Amenities play a crucial role in attracting and retaining tenants to build to rent developments. Providing spaces that cater to the needs and desires of modern renters is a key driver in the design and development of new schemes, and with good reason. One key facility that is often overlooked in the development and marketing of BTR properties however is one which residents, operational teams and on-site businesses alike all rely on – Internet connectivity.
In Homeviews’ 2023 Build To Rent Report, nine of the ten top-rated developments based on facilities offered WiFi inclusive of rent. Other facilities that featured in all or most of the top ten developments include gyms, 24hr on-site management, communal lounges and being pet friendly. So the question is, if high quality Internet is high on the list of attractive features that residents look out for when selecting a place to live, why do BTR owners and operators invest significantly in physical spaces like gyms and market other desirable amenities yet seem to overlook the importance of quality Internet access for their residents?
Gym and WiFi: One and the same?
Reviews featured on Homeviews also highlight the attractiveness of gym and Internet subscriptions included in the cost of rent, demonstrating higher value to the resident.
"It’s a nice place to live with a good location as well as including gym and internet."
"I also like the fact that there is a gym available and internet is included in the rent."
"Free gym membership and wifi which easily saves you at minimum £60 a month."
"Good value for money when you consider wifi, gym and facilities."
"Free wifi and an surprisingly well-equipped gym essentially means you can cancel gym memberships, saving us over £100 on wifi and gym."
"The facilities are fantastic and make it good value for money considering there's a free gym, wifi."
"Internet speed was perfect for streaming and working from home. Overall, my experience living in Leodis Square was very positive. I don’t have any complaints about the property, it provided all I needed in terms of both a healthy lifestyle and a good work from home environment with the really fast internet speed."
"Prices are on the higher side, but the location, building safety, inclusive amenities like the gym and WiFi, make it excellent value."
"As well as there's a gym and wifi is included, it is very good value. Would recommend :)"
A gym is a symbol of health, wellness, and an active lifestyle – qualities that resonate with today's health-conscious renters. The presence of a gym not only adds perceived value to a property but also serves as a marketing tool for operators to attract prospective tenants. However, when it comes to Internet connectivity, the benefits are perhaps less immediately apparent. While a robust Internet connection is essential for modern living – enabling everything from remote work to entertainment streaming – it's often taken for granted. Unlike the gym, which offers a visible and tangible experience, WiFi is an ever-present, quietly facilitating connectivity and enabling a range of work and lifestyle activities without drawing attention to itself. It's important to note that the importance of good quality Internet is not overlooked by residents.Â
Enhancing the resident experience
There is a missed opportunity when it comes to Internet connectivity in BTR. A managed Internet service can help enhance a resident’s living experience and help bring on-site amenity spaces to life, with pervasive and secure connectivity. Not only that, but by offering and advertising WiFi inclusive of rent, ready to access from the moment a resident moves in, operators can make themselves much more desirable to potential residents and can even yield higher rents. By eliminating additional outgoings such as Internet bills and gym subscriptions and including them in the price of rent, operators can give themselves an edge.
Attracting new residents
The Living & Learning report from The Property Marketing Strategists revealed that a gym and high-speed fibre broadband were the most popular features that current students would pay more for overall. Interestingly, other features such as a cinema room were not as popular. This current cohort will be moving into rented accommodation as they enter the world of work, so developers may be wise to consider the habits and needs of a key demographic that will be potentially looking at their buildings over the coming years.
Don't underestimate the importance of the Internet to residents
BTR owners and operators should prioritize investing in robust WiFi infrastructure alongside physical amenities like gyms in order to be as attractive as possible to residents. By offering reliable Internet access as a standard amenity, they can enhance the overall living experience for their residents and stay competitive in a crowded marketplace. Effective marketing and communication is important too. Highlighting the quality of WiFi connectivity alongside other amenities can help differentiate a property and attract tech-savvy renters who prioritize digital connectivity.
While the allure of physical amenities like gyms is undeniable, BTR owners must not overlook the importance of investing in digital infrastructure. Internet connectivity is not only a must-have for everyone that lives in or uses the building, it is a facility that can bring spaces to life and give residents control and customization of their living experience. By striking a balance between physical and digital amenities, BTR owners can create a truly modern living experience that meets the evolving needs of today's renters.
If you would like to know more about how a managed Internet serrvice from ASK4 can help bring your buildings to life, you can book an appointment with our BTR team using the button below.
