As reported by Corporate Property Executive (CPE), properties that offer an onsite concierge service are building an advantage over those properties that do not.
There is evidence to suggest that a specific amenity class may have staying power among the Bluetooth-enabled fitness machines and saunas of the apartment world. According to statistics from J Turner Research, Millennials and Baby Boomers ranked 24-hour security and service guarantees as the most important community services. It seems that in an increasingly digital and impersonal world, today’s renters crave personal attention and service above most other building perks.
Enter the multifamily concierge, an upgraded version of the traditional hotel concierge who knows your name and preferences and can help with everything from receiving packages to booking dinner or theater reservations.
Learn how to start a concierge business at Concierge101.com.
According to Nick Alicastro, vice president of business development at Western National Property Management, “These partnerships create an additional level of convenience for residents and add to the overall appeal of a multifamily community. This increased appeal will ultimately drive traffic to a community, as well as provide opportunities for premium rents.”
Going the extra mile
The multifamily concierge wears many hats, but overall, they are responsible for fulfilling the requests of all residents and anticipating their every need. “If they need for us to research local companies for them, like moving services or pet sitting services, we do that. In general, we provide information, and we provide this service six days a week, (including) Saturdays for those who can’t get to us on weekdays,” said Neil Trifunovski, general manager of Waterton’s Presidential Towers in Chicago. Waterton employs a third-party vendor called Corporate Concierge Services to plan, advertise and execute special events onsite; provide food on the community’s weekly “No Cook Wednesday”; secure discounted tickets to local attractions like the Willis Tower observation deck, the aquarium, museums or Big Bus Tours; and offer other services.
“At the time of renewal … it’s the service and the personalized attention and the personal catering to their needs that’s unique.”
Haley Rafferty, general manager at Related’s 500 Lake Shore Drive in Chicago, said the building’s concierge acts as a “gatekeeper,” with responsibilities varying greatly depending on the individual resident and time of day. “It’s always going to be something different. During the day, they might be providing access with the resident’s permission for their housekeeper to come, or for the dog walker to come—taking care of the resident’s needs even when the resident isn’t here,” she said. “The resident can set preferences, (like) ‘My housekeeper comes every Tuesday, and they have permission to enter my apartment,’ (which) all is logged in Yardi, our software system, so they can see what that resident’s preferences are—if they have permission to check the key out or if the resident prefers to be called and grant permission.”
At 500 Lake Shore Drive, no request is unimportant. The concierge staff can deliver packages inside the resident’s unit, and if preferred, can even unpack and recycle the boxes. For residents who enjoy the convenience of online grocery shopping with services like Blue Apron, the concierge will unpack the food and put it in the fridge and freezer so it’s ready to go when the resident returns home. There is essentially no limit to the services offered—no matter the request, “our staff will deliver,” Rafferty said.
