Community is the most-desired amenity
According to ButterflyBMX recent article, “8 trends to expect in the future” #4 trend, “Community is a most desired amenity. We may not think of Community as an amenity or even connect the dots on the benefit when a prospect is looking. Understanding the scope and effect community has on a resident is important. So much so the NMHC/Kingsley Apartment Renter Preference Report showed that 60% of residents indicated their living space reflects their identity. That is 6 out of every 10 renters, or view it this way: 180 residents of a 300 apartment home.
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In the last 5 years, Multifamily constantly talks about digital curb appeal, however over the last 5 years has digital curb appeal really changed? Has communities or management companies really made any changes? If everyone is doing the same, and the prospect is wanting and needing something different, why haven’t management companies changed their direction.
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Over the years technology has become a must have not only in every aspect of the onsite teams daily job but the prospects and residents living experience. More demands coming at all angles, which leads to the question, how can onsite teams and management companies still continue to focus on personalizing customer service? What should management companies focus on to help create experience differentiators and why is it important?
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COVID-19 has forced many renters out of the office and into a work-from-home situation and renters have had to adapt. What we’ve seen in every round of our COVID-19 National Renter Study, is an increase of renters working from home who have no idea when they will be allowed to return to work.
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It’s not surprising that 84.5% of renters who participated in our 2019 Online Renter Study said they researched online before reaching out to a community. With a variety of online resources available to renters, the tour now comes down to a simple means of verifying what the renters have seen online. Renters are wondering “Do the pictures I am looking at online truly represent what will be seen when I get there?” when starting their renting journey.
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