These Apartment Amenities Are Key in the Remote Work Era

Concierge and rental services, work-from-anywhere amenities and local community support top consumers’ list of must-haves, according to a new survey from John Burns Real Estate Consulting’s New Home Trends Institute—and master plan and rental community developers would be wise to rethink “once-standard” amenities in favor of these lower-cost, higher-impact alternatives.

“Services that ease the responsibilities of everyday life give residents time to attend to other priorities. Such services also encourage participation in the sharing economy, allowing residents to defer ownership of big-ticket items,” John Burns’ Maegan Sherlock writes in an analysis of the firm’s trend tracking research. She points to personal assistant service Hello Alfred, which uses professionally trained staff to perform tasks like laundry and pet care, and seasonal outdoor equipment rentals that allow residents to use bulky equipment like skis and kayaks when they need them as examples. 

And with nearly 40% of workers planning to work from home at least one day a week this year, the firm says coworking spaces that go beyond the standard conference room and desk setup will attract consumers. 

“Providing remote workers the option to rent sound-proof rooms, or equipment like green screens and lighting, can give you a distinctive edge,” Sherlock writes. “Partnering with such companies to offer residents a discounted membership could also be a great way to support your community if a coworking space isn’t available.”

Finally, the New Home Trends Institute says amenities that connect residents to local businesses are key. The Crawford Hotel in Denver, for example, includes discounts to dining and retail experiences and access to a local spa and fitness club as part of its amenity fee. And “resident-exclusive memberships via partnerships are another ideal way to utilize existing amenities,” she says, citing Related Life’s partner network, which includes Equinox and SoulCycle. 

“For developments that don’t have their own fitness center, partnering with a nearby gym to offer residents discounted memberships can be a win-win, as there would be no need to build and maintain one,” Sherlock says.

Ultimately, rethinking these strategies provides an opportunity to both attract new residents and retain existing ones. The firm’s 2021 survey showed that 33% of homeowners with positive perceptions of master plans specifically cite amenities/activities when describing why.  

“These types of amenities aren’t just applicable to master-planned communities either—they can work for the rental space, too,” Sherlock says. “Demand for build-for-rent homes is growing and as the space becomes more competitive, offering residents next-level amenities will help set communities apart, ultimately becoming deal breakers that influence where people choose to live.”