Building a successful property technology business isn't easy. The sector is crowded with solutions that promise the world but fail to deliver real value to landlords. That's what makes Anthony Cherry's journey with TIME:O:STAT so compelling it's a master class in identifying genuine problems, building targeted solutions, and scaling effectively in a niche market.

Starting with Real Problems

The most successful property businesses solve real problems that founders have experienced themselves. Anthony's journey began with a frustration every HMO landlord recognises: heating bills that were spiralling out of control.

"I was getting really, really big bills," Anthony explained during our podcast conversation. "It was becoming a major outlay, almost as much as the mortgage."

This wasn't theoretical market research it was a daily operational challenge affecting his property business. That personal pain point became the foundation for TIME:O:STAT.

I can relate to this completely. Before installing TIME:O:STAT in my own HMOs, I was facing exactly the same issues. Tenants leaving heating on constantly, confusion over different thermostat systems across properties, and energy bills that were eating into profits.

The Power of Niche Focus

One of Anthony's smartest strategic decisions was focusing specifically on the HMO and shared accommodation market rather than trying to compete in the broader smart home space.

"The HMO market is quite niche and defined," he told me. "I know it sounds strange having a small market, but actually if you're a business person, having a small defined market is very handy because it's easier to market to those people."

This focus allowed TIME:O:STAT to:

- Design features specifically for landlord needs
- Market directly to property investors through targeted channels
- Build credibility within the property community
- Avoid competing directly with tech giants like Google (Nest) and Amazon

Building Through Customer Feedback


Rather than launching a perfect product, Anthony embraced iteration based on real user feedback. The TIME:O:STAT journey shows clear evolution:

Original Version: Just a simple button that boosted heating for two hours 
TIME:O:STAT 2 & 3: Improvements based on installer and tenant feedback 
TIME:O:STAT Classic: Refined design that became the bestseller (nearly 15,000 units sold) 
TIME:O:STAT One: Smart version with app control and advanced features

"Each of those progressions are basically trying to eliminate any mistakes I made in the previous one," Anthony explained. "General improvements to the product based on customer feedback."

This approach resonates with my own experience. When I had TIME:O:STAT installed, my electrician provided feedback to Anthony's team.

Marketing in a Defined Community


Anthony's marketing strategy leveraged the tight-knit nature of the property investment community:

Word of Mouth: By far the most successful channel, with 35-40% of sales being repeat customers 
Property Education Events: Regular speaking at PIN meetings and similar events 
Facebook Groups: Helping landlords in HMO communities with heating advice 
Targeted Advertising: Facebook ads aimed specifically at property investors

The key insight here is that property investors help each other. We share best practices, recommend solutions, and support fellow landlords. TIME:O:STAT benefited enormously from this community spirit.

The Dragons' Den Catalyst


Appearing on Dragons' Den provided a massive boost to the business, but Anthony's preparation was crucial. He spent months preparing scripts, anticipating questions, and rehearsing his pitch.

The results were immediate:

- Website traffic surged
- Sales increased dramatically 
- Brand awareness in the target market exploded
- Credibility and media coverage expanded significantly

But as Anthony noted, even with extensive preparation, the Dragons still surprised him with unexpected questions. The key lesson: prepare thoroughly, but be ready to adapt.

Scaling Challenges and Solutions


Growing a hardware business presents unique challenges that software companies don't face:

Manufacturing: Managing production, quality control, and inventory 
Installation Support: Training installers and providing technical support 
Product Development: Balancing new features with reliability 
Customer Service: Supporting a growing customer base across multiple product versions

Anthony's approach has been to maintain high standards while expanding carefully. The focus on customer satisfaction is evident in the repeat purchase rate and positive word-of-mouth marketing.

Technology and Innovation


The latest TIME:O:STAT One represents a significant technological leap, featuring:
- Smart app control with remote monitoring
- Advanced analytics and reporting
- Integration capabilities for serviced accommodation
- Thermal efficiency scoring for properties

Having used both the classic and smart versions, I can see how the technology enhances the core value proposition without compromising the simplicity that makes TIME:O:STAT effective.

Future Growth Opportunities


Anthony has identified several expansion opportunities:

International Markets: The core technology could work globally, particularly in markets with air conditioning systems 
Product Extensions: Cooling systems for hot climates, additional smart home features 
Service Integration: Calendar integration for Airbnb hosts, property management platform connections 
Premium Services: Enhanced analytics and reporting for portfolio landlords

Key Success Factors


Several factors have driven TIME:O:STAT's success:

1. Founder Market Fit: Anthony understood the problem because he lived it 
2. Niche Focus: Targeting a specific market rather than trying to be everything to everyone 
3. Community Engagement: Building relationships within the property investment community 
4. Iterative Development: Continuous improvement based on customer feedback 
5. Quality Focus: Prioritising reliability and customer satisfaction over rapid growth 
6. Strategic Marketing: Leveraging word-of-mouth and community channels effectively

Lessons for Property Entrepreneurs

Anthony's journey offers valuable insights for anyone building a property focused business:

Start with Your Own Problems: The best solutions come from personal experience 
Focus on a Niche: It's better to dominate a small market than struggle in a large one 
Listen to Customers: Feedback drives better products and stronger relationships 
Leverage Community: The property sector is relationship driven invest in those connections 
Prepare for Opportunities: When chances like Dragons' Den arise, preparation is crucial 
Think Long-Term: Building a sustainable business takes time and patience

My Experience as a Customer


As someone who's implemented TIME:O:STAT across my portfolio, I can see why the business has been successful. The product solves a real problem (I've saved 50% on heating bills), the installation was straightforward, and the ongoing support has been excellent.

More importantly, it's clear that Anthony and his team understand landlords because they are landlords. That authenticity comes through in every interaction and explains why the product works so well in practice.

The Bigger Picture

TIME:O:STAT's success story illustrates broader trends in property technology:

- Specialisation Beats Generalisation: Focused solutions often outperform generic alternatives 
- Community Matters: Property investors trust recommendations from fellow landlords 
- Practical Value Wins: Technology must solve real problems

Bonus:

For 5% off all of the Time:o:Stat products, please use smart5 at the checkout.