In addition to increasing the asset's value, advanced access control, video surveillance, and smart home integration solutions transform security into part of the living experience and influence the purchase decision.
Electronic security in residential or corporate properties is now much more than a technical aspect restricted solely to condominium administration. Currently, it is one of the main factors in the appreciation and choice of real estate developments, and its application directly influences the buying and selling of this type of financial asset. A leader in the segment, Positivo SEG, a business unit and platform for automation and electronic security of Positivo Tecnologia, closely observes this change in consumer behavior and in the positioning of construction companies and developers, who have increasingly invested in solutions that complement the well-being of condominium residents.
Image: Press release / Positivo SEG
“Security has become an integral part of the value proposition of projects and directly influences the perception of quality, comfort, and predictability in daily life. Buyers no longer evaluate only the location or leisure area of the property; today, they consider the use of technology to protect them as a fundamental pillar of a more organized and peaceful routine. Safer properties are much more valuable,” explains Oscar Hilgert, commercial director of Positivo SEG.
This reality accompanies the expansion of the sector itself. In 2024, the Brazilian electronic security market generated approximately R$14 billion, with annual growth of 16.11%, driven mainly by the adoption of smart technologies, according to the 2024/2025 Panorama. from the Brazilian Association of Electronic Security Systems Companies (Abese). The survey also highlights that the use of artificial intelligence is already present in 64.31% of the solutions launched in the country.
“Today, buyers are not just looking for a safe property, but a more predictable living experience. Security has become part of the value proposition of the development and directly influences the purchase decision,” adds the executive.
Security as part of the living experience and support from artificial intelligence.
Solutions such as access control and video surveillance have become integrated into the living experience and are consolidating themselves as pillars of property value enhancement. While access control organizes the circulation of residents, visitors, and service providers, video surveillance enhances the protection of common areas and sensitive points. "When well-structured, these technologies reduce improvisation, prevent conflicts, increase traceability, and allow for faster responses, resulting in more efficient condominium routines and a greater sense of tranquility," emphasizes Oscar.
With the advancement of artificial intelligence, these solutions gain an additional layer of automation and analysis, making security more preventative and strategic. Positivo SEG, for example, invests in solutions with embedded AI, such as cameras and recorders, capable of identifying patterns, differentiating people, vehicles, and objects, and generating automatic alerts in atypical situations. This technology reduces manual intervention and contributes to smarter and more efficient security management.
Integration with smart home devices
Another growing trend is the integration between electronic security and smart home solutions. Newer developments are already being delivered with infrastructure prepared for devices such as smart locks, lighting automation, sensors, and integration with virtual assistants.
This convergence between security, the Internet of Things (IoT), and home automation enhances the living experience and contributes to the appreciation of the property over time. Furthermore, technologically prepared environments that adapt to this evolution require fewer renovations and become more attractive for future sale or rental.
“The integration of electronic security, artificial intelligence, and smart homes transforms technology into a strategic asset for construction companies and developers. Projects prepared for this scenario tend to appreciate more in value,” adds Rafael Sczcepanik, product manager at Positivo Casa Inteligente.
According to Statista projections, the connected home security segment in Brazil is expected to reach US$367 million in revenue in 2025, with annual growth of 11.61% until 2029, indicating the continued expansion of demand for smart solutions.
Security as a strategic asset
For construction companies and developers, electronic security has ceased to be merely a technical differentiator and has become a strategic asset. Projects that incorporate these solutions from the design stage tend to deliver more value to the end customer, reduce post-construction problems, and strengthen brand reputation.
When considered as part of the condominium resident's experience, security ceases to be invisible or merely reactive and becomes integrated into daily life in a fluid and intuitive way, with technology working behind the scenes to ensure protection without creating friction in the routine.
For additional information about Positivo SEG products, please visit the website. site official brand.
About Positivo SEG:
Positivo SEG is the business unit of Positivo Tecnologia offering automation and electronic security solutions for companies, condominiums, schools, and large projects. Its portfolio includes Closed-Circuit Television (CCTV) systems with analog and IP technologies for environmental monitoring, cameras, recorders, switches, facial recognition readers, access controls, and accessories. Positivo SEG, like... Positive, Positive Smart Home, Positivo Servers & Solutions, Positive as a Service, Positive S+, VAIO, Infinix and Educational – Technology and Innovation Ecosystem, These brands comprise the Positivo Tecnologia brand portfolio. Learn more on the official website. Positive SEG .
