Each multifamily resident wants to feel a sense of belonging
During a season when family gatherings carry importance, a multifamily community can become a chosen family. Here are some ways you can make each multifamily resident feel more like family.
Start with team meetings
When a new resident moves in, your entire on-site team should know a bit about them. Throughout the leasing process, you should have gathered enough information to know why the individual or family has chosen to move at this particular time. Your team can use that information to make deeper connections with new residents and to provide a little extra resident care as they move in.
Here are a few examples:
- Jack and Heidi relocated here with their toddler for Jack’s new job. They are looking for nearby childcare and love Italian food and great coffee.
- Tamika recently graduated from college nearby and wanted to stay in the area. She works remotely some days and commutes on others. She recently adopted a dog and needs some good walking trails and a doggie daycare option.
- Susan and Linda retired and sold their large suburban home. They plan to travel and are looking for a lower-maintenance lifestyle. They would love to find volunteer opportunities nearby.
If your team has details like these about each new resident, they feel more empowered to ask the resident how they can make life easier as they move in. Small gestures of support lay a foundation of belonging and comfort during a stressful time in people’s lives.
Ask your team to suggest creative ideas for personalizing the move-in and living experience for each resident. They will surprise you with their individual insights more often than not.
Go for small, meaningful touches
The resident profiles represented above—single professionals, retirees and young families—share a common desire: a place that feels like home from the moment they walk through the door. Throughout their journey with your property, even the tiniest gestures can turn a rental unit into a personal sanctuary.
Throughout their experience with your property, you have opportunities to make residents feel welcome:
Branding
- A thoughtful, mobile‑friendly website that uses warm colors and friendly copy invites prospects to picture themselves living there.
- Featuring real resident photos and short testimonials on marketing materials creates an instant sense of community and belonging.
- Including a short, upbeat video tour that highlights communal spaces—like the lounge, garden or pet area—helps renters visualize daily life in the community.
- Creating a strong brand personality that conveys a warm, welcoming vibe on everything from signage to social media.
Move-in
- Leaving a welcome basket with local snacks, a reusable water bottle and a handwritten note shows you care about the new neighbor’s first impression.
- Providing a quick‑start guide that lists nearby grocery stores, transit options and community highlights saves residents time and reduces stress.
- Setting the thermostat to a comfortable temperature and ensuring all lights work before the resident arrives demonstrates attention to detail.
- Local‑experience voucher – Partner with a nearby cafe, gym or boutique to give the resident a one‑time “first‑drink” or “free class” voucher. It encourages them to explore the neighborhood and instantly connects them to the community.
- Home‑setup concierge – Offer a 30‑minute meeting or video chat where a team member walks the resident through essential set‑up tasks: connecting wifi, programming the smart thermostat, locating the building’s package lockers, reserving time in the movie lounge, etc.
Long-term engagement
- Maintaining an up‑to‑date resident portal where residents can easily submit maintenance requests, pay rent and share feedback builds trust and transparency.
- Highlighting resident achievements (e.g., a new job, a baby’s first steps) on community bulletin boards, portals or in newsletters lends an air of celebration to your community.
- Sending a personalized birthday card each year makes residents feel remembered beyond rent payments.
- Hosting regular community events that bring people together in real life.
Supporting community connections and growth
Creating real community connections is often the “a-ha moment” when residents start to feel like part of the family. Whether connecting with your team or with neighbors, residents start to feel more at ease and welcome when they have more friendly faces around them.
Gensler notes, based on recent research:
“At the core of this shift is a deep desire for belonging. We have moved through different eras of living preferences: from the Age of Efficiency, focused on consumption, to the Age of Experience, shaped by digital connectivity and brand identity. Now, we are entering the Age of Belonging, where people crave community, shared experiences, and spaces that evolve with their dynamic lifestyles.”
Design, branding and community-building decisions at every touchpoint can make a difference in helping residents feel like part of the family.
If you are ready to elevate your branding to maximize resident engagement and retention, reach out for a complimentary discovery call.
