Connected tenants: inside the modern office
The future of good landlord-tenant relations is mobile, with apps leading the way in desirable technology for property occupiers. That’s according to a new report published by tenant engagement platform HqO.
The Boston-based company surveyed 303 office workers in some of America’s biggest cities, including New York, Miami and Austin. A total of 46% of respondents were from the millennial generation of 26-35 year olds.
Tenants lack information about their office building
The survey found that 69% of tenants have never interacted with their landlord, and 71% of tenants do not even know the name of the landlord of their office building. In some office buildings, landlords might remain hands-off intentionally, positioning the property manager as the face of the facility. However, 69% of tenants also responded that they have never interacted with their property manager and 69% also do not know their name.
The rise of trendy and heavily marketed co-working space has put the idea of brand awareness on the map for traditional commercial real estate owners and operators, who at one time were hands-off and content with handing over keys to the office and collecting checks.
Outdated communication methods between tenants and property managers and landlords severely limit the ability of even the most active landlords to build an engaged tenant community. 36% of tenants use email, telephone, or a web form in order to contact their property manager, while 62% never reach out in the first place. No tenants have used a mobile app to contact their property manager, revealing a significant missed opportunity for landlords to engage their tenants in a medium they are familiar with.
Tenants are obsessed with amenities yet unsatisfied with existing offers
Survey data shows that tenants are extremely amenity driven but only 26% felt that there were enough offerings at their current office building. 35% of tenants said their office building has no amenities, 31% said their office building has some amenities but they wished there were more to choose from, and 6% did not know if their office building offers any amenities.
Of all the different types of amenities to which tenants have access, survey data shows a preference for fitness and wellness, and food and beverage focused offerings. For landlords that are dedicating time, resources, and capital to offer office tenants with premium amenities, survey data shows that current methods of notifying and alerting tenants of amenities is ineffective. When asked how tenants learn which amenities are available to them in their office building, 32% replied that they don’t ever find out, with only 9% finding information from flyers or digital screens.
As attention spans dwindle and consumers spend more and more time on their mobile phones, 74% of tenants replied that they would download an all-in-one mobile app that helped them navigate the work day in their office building.
What modern tenants want
The top four features prioritized by tenants in this survey includes mobile functionality that lets tenants:
- Enter the building or parking garage without a key card
- Access exclusive discounts at local retailers near their office building
- Discover upcoming events in and near their office building
- Read up-to-date information on local transportation and traffic alerts
Chase Garbarino, chief executive and co-founder of HqO, said: “The results of this survey validate a lot of what our team knows about millennial professionals who are set to dominate the workforce in a few short years. We refer to the members of this phenomenon as the ‘Connected Tenant’ because they are tech-savvy, amenity-orientated, and community-driven, with baseline expectations for their workplace experience.
“The landlords that pay attention and implement tech-enabled amenities and experiences will develop a reputation for helping their high-growth businesses win the war for talent, ultimately creating loyal, long-term customers.”