In the past decade, the planning of urban networks, in particular power grids, went through a paradigm shift. The increasing share of intermittent renewable energy generation and the required load capacity led to a major focus on demand side management (DSM) to deal with the continual evolution of the energy market. Multiple research programs were established to study and quantify the benefits of large-scale implementation of DSM solutions. In this paper, we investigate a new solution for demand response in the housing sector. This research is conducted within the framework of the GOFLEX project, whose main objective is to develop and demonstrate an integrated solution which will significantly contribute in the cost-effective use of demand response in distribution grids and increase the available flexibility of loads/generation included in demand response schemes. This paper briefly introduces the GOFLEX integrated solution. We present the results of prosumers flexibility quantification over a period of one year. We also investigate the influence of outdoor temperature, consumption period (weekdays, weekends, holiday seasons) and consumption time during the day (morning and evening peaks). Finally, we explore control solutions to maximize flexibility use.