it visible to the people who need to see it.
We’re both black belts in Goju Ryu karate – Jon holds 3rd Dan, Jo holds 1st Dan. The discipline is the same: structure under pressure, clarity when it counts.
Blake Fire & Security. Armoury Security + Fire. CCTV Hire & Sales. Family businesses – fathers, sons, husbands and wives, some three generations deep. We understand what’s at stake when the name over the door is your own.
Reputation into Revenue. Competence into Sales.
Jo & Jon
Lollipop Local
Ask the Lollies about your Lollipop Growth Plan
Jon, 3rd Dan. Jo, 1st Dan. Goju Ryu.
Lollipop: Transforming Fire & Security companies since 2010
What we do for Fire & Security companies
(So you don't have to)
Find The Gaps
Who What Why
What Happy Customers Say About Our Hi-Viz Fire & Security Marketing
Fire & Security Marketing Partnerships With ROI
“…you told me things about our business I did not know and I keep learning. I genuinely believe you would get as much satisfaction from us doing well as we would…”
“a new client was gushing over our website. Professional but full of character… 135 sites across the UK – that is ROI my friends, thank you…”
Fire & Security Industry Knowledge Leads to Sales
"These guys really know my industry and they are directly responsible for many new enquiries which have been converted to sales by us”
Fire & Security Marketing – the £1m job from a foot in the door
“I would recommend them to everybody that I know, providing they were not my competition because they have done a fantastic job for our company.
Success was 10-fold to what I expected. The enquiries are flowing in… including a job for £1 million”.
Lots of leads from Google
“We are very happy. Lots of enquiries coming in from Google over the last 6 months including jobs at an equestrian centre and a large company in Chelmsford”
Who are the GOOD GUYS in Fire & Security...?
You care - properly.
You don't just show up, fit the kit and vanish. You think. You plan. You optimise the design so it actually does what the customer needs - and saves them money while you're at it.
Like switching six fixed cameras for two multisensor domes and linking them to a single NVR. Or designing an access control system that integrates with the fire panel so it fails-safe in an emergency. Or giving the Responsible Person clear cause and effect documentation so they're covered if anything ever goes wrong.
You do what you say you're going to do.
No flannel. No faffing. You show up, follow through, and leave the site better than you found it - no shortcuts, no excuses.
You're certified, credible and up to date.
Third-party certified by NSI or SSAIB. BAFE registered. FIA member. You've earned the credentials that matter and you keep your knowledge current because competence isn't optional.
You help your clients sleep at night.
On the fire side, that means the Responsible Person can show they appointed someone competent. On the security side, it means the insurer, the police response and the certificate all hold up if something happens. You make it easy for them: clear documentation, proper sign-off, no grey areas.
You give a damn about your reputation.
You get call-backs for the right reasons. People remember your name, not just your logo. You've seen jobs signed off that shouldn't have been and systems installed to a price and never looked at again. That's not how you work. You're proud of your work because you know it's solid.
You want growth that lasts.
Not a spike of one-off jobs. Steady work from clients who stay, maintenance contracts that renew and a reputation that keeps bringing the right people to your door.
That's what we call a GOOD GUY.
And if that's you - we should talk.
I'm a GOOD GUY who wants the right enquiries
Fire & Security Lead Generation and Marketing Options To Suit All Budgets
DONE FOR YOU MARKETING & LEAD GEN
For Fire & Security directors who just want it sorted – properly.
You’ve already paid for a new website... but 18 months later it’s still not live because the words never got written. You just haven’t had the time.
Or you know you should be visible on social media – but either you don’t know what to write, or you just never have the time to do it consistently.
We do it all for you. From strategy and messaging to digital marketing and lead gen – all based on our Black Belt Sales Framework.
You get genuine enquiries landing in your inbox. All you have to do is turn them into sales – including recurring maintenance contracts that boost your long-term revenue.
More traffic. More leads. More customers. Done for you.
DONE WITH YOU MARKETING STRATEGY & SUPPORT
For Marketing Managers who can’t do it all alone.
You’re running events, managing the socials, updating the website, chasing designers – and somehow expected to write the strategy too?
It’s too much. You're spread too thin. You’re overwhelmed.
We work alongside you as your expert team extension. You stay in control – we bring the strategy, structure and extra pair of hands that get it all done.
With Lollipop on your side, you get strategic backup that fits around your workload – support that’s aligned to your goals and designed to attract the customers you actually want.
We use our Black Belt Sales Framework like a Pick 'n' Mix: you choose the bits you need help with, and we get them done.
Support when you need it. Strategy you can trust. Results you can show your directors.
DIY MARKETING WITH A PLAN THAT WORKS
For Fire & Security companies with more motivation than money.
You don’t have a big marketing budget – but you do know you need to start doing something.
We’ll build you a practical, proven Growth Plan using our Black Belt Sales Framework – so you know exactly what to say, where to say it and how to start showing up online with purpose.
You’ll save time, avoid costly mistakes and have a roadmap that’s built around what is works in Fire & Security marketing.
Just one thing: it can only succeed if you actually do the work. It’s for doers, not dabblers – and definitely not for those who want Done For You results on DIY prices.
With the right plan, even limited time and budget can go a long way.
You bring the action – we’ll bring the plan.
A "foot in the door" enquiry led to a £1m job
Best Security Website Design Testimonial
“A Public Sector Bid Consultant told me… ours is one of the best websites he has seen.
He said he can easily see how it would entice people to move away from the big players and give us a go!
I think that is quite an accolade… and it generated 5 enquiries in 5 weeks after launch
Trusted by the Fire & Security industry for websites, lead generation and sales since 2010...
MORE TRAFFIC
We call this DIGITAL MARKETING.
MORE LEADS
We call this LEAD GENERATION.
MORE CUSTOMERS
We call this SALES ACCELERATION.