Naming Amenities Strategically to Attract Prospects

To attract prospective residents, it’s all about standing out in the crowd. No matter the region, most renters look at five or more apartments before deciding where to sign their lease, so setting your community apart from your competitors is integral to convincing prospective residents that your community is the right fit. But it isn’t just about attention-grabbing events or eye-catching signage. Creating a memorable leasing and living experience is the sum of many different decisions and elements that you implement across your property. One that is very important—but often overlooked—is naming amenities for your community.

While it might seem like a small detail, the language you use to identify your community’s features can make or break the touring experience for prospects. Amping up your vocabulary and broadening your copywriting style will help you not only clearly describe your different amenities, but create a memorable experience for guests from start to finish. 

Which Amenities Should I Rename?

Whether your community is preparing for its grand opening, you’re going through a renovation or rebrand, or simply want a little refresh, there’s no wrong time to reevaluate your naming amenities strategy. 

First, think about the key things that prospective residents are looking for when they’re touring. Top amenities, like pools and barbecue areas, fitness centers, and resident clubhouses or business centers are often some of the main draws for residents when they’re weighing the pros and cons between multiple properties. But what if multiple properties have similar amenities?

Using language to set yourself apart is a key way to stand out. Just like when you’re naming your community itself, you should take several things under consideration:

Your Target Customer

Identify their likes and dislikes, so you can factor those in as you’re choosing a name. Factor in your typical residents’ ages, their professionals, and the other brands that they tend to gravitate towards. Use these as inspiration when brainstorming.

Your Community Branding

When naming amenities, you’ll want to be sure that whatever amenity names you choose fit the style and aesthetic of your existing branding. If you have a sleek, modern community, you don’t want to choose names that are too silly or unprofessional. If you have a more eclectic and casual style, on the other hand, you wouldn’t want to use names that are too stuffy or formal. Pick names that feel like your brand.

Name Availability

Do some competitive research on other communities in your area. Because the whole point is to use your naming approach to stand out, see what names other local communities are using. Think about how you can add your spin on it to make it more memorable—all while also using it as a branding opportunity to make it sound distinctly yours. 

When naming amenities themselves, you’ll want memorable names that also roll off of the tongue. These names will often be said aloud by both staff and residents, so consider utilizing alliteration or rhyming to make it even catchier. For example:

• Fitness Center becomes Fit & Flex  
• Clubhouse Kitchen becomes The Foodie
•  Dog Park becomes Bark Park

When you’re discussing features and upgrades both in-unit and in amenity spaces, luxury is the name of the game. Add descriptors that give more detail about each space, what it has to offer, and what sets it apart. For example:

• Vinyl Wood Floors becomes Wood-Look Flooring
• Sparkling Pool becomes Resort-Style Pool & Spa  
• Business Center becomes Co-Working Space 

Thinking creatively and creating one-of-a-kind names will help you amp up your branding, attract residents, and create a memorable on-site tour experience. As multifamily marketing experts, we have extensive experience naming communities, their amenities, and their features to help our clients’ communities stand out. If you’re looking to overhaul your approach, reach out today to learn how we can help! 

ORA images are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.