Top Priority for Renters: Simple and Practical Amenities
Residents want convenience. Here’s how to showcase it at your community.
Apartment amenities continue to become more luxurious—think golf simulators, theaters and saunas with cold plunges. But are these what renters really want? Sometimes, when it comes to amenities, less is more.
“Practical amenities have become essential differentiators in today’s rental market,” observed James Love, vice president of marketing for Draper and Kramer.
Communities with high-end amenities also drive up rents to cover the cost to maintain these amenities, according to Izzy Carunungan, chief marketing officer at LCP Media, making them less accessible to many renters. “The vast majority of apartment communities out there are in this middle market,” he said. This means many of these communities cannot have luxury comforts. Because of this, it’s essential to prioritize the convenience and benefits of the less flashy amenities, which will ultimately save renters money in the long run.
Practicality promotes convenience
Many residents don’t need or want amenities with all the bells and whistles anyway. RentCafe’s Rent Your Happy Place survey found that the top two community amenities renters are searching for are reserved or covered parking (40 percent) and fitness centers (32 percent).
“It’s not just about the unit itself; it’s about highlighting the value,” Carunungan explained. “If the property has a fitness center, then you don’t have to pay for a gym membership anymore. If you get free parking, then you don’t have to pay for a parking garage.”
It’s all about meeting people where they are, making their home search seamless, and demonstrating how our properties are designed to enhance both efficiency and quality of life.
—Jessica Perri, Director of Marketing, The Habitat Co.
You can use data to give your campaigns facts to stand behind, he added. Sharing how much people could save with these included amenities or how often they are used by community members can increase their attractiveness to new residents.
Jessica Perri, director of marketing at The Habitat Co., has seen similar desires among renters for the amenities Habitat communities offer. “Renters consistently respond to features that enhance autonomy and simplify daily life, like unlocking doors with a smartphone or reserving fitness space through the Habitat Home App,” said Perri.
Habitat combines technology and convenience through its marketing strategies to showcase what it’s like to live at their communities. The company uses social media to share photos of amenities and apartments on Instagram and TikTok, along with virtual tours, personalized walkthroughs and drone video footage of the surrounding community. Habitat has seen an increase in retention and satisfaction at its properties after using these strategies.
Supporting workspaces
Another practical area to highlight in your marketing efforts is coworking space. According to Love, as residents prioritize connectivity, living in a community that supports a flexible work model is not just a convenience but also an expectation.
Perri shared that coworking spaces, conference rooms and separate living and working areas are some of the most sought-after amenities among Habitat residents.
“Everyone needs that ‘third place,’ and we’ve embraced this trend by continually improving our communal spaces,” she said. “For example, at Kingsbury Plaza in Chicago, we recently completed a full renovation of the amenities floor to include expanded coworking areas, upgraded club rooms, spa features, a rooftop pool, a yoga room and a fitness center—all tailored to encourage both productivity and relaxation.”
Developers and property managers are continually discovering innovative ways to reimagine spaces into separate work areas and put a creative spin on how to use available space. For example, one floorplan at 2929 on Mayfair, a community in Wauwatosa, Wis., managed by RMK Management Corp., includes a “cloffice”—a combination of a closet and home office.
Other RMK-managed properties provide residents with booths, private pod rooms and small and large conference rooms with free coffee bars, which have become a favorite among renters. “Residents appreciate and have even commented on it, saying that coming to the lounge to get a coffee provides a reason to take a break from working in their apartment and a chance to interact with other residents,” shared Diana Pittro, the firm’s executive vice president.
Utilize outdoor amenities
It’s not just what’s on the inside that counts! Outdoor space is also an attractive amenity for prospective renters. Thirty-nine percent of RentCafe’s survey respondents said that a community’s walkability is one of the most important factors when picking a place to rent.
Carunungan explained that, while not the flashiest amenity, bike storage and racks combine practicality and convenience and are typically very popular.
This is also an important amenity at RMK Management, which offers a bike-sharing service. Bikes are stamped with the community logo, and residents and their guests can sign them out for the day. They end up saving money because they don’t have to purchase and store their own bikes.
When you pay your rent, you’re really not just paying for the roof over your head. You’re paying for a whole bunch of things that are included within a community.
—Izzy Carunungan, Chief Marketing Officer, LCP Media
You can also focus on outdoor activities and games that residents can play when the weather is nice. Cornhole, bocce ball and spike ball are a few examples of simple ways to spruce up outdoor space without investing in extravagant and costly fad amenities.
“Renters today are looking for opportunities to socialize and be a part of a community,” said Pitrro, adding that at RMK properties have playgrounds, community events and green spaces to foster community ties. The company promotes resident events and activities through on-site postings at communities and social media.
RMK Management has also taken a different approach to amenities and services offered at its senior living communities. At Vita Luxury Apartments on Grant in Merrillville, Ind., RMK holds community events like voter registration, exercise classes and other educational sessions that assist residents in different ways. The firm highlights these amenities through social media and ad campaigns and highlights its outdoor spaces on the property’s website. These practical elements contribute to a positive living space and enhance the experience for their residents.
“These conveniences save time, reduce stress and make residents feel like their home is working for them,” said Perri.
