For years, the home technology industry has focused much of its attention on new-build residential projects.
At first glance, that makes perfect sense. New homes provide a blank canvas, making it easier to specify, install and commission integrated technology from the ground up.
But what if we've been focusing on the smallest part of the market?
The Numbers Tell a Different Story
Across Europe's premium (€1M+) and luxury (€5M+) residential markets, new-build homes account for less than 20% of transactions—and that percentage continues to shrink.
The remaining 80% consists of renovation, refurbishment and retrofit projects.
From Haussmann apartments in Paris and Georgian townhouses in London to Mediterranean villas and historic palazzi across Southern Europe, buyers are investing heavily in modernising existing homes rather than building new ones.
Increasingly, these renovation projects combine architectural restoration with energy efficiency, sustainability and integrated home technology to enhance both lifestyle and property value.
Yet much of the home technology industry continues to position itself primarily around new-build opportunities.
Are We Missing the Biggest Opportunity?
If more than 80% of the premium residential market is driven by renovation, why does so much of our industry continue to market, educate and develop solutions primarily for new construction?
The opportunity isn't simply larger—it also aligns perfectly with what homeowners want.
Today's renovation clients aren't just replacing kitchens or bathrooms. They're investing in comfort, convenience, energy management, security, wellness and entertainment.
These are exactly the areas where professionally designed home technology delivers the greatest value.
Rethinking the Conversation
Perhaps the challenge isn't technology.
Perhaps it's timing.
Too often, home technology enters the conversation late in the design process, after architectural decisions have already been made.
Instead, technology should become part of the earliest conversations between homeowners, architects, designers and builders.
When considered from the beginning, technology becomes an integrated part of the home's design rather than an expensive add-on.
That leads to better experiences, better aesthetics, simpler installations and significantly better outcomes for everyone involved.
Education Is the Missing Piece
Many homeowners still don't fully understand what's possible.
Likewise, many architects and design professionals see home technology as a specialist discipline rather than an integral part of modern residential design.
Changing that requires education—not just for technology professionals, but for the entire project team.
The more we demonstrate how intelligent technology can improve daily living, increase sustainability and even enhance property value, the earlier it becomes part of every renovation discussion.
A Shift in Mindset
At Genesis HTA, we believe the future of home technology lies not in chasing the smallest segment of the market, but in embracing the largest one.
The renovation sector represents an enormous opportunity to create beautifully integrated, intelligent homes that respect architectural heritage while delivering modern living experiences.
Perhaps it's time our industry stopped asking how to sell more technology into new builds...
...and started asking how we can make intelligent living an essential part of every renovation project.
Because if the market is already looking towards renovation, shouldn't we be looking there too?