Meet The Conscientious Communicator
In preparation for “Casting Tomorrow’s Spell” at CTAA’s 2024 Tradeshow and Education Conference, we’ve conducted a regional analysis using the SatisFacts Biennial Online Renter Study Data, focusing specifically on the New England region, which includes Connecticut. To better understand the unique characteristics of renters in this area, we isolated the results for New England and completed a comparative analysis. From there, we identified the significant differences between the average renter across the U.S. and renters in New England.
The analysis revealed the top differentiators that set New England renters apart, forming the basis of what we’re calling the “Conscientious Communicator” profile. These insights could be valuable as we approach 2025, offering a clearer picture of the priorities and behaviors of New England renters.
*The data was collected from over 5,500 visitors to ApartmentRatings.com and residents of participating management companies in the fourth quarter of 2023.
The Top 4 Differentiators:
#4 Values Brand Reputation
Have you ever considered renting at an apartment community because of the property management company’s brand name?
New England (38.7%) was +14.8% higher than the National Average (23.9%) for residents who have considered renting based on the property management company’s brand name.
Observation: Higher brand consideration in New England suggests that renters in this region place greater value on brand reputation. This indicates that a strong property management brand may be a key differentiator for attracting renters in the New England market and that there are existing strong brands with which to compete.
#3 Engages with ESG Concepts
Have you heard about or are you familiar with the concept of ESG (Environmental, Social, and Governance) practices for businesses?
New England (44.4%) was +16.2% higher than the National Average (28.2%) for the percentage of renters familiar with the concept of ESG.
Observation: Higher familiarity with ESG in New England, paired with above-average support for its impact, suggests that multifamily housing operators in the region could benefit from incorporating ESG credentials into their marketing strategies. Notably, 88.9% of renters familiar with ESG practices in New England agreed that these practices enhance the value and desirability of an apartment community (6.4% above the national average). Additionally, 85.2% said they would be more likely to choose a property that actively incorporates ESG practices (7.7% above the average), and 82.1% indicated they would be more likely to recommend a community with strong ESG principles (3.9% above the national average). This points to a more informed and values-driven renter base in the region.
#2 Leans on Direct Communication
For what reasons would/do you use an apartment community’s social networking page (i.e. a Facebook page)?
New England (41.0%) was +16.9% higher than the National Average (24.0%) for residents who would use an apartment community’s social networking page to ask questions of the management team.
Observation: This statistic may indicate a gap in the efficiency of current communication tools. Despite efforts to streamline communication channels and provide residents with easy access to representatives, the higher-than-average use of social media suggests that these tools—or the service provided by customer service representatives—may not be fully meeting resident expectations. As a result, residents could be turning to social media for greater visibility or to escalate unresolved issues. To address this, the focus should be on improving and optimizing existing communication systems to ensure resident concerns are resolved promptly and thoroughly, minimizing the need for public escalation on social platforms.
#1 Finds Technology Less Crucial
How important to you is it that an apartment community is committed to utilizing the Internet and new technologies to enhance communication, service, and your experience as a resident?
New England (3.71) was -44.0% lower than the National Average (4.15) for the importance placed on a community’s commitment to using the Internet and new technologies.
Observation: While New England renters place less overall importance on technology compared to the national average, a closer look reveals that they prioritize technology that enhances communication and workflow over amenity-focused technology. For example, 74% want tools that allow easy communication with management, 54% value an online event calendar, and 49% prefer having a forum to communicate with other residents. Meanwhile, only 20% prioritize online amenity reservations, and just 18% value an online concierge. This suggests that New England renters see practical, service-oriented technology as more important than features that enhance convenience or luxury.
Envisioning 2025 and Defining Your Path to Success
The insights drawn from the SatisFacts Biennial Online Renter Study Data reveal that New England renters form a distinct profile we’ve termed the “Conscientious Communicator.” This profile emphasizes renters who place significant value on brand reputation, exhibit higher engagement with ESG practices, and seek direct communication with management, often turning to social media when other channels fall short. At the same time, they prioritize technology that enhances practical, service-oriented aspects of their living experience rather than tech-driven conveniences.
These findings highlight a unique opportunity for property management companies in the New England region. To meet the needs of this conscientious renter base, companies should focus on strengthening brand identities, incorporating ESG credentials into marketing strategies, and optimizing communication channels to ensure personal, responsive interactions. By aligning with these values, companies can better position themselves for success as we approach 2025 and beyond.
We will be conducting the Online Renter Study again at the end of 2025, and I invite any management companies interested in understanding their own renter base to participate.** Your involvement could provide both a competitive edge and key insights into resident preferences as we prepare for the future of multifamily housing.
Opt-In To Join the 2025 Online Renter Study!
**Participating management companies receive an isolated data set for analysis.