ADT, Redfin Partner to Expand ‘Direct Access’ Self Home Tours

ADT will equip Direct Access homes with smart locks, sensors and 24/7 monitoring, allowing buyers to enter and tour a residence.

A promotional video explains ADT's partnership with Redfin.

SEATTLE — Redfin announces a nationwide rollout of Direct Access, which lets homebuyers self-tour vacant Redfin-listed homes with or without an agent, using the company’s app to unlock the door. The full-service real estate brokerage, based here, is also partnering with ADT (NYSE: ADT) to provide security monitoring for Direct Access homes.

ADT will equip Direct Access homes with smart locks and sensors that allow buyers to enter and tour a home and keep sellers informed about who enters and exits the property.

By making it easy to tour with Direct Access, Redfin can generate more interest in its customers’ homes so they can sell quickly, according to the announcement. The company launched Direct Access for customers selling vacant homes in select markets last year, the first national brokerage to offer self-guided tours for its home-selling customers’ vacant properties.

“In this hot market, more than a third of homes are finding a buyer within the first week and buyers are hustling to see new homes as quickly as possible. Direct Access makes it simple to tour our sellers’ homes conveniently and safely without having to coordinate with an agent to schedule a showing, driving double the foot traffic that leads to offers for our sellers,” says Redfin CTO Bridget Frey.

Frey continues, “Thanks to advances in automation and smart home technology and changing consumer expectations, we’re able to offer a convenient and safe self-touring option that would have seemed outlandish just a decade ago. Our new partnership with ADT gives customers confidence that their home is protected by the most trusted brand in smart home security.”

The ADT partnership is said to help Redfin bring Direct Access to new markets faster by taking advantage of the security provider’s national network of installation professionals to install the smart home hardware in Redfin’s Direct Access listings. The feature is now available in the 22 markets, and Redfin plans to expand the program to eventually reach all of its U.S. customers.

“We’re thrilled to partner with Redfin to deliver ADT smart home security services to Redfin’s customers’ homes via our team of 5,000 smart home installation professionals,” says Keith Holmes, ADT’s chief revenue officer. “This is a win-win situation for home buyers and sellers who get a professionally installed ADT smart home security system and the peace of mind provided by our U.S.-based network of security monitoring professionals. We’re eager to welcome new Redfin homebuyers to the ADT family.”

In addition to keeping their home secure while it’s listed for sale, sellers get the advantage of marketing the ADT smart home security system as an additional feature of their home. The buyer keeps the pre-installed smart lock, ADT security panel, and sensors, which are valued at $899. After closing, the buyer can take advantage of special offers on ADT’s smart home security services.

The ADT smart home security system comes in addition to multiple security features Redfin already has in place to help protect its customers and their homes, including verifying the identity of every buyer before their tour, using geofencing technology to monitor when a buyer enters and exits the home, and covering up to $100,000 in the event of loss or damage to the home.

Direct Access Markets: Atlanta, Austin, Boston, Dallas, Denver, Houston, Inland Empire (CA), Las Vegas, Los Angeles, Maryland, Orange County (CA), Palm Springs, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Santa Barbara, Seattle, Ventura County (CA), Northern Virginia and Washington, D.C.

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