Whether or not $750 or so per door (depending on unit count) is a worthwhile investment for a cell repeater remains to be seen. While operators are mixed on whether they’ll market the full-bar experience to rental prospects, they’re unanimous that the service amenity will keep heads in beds—and hopefully have their residents talking them up. “We think it’s something that isn’t directly marketed but runs in the background, impacting leasing and adding to our business concept of providing services around the living experience, particularly for the 20s and 30s age demographics,” Vernon says. “But, honestly, the cell phone is replacing hard lines across our entire resident base, regardless of age.”
Horton likewise says USL isn’t looking to immediately advertise cell reception, despite the firm’s initial satisfaction with DAS installs. “It doesn’t matter where I am on a property; I’ve got full service,” Horton says. “But residents don’t really think about that up front or recognize it in the marketing until they go to a property where they cannot get cell phone service. That’s when they begin to tune in and start looking for properties with cell service as an amenity. We’re banking that we are going to capture a lot of that traffic by word of mouth.”
Just as long as the prospect’s call goes through.
