Smaller community with no major amenities

Hi there.

I have my own thoughts and ideas on how to market a property with no amenities (as in no pool, gym or playground). I am interested in hearing your ideas on how to market/"wow factor" a smaller community that has no amenities.

Jennifer,

I manage two smaller apartment communities and this is how I go about it. Being a smaller community means just that. There is less traffic, less noise, and less move in's and move outs. Managing a smaller community means that I know each of my tenants by name as the manager and can personally be contacted with issues. Pools, gyms, playgrounds are great amenities but they always come at a cost. We choose to market our "benefits" of living in a small community as our amenities.

We manage a few smaller communities with limited to no amenities such as pool, playground, gym, etc. What we try to focus on are the items available within the apartment unit itself, such as, central ac, wall to wall carpet or vinyl, washer and dryer hookup. However, you can always talk about your management, services (i.e. onsite maintenance, management, etc), location and much more.

A friend of mine has a smaller community and she advertises it as "Drama Free." Seems to work very well for her.

We have small apartment communities and from our experience, renting and marketing them are less about amenities such as playgrounds and swimming pools and more about making the tenant feel they are important and will be looked after in your community. In essence, you are marketing a more "high-touch" community.

There are tons of renters out there that don't want to be in a 300 unit apartment complex because they feel less safe and just like another number. These people love small communities and are willing to have less amenities because they know the manager and maintenance people by name and feel important and safer in a smaller community.

You're goal in marketing is to highlight these aspects. Bringing in the renter that wants these things will not only fill your properties, it will fill them with people who will live there longer and tell their friends about your community as well.

Best of luck!

Great topic Jennifer - I'm sure there are many community managers out there who are greatful you posed this question. What I have found to be helpful is to reach out to your existing resident base and ask them for testimonials. You can use them to create a take away for your touring guests. Have your residents complete a sentence such as:

"In exchange for a swimming pool, I chose to live at (community name) and I received..."

I'm sure your residents will come up with some great responses (i.e., "responsive management", "a beautiful apartment with huge closets", "great neighbors and a sense of community", etc).

Be careful to use only their first name and eliminate their apartment number altogether. You can however include the number of years they have lived at your community which is always a nice touch.

Best of luck and happy leasing!
:cheer:

Jennifer you have some great advice on here for marketing with no amenties. I would also look into building some business partner ships with the local fitness centers, use the partnerships in your marketing. " As a resident of ABC Apartments our residents receive 1/2 off monthly gym fee's at XYZ Fitness Center." Look around your local area and advertise how many miles you are from the local park/community pool.

I wish you the best of luck!

Jolene

Hi Jennifer:

You market your community on just what you said. "Small community." Accentuate it. "Small, tight-nit community with friendly residents and welcoming staff." Let them know you don't need the amenities because you truly have a community there. I'd also mention the monthly gatherings such as BBQs and holiday related things you may put on there.

Smaller properties often are located in highly desired neighborhoods with easy access to restaurants & interesting shopping - i.e. neighborhoods with real character

I am looking for a small complex in Austin with no aminities...except Yard area. I am 74 and want quiet. I have a Bichon Fruese that wants grass. I want my apartment inside to be no carpet and nice. But that is pretty much it...any ideas. I cannot find how to locate you guys! Help!