Concierge service in multifamily and student housing is on the rise, making service one of the top priorities for properties across the board. Creating reasons for residents to stay and recommend others to move-in can be challenging. Your property may not have the built-in amenities of other properties or perhaps your budget limits your capability to provide those big ticket upgrades like stainless steel appliances or ceramic tile. While these elements are appealing to many residents and prospects, at the end of the day most don’t remember the amenities over time, they remember their experience.

Round 1: Amenities

High-end and newly built properties have the distinct advantage of being built to accommodate the latest trends. Water features in the lobby or entryway to inspire a sense of calm as residents and prospects enter, fitness center, and recreation spaces for those active residents, and other trendy amenities that are in-vogue make a very strong case for living at these properties. Service-based amenities like yoga classes really fit under concierge services, since it requires a person to interact with your residents.

Round 2: Concierge Services

Ever have a resident ask where the best places to eat or have a good time are? Did you have suitable options for them? If not, this is an area that doesn’t require money, only a little time to familiarize your staff with some of the “Best of” in town. This could even be an ongoing list that they refer to for these types of questions. This is a great way to interact with your residents, update them on the latest news around town or on property, and keep the digital lines of communication open.

Round 3: And the Winner is…?

Amenities are great… If you have them, make good use of them, but don’t rely on those built-in amenities alone to drive up sales and resident retention. At the end of the day, most people just don’t value the pool or the fitness center the same after seeing it day-in/day-out. In addition, trends change, so while something may be hot today, it may not be such a big deal tomorrow. Concierge style service on the other hand, is not butler service but rather the ability to assist residents with typical day-to-day challenges in a way that is informative and gives them guidance – making their lives easier. Imagine speaking to your own property manager… “I’m looking for a great place to take my uncle from out of town…” and  just like that, the people entrusted to take care of the property offer some suggestions for restaurants and entertainment.  Awesome, right? Residents feel like they have an inside connection, but in reality your search engine on the computer did all of the work.

Value-added service is what residents will remember. Why? Because human beings are social and interactions with a live person, be that in-person, local events posting, or via email or text will always have a bigger impression than interactions with a treadmill or a pool. Their experience with service will last long after the allure of a jacuzzi has long faded away… good or bad, so train staff to always show off their best. The idea is not to treat them like royalty, but to prioritize your interaction with all residents to ensure the best possible experience. One they will remember over time.