Smart Home Roundtable: Brass Tacks to Succeed in the Homebuilder Market

Leaders from four companies — all specialists in the homebuilder market — provide insights on what it takes to win in this burgeoning field.

Installing security contractors can look no further than new construction projects by homebuilders for a window into the rising growth of lifestyle-enhancing smart home technologies. New home construction is a key source of revenue for many residential security dealers, yet others still struggle or remain unaware how to formulate a solid working relationship with builders.

To gain insights into this unique market niche, SSI Senior Editor Rodney Bosch moderated a roundtable organized by Alula for an in-depth conversation focused specifically on the builder segment and what some builders are doing to help drive the connected tech trend.

The subject matter experts participating in the discussion include Troy Brake, president of Henderson Security (Ottawa, ON, Canada); Josh Gunter, corporate purchasing manager, Drees Homes; Bill Graham, a security industry consultant with MacGuard Security Advisors; and, Todd Hokunson, senior vice president, sales, at Alula.

During the roundtable, panelists examine a central question: How is the security industry best suited to build the smart home? In the video above, you can learn firsthand insights from the frontlines of the homebuilder market on a range of questions, such as:

  • What is driving interest in smart home technology across the builder community?
  • How are security dealers leveraging this interest?
  • What does a standard smart home package consist of?
  • What are the most commonly sought-after smart devices among new homebuyers?
  • How often does installing a doorbell camera, or some other smart device, lead to additional equipment or service sales?
  • How do smart home needs or applications differ from one builder to the next?
  • What do homebuilders look for in a relationship with security dealers?
  • How has the pandemic changed the types of systems or the equipment that homebuyers are wanting in their new homes?

Are you a security dealer just beginning to think about working with builders? Don’t miss this roundtable for the nuts-and-bolts advice necessary to become established with a homebuilder program and propel your company to success.

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About the Author


Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.

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