Using Amenities Wisely: Q&A with Camden’s Laurie Baker

Amenities are important when it comes to attracting quality apartment renters. Connect Texas Multifamily, which takes place on Aug. 23, has an entire panel devoted to the importance of amenities. In anticipation of the event, Connect Media asked one of the panelists, Camden Property Trust Senior Vice President Fund and Asset Management Laurie Baker, about amenities trends.

Q. How important are amenities when it comes to attracting and retaining tenants – and why? Are we in danger of adding too many amenities?
A. Amenities are certainly important when it comes to attracting and retaining customers. We do not believe that we are becoming “overly-amenitized,” simply because our customers are demanding more. However, it is important to evaluate which amenities are being used. We find that amenities that encourage social interaction are the most valued physical amenities.  Camden has changed its amenity offerings to include services to simplify the lives of our customers and satisfy their daily needs. It’s a balancing act, since we are competing in an overcrowded high-end luxury market with lots of new supply.

Q. How does Camden determine which amenities are going to be most effective in a property?
A. For the most part, our Camden offering is similar based on community type, regardless of geographic location. However, we do tailor to take advantage of known neighborhood personalities including look and feel, so that we become part of the community. ALL millennials do not want lobby cafes, co-work space and dog parks. In the same vein, many Gen Xers and Boomers are interested in lobby cafes, co-work space and dog parks. Amenities do matter and help us remain competitive – through extensive research with our customer base, we have identified the top 5 most valued amenities: swimming pool, fitness center, cell reception, Valet Living (door-to-door trash pickup) and high-speed internet.  It is funny, even though our customers have told us that they expect luxury amenities, most confess to rarely using them.

Q. How does Camden handle an important amenity – customer service?
A. In 2017, we set out to define our “Why” – Changing the lives of our customers one experience at a time. We then established 8 Key Customer Moments, where we can make a positive, intentional customer impact that supports our “Why”. All Camden associates, from the top down, attended an in-depth customer-focused training.  Our 8 Key Customer Moments are supported with trained habits that have become an integral part of the fabric of our culture.  For 10+ years, we have been obsessive about measuring customer satisfaction.  With our new customer focus, this obsession has been taken to new heights.  As a result, we have seen our customer sentiment improve significantly.  Renters want easy access to be heard.  We provide that through our resident portal, MyCamden, and all social media channels.  Our customers demand immediate communication and transparency. We deliver. Customer Service is priority one at Camden. We think this is our secret sauce.

For comments, questions or concerns, please contact Amy Sorter