Source: Rhino Times Greensboro

Remove Images A New Age in Apartment Living by Zoe Murphy September 27, 2012 Apartment living has come a long way from the days of Three's Company – and not just because the landlords probably won't look like the Ropers. The second decade of the 21st century has brought numerous changes to what people want in apartment living, as well their reasons for choosing to live in an apartment. What was once a pit stop on the way to home ownership has for many become a viable alternative to the responsibilities of caring for a house. Amanda Williams, vice president and director of market research for BSC Holdings, said that the majority of BSC's apartment complexes are for individuals that could afford to buy a house, but choose not to. One way that BSC Holdings is addressing this changing need is by offering single-family homes or "villas" for rent. "The villas concept works really well for those who used to own a house or who've got kids. It has a yard, but you're not worrying about mowing the yard or fixing the garbage disposal when it's broken," Williams explained. Many of today's apartment communities are catering to a new type of renter, someone who falls into a more professional or upper class clientele. "They are picky about where they want to be and picky about what they want," said Williams. "It's a whole different clientele of renters than was out there 10 years ago. Then people were renting because they had to rented. You don't see that now. They're a lot more people renting now that rent by choice." Lindsey Weir, director of marketing and human relationships at Signature Property Group Inc., shares this view of the changing nature of today's apartment dweller, especially when it comes to amenities. "There was a tide change in amenities about five years ago," Weir said. She added that Signature Property Group's CityView was the game changer in Greensboro. "We were the first to do designer faucets, granite in the bathrooms and kitchens, the first with stainless appliances. The aesthetic changed—no one wants to feel like they are moving into a box that looks just like their neighbors," she said. Not only do people not want to feel like they are taking a step down when choosing an apartment, but they also appreciate the ability to customize the space and make it their own. Weir explained that this is part of why Signature Property Group chooses different flooring or counters on the various floors of each apartment building. "We give them the flexibility to paint accent walls, too. So it feels like their space." "Folks are all about amenities," Williams explained. She finds not only are people drawn to having a home where they aren't responsible for yard work or household repairs, but the range of amenities that apartments now offer is also extremely enticing. "People want a one-stop shop," Williams said. "A lot of folks are working late, and they don't want to have to go back out." Whether it is having a public space large enough to host a gathering for the Super Bowl, or a place to work out, both Weir and Williams agreed that apartments are definitely offering a lot more in amenities. "We're catering to that clientele – asking what would they like before building," Williams added. Weir said she has found that among community amenities having a gym is hugely popular, with everything from rock walls to yoga classes. She added that some of Signature Property Group Inc.'s communities offer free tanning, pools and hot tubs, as well as game rooms with Wii and Xbox. "We even do massages several times a month. The expectation level is higher than it's ever been." Williams said she has found that social interaction is very important to many of today's renters. "They want an area to come hang out," she said. "The pool always has been a big thing, and it's still a big thing. But now we're seeing, across the board, apartment complexes that have theater rooms, parlors or little meeting room areas." She said she agrees that gyms are a huge amenity for working residents. "You're starting to see larger, nicer gyms than you saw in the past." The level of social interaction goes beyond simply offering a gathering space for the residents, however. "One thing we do we're pretty proud of is our good neighbor program," said Weir. "It used to be people just rented an apartment and lived there for a year. Now we have two-year leases, so we want to build a relationship with tenants and ourselves, as well as tenants and their neighbors." "We do quite a bit of education on being a good neighbor," Weir added. "We get them together socially. You're not an island in a complex. You are part of a community. We're giving people that bridge to plug into the community. We always tell people what's going on, whether it's on a board outside, or through our Facebook page. We want to foster that to build a social life in the community." But it is also about ensuring that the people working in the community are happy. "We really believe if our people, our employees, are happy, they will take a lot more pride in the residents being happy," said Weir. "We do lot of internal surveying of residents and we spend a lot of time developing our employees. It's a different movement in the apartment management industry, so it's not only a career, but something where you can be developed." For more information on BSC Holdings, visit their website at www.bscholding.us. For more information on Signature Property Group, visit their website at www.signaturepropertygroup.com.