A pool and a gym won’t cut it anymore. Current and potential residents want amenities that cater to and foster their way of life—on demand.
By Lauren Shanesy | MFE
Thanks to 21st-century technology, modern consumers are conditioned to expect an Uber ride, dinner delivery, or online order from Amazon in a nanosecond. Likewise, renters at the average Class A property expect their community to give them the same instant gratification and provide access to on-site concierge services on-demand, including dog walking, transportation, dry cleaning, and more.
It’s one small snapshot of how the amenity game is changing—and changing quickly. Today’s renters are looking for a community that offers more than simply a pool and a gym.
“Developers need to focus less on trying to outbuild each other in the ‘amenity war’ and instead focus on how the resident wants to live,” says Karen Hollinger, vice president of corporate initiatives at Arlington, Va.–based AvalonBay Communities (AVB). “It’s a much more holistic approach.”
