Do You Have the Amenities Residents Actually Want?
- Apr 25, 2017
By Jessica Fiur, Managing Editor
Consider the Unicorn Frappuccino.
You might be curious about the trendy Starbucks item. It’s colorful! It’s fun! It’s begging to be Instagrammed. Admit it. You’re curious. And, maybe you’ll even try it out.
But then you’re totally going back to your regular coffee or latte. Because how many times do you really want to have pay for that sugar abomination? (You certainly won’t get more likes on your picture the second time you post it.)
Fads fade. Classics are for forever.
Same goes for amenities.
Sure, maybe you’ll attract some curious new renters with your new golf simulator, wine cellar, or private jet (yes, this was a thing). But how often will they really use it? And pretty soon other communities nearby will come up with something even crazier, and your shiny, expensive toy will just gather dust.
What do renters really want? According to a recent report from NAA called “Adding Value in the Age of Amenities Wars,” they want amenities that allow them to socialize, and things that they’ll actually need.
In fact, according to NAA’s research, the top five community-wide amenities that residents look for are:
- Fitness center
- Business Center
- Common Areas for Socializing
Lucky you—you probably already have those in your community!
So if you’re looking to attract new renters, the key, then, is to really keep those features in good condition. Make sure the to keep everything clean. Don’t invest in the trendiest features, but the best. For example, we don’t know what the newest gym fad will be, but there will always be a demand for treadmills. So get really high-quality ones for your community, and keep up with the maintenance on them. Don’t let a machine sit too long with an “out of order” sign on it. For your business centers, make sure you have high-speed internet, free Wi-Fi and printers. Especially because residents probably have laptops, but might need additional tools to do their work. And, for god’s sake, make sure you enforce cleaning up pet poop so no one has to step in it!
When we say amenities are value-add, make them really value-add. Take what you have, and really present it well, so your residents can feel pride in their community. And give residents a reason to leave their apartments—more than once!
And unicorns are so over, anyway. We all know that leprechauns will be the next hot thing. Or chupacabras. Oompa loompas? Yes, that’s the one. I’ll have an Oompa Loompa Mocha with extra whip!