One of the many things I loved when I was at a certain property management company was the creative way that they approached their model apartment units. In a sea of apartments that looked sort of comfortable but very similar, this company would have a teepee in the living room and beach balls in the bathtubs. It was delightful and always stuck with me. A great model unit sets the stage for a resident’s tenancy at your community. This is an inspired approach that we could potentially apply to the sustainable features at our communities.
At Apartmentalize last month, it was disclosed that 65% of renters feel that not having sustainability features integrated into our properties is a non-starter for them. If we do not show that we have them, they will rent elsewhere. This is consistent with rental surveys conducted by GreyStar in 2024 in which their existing residents stated that sustainable amenities mattered to them. In today’s competitive rental market, prospective residents are looking for more than just stylish finishes and ample amenities. A growing segment of renters, particularly younger generations of renters, are increasingly prioritizing sustainability and energy efficiency in their housing choices. Inspired by Prometheus, I like to think of how we can integrate sustainability into our model units with joy and pride.
How can you move beyond simply listing eco-friendly features on a spec sheet and truly bring them to life for potential renters?
Here are a few strategies to highlight sustainability in your model apartment with a bit of tech and whimsy:
- Interactive displays: Ensure your model unit’s kitchen has a recycling or composting container. Potentially, you could put a stuffed raccoon in it, or have it play a song about loving trash when the prospective resident opens the lid.
- Signage with a story: Instead of generic labels, create engaging signage that explains the why behind the sustainable feature. For instance, “This low-flow showerhead saves X gallons of water per year, contributing to lower utility bills and a healthier planet.” If you are in student housing, perhaps you could convert these savings into pizza purchases.
- Material samples for touching: If your building uses recycled or locally sourced materials, have small, attractive samples available for renters to touch and feel. Include information about their origin and environmental benefits.
- Demonstrate smart technology: Do not just point to the smart thermostat or smart lighting. Have these devices actively working and have the model unit integrated with the leasing agent’s smart app. Show how easy it is to control the smart tech via the app, emphasizing convenience alongside energy savings. This also opens opportunities for storytelling around energy efficiency.
Additionally, even before the tour, you can promote your features using your digital platform.
- Virtual tours with sustainability callouts: Integrate pop-up information or voiceovers in your virtual tours that highlight sustainable features as they appear on screen.
- Dedicated website section: Create a prominent section on your property’s website dedicated to sustainability. Include detailed explanations, certifications, and testimonials.
By taking a proactive and creative approach to highlighting sustainability, you can appeal to the growing demographic of eco-conscious renters. Appealing to potential residents is no longer just about showing off a beautiful space but also about demonstrating a commitment to responsible living that resonates with their values and offers tangible benefits to their lifestyle and their wallets.
