Amenities That Attract Target Renters

From apartments to townhomes or other multi-family housing, renters are always demanding more. So property management firms need to offer a range of amenities. “Today’s consumers are more intelligent about our industry than they were years ago because they can find so much information on the Internet,” says Jeff Torkelson, a certified property manager and CEO at Korman Residential in Trevose, Penn. “We have to dial up our amenities dramatically.” To attract potential tenants, consider these amenities.

Flexibility and Outside Services
Torkelson says any number of amenities from self-serve car wash basins to concierge services are sought today. Many property management companies are also partnering with outside companies to offer the most convenient services in the form of referrals, recommendations or discount programs. Especially for renters new to a neighborhood, referrals to a good restaurant, dry cleaner or reputable tax professional matter. The ability to offer services like transportation matters, as well. “Given telecommuting options today, people don’t always buy cars,” Torkelson says. “You can partner with a cab or transportation company, including community bus services.”

Amenities don’t have to be tangible. “Being flexible is a big amenity, such as offering flexible lease terms such as fulfilling a request for a seven- or eight-month lease instead of the standard six- or 12-month lease,” Torkelson says.

Sustainable Building
Many tenants are keyed into the environment, says Vickie Gaskill, certified property manager and owner of Bell-Anderson & Associates in Kent, Wash. These renters seek to live in eco-friendly places and seek information on energy efficiency and sustainable materials. “They want to know what the company is doing to help the environment,” Gaskill says. “They want to know about recycling programs and energy efficiency around appliances, lighting or windows.”

Technology and Community Web Portals
“The biggest thing renters want today is technology,” Gaskill says. This means cable and high-speed Internet access, as well as wireless Internet capabilities, are standard and expected.

Interaction with neighbors or property management is also happening online. Gaskill says renters prefer management-developed Internet portals focused on the particular apartment complex or multi-family housing community. Customized portals, requiring password access, allow renters to view newsletters, pay their rent and chat with neighbors. “Residents don’t want to see what the property management company is up to generally, but they do want to make their maintenance requests online,” she says. “They want to go to a portal to get their washer and dryer upgraded, communicate with other neighbors, run classified ads or pay their utility bills.”

Social Amenities
In many large rental communities, party and activity rooms are typical. Rental companies are going a step further by offering breakfast, and this offering isn’t just relegated to senior housing communities. “There are those renters who do appreciate this amenity,” Torkelson says. “Those who use it frequently are great sources for positive word-of-mouth and referrals.”

Furnished units
Property managers are also seeing increased demand for furnished rentals. Mid-level managers and those professionals working on limited-term projects are good candidates for these turnkey rentals. “A lot of these professionals want completely furnished suites so they don’t have to buy or rent furniture,” he says. “Many of these renters also want access to activities and possibly transportation services.”

It all comes down to service. “People just demand phenomenal customer services today,” Torkelson says. “Those property companies that don’t give them aren’t going to be able to survive.”