Lighting Sales at D2DCon 10.
Nobody wakes up planning to buy rooftop lights. Permanent and landscape lighting are sold on what a homeowner sees for the first time, often after dark, which makes it the most demonstration-driven trade in the building. Lighting XP gives those sellers three days of their own around D2DCon 10.
The homeowner has to see it first.
Most home-service sales start from a need: a leaking roof, a pest problem, an electric bill. Lighting usually does not. Few homeowners know that permanent roofline lighting exists until they see it on a neighbour’s house, which is why the trade leans so heavily on demonstrations, evening appointments and visible installs in the same street.
That makes category awareness the governing constraint. A lighting rep is often introducing the product and selling it in the same visit, and every installed home becomes advertising for the next one. Neighbourhoods and homeowners’ associations matter more here than in most trades.
The calendar is unusual too. Holiday displays drive a surge of interest in the autumn, while permanent systems are sold as year-round features for holidays, events and everyday curb appeal. Landscape lighting follows its own outdoor-season rhythm.
Permanent lighting is barely fifteen years old.
Sources: Trimlight (2026); JellyFish Lighting figures as summarised by Lawn Labs (2026); HomeGuide permanent lighting cost guide (2026); Govee (2025). Dealer counts and install totals are company claims, not independent research; no reliable market-size figure exists for the category yet.
A roofline is the quote.
Measured, then priced.
Permanent lighting is priced by the linear foot of roofline. HomeGuide puts a typical professional install of 100 to 200 feet at roughly $2,000 to $8,000, depending on the system and the home.
Seeing sells it.
Because the product is unfamiliar, the sale often hinges on showing it: a lit sample, a nearby install, an evening visit. Decisions can come in a single appointment once the homeowner has seen the effect.
An autumn rush.
Interest peaks as the holidays approach, which concentrates selling and installation into the last months of the year. Year-round demand for permanent systems is what lets companies sell outside that window.
Paid by the job.
Lighting sales pay is commonly tied to each installed job or its value, and many lighting companies are small dealers of a manufacturer’s system. Arrangements vary widely between companies.
What lighting teams come to work on.
Lighting XP runs as a classroom track inside D2DCon 10 rather than a rotating workshop. These are the subjects it covers.
Selling something unfamiliar.
- Introducing permanent lighting to homeowners who have never seen it
- Using installs as street-level advertising
- Where landscape and permanent lighting overlap
Streets, HOAs and density.
- Why one install leads to the next on the same street
- Working with homeowners’ associations
- Planning territory around visible homes
A year-round business.
- Selling permanent systems outside the holiday season
- Balancing the autumn rush with installation capacity
- Landscape lighting’s spring and summer season
Lighting’s exhibitors.
- Permanent and landscape lighting manufacturers
- Controllers, apps and installation tools
- Dealer programmes for companies adding lighting
Three days of lighting, starting a day early.
All-day lighting training, free.
Omni RGB Lights hosts a full day of lighting training at the Hive, 9305 South 700 East, Sandy, Utah, from 8:30 a.m. to 4:00 p.m. on January 28, the same day as Owners Day. It is free, but registration is required.
Registration opens soon
A programme for lighting company owners.
Owners of lighting companies can also attend Owners Day, an owner-only programme held before the main event, with no charge to register. About Owners Day →
Landscape lighting day.
The first main day gives Classroom 200 over to landscape lighting from start to finish, alongside the D2DCon expo floor.
Permanent lighting day.
The second main day turns the same classroom over to permanent lighting for the whole day, so each side of the trade gets a full day of its own.
Lighting reps, installers and dealer owners.
Lighting XP is for the reps who sell permanent and landscape lighting door to door, the installers who often sell alongside them, and the owners of lighting companies and dealerships, including home-service companies adding lighting as a second line.
For a seasonal trade, January is the quiet month after the holiday rush: the right time to review the year, compare manufacturer programmes and decide how to grow before the next autumn.
Omni RGB Lights partners on Lighting XP. Further partner spots are reserved for lighting manufacturers, controller and app makers, installation suppliers and lighting lead providers; ticket holders learn the names as they confirm.
Omni RGB Lights works with D2DCon on Lighting XP, hosting the January 28 training day at the Hive and helping bring lighting manufacturers and suppliers to the expo.
Make or supply residential lighting? Exhibit at Lighting XP →
Lock your seat.
Both tickets include full access to Lighting XP plus the rest of the event. Tickets sell out every January and pricing increases as we approach the event.
Coming in from out of town? Book the D2DCon courtesy hotel block →
- Full access to Lighting XP
- two days of main stage access
- All workshops & breakout sessions
- Vendor floor access
- Networking events
- Event swag pack
- Everything in General Admission
- Lighting XP VIP-only roundtable
- VIP Lounge powered by CYPHEЯ
- Priority seating at the main stage
- Exclusive VIP-only sessions
- VIP merchandise pack
Lighting XP instructors and speakers come from lighting companies and dealers working in the trade today. Their names will be published as they are confirmed.
Common questions from lighting reps, installers and lighting company owners about January.
Both. Classroom 200 gives landscape lighting a full day on January 29 and permanent lighting a full day on January 30, and the January 28 training at the Hive comes before both.
Yes. The all-day session at the Hive, hosted by Omni RGB Lights, is free but requires registration. The registration link is being finalised.
January follows the holiday rush, so it is when lighting companies review the season, compare systems and plan the year before demand returns.
Omni RGB Lights is a partner, and other manufacturers and suppliers exhibit. The classroom covers the trade rather than a single brand’s system.
Lighting XP covers the trade and how it sells. For structured sales training, D2D University runs a lighting sales certification.
Yes. Many lighting companies sell and install with the same people, and both classroom days are relevant to installers as well as reps.