How to Market Smart Home Technology to Homeowners

By Full Editorial

The smart home technology market is exploding. Everyone seems to want a smart device, but very few customers actually understand what they do or why they need them. As marketers and business owners, this is where we so often get it wrong. We get excited about the specs. We advertise the Wi-Fi 6 compatibility, the Zigbee protocols, and the dual-band processors. We’re selling the what.

But here’s the hard truth: your customer doesn’t care about the protocol. They care about one simple thing: “What’s in it for me?”

They’re not buying a mesh-networked smart lock; they’re buying the peace of mind that comes from knowing their door is locked, even when they’re 20 miles away. True smart home technology should feel like magic, not like a homework assignment. Your marketing must reflect that.

To connect with a mainstream audience, you have to stop selling the gadget and start selling the feeling. Here are the key selling features—the real, human benefits—that should be at the center of your marketing plan.

1. Highlight the Peace of Mind It Brings

This is the most powerful emotional driver in the smart home space. Home security is a high-stakes, high-anxiety category, and your marketing should be a message of reassurance.

The Feature: A smart doorbell, a smart lock, and outdoor cameras.
The Wrong Marketing: “See our new 1080p camera with 160-degree viewing angle and cloud storage!”
The Right Marketing (The Human Benefit): “Answer your door from your desk at work. Check on your kids getting home from school. And never again have that 3-AM ‘Did I lock the door?’ panic.”

Your marketing should focus on solving the what-if scenarios that keep your customers up at night. You aren’t selling cameras and sensors; you are selling the feeling of being able to be in two places at once. You are selling the ability to go on vacation and truly, deeply relax, knowing your home is secure in the palm of your hand.

2. Sell the Effortless Component

Automation is a cold, technical, and intimidating word. Effortless is a feeling everyone craves. The biggest day-to-day benefit of smart home tech is its ability to remove the small, daily points of friction from our lives.

The Feature: Smart bulbs, smart plugs, and voice assistants.
The Wrong Marketing: “Automate your home lighting with our IFTTT-compatible smart switch!”
The Right Marketing (The Human Benefit): “Have you ever fumbled for a light switch in the dark with your arms full of groceries? Or have you gotten perfectly cozy in bed, only to realize you left the kitchen light on?”

Your marketing should paint this picture. You’re selling the magic of walking into your home and saying, “Hey, I’m home,” to have your lights turn on and your favorite playlist start. You’re selling the simple, luxurious feeling of saying, “Goodnight,” and having the entire house shut itself down. Don’t sell the switch; sell the magic wand.