AMENITIES
Our demographics research allows us to design residential communities that foster meaningful social interaction among tenants.
But striking a balance between the quantitative and qualitative is no small feat, and more creative and distinctive amenity packages are key to standing out in the market. It’s no longer about who has the nicest roof deck barbeque; truly sought-after amenities allow people to recapture and enjoy their leisure time to the fullest. For packages to correlate with an increase in lease renewals, they must be properly programmed, align with market trends and fit the community.
There are three categories at play here:
- Customary – standard and expected amenities.
- Elevated – tenants are willing to pay extra rent for access.
- Unexpected – amenities that are true differentiators in a competitive marketplace.
CONVENIENCE
People are increasingly looking for an urban, low maintenance, hyper-convenient lifestyle. To be truly valuable, service offerings should be tailored to residents’ lifestyles rather than blanket assumptions of what luxury looks like.
CUSTOMARY
Underground Parking
ELEVATED
Bike or Car Sharing On-Site
UNEXPECTED
Interactive screen with customized live-feed on public transit options
COMMUNITY/SOCIAL
As modern renters externalize much of their lifestyle experience beyond their individual units, the units themselves no longer need to fulfill all the functional or spatial needs of a stand-alone home.
CUSTOMARY
Leasing Office in Lobby
ELEVATED
Coffee shop or café in lobby with unique seating to socialize
UNEXPECTED
Hyper-local grocery and retail market with instructional classes
HEALTH AND WELLNESS
The upscale apartment complex fitness center has the potential to replace the gym or country club.
CUSTOMARY
24-Hour Fitness Center in Basement
ELEVATED
Yoga Studio or Spin Room
UNEXPECTED
Virtual Fitness Classes and Spa Treatment Rooms
URBAN ESCAPE
An elevated but private outdoor setting offers relaxation and socialization for residents and their pets.
CUSTOMARY
Rooftop Pool and Hot Tub
with Lounge Seating
ELEVATED
Outdoor Wet Bar and Pizza Oven
UNEXPECTED
Rooftop Restaurant and Shaded Jogging Track
TECHNOLOGY
Everyone and everything is connected. Residents want seamless connectivity in and outside of their units and management wants to be able to communicate more efficiently with their tenants at any time of the day.
CUSTOMARY
Business Center and High-Speed WiFi
ELEVATED
Nest Thermostat and Concierge App
UNEXPECTED
A smart home that is plug-and-play/technology-ready
Coming up Next: Predictions
