Amenities: The Misunderstood Revenue Driver. June 13, :45-2:45 PM #APARTMENTALIZE. Sponsored by

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Brian Cooper
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1 Amenities: The Misunderstood Revenue Driver June 13, :45-2:45 PM Sponsored by

2 Meet the Experts Evan Hoffmann Principal & Chief Strategist Incisive Solutions Rich Hughes SVP of Data Science RealPage

3 Amenities in the Value Process Group similar units into floorplans and unit types Amenitize the differences (preferences) between the units Create lease option for move in and length of stay Hold Days Expiration Management Rentable Items are not amenities

4 Types of amenities / other fees Community Unit View Size Feature Finish Prestige (Penthouse?) Proximity (to pool, fitness, parking, etc.) Rentable Item (not an amenity parking and storage) Other fees Negative amenities (unpublished?)

5 5 Unit amenities account for about 5% of total rent in most properties, more in high-rise projects 10% share of total rent attributable to unit amenities 8% 6% 4% 2% 0% All Product Garden Mid-Rise High-Rise

counterparts 8% share of total rent attributable to unit

6 6 Unit amenities contribute more to total rent in luxury products than in their middle-market and lower-end counterparts 8% share of total rent attributable to unit amenities by class of product 6% 4% 2% 0% A+ A A- B+ B B- C+ C C- D

7 7 Unit amenities contribute a little more to total rent in the West region than in other parts of the country 8% share of total rent attributable to unit amenities by U.S. region 6% 4% 2% 0% Northeast Midwest South West

8 8 Popular amenities include washer/dryer units, preferred elevations and balconies Washer/Dryer Renovation Corner Unit First/Ground Floor Top Floor Balcony Fireplace Second Floor Hardwood Floors General Upgrade Dishwasher

9 Correlation Matrix Amenities 1st Floor 1x1GR2 2 Walk-In Closet/Mstr Bed 2nd Floor 2x2GR2 3rd Floor 3x2GR2 Fireplace Pool view Storage Street Proximity A1 1st Floor x1GR Walk-In Closet/Mstr Bed nd Floor x2GR rd Floor x2GR Fireplace Pool view Storage Street Proximity A Upgraded White Cabinets Vaulted Ceilings XL Outside Storage Upgraded White Cabinets Vaulted Ceilings XL Outside Storage

10 Correlation Matrix Amenities 1st Floor 1x1GR2 2 Walk-In Closet/Mstr Bed 2nd Floor 2x2GR2 3rd Floor 3x2GR2 Fireplace Pool view Storage Street Proximity A1 1st Floor x1GR Walk-In Closet/Mstr Bed nd Floor x2GR rd Floor x2GR Fireplace Pool view Storage Street Proximity A Upgraded White Cabinets Vaulted Ceilings XL Outside Storage Upgraded White Cabinets Vaulted Ceilings XL Outside Storage

11 Right-pricing your community Group similar units into groups Sample With Amenity Without Amenity Benchmark Amenity Value Leases Days on Market Leases Days on Market Significance Indication Leases Value Days on Market Subject vs. Market Wood-Style Flooring $ Increase 435 $ First Floor $ Increase 2,120 $ Pool view $ Decrease 1,066 $ Creek View $ $ Renovation 4 $ $ Renovation 2 $ $ Renovation 3 $ $ Handicap Apartment $ $

12 Amenities can help sell the unit Amenities Per Unit Observations Days on Market Amenities / Unit 0 Observation count Days on Market Linear (Days on Market)

13 Even those with zero value Zero Value Amenities Observation Count Days on Market % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of Amenities with Zero Value 26 Observation Count Average Days on Market Linear (Average Days on Market)

14 Matching Amenities with Demographics Women don t like ground floor apartments Older people don t like stairs

15 Women don t like ground floor apartments Multi-tenant Single-tenant High-rise Mid-rise and Garden High-rise Mid-rise and Garden Low floor 51.5% 50.4% Low floor 53.8% 53.1% High floor 47.7% 50.8% High floor 45.6% 54.2%

16 Older people don t like stairs Garden and Mid-rise High-rise Floor 2-5 Result(statistic=0.0757, pvalue=0.0) Floor 6+ Result(statistic=0.0525, pvalue= e-05)

17 How Are We Doing?

18 Contact Information Evan Hoffmann Rich Hughes

Taipei, Taiwan. Location Profile

Taipei, Taiwan. Location Profile Page 1 of 8 Overview Taipei is located at the northern end of Taiwan, a large island about 161 kilometers (100 miles) off the Chinese mainland. Taipei, the island's largest city, is also its capital. Local