It was not that long ago that smart home technology and smart home security were thought to have limited interest among home buyers. These “connected homes” were believed to fit the lifestyles of the rich, famous, and technologically gifted. But today, the reality is that almost everyone desires having a connected home. Whether you are building or selling starter homes, or homes in 55+ communities, smart security products are becoming a desired and even expected feature among home buyers.
According to a 2017 Home Buyer and Seller Generational Trend report by the National Association of Realtors, the smart home market is expected to become a $130 billion industry by 2020. And smart home technology is no longer solely piquing the interest of early adopters or tech-minded millennials. In fact, 43 percent of Americans with smart home products are millennials 33 percent are aged 33-54; and 24 percent are age 55 or older.
Grayling Love, a member of the NAHB Leading Suppliers Council, wrote in that organization’s newsletter, “We’ve reached a point where the majority of consumers aren’t only willing to invest in it, but they are expecting their next home to be connected.”
What is driving this expanding interest in smart homes? Across the board, and across the generations, security and convenience are of primary interest. Security is exemplified by devices like smart door locks, smart video cameras and doorbells, and smart lighting. And convenience is added to security when these devices can be controlled remotely from mobile devices.
And just as with kitchens and baths, the ability to increase a home’s value is another reason why smart security is catching the interest of a wide range of home buyers. According to the NAHB and the Consumer Electronics Association (CEA), installing smart home technology can increase the final closing price of a home by 3 to 5 percent. And a recent Coldwell Banker survey found that 72 percent of millennials are willing to pay $1,500 or more, and 44 percent are willing to pay $3,000 or more to make their home smart. These devices not only add value, but they are increasingly being offered at lower prices. Smart lock manufacturers offer a wide selection of connected locks with a range of capabilities and price points.
Who is knocking at the smarter door?
Tech-savvy millennials still thrill to the “cool factor” of living in a home with the latest and greatest technology. But they are not the only category of buyer that is enjoying the benefits of smart security. This pool of prospective buyers is diverse, and it is expanding. Some of them, what we call "Smart Home Savants" don't need any encouragement to try out smart security products. These prospective customers are “ready to convert” and in fact are likely to already have connected smart products.
Others may need some education to be converted. They may not be readily aware of all the potential applications for smart locks, and the reasons why home buyers of their particular generation, with their means and their life situation might want to own a connected home with smart security. Here are some tips for reaching out to these types of consumers.
Smart parents. Here’s one typical potential application: A pair of young working parents are looking for their first home. They are looking for a home near good schools, in a kid-friendly neighborhood, because they plan on having children soon. For the foreseeable future, their focus will be on their children and on keeping them safe and sound. These parents are ideal candidates for smart, connected security. With smart locks, they would be able to monitor the comings and goings of their children through their smart phone. They could even use their smart phone to make sure the lights are on when their kids get home.
Plus, when their kids are old enough, they could provide their kids, and their baby-sitter, nanny or grandparents, with a personal user code to enter the home.
Another advantage, especially when the kids enter their teen years: smart locks connected to a home automation system can be empowered to maintain important information about their use and deliver it to a controlling device. In this way, these homeowner “Super Moms and Dads” can receive an audit trail of activity from those who has been granted access to their home, and when. Plus they can receive a text telling them when their kids have arrived home safely.
Smart seniors. An older couple (over 55) have decided they want to “age in place” and are looking for a suitable, possibly smaller home that fits their current and anticipated needs. They want a home that is safe and secure, but they also want a home with all the conveniences of smart home technology.
These forward-thinking seniors are ideal candidates for smart locks. When part of a home automation system, smart locks can keep unwanted guests out, while granting access to loved ones, caregivers, and even first responders in emergency situations. Or maybe this couple is thinking less about health emergencies and more about controlling their locks, lights and other devices from a second home. Perhaps they are “snow birds,” who want to monitor and control their home in New England from a winter home in Florida or Arizona.
Smart apartment owners. Home automation devices like smart locks not only add extra convenience and security to a potential rental unit, they also can make maintaining the building and controlling access easier than ever before.
First, rental property owners can have complete access control without managing and potentially losing dozens of keys. With the ability to conveniently send electronic keys or user codes to renters through a smart phone or other internet-connected device, property owners no longer have to make an extra trip to deliver the keys. Plus they never have to use one of those fake key-hiding rocks, or make new keys after renters move out.
Also, property owners can have complete control over who has access to their property. Neither the owner nor the resident has to be home to let a plumber or other contractor inside. And when paired with certain smart locks and security cameras, services like Amazon Key lets delivery people leave packages inside the front door while the property owner controls the access and views the delivery through a smart phone app.
Of course, as with the super parents and modern seniors described earlier, the rental property owners can enjoy the peace of mind of always knowing who is coming or going from their property, and when.
As you can see in just the few examples I have provided, the market for homes with smart locks is extremely diverse. Combine the range of smart locks and smart security applications with the product’s greater affordability and it is easy to understand why so many prospective home buyer customers have smart locks on their check lists.
Become more at home with the features and benefits of smart locks, and you’ll have a better chance of meeting the needs of every different type of prospective home buyer and smart lock customer -- and a better opportunity to take advantage of the growing smart security market.
