Remember when everyone wanted granite countertops and stainless steel appliances? Such simple times. Today’s renter appreciates those fine finishes, of course, but they’re really motivated by less tangible things – experiences. How does a building feel? Is it a good community of like-minded neighbors? And can I live my best life there thanks to the very best experiential amenities? In a white-hot competitive rental market, where the average tenant turnover is now around 50% each year, renter retention is critical – and exceptional experiences the deciding factor for lease loyalty.
As you review strategies to keep your units full, realize you’ve got a secret, and probably under-realized promotional power at your disposal – your digital fitness and wellness system. Here’s how to take full advantage of that to demonstrate an ultra-convenient, tech-forward and wellness-oriented lifestyle right on your tenants doorsteps.
Make cardio equipment workouts fun again
Invested in expensive cardio-equipment that is always under-used? Give people a reason to hit the treadmill, elliptical or bike with instructor-led specialty workouts designed for each piece of equipment. Let residents know they can tap into your on-demand platform with any smart-phone or tablet and be ready in minutes to join a class that makes equipment workouts fun again.
Make wellness 360 for residents
According to the American Institute for Stress, 33% of people today suffer from extreme stress with as many as 77% reporting general stress symptoms and conditions in their daily lives. Focus on promoting a 360-degree stress-busting experience for your residents. Your residents may be familiar with your physical wellness facilities like saunas and on-site massage, but ensure they get the most from your stress-busting virtual content. Use social channels and building signage to help people access all kinds of wellness and stress-management content on your FitnessOnDemand platform. Simple daily stretches, yoga and Pilates can all help to create mind body balance, and instructor-led meditation and cool-down content makes it easier for residents to leave work stresses where they belong.
Extend your fitness facility to every apartment
Make your entire building an extension of your fitness facility by bringing on-demand classes and content and live streaming events direct to residents’ doors. The better fitness platforms today combine the ability to enable in-room mobile access to all kinds of instructor-led classes from heart-pumping HIIT, to core, strength and all kinds of specialty classes. Or consider investing in a live instructor who can hold classes in your facility and live-stream them to every resident who’s interested but may not always make it down to the fitness room.
Create easy, convenient access for residents
People are busy and days get packed. Make it easy for residents to access fitness and wellness content and navigate your library of instructor-led and self-guided programs. Include QR code signage around the building, in the lobby and your juice or snack bar areas. Curate class suggestions and send themed emails to promote weekly workouts focused on Pilates, Yoga, Core-strength and HIIT sessions.
You can’t make residents show up to your fitness facility every day but bringing them the knowledge, access, and confidence to find fitness on their terms, and their doorsteps, will help them get the most out of where they live every day.
John King is a distinguished wellness consultant known for helping clients enhance revenue through top-tier fitness amenities and wellness programs. His approach, combining change management, analytical skills, and consultative selling, delivers impactful fitness solutions and drives leasing and retention success in commercial buildings.