Start from the user: resident homeowner.
* Are you looking for people who are in a specific context, doing a specific action? For instance if they install a new alarm system, are they are more likely to use your app
* What do they read in general?
* Where do they go for articles when they are in their 'my home' context?
* What do they look at or read after they installed the alarm system?

The answers to these and further questions will help you identify the right segment.