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  • Plan
  • Roadmap
  • Research

On this page

  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 8
  • This quarter · 12
  • Big bets · 3
  • Wildcards · 1
  • How we can help
Generated Nov 3, 2026
  1. Programmable
  2. Playbooks
  3. August Home
August Home logo

growth playbook · Nov 3, 2026

august.com (opens in a new tab)

August Home growth playbook

Diagnosis

August built the retrofit smart lock category and still has a large, happy installed base: about 175,000 App Store ratings at 4.8 stars, and over a million locks and cameras sold by 2018. The store and the experience around it have not kept up. The newest blog post is from October 2024.

The compatibility rules live only in the help centre. Two apps (August and Yale Access) and two brands share one catalogue. The worst public reviews come from moments August controls: a new homeowner waiting up to 30 days for the previous owner to release the lock, short battery life with Wi-Fi, and Wi-Fi drop-outs.

This playbook starts with those moments: it turns every home sale into a welcomed new customer, puts fit and model choice on the product page, brings the app's 4.8 rating onto the store and steadies the layout-shifting top bar. It then builds recurring revenue from batteries, parts and trade-ups, a host and landlord channel, and a clear answer on Matter and Apple Home.

Growth Score

6/10

Biggest Opportunity

The installed base. Every resold home, every guest key, every low-battery alert and every older-generation lock is a chance to win or keep a customer, and today most of them end in a support ticket or a 1-star review instead.

Biggest Risk

Schlage and Level now lead their pages with Matter, Apple Home Key, BHMA AAA ratings and year-long battery claims. If August does not answer the Matter and Apple Home question clearly, and fix battery and Wi-Fi complaints, buyers who compare will choose the rivals.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Put a "Will it fit my door?" check on every lock page, using the rules now buried in the help centre

    Turn the help-centre list into a decision tree of five questions or fewer.

    High impact First result in 3 weeks
  2. 2

    A three-question lock chooser: August Wi-Fi, Yale | August or Yale Approach

    Write a one-line "best for" for each lock family.

    High impact First result in 3 weeks
  3. 3

    Turn the 30-day wait for a home's previous owner into a welcome for the new owner

    Pull last quarter's previously-owned reset requests: how many, how many the previous owner approved, how long they took and how many expired.

    High impact First result in 2 weeks

02

Your idea portfolio

24 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

    1 of these are things Programmable can build and run for you.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 3Big bets · 7Fill-ins · 7Reconsider · 7
Effort →

Showing 24 of 24 ideas

This week 8

Quick wins with a clear first action.

  • 01

    August's own help article tells a new homeowner that "August needs permission from the previous owner" to reset the lock, and that "It may take up to 30-days for the previous owner to respond." The page makes no offer and gives no welcome. The result is public: a March 2026 Trustpilot review says "August allows the previous owner to 'veto' your access to the hardware." Over a million locks were sold by 2018 and many of those homes have since changed hands, so this is a steady stream of people who already have an August lock on their door and are being turned away.

    High impactMedium effort First result in 2 weeks Director

    First action

    Pull last quarter's previously-owned reset requests: how many, how many the previous owner approved, how long they took and how many expired.

    How to measure it

    Handoff completion rate

    Now
    –
    Target
    80% within 7 days
    By
    90 days

    Steps

    1. 1

      Size the problem

      Reset requests, approval rate, time to approval and expiries for the last quarter.

      Director, Customer Experience 2 days

    2. 2

      Rewrite the article

      Lead with timelines, what the buyer can do now, and how to ask the seller or agent to approve.

      Help Centre Content Lead 2 days

    3. 3

      Add seller reminders

      Day 1, 7 and 14 emails and push notices to the previous owner, with a one-tap approve.

      Lifecycle Marketing Manager 1 week

    4. 4

      Build the seller prompt

      "Moving out?" handover flow in the app and a printable handover card.

      Product Manager, August App 2 weeks

    5. 5

      Welcome the new owner

      Set-up guide, battery reminder and a new-homeowner offer once the reset completes.

      Lifecycle Marketing Manager 1 week

    6. 6

      Measure

      Completion rate, days to completion, and accessory orders from new owners.

      eCommerce Analytics Lead monthly

    First result
    2 weeks for the article and reminders; 1 quarter for the in-app prompt
    Cost
    Staff time plus the cost of the welcome offer
    Owner
    Director, Customer Experience

    Smallest test

    Add day-7 and day-14 reminder emails to previous owners for one month and compare approval rates.

    Run this outreach. The sequence sent for you: addresses found and verified, replies routed to your CRM. Usually live within days.

    Book a working session

    Why it works

    Fix both sides of the handoff. For sellers: an in-app and email prompt ("Moving out? Hand over your lock in two taps") whenever an owner removes guests or the help centre sees a moving search, plus a printable handover card for the closing folder. For buyers: rewrite the previously-owned article so it opens with what happens next, send reminders to the previous owner at days 1, 7 and 14 instead of one email, and give the new owner a welcome when the reset completes: a set-up guide, a fresh-batteries reminder and a new-homeowner offer on a keypad, Doorsense or the existing "New Home Housewarming" bundle. Track how many reset requests turn into active new owners.

    These people already own the hardware and have a reason to use it. A smooth handoff costs almost nothing, turns a 1-star moment into a customer, and gives August a direct relationship with someone who has just moved and is buying for a new home.

    Ready to use

    EmailReminder to the previous owner (day 7)

    Subject: The new owners of your old home are waiting on your August lock

You've moved, and the August lock you left behind is still linked to your account. The new owners can't set it up until you release it.

[Release my lock]

It takes one tap. Your other August devices aren't affected.

    Risks and how to handle them

    • Making takeover easier could let the wrong person take a lock

      Keep the previous owner's approval as the default and speed it up with reminders, rather than removing it.

    • Offers to new owners eat margin

      Test the offer size on a small share of completions first.

    Evidence

    • Help centre"How to Factory Reset a Previously Owned August Device": "Previously-Owned August Smart Locks need to be factory reset before they can be set up by a new owner." "August needs permission from the previous owner to factory reset the device on their behalf." "It may take up to 30-days for the previous owner to respond to your request." The previous owner gets an email and must "select YES"; the request "expires after 30 days". Buyers from a retailer are told to "contact them about an exchange." The page makes no offer to the new owner.Source
    • ReviewsTrustpilot (august.com): TrustScore 1.9 from 12 reviews, all 1-star; the profile is unclaimed and the company has not invited reviews. Themes: a homebuyer (March 2026) says "August allows the previous owner to 'veto' your access to the hardware"; activation blocked outside the US; cancelled orders still charged; returns; short battery life; Wi-Fi stopping after an update.Source
    • Company backgroundWikipedia: August was founded in San Francisco in November 2012; ASSA ABLOY bought it in 2017; it had sold over one million smart locks and cameras by July 2018; its August Access platform let delivery couriers enter with one-time codes.Source
    • Your websiteStore catalogue (78 products, 32 collections, median price $164.99): August Wi-Fi Smart Lock bundles ($234.99 to $279.99) sit beside Yale-branded locks (Yale Approach Lock with Wi-Fi from $139.99, Yale | August Wi-Fi Smart Lock with Keypad Touch $249.99, Yale Keypad Touch $119.99), plus a "New Home Housewarming - Black Hardware" bundle ($314.99) and an "August Smarter Hosting Bundle".Source
  • 03

    Whether an August lock fits depends on detailed rules that live only in the help centre: "only compatible with single cylinder deadbolts", no mortise or double-cylinder locks, Baldwin, Kwikset and Weiser "not compatible with low-profile versions", "2015 and newer Defiant deadbolts are not compatible". The buyer checks fit against a single image. Anyone unsure either leaves the product page to find out or buys and returns within the 30-day window.

    High impactLow effort First result in 3 weeks Director

    First action

    Turn the help-centre list into a decision tree of five questions or fewer.

    How to measure it

    Lock PDP add-to-cart rate

    Now
    –
    Target
    +10%
    By
    60 days

    Steps

    1. 1

      Build the tree

      Five questions or fewer from the compatibility list.

      Product Marketing Manager 2 days

    2. 2

      Shoot photos

      Inside keyhole, low-profile versus standard, common brands.

      Product Marketing Manager 3 days

    3. 3

      Build the widget

      On every lock product page, near Add to Cart.

      Shopify Developer 1 week

    4. 4

      Add the rescue

      Failed fits see the Yale deadbolt bundle.

      Director, eCommerce 1 day

    5. 5

      Test

      A/B with the store's testing tool.

      eCommerce Analytics Lead 3 weeks

    6. 6

      Close the loop

      Compare answers with return reasons.

      Director, Customer Experience monthly

    First result
    3 weeks
    Cost
    Developer time
    Owner
    Director, eCommerce

    Smallest test

    Add a static "Check your door" panel with the photos to the best-selling lock page.

    Why it works

    Turn the list into a short checker on each lock product page: "Is there a keyhole on the inside?", "What brand is your deadbolt?", "Is it low-profile?", with photos. A pass shows "Fits your door" next to Add to Cart. A fail offers the bundle with a compatible Yale deadbolt that the help centre already mentions. Log the answers to learn which doors cause returns.

    Fit is the biggest question for a retrofit lock. Answering it on the page removes doubt, saves fit-related returns and rescues failed fits with a bundle.

    Risks and how to handle them

    • The checker scares off buyers whose door would fit

      Default to "most front doors fit" and show the check as optional.

    Evidence

    • Help centre"What Deadbolts are Compatible with August Smart Locks?": "Currently, August Smart Locks are only compatible with single cylinder deadbolts"; not mortise, double-cylinder, Medeco, Mul-t-Lock or single-sided deadbolts; brand rules such as Baldwin, Kwikset and Weiser "not compatible with low-profile versions" and "2015 and newer Defiant deadbolts are not compatible"; fit is checked against an image; a bundle with a compatible Yale deadbolt is offered for the newest Wi-Fi Smart Lock.Source
    • Your websiteStore set-up: a 30-day money-back guarantee and free US shipping in the top bar; a 30-day return window; no international shipping detected; Shop Pay, Apple Pay, Amazon Pay, Venmo and Google Pay; Klaviyo email, Talkable referrals, ShareASale affiliates, Bazaarvoice reviews and Extend protection plans; no customer testimonials found on the homepage.Source
  • 04

    The store sells overlapping retrofit and keypad locks under two brands: August Wi-Fi Smart Lock bundles ($234.99 to $279.99), "Yale | August" locks ($229.99 to $249.99) and the Yale Approach (from $139.99). Each is also sold with and without a keypad, and the help centre says Yale products set up in a different app. A buyer has to work out the differences alone.

    High impactLow effort First result in 3 weeks Product Marketing Manager

    First action

    Write a one-line "best for" for each lock family.

    How to measure it

    Chooser-assisted conversion

    Now
    –
    Target
    +12%
    By
    60 days

    Steps

    1. 1

      Define best-for

      One line per lock family.

      Product Marketing Manager 1 day

    2. 2

      Write questions

      Three questions at most.

      Product Marketing Manager 1 day

    3. 3

      Build

      Chooser and comparison table.

      Shopify Developer 1 week

    4. 4

      Place

      Homepage, lock collection and the top of each lock page.

      Director, eCommerce 1 day

    5. 5

      Test

      A/B on the collection page.

      eCommerce Analytics Lead 3 weeks

    6. 6

      Feed email

      Send chooser answers to Klaviyo for follow-up.

      Lifecycle Marketing Manager 2 days

    First result
    3 weeks
    Cost
    Developer time
    Owner
    Product Marketing Manager

    Smallest test

    A static comparison table on the lock collection page.

    Why it works

    Add a chooser to the homepage and the lock collection: keep your key or replace the deadbolt? Want a keypad? Which phone and voice assistant? It returns one recommended lock and bundle, with a side-by-side table of the three and the app each one uses.

    Fewer, clearer choices raise conversion and cut returns from buying the wrong model.

    Risks and how to handle them

    • Pushes buyers to the cheapest lock

      Recommend on fit and features, and show the keypad bundle as the default.

    Evidence

    • Your websiteStore catalogue (78 products, 32 collections, median price $164.99): August Wi-Fi Smart Lock bundles ($234.99 to $279.99) sit beside Yale-branded locks (Yale Approach Lock with Wi-Fi from $139.99, Yale | August Wi-Fi Smart Lock with Keypad Touch $249.99, Yale Keypad Touch $119.99), plus a "New Home Housewarming - Black Hardware" bundle ($314.99) and an "August Smarter Hosting Bundle".Source
    • Help centre"August App FAQ": "No you do not have to have both apps"; Yale-branded products should be set up "using the Yale Access App"; "Your Yale and August products will show in both apps"; "The same username and password should be used when logging into either app."Source
  • 05

    Real Chrome visitors to the homepage pass Core Web Vitals, so speed is not an emergency. Field data for the whole site, though, shows layout shift of 0.21 at the 75th percentile, more than double Google's 0.1 "good" limit. PageSpeed names the element that moves: the rotating top bar with "30-day money-back guarantee | Free Shipping in the US" and the current promotion. Content jumping as a shopper reaches for a button costs mis-taps and trust on every page that carries the bar.

    Medium impactLow effort First result in 28 days Shopify Developer

    First action

    Set a min-height on the announcement bar container in the theme.

    How to measure it

    Origin CLS p75

    Now
    –
    Target
    Under 0.1
    By
    60 days

    Steps

    1. 1

      Reserve space

      Fixed height for the top bar in CSS.

      Shopify Developer 2 hours

    2. 2

      Server-render

      First message in the theme HTML.

      Shopify Developer 4 hours

    3. 3

      Even heights

      Rotating messages on one line on mobile.

      Shopify Developer 2 hours

    4. 4

      Fix widgets

      Reserve space for pay-later and review badges on product pages.

      Shopify Developer 1 day

    5. 5

      Check lab

      PageSpeed on home, collection and product pages.

      Shopify Developer 1 hour

    6. 6

      Check field

      Site-wide field CLS after 28 days.

      eCommerce Analytics Lead 28 days

    First result
    28 days for field data
    Cost
    $0, about two days of developer time
    Owner
    Shopify Developer

    Smallest test

    Fix the bar today and check lab CLS on a product page.

    Why it works

    Give the announcement bar a fixed height that is reserved before scripts run, render the first message in the theme's HTML rather than injecting it, and keep rotating messages the same height. Do the same for pay-later and review widgets that load late on product pages. Recheck the site-wide field score after 28 days.

    Layout shift is one of Google's page-experience signals and a direct cause of mis-taps on mobile. It is usually a CSS fix, not a rebuild.

    Risks and how to handle them

    • Long promotion messages get cut off

      Set a character limit for the bar.

    Evidence

    • PageSpeedGoogle PageSpeed (mobile, November 3, 2026): lab score 37/100 with the main content appearing at 10.5s, a 7.2 MB homepage with 404 requests, and render-blocking requests costing about 2.95s. Real Chrome visitors to the homepage pass Core Web Vitals (LCP 1.95s, INP 112ms, CLS 0.06), but field data for the whole site shows layout shift of 0.21 at the 75th percentile, above Google's 0.1 "good" limit. The element that shifts is the top announcement bar ("30-day money-back guarantee | Free Shipping in the US" plus the current promotion).Source
  • 07

    The August Home app has 4.8 stars from about 175,000 App Store ratings, a bigger and better proof point than most rivals can show. Yet no customer testimonials were found on the store homepage, and the only third-party review profile a searcher sees, Trustpilot, shows 1.9 from 12 reviews.

    Medium impactLow effort First result in 2 weeks Director

    First action

    Add the badge to the homepage hero.

    How to measure it

    Hero click-through

    Now
    –
    Target
    +8%
    By
    30 days

    Steps

    1. 1

      Design the badge

      Stars, count and App Store link.

      Product Marketing Manager 1 day

    2. 2

      Place it

      Hero, lock product pages and cart.

      Shopify Developer 1 day

    3. 3

      Pick reviews

      Three verified-buyer quotes from product pages.

      Product Marketing Manager 1 day

    4. 4

      Test

      A/B on the homepage.

      eCommerce Analytics Lead 2 weeks

    5. 5

      Reuse

      In ads and Klaviyo emails.

      Lifecycle Marketing Manager 1 week

    6. 6

      Refresh

      Update the numbers quarterly.

      Product Marketing Manager quarterly

    First result
    2 weeks
    Cost
    $0
    Owner
    Director, eCommerce

    Smallest test

    Add the badge to the hero this week.

    Why it works

    Add an "Rated 4.8 by 175,000+ App Store users" badge to the homepage hero, lock product pages and cart, linking to the App Store listing. Pair it with three short reviews from verified buyers already collected on product pages. Refresh the numbers each quarter.

    Social proof at the decision point lifts conversion, and this proof speaks to the daily experience of owning the lock, which is what buyers worry about.

    Risks and how to handle them

    • The rating changes

      Update it quarterly and round down.

    Evidence

    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source
    • Your websiteStore set-up: a 30-day money-back guarantee and free US shipping in the top bar; a 30-day return window; no international shipping detected; Shop Pay, Apple Pay, Amazon Pay, Venmo and Google Pay; Klaviyo email, Talkable referrals, ShareASale affiliates, Bazaarvoice reviews and Extend protection plans; no customer testimonials found on the homepage.Source
    • ReviewsTrustpilot (august.com): TrustScore 1.9 from 12 reviews, all 1-star; the profile is unclaimed and the company has not invited reviews. Themes: a homebuyer (March 2026) says "August allows the previous owner to 'veto' your access to the hardware"; activation blocked outside the US; cancelled orders still charged; returns; short battery life; Wi-Fi stopping after an update.Source
  • 08

    The august.com Trustpilot profile is unclaimed, has never invited reviews and shows 1.9 from 12 reviews, all 1-star, with no replies. Those 12 people are not representative of a 4.8-star app base, but they are what a searcher checking the store finds.

    Medium impactLow effort First result in 1 month Director

    First action

    Claim the profile and reply to the most recent review.

    How to measure it

    TrustScore

    Now
    –
    Target
    4.0+
    By
    2 quarters

    Steps

    1. 1

      Claim

      Verify the august.com domain on Trustpilot.

      Director, Customer Experience 1 day

    2. 2

      Reply

      Answer all 12 reviews with a route to a fix.

      Customer Support Lead 2 days

    3. 3

      Resolve

      Contact the refund and shipping cases directly.

      Customer Support Lead 1 week

    4. 4

      Invite

      Every verified buyer, 30 days after delivery.

      Lifecycle Marketing Manager 1 week

    5. 5

      Monitor

      Weekly reply SLA.

      Customer Support Lead weekly

    6. 6

      Learn

      Tag themes and send them to product.

      Director, Customer Experience monthly

    First result
    1 month
    Cost
    Free tier plus support time
    Owner
    Director, Customer Experience

    Smallest test

    Claim and reply this week.

    Why it works

    Claim the profile, reply to each review with a fix or a route to support (especially the previous-owner, refund and shipping cases), then invite verified store buyers 30 days after delivery through the existing post-purchase emails. Keep the invitations neutral and open to every buyer.

    Replies show that someone is listening, and inviting all buyers gives a fair picture that will sit closer to the app's rating.

    Risks and how to handle them

    • Invitations bring more complaints

      Fix the top complaint themes (ideas 1, 9, 10) alongside.

    Evidence

    • ReviewsTrustpilot (august.com): TrustScore 1.9 from 12 reviews, all 1-star; the profile is unclaimed and the company has not invited reviews. Themes: a homebuyer (March 2026) says "August allows the previous owner to 'veto' your access to the hardware"; activation blocked outside the US; cancelled orders still charged; returns; short battery life; Wi-Fi stopping after an update.Source
    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source
  • 17

    The store promises a "30-day money-back guarantee" with a 30-day return window, and runs Klaviyo. The first weeks are when a buyer finds a fit problem, a Wi-Fi drop-out or an Auto-Unlock setting that annoys them, and returns the lock. Trustpilot complaints include returns and cancellations.

    Medium impactLow effort First result in 1 month Lifecycle Marketing Manager

    First action

    Pull the top five return reasons from last quarter.

    How to measure it

    30-day return rate

    Now
    –
    Target
    -20%
    By
    90 days

    Steps

    1. 1

      Read returns

      Top five reasons.

      Director, Customer Experience 2 days

    2. 2

      Write emails

      Five emails, one job each.

      Lifecycle Marketing Manager 3 days

    3. 3

      Trigger on delivery

      Klaviyo flow from shipping events.

      Lifecycle Marketing Manager 1 day

    4. 4

      Add support routes

      Chat or callback link in each.

      Customer Support Lead 1 day

    5. 5

      Test

      Holdout group of 10%.

      eCommerce Analytics Lead 1 month

    6. 6

      Iterate

      Update with new return reasons.

      Lifecycle Marketing Manager monthly

    First result
    1 month
    Cost
    $0 beyond existing Klaviyo
    Owner
    Lifecycle Marketing Manager

    Smallest test

    Send the install-day email alone for two weeks.

    Why it works

    Send a five-email series triggered by delivery: before it arrives (check your door, with the fit photos), install day (video plus the most common fixes), day 3 (Auto-Unlock and Auto-Lock settings), day 10 (battery and Wi-Fi tips, Connect bridge if needed) and day 25 (share a guest key and review the lock). Each email has a one-tap route to live support.

    Most early returns come from fixable set-up problems, and a well-timed answer keeps the sale.

    Risks and how to handle them

    • Too many emails

      Stop the series when the lock is set up and working in the app.

    Evidence

    • Your websiteStore set-up: a 30-day money-back guarantee and free US shipping in the top bar; a 30-day return window; no international shipping detected; Shop Pay, Apple Pay, Amazon Pay, Venmo and Google Pay; Klaviyo email, Talkable referrals, ShareASale affiliates, Bazaarvoice reviews and Extend protection plans; no customer testimonials found on the homepage.Source
    • ReviewsTrustpilot (august.com): TrustScore 1.9 from 12 reviews, all 1-star; the profile is unclaimed and the company has not invited reviews. Themes: a homebuyer (March 2026) says "August allows the previous owner to 'veto' your access to the hardware"; activation blocked outside the US; cancelled orders still charged; returns; short battery life; Wi-Fi stopping after an update.Source
    • ReviewsShopSavvy review summary, August Wi-Fi Smart Lock (4th Gen): "Battery life of 3-6 months may require more frequent replacements compared to some competitors", battery life "varies based on Wi-Fi connectivity", "Some users reported sporadic connectivity issues with Wi-Fi" and "occasional inconsistencies in the auto-unlock feature"; praised for fitting an existing deadbolt with no new keys. Retail prices recorded in October 2024 ranged from $117.06 to $160.06.Source
  • 19

    The store's public product list includes "Extend Shipping Protection Plan" items as separate products priced $0.98, $28, $280 and $1,280. These are service line items, not things a shopper buys on their own, and they sit in the same catalogue that feeds site search, shopping feeds and any assistant reading the store.

    Low impactLow effort First result in 1 week Shopify Developer

    First action

    Search the store for "Extend" and list where the items appear.

    How to measure it

    Non-product items exposed

    Now
    –
    Target
    0
    By
    2 weeks

    Steps

    1. 1

      Find them

      Search, collections, feeds and sitemap.

      Shopify Developer 2 hours

    2. 2

      Hide

      Remove from the online store channel and search.

      Shopify Developer 2 hours

    3. 3

      Noindex

      On their product templates.

      Shopify Developer 1 hour

    4. 4

      Exclude from feeds

      Merchant and marketing feeds.

      Director, eCommerce 1 hour

    5. 5

      Test checkout

      Plans still attach at checkout.

      Shopify Developer 1 hour

    6. 6

      Recheck

      Monthly catalogue audit.

      Director, eCommerce monthly

    First result
    1 week
    Cost
    $0
    Owner
    Shopify Developer

    Smallest test

    Hide one plan item and test checkout.

    Why it works

    Hide protection-plan items from the online store channel, search and collections, exclude them from product feeds, and make sure their URLs return noindex. Keep them available to checkout through the app that adds them.

    A clean catalogue makes search, shopping feeds and assistant answers show real products and real prices.

    Risks and how to handle them

    • Breaking plan checkout

      Test an order with a plan before and after.

    Evidence

    • Your websiteThe store's public product list includes "Extend Shipping Protection Plan" items as separate products priced $0.98, $28, $280 and $1,280.Source

This quarter 12

The core plays for the next three months.

  • 02

    The previous-owner wait happens because nobody at closing asks the seller to release the lock. Agents and title companies already run a handover checklist (keys, garage remotes, alarm codes), and August is not on it.

    Medium impactMedium effort First result in 2 months Partnerships Manager

    First action

    Draft the handover sheet and QR flow and show it to three brokerages.

    How to measure it

    Partner-sourced new owners

    Now
    –
    Target
    500 a quarter
    By
    2 quarters

    Steps

    1. 1

      Write the sheet

      One page for sellers, with a QR code to release the lock.

      Partnerships Manager 3 days

    2. 2

      Build the QR flow

      Deep link to the seller handover in the app.

      Product Manager, August App 1 week

    3. 3

      Recruit partners

      Three brokerages and two title firms in two metros.

      Partnerships Manager 1 month

    4. 4

      Add the buyer gift

      A new-homeowner accessory code for agents to hand over.

      Director, eCommerce 1 week

    5. 5

      Track

      Releases, set-ups and orders by partner.

      eCommerce Analytics Lead monthly

    6. 6

      Scale

      Roll out to brokerage networks if set-ups grow.

      Partnerships Manager 1 quarter

    First result
    2 months
    Cost
    Printing and gift codes
    Owner
    Partnerships Manager

    Smallest test

    One brokerage, one metro, one month.

    Why it works

    Make a one-page "Smart home handover" sheet covering August, Yale and other connected devices, with a QR code to the seller release flow. Offer it to a few brokerages and title firms in two metros, together with a buyer gift (a new-homeowner accessory code) that the agent can hand over. Track releases and new-owner set-ups from partner closings.

    It fixes the handoff before it becomes a support ticket, and agents get a small, useful closing gift with no cost to them.

    Risks and how to handle them

    • Agents ignore another sheet

      Make it brand-neutral so it covers every smart device in the home.

    Builds on

    Evidence

    • Help centre"How to Factory Reset a Previously Owned August Device": "Previously-Owned August Smart Locks need to be factory reset before they can be set up by a new owner." "August needs permission from the previous owner to factory reset the device on their behalf." "It may take up to 30-days for the previous owner to respond to your request." The previous owner gets an email and must "select YES"; the request "expires after 30 days". Buyers from a retailer are told to "contact them about an exchange." The page makes no offer to the new owner.Source
    • Your websiteSitemap (220 URLs, read for the research on November 3, 2026): 110 blog URLs, 58 pages, 33 products, 17 collections. The newest blog post is dated October 22, 2024 (ecobee integration); earlier ones cover the Airbnb integration (August 2024), 5GHz Wi-Fi support (March 2024), "Moving Onto New Beginnings with August Home" (May 2023) and "August Celebrates 1 Million User Milestone". 38 homepage images have no alt text.Source
  • 06

    The homepage loads 30 third-party services weighing 4.2 MB. Affirm alone blocks the main thread for 366ms over 18 requests, Klaviyo for 216ms, Talkable for 203ms and Clarity for 156ms. There are four pay-later options and four analytics or testing tools (Google Analytics, Clarity, VWO, New Relic). Some of these overlap.

    Medium impactMedium effort First result in 1 month Director

    First action

    Export the tag manager and theme app list and give each tool a named owner.

    How to measure it

    PageSpeed mobile score

    Now
    –
    Target
    60+
    By
    90 days

    Steps

    1. 1

      Inventory

      Every tool, its owner and its purpose.

      Director, eCommerce 3 days

    2. 2

      Score value

      Revenue or insight each tool produced last quarter.

      eCommerce Analytics Lead 1 week

    3. 3

      Pick one each

      One recorder, one testing tool, a pay-later set.

      Director, eCommerce 1 day

    4. 4

      Scope loading

      Pay-later only on product and cart pages; defer pop-ups.

      Shopify Developer 1 week

    5. 5

      Remove unowned

      Tools with no owner or use.

      Shopify Developer 2 days

    6. 6

      Measure

      Speed and conversion after each change.

      eCommerce Analytics Lead weekly

    First result
    1 month
    Cost
    Staff time; likely saves tool fees
    Owner
    Director, eCommerce

    Smallest test

    Load the pay-later scripts only on product and cart pages.

    Why it works

    List every tool with an owner, a purpose and its revenue or insight last quarter. Keep one session-recording tool, load pay-later messaging only on product and cart pages, defer referral and email pop-up scripts until the visitor interacts, and remove tools nobody owns. Recheck lab speed and conversion after each removal.

    Fewer scripts mean a faster, steadier page on mid-range phones, a smaller tool bill and cleaner data.

    Risks and how to handle them

    • Removing a tool that quietly drives sales

      Remove one at a time and watch conversion for a week.

    Builds on

    Evidence

    • PageSpeedGoogle PageSpeed (mobile, November 3, 2026): the homepage loads 30 third-party services weighing 4.2 MB. The biggest main-thread costs are Affirm (366ms, 18 requests), Klaviyo (216ms), Talkable (203ms) and Microsoft Clarity (156ms). The store offers four pay-later options (Afterpay, Klarna, Affirm, Shop Pay Installments) and runs Google Analytics, Clarity, VWO and New Relic side by side.Source
    • PageSpeedGoogle PageSpeed (mobile, November 3, 2026): lab score 37/100 with the main content appearing at 10.5s, a 7.2 MB homepage with 404 requests, and render-blocking requests costing about 2.95s. Real Chrome visitors to the homepage pass Core Web Vitals (LCP 1.95s, INP 112ms, CLS 0.06), but field data for the whole site shows layout shift of 0.21 at the 75th percentile, above Google's 0.1 "good" limit. The element that shifts is the top announcement bar ("30-day money-back guarantee | Free Shipping in the US" plus the current promotion).Source
  • 09

    Battery life is the most repeated complaint: reviews put it at 3 to 6 months with Wi-Fi on, and say it "varies based on Wi-Fi connectivity". Every lock therefore needs new batteries a few times a year. The app already knows when the battery is low, but the moment ends with a trip to a shop, or a dead lock and a bad review.

    High impactMedium effort First result in 1 quarter Product Manager

    First action

    Count low-battery alerts per month across the active base.

    How to measure it

    Alert-to-order rate

    Now
    –
    Target
    15%
    By
    2 quarters

    Steps

    1. 1

      Size it

      Low-battery alerts per month by lock model.

      Product Manager, August App 3 days

    2. 2

      Add the product

      Battery packs per model on the store.

      Director, eCommerce 2 weeks

    3. 3

      Deep link

      From the alert to a prefilled cart.

      Product Manager, August App 3 weeks

    4. 4

      Auto-ship option

      Opt-in subscription when the battery is low.

      Shopify Developer 3 weeks

    5. 5

      Add tips

      Battery-life settings on the same screen.

      Help Centre Content Lead 1 week

    6. 6

      Measure

      Order rate and battery-related tickets.

      eCommerce Analytics Lead monthly

    First result
    1 quarter
    Cost
    App and store development; battery stock
    Owner
    Product Manager, August App

    Smallest test

    Email owners with a low battery a link to a battery pack for one month.

    Why it works

    When the app raises a low-battery alert, offer a one-tap order of the right batteries from the store, shipped free, plus an optional "auto-ship when low" setting. Add a battery-life tip sheet (Wi-Fi signal, Connect bridge, Auto-Unlock settings) to the same screen. Sell a battery pack on the store as a product in its own right.

    It turns a pain point into recurring revenue and fewer dead-battery lockouts, and it keeps owners buying from August rather than a supermarket.

    Risks and how to handle them

    • Looks like profiting from a weakness

      Price at cost plus shipping and lead with the tips.

    Evidence

    • ReviewsShopSavvy review summary, August Wi-Fi Smart Lock (4th Gen): "Battery life of 3-6 months may require more frequent replacements compared to some competitors", battery life "varies based on Wi-Fi connectivity", "Some users reported sporadic connectivity issues with Wi-Fi" and "occasional inconsistencies in the auto-unlock feature"; praised for fitting an existing deadbolt with no new keys. Retail prices recorded in October 2024 ranged from $117.06 to $160.06.Source
    • ReviewsTrustpilot (august.com): TrustScore 1.9 from 12 reviews, all 1-star; the profile is unclaimed and the company has not invited reviews. Themes: a homebuyer (March 2026) says "August allows the previous owner to 'veto' your access to the hardware"; activation blocked outside the US; cancelled orders still charged; returns; short battery life; Wi-Fi stopping after an update.Source
    • Competitor researchLevel's homepage: "This is not just a lock. It's a Level Lock." Level Lock Pro $349 with Apple Home Key and door status detection, Level Lock $249, and Level Bolt $199 as a retrofit that keeps your keys; BHMA AAA rating, battery "up to a year", digital key sharing with event passes.Source
  • 10

    Reviews report "sporadic connectivity issues with Wi-Fi", and battery life that "varies based on Wi-Fi connectivity". A Trustpilot reviewer's lock stopped working on Wi-Fi after an update. The owner has no way to see that a weak signal is the cause until the lock goes offline.

    Medium impactMedium effort First result in 1 quarter Product Manager

    First action

    Pull signal-strength data for locks with repeated disconnects.

    How to measure it

    Wi-Fi ticket rate

    Now
    –
    Target
    -25%
    By
    2 quarters

    Steps

    1. 1

      Find the pattern

      Signal data against disconnects and tickets.

      Product Manager, August App 1 week

    2. 2

      Set bands

      Good, weak and poor thresholds.

      Firmware Engineering Lead 1 week

    3. 3

      Design the card

      Score plus one fix.

      Product Designer 1 week

    4. 4

      Write fixes

      Router, band and Connect bridge articles.

      Help Centre Content Lead 1 week

    5. 5

      Ship

      In an app release.

      Product Manager, August App 1 month

    6. 6

      Measure

      Tickets, returns and bridge orders.

      eCommerce Analytics Lead monthly

    First result
    1 quarter
    Cost
    App development time
    Owner
    Product Manager, August App

    Smallest test

    Email owners with repeated disconnects a three-step fix guide.

    Why it works

    Add a simple connection score to the lock screen (good, weak, poor) with the likely fix: move the router, switch band, or add the August Connect bridge, which the store sells. Send a weekly note if the signal stays weak, and route poor-signal owners to a support article before they open a ticket.

    Explaining the cause turns a "faulty lock" into a fixable set-up issue, protects battery life, and sells the bridge only where it helps.

    Risks and how to handle them

    • Seen as upselling the bridge

      List free fixes first.

    Evidence

    • ReviewsShopSavvy review summary, August Wi-Fi Smart Lock (4th Gen): "Battery life of 3-6 months may require more frequent replacements compared to some competitors", battery life "varies based on Wi-Fi connectivity", "Some users reported sporadic connectivity issues with Wi-Fi" and "occasional inconsistencies in the auto-unlock feature"; praised for fitting an existing deadbolt with no new keys. Retail prices recorded in October 2024 ranged from $117.06 to $160.06.Source
    • ReviewsTrustpilot (august.com): TrustScore 1.9 from 12 reviews, all 1-star; the profile is unclaimed and the company has not invited reviews. Themes: a homebuyer (March 2026) says "August allows the previous owner to 'veto' your access to the hardware"; activation blocked outside the US; cancelled orders still charged; returns; short battery life; Wi-Fi stopping after an update.Source
  • 11

    App Store reviewers ask for a way to pause the lock or schedule inactive periods because Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays. Contractors, cleaners and dog walkers are a common reason to buy a smart lock in the first place.

    Medium impactMedium effort First result in 1 quarter Product Manager

    First action

    Count support tickets and reviews that mention contractors or Auto-Lock timing.

    How to measure it

    Workers-mode adoption

    Now
    –
    Target
    10% of active owners
    By
    2 quarters

    Steps

    1. 1

      Size demand

      Tickets and reviews mentioning contractors.

      Product Manager, August App 3 days

    2. 2

      Design

      Pause window plus a timed guest key.

      Product Designer 2 weeks

    3. 3

      Build

      App and lock settings.

      Mobile Engineering Lead 1 month

    4. 4

      Beta

      With power users.

      Product Manager, August App 2 weeks

    5. 5

      Launch

      Product page copy and email.

      Product Marketing Manager 1 week

    6. 6

      Measure

      Adoption and Auto-Lock complaints.

      eCommerce Analytics Lead monthly

    First result
    1 quarter
    Cost
    App development time
    Owner
    Product Manager, August App

    Smallest test

    Publish a help article on using guest keys with Auto-Lock off and track views.

    Why it works

    Add a mode that pauses Auto-Lock for a chosen window and pairs it with a time-boxed guest key for the worker. It turns back on automatically and logs every entry in the Activity Feed. Promote it on product pages as "Let the plumber in without giving out a key."

    It solves a real daily annoyance and gives marketing a concrete use case that the rivals' pages do not lead with.

    Risks and how to handle them

    • Door left unlocked

      Auto-resume and an alert when the window ends.

    Evidence

    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source
  • 12

    Schlage's smart lock page leads with "Matter Certified", "Works with Thread" and Apple Home Key, and Level puts Apple Home Key on its Lock Pro. The August app listing names HomeKit, SmartThings, Hue, Alexa and Google Assistant but not Matter, and review summaries do not mention it either. Buyers comparing locks ask this question first.

    High impactLow effort First result in 1 month Product Marketing Manager

    First action

    List each lock's confirmed ecosystems with the product team.

    How to measure it

    Matrix-to-PDP rate

    Now
    –
    Target
    40%
    By
    60 days

    Steps

    1. 1

      Confirm facts

      Ecosystem support per model with product and firmware.

      Product Marketing Manager 1 week

    2. 2

      Write the page

      Matrix plus what each setup needs.

      Product Marketing Manager 3 days

    3. 3

      Mark up

      Structured data and a clear FAQ.

      SEO & Content Manager 2 days

    4. 4

      Link it

      From the chooser, product pages and help centre.

      Shopify Developer 1 day

    5. 5

      Train support

      One answer across channels.

      Customer Support Lead 1 day

    6. 6

      Update

      Whenever firmware adds support.

      Product Marketing Manager ongoing

    First result
    1 month
    Cost
    Staff time only
    Owner
    Product Marketing Manager

    Smallest test

    Add a Matter and Apple Home FAQ to the best-selling lock page.

    Why it works

    Publish a compatibility matrix for every August and Yale lock sold on the store: HomeKit, Matter, Thread, Apple Home Key, Alexa, Google, SmartThings and Airbnb, with what each needs (Wi-Fi, bridge, module). Where support is coming, say so only once it is confirmed. Link the matrix from the lock chooser and product pages, and mark it up so search and assistants can read it.

    A clear answer keeps buyers on august.com instead of a rival's comparison page, and steers Matter and Apple Home buyers to the right model rather than losing them.

    Risks and how to handle them

    • Promising features that are not ready

      List only what is shipping today.

    Builds on

    Evidence

    • Competitor researchSchlage's smart lock page: "Smart Locks That Fit Every Door & Every Home"; Sense Pro from $399, Encode Plus from $329 with Apple Home Key, Encode from $299 with built-in Wi-Fi, Encode Lever from $309, Arrive from $199, Connect from $241; "Matter Certified" and "Works with Thread" claims; Airbnb integration for the Encode family; BHMA AAA ratings; 3-year electronic warranty.Source
    • Competitor researchLevel's homepage: "This is not just a lock. It's a Level Lock." Level Lock Pro $349 with Apple Home Key and door status detection, Level Lock $249, and Level Bolt $199 as a retrofit that keeps your keys; BHMA AAA rating, battery "up to a year", digital key sharing with event passes.Source
    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source
  • 13

    August sells an "August Smarter Hosting Bundle", the app integrates with Airbnb accounts, and the blog announced a new Airbnb integration in August 2024. Schlage now also promotes Airbnb integration for its Encode family. Hosts buy several locks and replace them, but the store sells to them like one-off shoppers.

    High impactMedium effort First result in 2 months Hospitality Channel Manager

    First action

    Tag past orders containing the hosting bundle or several locks, and count them.

    How to measure it

    Host channel revenue

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Find hosts

      Past bundle and multi-lock buyers.

      eCommerce Analytics Lead 3 days

    2. 2

      Set pricing

      2, 5 and 10-door tiers.

      Director, eCommerce 1 week

    3. 3

      Build the hub

      Video, case studies and FAQ.

      Hospitality Channel Manager 3 weeks

    4. 4

      Tag at checkout

      "How many properties?" question.

      Shopify Developer 2 days

    5. 5

      Recruit

      Host communities and co-hosting companies.

      Hospitality Channel Manager 1 quarter

    6. 6

      Nurture

      Host email series in Klaviyo.

      Lifecycle Marketing Manager 2 weeks

    First result
    2 months
    Cost
    Content and volume discounts
    Owner
    Hospitality Channel Manager

    Smallest test

    Email past hosting-bundle buyers a 3-door offer.

    Why it works

    Create a host hub: multi-lock pricing (2, 5 and 10 doors), a short video of guest check-in with automatic codes, host case studies, and a spare-parts and battery plan. Recruit through host communities and co-hosting companies, and add a "How many properties?" question to checkout to tag hosts in email.

    Hosts have a clear pain (key handovers and lockouts), buy in volume, and recommend tools to other hosts.

    Risks and how to handle them

    • Discounts cannibalise full-price sales

      Tier discounts start at two doors.

    Evidence

    • Your websiteStore catalogue (78 products, 32 collections, median price $164.99): August Wi-Fi Smart Lock bundles ($234.99 to $279.99) sit beside Yale-branded locks (Yale Approach Lock with Wi-Fi from $139.99, Yale | August Wi-Fi Smart Lock with Keypad Touch $249.99, Yale Keypad Touch $119.99), plus a "New Home Housewarming - Black Hardware" bundle ($314.99) and an "August Smarter Hosting Bundle".Source
    • Your websiteSitemap (220 URLs, read for the research on November 3, 2026): 110 blog URLs, 58 pages, 33 products, 17 collections. The newest blog post is dated October 22, 2024 (ecobee integration); earlier ones cover the Airbnb integration (August 2024), 5GHz Wi-Fi support (March 2024), "Moving Onto New Beginnings with August Home" (May 2023) and "August Celebrates 1 Million User Milestone". 38 homepage images have no alt text.Source
    • Competitor researchSchlage's smart lock page: "Smart Locks That Fit Every Door & Every Home"; Sense Pro from $399, Encode Plus from $329 with Apple Home Key, Encode from $299 with built-in Wi-Fi, Encode Lever from $309, Arrive from $199, Connect from $241; "Matter Certified" and "Works with Thread" claims; Airbnb integration for the Encode family; BHMA AAA ratings; 3-year electronic warranty.Source
  • 14

    Sharing digital keys is a core app feature, so every August owner regularly gives family, friends and visitors a hands-on trial of the product. The store already runs Talkable for referrals, but referrals depend on the owner remembering to share a link.

    Medium impactMedium effort First result in 1 quarter Lifecycle Marketing Manager

    First action

    Count guest accounts that opened a door three or more times last month.

    How to measure it

    Guest-to-buyer conversion

    Now
    –
    Target
    2% of active guests
    By
    2 quarters

    Steps

    1. 1

      Size guests

      Active guest users per month.

      Product Manager, August App 3 days

    2. 2

      Design the card

      Shown after three uses; owner can switch it off.

      Product Designer 1 week

    3. 3

      Wire rewards

      Talkable two-sided reward.

      Lifecycle Marketing Manager 1 week

    4. 4

      Ship

      In an app release.

      Product Manager, August App 1 month

    5. 5

      Measure

      Guest orders and owner opt-outs.

      eCommerce Analytics Lead monthly

    6. 6

      Tune

      Reward size and timing.

      Lifecycle Marketing Manager monthly

    First result
    1 quarter
    Cost
    Referral rewards and app work
    Owner
    Lifecycle Marketing Manager

    Smallest test

    Add a static "Get your own" link on the guest key screen.

    Why it works

    After a guest has used a shared key a few times, show a gentle in-app card: "Like coming in without a key? Get your own August," with a referral reward for both the guest and the owner through Talkable. The owner can switch it off. Track guest-to-buyer conversion separately from owner-shared links.

    Guests have already experienced the product at its best (walking in hands-free), so they convert better than cold traffic.

    Risks and how to handle them

    • Owners dislike marketing to their guests

      Owner opt-out, one card per guest, never by email unless the guest opts in.

    Evidence

    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source
    • Your websiteStore set-up: a 30-day money-back guarantee and free US shipping in the top bar; a 30-day return window; no international shipping detected; Shop Pay, Apple Pay, Amazon Pay, Venmo and Google Pay; Klaviyo email, Talkable referrals, ShareASale affiliates, Bazaarvoice reviews and Extend protection plans; no customer testimonials found on the homepage.Source
  • 15

    Many of the store's recently updated product pages are spare parts for older hardware: "Doorsense Kit for 3rd Gen Locks", "3rd Gen Lock Not Pro Adapters" and its mounting plate, plus Doorbell Cam Pro parts. August has sold locks since 2013 and passed a million units by 2018, so a large base is running older generations that miss newer features such as built-in Wi-Fi.

    High impactMedium effort First result in 1 quarter Director

    First action

    Count active locks by generation.

    How to measure it

    Older-generation trade-ups

    Now
    –
    Target
    5% of eligible owners
    By
    2 quarters

    Steps

    1. 1

      Count

      Active locks by generation.

      Product Manager, August App 2 days

    2. 2

      Set the offer

      Credit size and terms.

      Director, eCommerce 1 week

    3. 3

      Build the flow

      Guest list copied to the new lock.

      Product Manager, August App 1 month

    4. 4

      Target

      In-app and email to eligible owners.

      Lifecycle Marketing Manager 1 week

    5. 5

      Trigger

      On low battery or a parts order.

      Lifecycle Marketing Manager 2 weeks

    6. 6

      Measure

      Orders and margin.

      eCommerce Analytics Lead monthly

    First result
    1 quarter
    Cost
    Discount cost and app work
    Owner
    Director, eCommerce

    Smallest test

    Email a trade-up code to a sample of 3rd-gen parts buyers.

    Why it works

    Use the app's device data to find owners on older generations and offer a trade-up: a credit toward the current Wi-Fi lock, with a set-up flow that copies their guest list (the help centre already advises setting up the new lock first). Send it in the app and by email, and time it to moments such as a low battery or a parts order.

    Existing owners already trust the product and know it fits their door. A trade-up is the cheapest new-lock sale August can make.

    Risks and how to handle them

    • Owners feel pushed to replace working locks

      Lead with features gained, and keep parts on sale.

    Evidence

    • Your websiteRecently updated product pages are mostly spare parts for older hardware: Schlage Screws, Universal Mounting Plate, Doorsense Kit for 3rd Gen Locks, 3rd Gen Lock Not Pro Adapters and Mounting Plate, Doorbell Cam Pro Wedge and Mounting Plate, Chime Power Board, and Smart Keypad mounting parts.Source
    • Company backgroundWikipedia: August was founded in San Francisco in November 2012; ASSA ABLOY bought it in 2017; it had sold over one million smart locks and cameras by July 2018; its August Access platform let delivery couriers enter with one-time codes.Source
  • 16

    The store sells many look-alike parts (Universal Mounting Plate, 3rd Gen Lock Not Pro Mounting Plate, adapters, Schlage Screws, keypad plates, adhesive and screws). Owners have to know their generation and model to pick the right one.

    Medium impactLow effort First result in 1 month Director

    First action

    Map every part to the lock models it fits.

    How to measure it

    Parts and accessories revenue

    Now
    –
    Target
    +20%
    By
    2 quarters

    Steps

    1. 1

      Map parts

      Part to model table.

      Product Marketing Manager 3 days

    2. 2

      Photograph models

      So owners can identify theirs.

      Product Marketing Manager 3 days

    3. 3

      Build the finder

      Shopify collection filters.

      Shopify Developer 1 week

    4. 4

      Link from the app

      Device screen deep link.

      Product Manager, August App 2 weeks

    5. 5

      Link from help

      Installation articles.

      Help Centre Content Lead 2 days

    6. 6

      Measure

      Orders and wrong-part returns.

      eCommerce Analytics Lead monthly

    First result
    1 month
    Cost
    Developer time
    Owner
    Director, eCommerce

    Smallest test

    A static "which plate do I need?" table on the parts collection.

    Why it works

    Add a "Find parts for my lock" page: pick your lock (with photos) and see only the parts that fit. Link it from the app's device screen, which already knows the model, and from help-centre installation articles.

    It cuts wrong-part returns and support contacts, and turns help-centre traffic into small, high-margin orders.

    Risks and how to handle them

    • Mapping errors

      Have support review the table.

    Evidence

    • Your websiteRecently updated product pages are mostly spare parts for older hardware: Schlage Screws, Universal Mounting Plate, Doorsense Kit for 3rd Gen Locks, 3rd Gen Lock Not Pro Adapters and Mounting Plate, Doorbell Cam Pro Wedge and Mounting Plate, Chime Power Board, and Smart Keypad mounting parts.Source
  • 18

    The sitemap has 110 blog URLs but the newest post is from October 22, 2024, and most are announcements (integrations, milestones). Meanwhile the questions buyers and owners actually search for, such as fit, battery life, Wi-Fi and moving house, are answered only in the help centre or not at all. The YouTube channel has 24 videos and 3,660 subscribers despite 2.89 million views.

    Medium impactMedium effort First result in 2 months SEO & Content Manager

    First action

    List the 20 most-searched help-centre questions.

    How to measure it

    Content-assisted product visits

    Now
    –
    Target
    +40%
    By
    2 quarters

    Steps

    1. 1

      Pick topics

      Top 20 help and search questions.

      SEO & Content Manager 1 week

    2. 2

      Write

      Two posts a month.

      SEO & Content Manager monthly

    3. 3

      Film

      A short video per post.

      Social & Video Producer monthly

    4. 4

      Link

      To the chooser, fit checker and products.

      SEO & Content Manager ongoing

    5. 5

      Prune

      Refresh or redirect old announcements; fix alt text.

      Shopify Developer 2 weeks

    6. 6

      Measure

      Rankings and product visits.

      eCommerce Analytics Lead monthly

    First result
    2 months
    Cost
    Writer and video time
    Owner
    SEO & Content Manager

    Smallest test

    Publish the "Moving into a home with a smart lock" post.

    Why it works

    Publish two practical posts a month, each paired with a short video: "Will a smart lock fit my door?", "How long do smart lock batteries last?", "Moving into a home with a smart lock", "Smart locks for Airbnb hosts", "Smart lock vs keypad deadbolt". Each links to the chooser, the fit checker and the product. Redirect or refresh the oldest announcement posts, and add alt text to the 38 homepage images.

    Practical answers rank, get quoted by assistants and feed product pages with buyers who are already researching.

    Risks and how to handle them

    • Duplicates the help centre

      Blog for pre-purchase questions; help centre for owners.

    Evidence

    • Your websiteSitemap (220 URLs, read for the research on November 3, 2026): 110 blog URLs, 58 pages, 33 products, 17 collections. The newest blog post is dated October 22, 2024 (ecobee integration); earlier ones cover the Airbnb integration (August 2024), 5GHz Wi-Fi support (March 2024), "Moving Onto New Beginnings with August Home" (May 2023) and "August Celebrates 1 Million User Milestone". 38 homepage images have no alt text.Source
    • Your websiteChannels: a YouTube channel with 3,660 subscribers, 24 videos and 2.89 million views; Instagram, Facebook and X accounts as @augusthomeinc; homepage title "August Home | Smart Locks for Convenient, Keyless Entry".Source
  • 20

    The app is supported in the US and Canada, the help centre is titled for US and Canada support, and Fortune Brands' job posts describe a shared Yale, August and Master Lock platform. The store's top bar promises "Free Shipping in the US", and no international shipping was detected. A Canadian visitor gets no clear way to buy.

    Medium impactLow effort First result in 1 month Director

    First action

    Check Canadian sessions and their exit rate in analytics.

    How to measure it

    Canada buy-path click-through

    Now
    –
    Target
    25%
    By
    60 days

    Steps

    1. 1

      Size it

      Canadian sessions and exits.

      eCommerce Analytics Lead 1 day

    2. 2

      Decide

      Ship directly or list retailers.

      Director, eCommerce 1 week

    3. 3

      Build

      Banner and Canada page.

      Shopify Developer 3 days

    4. 4

      Align

      Help-centre and product copy.

      Help Centre Content Lead 2 days

    5. 5

      Launch

      Location-based banner.

      Shopify Developer 1 day

    6. 6

      Measure

      Click-through and orders.

      eCommerce Analytics Lead monthly

    First result
    1 month
    Cost
    Staff time
    Owner
    Director, eCommerce

    Smallest test

    A static "Buying in Canada" page linked from the footer.

    Why it works

    Add a "Shopping from Canada?" banner by location, with a page listing Canadian retailers that stock August and Yale locks, or turn on Canadian shipping through Shopify Markets if the business allows. Make sure Canadian product pages and help articles agree.

    It captures demand that already reaches the site and stops visitors bouncing to rival brands.

    Risks and how to handle them

    • Channel conflict with Canadian retailers

      Start with a retailer-list page.

    Evidence

    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source
    • Your websiteStore set-up: a 30-day money-back guarantee and free US shipping in the top bar; a 30-day return window; no international shipping detected; Shop Pay, Apple Pay, Amazon Pay, Venmo and Google Pay; Klaviyo email, Talkable referrals, ShareASale affiliates, Bazaarvoice reviews and Extend protection plans; no customer testimonials found on the homepage.Source
    • Company backgroundFortune Brands Innovations job posts (both removed in April 2026): a Senior Product Manager, Software would "Own a segment of the Yale, August, and Master Lock software platform"; a Director of Hardware Product Management covered "Yale, August, Master Lock, and Sentry Safe smart security devices". No August roles are open now.Source

Big bets 3

Larger plays that can change the trajectory.

  • 21

    The app lists no in-app purchases, so August earns nothing from an owner after the sale. Owners' biggest ongoing costs and worries are batteries, Wi-Fi problems and hardware failing out of warranty (a Trustpilot reviewer's Connect bridge failed at about 18 months). The store already sells Extend protection plans at checkout.

    High impactHigh effort First result in 2 quarters Director

    First action

    Model the cost of batteries, claims and support per lock per year.

    How to measure it

    Active care plans

    Now
    –
    Target
    5% of active locks
    By
    4 quarters

    Steps

    1. 1

      Model costs

      Batteries, claims and support per lock.

      Director, eCommerce 2 weeks

    2. 2

      Survey owners

      Price and feature preference.

      Product Marketing Manager 2 weeks

    3. 3

      Partner

      Extend cover with the existing provider.

      Director, eCommerce 1 month

    4. 4

      Build billing

      Shopify subscriptions and app entitlement.

      Shopify Developer 1 month

    5. 5

      Pilot

      With new buyers and low-battery owners.

      Lifecycle Marketing Manager 1 quarter

    6. 6

      Decide

      Scale or adjust on margin and churn.

      Director, eCommerce 1 day

    First result
    2 quarters
    Cost
    Medium: billing, partner terms and stock
    Owner
    Director, eCommerce

    Smallest test

    A battery auto-ship subscription on its own.

    Why it works

    Offer a yearly plan: batteries shipped automatically when the lock reports low, extended hardware cover across all August devices in the home, priority support with a fast replacement, and a trade-up credit after three years. Sell it at checkout, in the app at the first low-battery alert, and to new owners after a home-sale handoff.

    It turns a one-off hardware sale into recurring revenue and answers the top complaints with a single offer.

    Risks and how to handle them

    • Owners resent paying for basics

      Keep every current app feature free; the plan only adds.

    Builds on

    Evidence

    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source
    • ReviewsTrustpilot (august.com): TrustScore 1.9 from 12 reviews, all 1-star; the profile is unclaimed and the company has not invited reviews. Themes: a homebuyer (March 2026) says "August allows the previous owner to 'veto' your access to the hardware"; activation blocked outside the US; cancelled orders still charged; returns; short battery life; Wi-Fi stopping after an update.Source
    • Your websiteStore set-up: a 30-day money-back guarantee and free US shipping in the top bar; a 30-day return window; no international shipping detected; Shop Pay, Apple Pay, Amazon Pay, Venmo and Google Pay; Klaviyo email, Talkable referrals, ShareASale affiliates, Bazaarvoice reviews and Extend protection plans; no customer testimonials found on the homepage.Source
  • 22

    Every tenant change is a lock change, and that is exactly the problem a retrofit lock with shared keys and an Activity Feed solves. Fortune Brands' professional Yale and Master Lock lines serve larger operators, which leaves small landlords with a few houses between pro gear and consumer retail. August's hosting bundle and Airbnb integration already prove the multi-door use case.

    High impactHigh effort First result in 3 quarters Hospitality Channel Manager

    First action

    Find past customers with three or more locks across several addresses.

    How to measure it

    Landlord doors

    Now
    –
    Target
    10,000
    By
    4 quarters

    Steps

    1. 1

      Find landlords

      Multi-address customers.

      eCommerce Analytics Lead 1 week

    2. 2

      Interview

      Ten landlords on turnover pain.

      Product Marketing Manager 3 weeks

    3. 3

      Design the account

      Many properties, one login, tenant reset.

      Product Manager, August App 1 quarter

    4. 4

      Price

      Volume tiers and a battery plan.

      Director, eCommerce 2 weeks

    5. 5

      Partner

      Landlord associations and rental software.

      Partnerships Manager 1 quarter

    6. 6

      Pilot

      Fifty landlords for one quarter.

      Hospitality Channel Manager 1 quarter

    First result
    3 quarters
    Cost
    Product work and partner marketing
    Owner
    Hospitality Channel Manager

    Smallest test

    Offer a landlord volume tier to past multi-address buyers.

    Why it works

    Package August for landlords with two to fifty doors: volume pricing, one account that holds many properties, move-out and move-in steps that reset access in one tap (reusing the home-sale handoff from idea 1), and a battery plan. Reach them through landlord associations, rental listing tools and property-management software partners.

    Landlords buy repeatedly, value saved locksmith visits, and every tenant who lives with an August lock is a future buyer.

    Risks and how to handle them

    • Overlap with the professional Yale line

      Set a door-count ceiling and hand larger operators to the pro team.

    Builds on

    Evidence

    • Your websiteStore catalogue (78 products, 32 collections, median price $164.99): August Wi-Fi Smart Lock bundles ($234.99 to $279.99) sit beside Yale-branded locks (Yale Approach Lock with Wi-Fi from $139.99, Yale | August Wi-Fi Smart Lock with Keypad Touch $249.99, Yale Keypad Touch $119.99), plus a "New Home Housewarming - Black Hardware" bundle ($314.99) and an "August Smarter Hosting Bundle".Source
    • Company backgroundFortune Brands Innovations job posts (both removed in April 2026): a Senior Product Manager, Software would "Own a segment of the Yale, August, and Master Lock software platform"; a Director of Hardware Product Management covered "Yale, August, Master Lock, and Sentry Safe smart security devices". No August roles are open now.Source
    • Help centre"How to Factory Reset a Previously Owned August Device": "Previously-Owned August Smart Locks need to be factory reset before they can be set up by a new owner." "August needs permission from the previous owner to factory reset the device on their behalf." "It may take up to 30-days for the previous owner to respond to your request." The previous owner gets an email and must "select YES"; the request "expires after 30 days". Buyers from a retailer are told to "contact them about an exchange." The page makes no offer to the new owner.Source
  • 23

    The help centre explains that "you do not have to have both apps", that Yale products are set up "using the Yale Access App", and that "Your Yale and August products will show in both apps". The August store sells Yale-branded locks next to "Yale | August" co-branded ones. Fortune Brands runs one Yale, August and Master Lock software platform. To a buyer, the result looks like two overlapping brands and two apps.

    High impactHigh effort First result in 1 quarter Product Manager

    First action

    Measure how many owners use both apps and how many set-up tickets mention the wrong app.

    How to measure it

    App-confusion tickets

    Now
    –
    Target
    -50%
    By
    4 quarters

    Steps

    1. 1

      Measure overlap

      Dual-app users and wrong-app tickets.

      Product Manager, August App 2 weeks

    2. 2

      Decide architecture

      One app or clear roles.

      Product Manager, August App 1 quarter

    3. 3

      Write the story

      One sentence for store, box and help.

      Product Marketing Manager 2 weeks

    4. 4

      Label products

      App badge on every product page.

      Shopify Developer 1 week

    5. 5

      Plan migration

      No lost access or guest keys.

      Mobile Engineering Lead 1 quarter

    6. 6

      Communicate

      In-app notices and email.

      Lifecycle Marketing Manager 1 month

    First result
    1 quarter for labels; 3 quarters for the full change
    Cost
    High: product and engineering time
    Owner
    Product Manager, August App

    Smallest test

    Add an app badge to each product page.

    Why it works

    Decide the long-term architecture (one app with both brands, or clear roles for each), then make the store, packaging and help centre tell it in one sentence. Publish a "Which app do I use?" page, label each product page with the app it uses, and plan any move so that no existing owner loses access or guest keys.

    A simpler choice converts better, cuts set-up support and protects the 4.8-star app experience during any change.

    Risks and how to handle them

    • A migration angers loyal owners

      Keep both apps working until migration is proven, and move nothing without notice.

    Builds on

    Evidence

    • Help centre"August App FAQ": "No you do not have to have both apps"; Yale-branded products should be set up "using the Yale Access App"; "Your Yale and August products will show in both apps"; "The same username and password should be used when logging into either app."Source
    • Your websiteStore catalogue (78 products, 32 collections, median price $164.99): August Wi-Fi Smart Lock bundles ($234.99 to $279.99) sit beside Yale-branded locks (Yale Approach Lock with Wi-Fi from $139.99, Yale | August Wi-Fi Smart Lock with Keypad Touch $249.99, Yale Keypad Touch $119.99), plus a "New Home Housewarming - Black Hardware" bundle ($314.99) and an "August Smarter Hosting Bundle".Source
    • Company backgroundFortune Brands Innovations job posts (both removed in April 2026): a Senior Product Manager, Software would "Own a segment of the Yale, August, and Master Lock software platform"; a Director of Hardware Product Management covered "Yale, August, Master Lock, and Sentry Safe smart security devices". No August roles are open now.Source

Wildcards 1

Unexpected experiments, each with a cheap way to test it.

  • 24

    August pioneered August Access, which let delivery couriers enter with one-time codes. The pieces are still in the product: time-boxed guest keys and an Activity Feed that logs every entry. Groceries that need a fridge and high-value parcels both need secure drop-off.

    Medium impactHigh effort First result in 2 quarters Partnerships Manager

    First action

    Survey owners on interest in in-home or garage delivery.

    How to measure it

    Code-based deliveries

    Now
    –
    Target
    1,000 in the pilot
    By
    2 quarters

    Steps

    1. 1

      Survey

      Owner interest and concerns.

      Product Marketing Manager 2 weeks

    2. 2

      Pick a partner

      One grocery or parcel company, one metro.

      Partnerships Manager 1 month

    3. 3

      Define rules

      Opt-in per delivery, window-limited codes.

      Product Manager, August App 2 weeks

    4. 4

      Build

      Partner code issuing through guest keys.

      Mobile Engineering Lead 1 quarter

    5. 5

      Pilot

      One metro, one quarter.

      Partnerships Manager 1 quarter

    6. 6

      Review

      Usage, incidents and new buyers.

      Partnerships Manager 1 week

    First result
    2 quarters
    Cost
    Medium: integration and pilot marketing
    Owner
    Partnerships Manager

    Smallest test

    Survey 1,000 owners before building anything.

    Why it works

    Pilot with one regional grocery or parcel partner in one metro: the owner opts in per delivery, the courier gets a one-time code that works only in the delivery window, and the owner sees the entry in the Activity Feed. Co-market it as a perk for August owners and a reason to buy for the partner's customers.

    It gives owners a reason to use the lock every week and opens a co-marketing channel with a partner whose customers are a natural fit.

    Risks and how to handle them

    • Owner discomfort with in-home entry

      Offer garage or porch-door delivery first, opt-in only.

    Evidence

    • Company backgroundWikipedia: August was founded in San Francisco in November 2012; ASSA ABLOY bought it in 2017; it had sold over one million smart locks and cameras by July 2018; its August Access platform let delivery couriers enter with one-time codes.Source
    • App StoreAugust Home app (App Store): 4.8 stars from about 175,000 ratings; version 26.20.0 released October 22, 2026; remote lock and unlock, shared digital keys, Activity Feed, Auto-Unlock and Auto-Lock, Airbnb integration, Alexa, Google Assistant, Apple HomeKit, Samsung SmartThings and Philips Hue; supported only in the US and Canada; no in-app purchases listed. Visible reviews ask for a mode for contractors, since Auto-Lock locks out workers who step outside, and for longer Auto-Lock delays.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

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Independent research. Programmable wrote this playbook from public sources, as they stood on November 3, 2026, and cites them throughout. August Home did not commission, review or endorse it, and Programmable is not affiliated with August Home. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how August Home runs its business.

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30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 308 ideas

    The home-sale handoff, fit checker, lock chooser, a steady top bar, the app rating on the store, claiming Trustpilot, the install email series and the catalogue clean-up.

    Programmable can ship 1 of these in days.

  2. Days 31 to 6012 ideas

    Agent and closing partners, the script audit, battery reminders, Wi-Fi health, contractor mode, the Matter and Apple Home page, the hosts programme, guest-key referrals, trade-ups, the parts finder, how-to content and the Canada path.

  3. Days 61 to 904 ideas

    Commit to the big bets: a paid care plan, a small-landlord programme and one August and Yale app story; pilot delivery access.

The research behind the plan

2 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value fits on the existing deadbolt, so the keys stay the same. The most cited problem: inheriting a lock in a new home that the previous owner must release.

  • Auto-Unlock, Auto-Lock and the Activity Feed
  • Battery life of a few months with Wi-Fi on
  • In their words: “keep my keys”

Market

Competitive landscape

3 competitors compared: Schlage, Level and Yale (sibling brand).

  • Gap to exploit: A clean ownership handoff when a home is sold
  • Schlage: Full lock replacement rather than a retrofit
  • Level: Higher prices ($199 to $349)

From the team that wrote this playbook

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