Sorry, parking.

Our apologies, fitness center. Accept our regrets, laundry service.

When it comes to the No. 1 must-have apartment amenity for Gen Zers, it’s not much of a contest: It’s high-speed internet all the way.

This technology preference for this fast-emerging cohort is hardly surprising to multifamily professionals like Lacy Brown, senior vice president of management operations for Case & Associates, a family owned and operated regional multifamily owner of 29,000 units across five Midwestern states. The firm is a Top 10 Management Company of the Year honoree in the 2020 ORA Power Rankings – Division II.

Brown has watched tech trend upward for years across all age ranges, from baby boomers on down. The only difference might be one of degree (read: gaming). “It ranges from all ages, especially after what we’ve gone through with COVID-19,” says Brown. “Everyone expects high bandwidth so nothing buffers.”

There are other less obvious technology requirements Brown and her team focus on, including:

1. Future Ready. What does the technology future look like? That’s where she looks to her technology partners for guidance. “We look for partners that always look forward and are eager to invest with us in the next big thing. I’m not talking just TV. We’re looking for technology that help us attract and keep renters.”
2. Innovative Amenities. Brown quickly cites an example of a big thing that has front-loaded many of their properties with “wow factor” technology. In fact, this killer quick connect feature “… has increased our penetrations on some of our properties 20% in a year,” she reports. The feature enables Case & Associates renters to instantly access their unit’s high-speed internet before a single box has been carried in. The days of waiting for a service tech are over.
3. Frictionless Experiences. Brown says ubiquitous Wi-Fi access across all amenity locations—the pool, the fitness center, the dog park, you name it—has been a company focus for about 10 years.
4. Advanced Technology. An interactive fitness device called Mirror, a lululemon company, is now available in some Case property gyms. Wi-Fi enablement is key for what CNN says “… might be the only workout equipment you’ll ever need.”

For Brown, using technology as a differentiator always comes down to who you partner with. Her position allows her to assess many players—some that clearly impress and some, to Brown’s disappointment, not so much.
“My advice? Be open-minded and always evolving. Your job is to be in front of the curve so you’re the prospect’s top pick. That means a partner that helps you offer a better product,” she explains.

She cites Cox Communities as a prime example. “They’re not like everyone else. I view them as special, especially over the last three or four years. I’ve seen how hard they work to help us deliver the next big thing. It’s impressive.”

With technology pulling away from parking and the gym in the amenity wars, it makes sense to thoroughly explore your partner options.

Learn more about how Cox Communities can help build your NOI with future ready innovation and service.