Challenge

A market leader in the smart appliances category (requesting confidentiality) sought to strengthen its foothold in the Multi-Dwelling Unit (MDU) sector, a rapidly growing segment of the U.S. housing market. To achieve this goal, the company needed to better understand the unique needs of property managers, building owners and residents within the MDU channel, and identify strategies to effectively scale its presence within it.

Objective

Leveraging our deep expertise in the MDU channel, our objective was to provide actionable recommendations to help the client expand its reach and influence there. Our work included clarification of the value propositions of smart appliances for MDU stakeholders; the identification of key pain points; and the development of a strategy to align the company’s offerings with the needs of property managers, building owners and residents.

Engagement

To ensure alignment with the client’s executive team and its goals, we first conducted in-depth interviews with key internal stakeholders. We then engaged a broad pool of external stakeholders, including smart home platform executives, MDU owners and property managers to gain their perspectives on technology adoption and its value for residents and property operations. Additionally, we aggregated and analyzed third-party research to identify industry trends and key challenges within the MDU sector.

Delivery

We delivered a comprehensive 48-page report outlining our findings and strategic recommendations. The report highlighted two critical insights:

1. Both residents and property owners placed significant value on smart home technologies, particularly doorbell cameras, smart thermostats, lighting systems and appliances with predictive maintenance capabilities.
2. Emphasizing predictive maintenance—both in marketing and product execution—would resonate strongly with property managers and building owners, offering them tangible value by preventing costly repairs and enhancing operational efficiency.

Our recommendations centered on positioning GE Appliances as a leader in predictive maintenance, with a focus on addressing common issues such as water leaks and appliance malfunctions.

Result

The client implemented our recommendations, integrating predictive maintenance as a core theme in their marketing and product strategy. By emphasizing the prevention of leaks and potential repairs, the company successfully strengthened its appeal to MDU stakeholders, driving growth and enhancing its reputation as an innovative and reliable partner in the MDU sector.

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