The National Kitchen & Bath Association (NKBA) and the Custom Electronic Design & Installation Association (CEDIA) recently commissioned a study on technology integration in home design, offering valuable insights for home brands.
Technology integration blends systems like lighting, audio, video, climate control, security, and networking into a seamless experience. Nearly 7 in 10 professionals report increased interest from consumers compared to two years ago, with most requests initiated by homeowners. For home brands, understanding this new and ever-evolving technology landscape is key to aligning marketing, product positioning, and business strategy.
In order for brands to break into this space, they need to cater to designers and builders. They are critical influencers in the planning phase, where most technology decisions are made. Yet, only half of designers and a third of builders actively recommend smart technology. This comes from a lack of awareness, limited support and cost barriers.
Lack of Awareness
Awareness of home technology integrators is low among both designers and homeowners. Home technology integrators are experts who design, install, and configure various smart home technologies to work together seamlessly. But, over a third of NKBA members say they want to work with integrators but don’t know who to use. Brands can capitalize on this by partnering with integrators to co-market products, highlight integration-ready features, and demonstrate how home technology integrators simplify installation and long-term support.
Limited Support
Many designers and builders do not feel that they are educated on tech products to be able to recommend them to clients. This presents an opportunity for brands to position their products and tools as designer-friendly by providing training, specification tools, and marketing materials that make it easier for professionals to recommend their solutions.
Cost Barriers
Although adding technology may increase upfront costs, brands can clearly communicate both the short- and long-term benefits to designers, builders and consumers. Providing educational content that simplifies installation, demonstrates ease of use, and highlights lasting value will be key to combatting cost barriers.
Overall, brands that are able to simplify the convenience, security, and lifestyle benefits of their tech products will be able to differentiate themselves in the marketplace and help drive adoption among designers, builders and homeowners.
Written by
