To attract residents, apartment managers are mixing amenities like swimming pools with activities like fitness classes.
“It isn’t enough to have the fitness center, clubhouse, pool mix… Instead, provide these as services that busy millennials and active boomers want,” says Tara Jeffcoat, senior research analyst for research firm Yardi Matrix, based in Scottsdale, Ariz.
To get the right combination of apartment amenities, services and features, developers and property managers need to look at research on what their residents want, so that they can tailor the properties to their local apartment markets.
Providing services rather than spaces
Overall, apartments residents are especially interested in swimming pools—in both warm and cold climates. Swimming pools were among the most preferred amenities for renters surveyed for recent survey of resident preferences by multifamily operator Greystar. Even if renters can’t use their community’s swimming pool all year round, “you appreciate it more when you can,” says Quinn Eddins, assistant director of research at Greystar. He presented the firm’s survey at the 2019 NMHC Research Forum, held by the National Multifamily Housing Council (NMHC) on April 2 in Denver.
Developers make these amenity spaces more attractive by scheduling programs that activate the spaces. “Especially in high density areas, new construction increasingly features more programmatic and active amenities… approaching amenities as a service instead of a space,” says Jeffcoat.