Brinks Home plans for a tough 2025 residential market

FARMERS BRANCH, Texas — After a year of volatility in the residential security market, Brinks Home has launched a program aimed at helping companies determine the value of their portfolio and drive their next move in 2025. 

“Smaller smart home security companies and dealers may not be as capable of handling the stagnancy in the number of new household accounts,” said Natalie Bracamontez, vice president of marketing at Brinks Home. “Especially sales dealers and representatives – they typically rely on new customers to grow their business, while a company like Brinks Home has a solid customer base and sees success in both growing current accounts and signing on new customers/households.” 

For those companies that are having trouble navigating the market, Brinks Home has a new free tool, the Account Value Calculator, to help them value their portfolio of alarm accounts, without providing any confidential information.  

“For the home security dealers, representatives and businesses looking to make quick capital or exit the industry entirely, we’ve developed the Account Value Calculator (AVC),” she said. “If you like your valuation, you’re interested in learning more, or you’re interested in divesting other assets (inventory, real estate, vehicles, etc.), Brinks Home can work with you on a free, fair estimation (and you can cash out in as little as two weeks).”   

Bracamontez added, “In all, we’re prepared for the direction we anticipate the landscape for the home security industry to go in, and we have even more planned in 2025 for those that are interested in other ways to partner with us business-to-business.” 

Thus far, Brinks has made more than $255 million in acquisitions, representing more than 245,000 total accounts. 

Bracamontez predicts the slowness in the residential security market to persist, but there is somewhat of a silver lining, she says. 

“The growth of new home security system customers has slowed down, but there’s been an increase in devices per household—a result of the growth within the smart home security industry,” she said. “We anticipate this trend to continue as the smart home industry grows as a whole.”