I say "I'm a specialty contractor that designs and installs smart home systems like lighting control and automated shades for estate style homes".

If the conversation continues I'll mention that I do custom audio/video work with a focus on hiding TVs using automation to raise them out of the floor or a cabinet or drop down from the ceiling or even conceal behind moving art.

Saying that I'm a contractor working on estate homes seems to help set the tone that I'm involved with building high-end homes and not just plugging in IOT devices.

Most people have also seen a TV pop out of a cabinet or drop down from the ceiling, so that example helps them understand what I do.