Policies and Training, Security Hardware and Technology

Why Security Dealers (and Homeowners) Should Combine Video Doorbells and Smart Locks

Video doorbells are a popular product, and for good reasons. One reason is that they let homeowners use their smartphone or tablet to see people or packages that are at the door, even if the homeowner is nowhere near the home.

Here’s a personal example. Recently I was away on a 10-day cruise, and I received three packages on three separate occasions. Using my smartphone and video doorbell, I was able to see each of these packages after they were delivered. My preference, of course, was for the packages to be brought into my house. Fortunately, I could make this happen, even from the middle of the ocean.

Here’s how: I not only have a video doorbell but also a smart lock, and these devices are connected to each other as well as to my alarm system. I also have an accommodating neighbor. With these two devices in place, and my neighbor on board, I texted my neighbor who went to my house. When I saw him arrive, I disarmed the alarm system and unlocked the front door. My neighbor set the packages inside my home; after he exited and closed the door behind him, I was able to lock the door and reset the alarm system. I watched the entire transaction on my smartphone via my video doorbell.

Having the video doorbell was awesome. But if I had not also had a smart lock, I would have been able to see the packages but would not have been able to do anything about accessing the home and having the packages brought inside. In fact, I might have instead been able to watch from a distance as the packages were taken by porch pirates.

After this experience, I completely appreciated the benefits of having both a video doorbell and a smart lock. I’m fairly certain I am not the only one who could learn to appreciate these benefits.

What follows are five great reasons why security dealers who sell video doorbells and smart locks separately should consider the benefits of selling them together.

1. Consumers love them both.

The video doorbell market is large and expected to get much larger. According to a 2021 study by Emergen Research, the video doorbell market, totaling $1.59 billion in 2020, is expected to see a compound annual growth rate (CAGR) of 17.3% and reach a market size of $5.74 billion by 2028. Factors linked to this growth, according to the study, include increasing security and safety concerns, as well as greater demand for smart homes.

Likewise, the forecasted growth of the smart lock market is equally impressive. A 2021 study by Grand View Research covering the same time period predicts that the smart lock market will expand at a CAGR of 21.4% through 2028 with a market size growing from $1.64 billion in 2021 to $5.28 billion in 2028. The study points to rising consumer awareness and high reliance on mobile apps as key factors driving this growth.

The point is that consumer demand for each of these connected security devices is great, and growing. Selling one device without at least mentioning the other is absolutely a lost opportunity.

2. Great apart. Even better together.

There are tremendous benefits for homeowners to having a video doorbell. First off, it’s a great security tool. Even without transferring any video, it can act as a visual deterrent to criminals. And when put to use, it provides benefits like: allowing you to see family members, guests, and contractors when they arrive; allowing you to screen all visitors before letting them inside; providing video footage in the event of a break-in; and, as pointed out in the introduction, allowing you to check to see if and when packages arrive. There are many other benefits, including potentially increasing the overall value of the home.

But, as noted earlier, the video doorbell can provide even greater security and convenience to your customers when paired with a connected smart lock. As I witnessed firsthand, the dynamic video doorbell and smart lock duo lets homeowners not only see when packages or people arrive, but also lets them take action using a web-enabled device to unlock the door from wherever they are and allow a neighbor to bring the packages inside.

With a smart lock, homeowners can also assign a time-sensitive user code to any invited guests who might need one and delete it when they see fit. In this way, they are not passing out copies of keys to friends, relatives, caregivers, and contractors—keys that can be lost or stolen. With the smart lock and video doorbell combination, homeowners can assign a code to someone like a plumber and see them arrive at the assigned time to enter the home. They can also see when they leave and double-check to make sure the door was locked behind them.

Of course, when you pair these two devices, you’re also offering video doorbell buyers an array of other smart lock benefits. These include everything from providing homeowners with an audit trail of everyone who has accessed their home, to being able to use a bedside smartphone to ensure that a home is locked up safe and sound for the night.

3. Connecting with more security sales. 

The smart lock is more than just a great partner for the video doorbell. It can also serve as an entryway to even more connected device sales because it can offer many of the same capabilities of a central hub and even act as an extension of that hub. Working in conjunction with the hub and a wireless protocol like Z-Wave, connected smart lock solutions can wirelessly communicate with and control the network of devices that comprise a home automation system.

With this ability to control other devices, smart locks can be an essential part of a “smart security ecosystem”—a group of connected devices that specifically address home monitoring and security. According to many studies of home automation purchases, security and convenience are the top two reasons why consumers of every generation and demographic are buying more connected devices. A survey of U.S. broadband households that also own smart devices, conducted by Parks Associates, showed that almost 38% of those surveyed cited security as the primary purchase driver, second only to convenience.

Connected devices that make up a smart security ecosystem can include any combination of smart locks, smart doorbells, indoor/outdoor cameras, door/window and motion sensors, alarm systems, control hubs, and more. These home automation products not only improve the lives of homeowners, but also protect them and keep their home and family safe. A sale that begins with any of these devices, including a smart lock, can naturally lead to the sale of numerous other connected security products.

4. Connecting with more home automation sales.

A connected smart lock working with a hub and wireless protocol can deliver the additional benefit of being able to connect with all the connected devices in a home. This can include everything from smart thermostats to motorized shades to entertainment systems, and everything in-between.

Plus, connected smart locks can provide this device control to arguably the most visited spot in the home—the front door. With smart locks acting as an adjunct hub, homeowners can also set up customized smart home scenarios that will take effect upon entering the home. For example, users can program the lock so that every time they unlock the door, foyer lights go on, shades roll up, and thermostats adjust to the desired perfect temperature. In this way, smart locks can provide your customers with the ideal “welcome home.”

5. Making a bundle.

I’ve written before about bundling being an effective marketing strategy, particularly when a company has complementary products they can sell as a unit. And you really won’t find more complementary products to sell than the video doorbell and smart lock. Selling these two products together as a bundled unit, dealers will sell more products than they might sell otherwise. Dealers might also consider the option of a value-priced bundle, which would allow customers to save money by buying both items at a price that is lower than the combined individual prices.

The video doorbell and smart lock are natural candidates for product bundling, because:

  • They have a common mission to enhance a homeowner’s safety and peace of mind;
  • They can be connected together through a wireless protocol, communicating with each other and giving the user maximum control; 
  • They complement each other in functionality, thus exponentially increasing the total overall performance of the smart security system;
  • When bundled, they drive value to the integrator by maximizing an installer’s time on site and reducing future truck rolls to add one additional device to the system; and
  • They can also be packaged, and integrated, with a voice assistant like Amazon Alexa, Google Assistant or Siri/Apple HomeKit, bringing even more convenience and value to the security bundle.

Opportunity Knocks

To grow your security and/or home automation business, dealers should really take advantage of every opportunity when it comes knocking—or ringing the bell. The opportunity to sell smart locks along with video doorbells is a chance to sell two increasingly popular products at the same time. It’s also a chance to provide your customers with many more benefits that all add up to greater convenience and security for them, and a greater chance for repeat and recommended business for you. If you’re not selling smart locks along with video doorbells, you just may be leaving money on the table. Or the front stoop.

Nick English is the National Sales Director for Kwikset.