Urban Phenix Leads the Way With Lifestyle Amenities
Amenify has announced a partnership with Denver property manager Urban Phenix to serve today's experience-driven consumer.
San Francisco, California, February 8, 2018 (Newswire.com) - Urban Phenix, a boutique apartment operator in Denver and Colorado Springs, is reimagining the way residents interact with their communities by partnering with lifestyle amenity provider Amenify. Instead of traditional apartment amenities, the company is now offering on-site lifestyle experiences like daily dog walks, apartment cleanings, massages, and personal training sessions. Urban Phenix is also building local partnerships with nearby gyms and yoga studios.
As competition for residents continues, there is a growing need for multi-family buildings to differentiate themselves from the pack. Data is showing that apartment renters’ checklists are growing, and this is especially true for Millennial renters. No longer is high-speed internet or a Visa gift card enough to attract new renters. Renters are overwhelmingly choosing properties based on lifestyle services that improve their move-in experience by instantly plugging them into a local community and ecosystem of on-demand services.
Residents choose communities that offer convenience and value, and it's more effective to deliver an experience with software than to build things onsite. We believe in creating a win-win.
Per their website, Urban Phenix focuses on ‘renovating assets to create a modern apartment experience’ and they are spending the money to deliver on this mission. At Urban Phenix’s X@Sloan’s property, all new residents will receive one of three options upon lease signing:
- Six months of dog walks, or
- Six months of personal training, or
- One year of cleaning services (multiple per month)
The real estate industry has historically been low-tech but times are changing with industry-leaders like Urban Phenix ushering in a new wave of comfort and convenience. Real estate industry experts in the apartment world refer to these services as “soft amenities” opposed to more capital intensive “hard amenities” like club rooms and big screen TVs.
But how valuable do residents find them?
“We are thrilled with our properties’ participation rates. It’s wonderful to see that over 70% of our residents are enjoying their upgraded lifestyle with these amenity services” said Nick Lazzarra, President of Urban Phenix.
Dog-walking, in particular, is becoming a focal point for renters. As the apartment world is seeing an increase in pet ownership, recent data suggests pets are a key factor impacting leasing velocity. According to Richard Melton, an Urban Phenix onsite manager, the most popular service is dog-walking. The National Multifamily Housing Council (NMHC) delivered a report at Optech 2017 stating 72% of pet owners were interested in having a community dog park, followed by 60 percent wanting a pet-washing station, and 56 percent being interested in a pet daycare service.
So how is Urban Phenix able to offer this suite of local services and experiences without disrupting their on-site operations and eating away at their budgets?
The answer is a San Francisco based company called Amenify, a property-centric real estate technology company that white labels their amenity program and provides hotel-style concierge and support. Amenify does all the work, including resident communications and vetting service providers, making it easy for properties to elevate their brand without monopolizing their staffs’ time and resources.
Amenify creates a white-label program that seamlessly plugs into the operating software used by the property. There is virtually no work for the on-site team, other than leveraging the amenity program as a sales tool for prospective residents.
“Residents choose communities that offer convenience and value, and it’s more effective to deliver an experience with software than to build things onsite. We believe in creating a win-win.” Everett Lynn, CEO of Amenify, said.
Based on initial pilots with Amenify, Urban Phenix is expanding the program to all of its Denver communities in 2018. Amenify, a privately held company founded in 2016, is a next-generation property-centric marketplace that makes it easy for apartment buildings to offer a suite of local services and experiences. For more information, visit www.amenify.com.