Convenience-focused amenities boost resident retention

By Becky McLaughlin, WithMe, Inc.

Residents choose apartments for a number of different reasons — location, price, square footage. But they stick around for something rarely called out in marketing materials: when their day-to-day life just works the way it should.

Retention is one of the biggest challenges in multifamily. With resident retention currently hovering around 60 percent, and over 40 percent of renters planning to move this year, keeping the residents you already have is just as important — if not more — than attracting new ones. And no, infinity pools and sports simulators aren’t the secret weapon.

The real retention drivers? Convenience-focused amenities that make daily life easier.

The new definition of convenience

Today’s renters expect their buildings to function like a service platform — anticipating needs and eliminating friction at every turn.

This is especially true for remote workers, who now make up a significant portion of the rental market. More than half (52 percent) work from home at least part of the time, and of those, 70 percent do so every day or multiple times a week.

Before remote and hybrid work became widespread, convenience in multifamily housing was largely defined by proximity to workplaces, transportation and essential services. Residents prioritized easy commutes, nearby dining and retail options and on-site amenities that supported social engagement and leisure. Common areas were designed for relaxation and entertainment rather than productivity, and in-unit features catered to traditional living needs instead of home-office functionality.

Now, with home doubling as the office, expectations have changed. Residents seek spaces that support both work and daily life, making high-speed internet, dedicated workspaces and premium amenities essentials rather than perks. Convenience is no longer just about location; it’s about creating an environment that offers flexibility, comfort and seamless access to resources that support work-from-home routines.

A key part of that equation is reliable internet connectivity. Sixty-seven percent of renters want pre-installed Wi-Fi — up from 62 percent two years ago — and 87 percent consider immediate internet access at move-in either very important or absolutely essential.

Beyond fast internet, remote workers rely on practical, high-use amenities that help them stay productive without leaving the building. According to the 2024 NMHC & Grace Hill Renter Preferences Survey Report, 98 percent of residents value free Wi-Fi, 90 percent prioritize self-serve wireless printing and 88 percent want on-site beverage stations in shared workspaces.

Communities that provide always-on connectivity and high-use amenities aren’t just removing pain points. They’re creating an environment where residents can work comfortably, focus better and stay longer.

Amenities residents actually use

The reality is, not every amenity earns its keep. High-end perks might look impressive, but they’re often underused. Meanwhile, the unsung heroes — practical, everyday conveniences — drive retention because they become baked into residents’ routines.

Coffee, for example, isn’t just a nice-to-have — it’s a daily ritual for 73 percent of Americans. When residents can grab their morning cup without leaving the building (or dipping into their wallet), it adds real, tangible value. In communities offering WithMe, Inc.’s coffee solution, SipWithMe, residents save at least $20 per month on coffee alone.

The moment an amenity becomes part of a resident’s daily routine, it stops being just another feature — it becomes something they rely on. And when something feels essential, leaving isn’t an option.

Convenience as an operational advantage

Convenience-focused amenities do more than make residents happy. They make life easier for property teams, too.

Self-serve, tech-driven solutions can automate supply tracking, reduce service requests and eliminate maintenance headaches. That means less time spent troubleshooting and more time improving the resident experience and optimizing community operations.

The financial case is just as compelling. Every renewal saves property managers close to $4,000 in turnover costs. When properties invest in amenities that simplify daily life — for both residents and staff — they create a seamless living experience that drives retention and protects the bottom line.

It’s not about a full overhaul

Property managers don’t need to gut their amenity programs to compete. They just need to focus on amenities that add daily value.

Pair seamless connectivity with automated package lockers, self-serve coffee stations and secure printing, like WithMe’s wireless printing station, PrintWithMe, and you’ve created a frictionless living experience that adds both convenience and real financial benefits.

Residents don’t stay for shiny extras. They stay when life works. Communities that make this happen — with fewer headaches — are the ones residents choose to call home.

Becky McLaughlin is vice president of marketing at WithMe, Inc.