The Multifamily Amenity Paradox: Is it Psychological? Because It’s Not Logical…

We all know amenities create that crucial “WOW” factor that certainly helps get leases signed. But here’s the question that keeps me up at night:

If amenities are so crucial to leasing, why do 20% or less of residents actually use them?

And, if they are moving from another new property, they are AWARE they didn’t use them in their last building, but are still willing to pay a premium for a building with them again. Is it psychological? Maybe it says something about who they are and the success they have achieved to both themselves and others?

Or is it the simply the excitement of the POSSIBILITY of using them, the convenience of everything in one place, and/or the perceived value add that’s the draw?
What is it that REALLY matters to our end users? Are we creating the “amenity wars” by trying to keeping up with each other, instead of genuinely understanding IF they are all important and WHY?

I’m genuinely curious. Are we missing design opportunities? Or marketing opportunities? Maybe not, but inquiring minds want to know, so I’m going to start digging and see what I can find.