A conversation with Cris Sullivan, COO, Gables Resdential
As demographics for apartment home renters, particularly those in urban settings, continue to morph into a true mix of Millennials, Baby Boomers and seniors, Gables continues to transform its existing and future communities accordingly.
Gables COO Cris Sullivan describes the transformation as “providing an experiential home living environment for residents and their guests that starts from the moment they enter the community.”
Sullivan says, “Building grandiose leasing offices and amenity spaces has been the trend. However, we are seeing that the amenity spaces that are truly utilized are very specific spaces, and not the entire array that’s provided. We want to re-evaluate the overall leasing office and amenity spaces to focus on what’s really desired by the residents by shifting the focus to enhance the experience as residents and their guests approach their front door, these are the areas that they touch and feel every day.”
Sullivan says that she believes this is also of great importance because guests can become future residents, and what they experience as they approach the residents’ home can immediately set the expectation for the quality of life their friends are enjoying.
So what does this shift impact? According to Sullivan, “Parking garages, elevators, building corridors and front doors are all impacted by this experience, and are areas that we are revisiting to truly create a sense of home.
“It’s the small touches that can leave a lasting impression from garages with color and lifestyle graphics and elevators with artwork and welcome messaging. Additionally, there can be artwork and custom lighting in the hallways and recessed door entry’s with doorbells, peep holes, warm lighting and designer accents.”
Sullivan believes that because so many people are choosing a long-term rental lifestyle, “these touches and high-quality custom home-like finishes will truly give the spaces a sense of permanence.”
Costs to create this experiential home living environment at Gables communities will be shifted from the focus on large leasing offices as well as underutilized amenity spaces.
“We have all believed for years that our beautiful leasing offices and multiple amenity spaces have helped rent apartments,” Sullivan says. “However, we have also known that it is only specific spaces--in some cases driven by region-that actually are used. We also know that with the advent of technology, leasing offices aren’t utilized in the way they were in the past. Today, surveys and their resulting data show that the renter demographic seeks a high-quality of apartment, service and convenience over all the bells and whistles that they never touch.”
Sullivan says she believes that everyone takes pride in where they call home, and creating a true “home environment” is the key to experiential living, which in turn impacts renewals, referrals, ratings and reviews.
“In the end, it’s all about creating resident loyalty,” Sullivan says.