In today's episode of the Multifamily Innovation® Podcast, we dive into the value of fitness programs inside your apartment community and how one company is catching momentum from some top brands in Multifamily.
Host, Patrick Antrim, talks with the Founder of Swyft Fitness, Will Gonzalez who is rethinking what is possible for fitness programs at multifamily properties across the nation.
Overview of the episode:
- Will shares the inspiration behind the company and the gap it fills in the multifamily market.
- Swyft Fitness is a boutique fitness concept that differs from traditional gym experiences. The emphasis on camaraderie and community is essential and plays a significant role in their fitness experiences.
- Gonzalez realized that group fitness centered around resident retention and residents being able to meet one another was definitely a new concept.
- Swyft Fitness collaborates with property managers and developers to integrate fitness programs into apartment communities and employs a strong network of fitness instructors in all of their markets to ensure the best possible experience for apartment residents.
- Gonzalez personalizes all of the fitness amenities and onsite experiences to accommodate the specific properties' needs. Whether it's virtual or onsite, team members are present and will help property managers get the most use out of the apartment community amenities, like the gym, pool, clubhouse, and outdoor areas.
- A core mission of Swyft Fitness is to educate and encourage property managers and owners to see their entire property, surrounding hiking trails, and even community events that are centered around lifestyle, health, and fitness as resident retention strategies.
- Swyft is integrated with all the third-party credentialing software companies out there to make a smooth transition and they cover all of the insurance and onboarding credentialing that's required for almost every property management.
- Swyft also handles all of the marketing materials and online booking. They do all of the heavy lifting so apartment property managers don't have to.
- Gonzalez offers advice to property managers, developers, and corporate HR professionals on the value of multifamily fitness amenities
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The Multifamily Innovation® Council is for Multifamily Business leaders who want to unlock value inside their organization so they can create better experiences and drive profitability inside their company.
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Connect:
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Patrick Antrim: https://www.linkedin.com/in/patrickantrim/
Welcome back to another episode of the Multifamily Innovation
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Podcast that gives you the edge in multifamily apartment
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industry.
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I'm your host, Patrick Antrim, founder and c e o.
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Of multi-family leadership.
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Now, today we're diving into the value of fitness programs inside
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your apartment communities and how one company is catching
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momentum from some top brands of multi-family.
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So with me today is Will Gonzalez, he's the founder and c
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e o.
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Of Swift Fitness, who is rethinking what is possible for
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fitness programs in multi-family properties.
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He's got over a decade experience training, building
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community, and delivering fitness events for companies and
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inspiring people to live these healthy lives.
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So Will welcome in.
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Come in.
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Hey Patrick.
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Thanks for having me.
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I'm excited.
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Yeah.
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You and I have been spending some time together just we've
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collided on a few conversations on some developments where new
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companies are doing interesting things and trying to re-envision
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what's possible in the amenity space.
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And, when you think about fitness centers, as we call it,
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we've called them for many years.
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You're re-envisioning what that is for apartment communities.
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Gimme an, gimme some background in exactly.
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The, this approach you're taking and what inspiration comes from
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all of that?
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Yeah, definitely.
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So this really just initiated and was birthed out of my
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personal experience and my family living in.
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The multi-family space and an apartment specifically in San
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Jose, California where we lived in this apartment for three
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years.
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And being as active that my wife and I are, we were always in the
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fitness center.
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It was one of the number one amenity that we used.
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And as we looked around over time, we started to realize it
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was only ourselves in this.
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Brand new state-of-the art fitness center that was being
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underused and.
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At the end of the three years, when it was time for us to move
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on, we had realized that we didn't meet any of our
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neighbors.
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And so we came up with the concept of really developing a
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fitness platform and experience that fosters Community and
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relationship for neighbors to feel a sense of belonging.
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And we really felt that was something that was missing in
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the apartment space when it came to just a resident experience
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and being able to build those genuine relationships.
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So that's really how Swift Fitness was birthed in 2000.
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16.
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It was just my wife and I found a local, we pitched the idea to
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a local property manager.
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And fast forward to today, we now manage over a hundred
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locations fitness centers and working with property managers
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across the nation.
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That's amazing.
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And Swift is s w Y F T right.
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That's correct.
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All right.
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Because there's a lot of, yeah, a little war play there.
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There's a lot of momentum around Taylor Swift right now.
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I just wanna make sure we're talking about the, yeah.
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And so take me through exactly.
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Take me through that, that first conversation with.
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That property owner when you had this vision?
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Because our listeners are, multi-family owners and
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operators and they are looking, the demand side of the business
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is taking some, I don't wanna say a hit, but more and more
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people are more excited about retention strategies and these
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types of things, and there's a lot of data around that.
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Definitely.
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When a company or a property ha when you have friends in the
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community or, you have more, more relationships going on with
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people that are sharing right.
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Shared interests, things like that, that, that's a little
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sticky to the retention strategies.
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So take me through that first conversation you had with that
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property manager.
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What was that like?
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What?
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Take me through that.
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Yeah.
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That first.
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Yeah, that first.
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I'll never forget the first con conversation, but it was really
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having to build trust and being able to deliver on the things
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that we were saying that we could provide and.
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Delivered to these properties because at the time, what we
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were doing was such a new concept and it wasn't being
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offered.
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So for us to go in and say, Hey, we're gonna offer a group
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fitness class that's extended around, Retention and centered
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around residents being able to meet one another was definitely
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a new concept.
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And this specific property manager, which I'm still in
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contact with today, and we've really built a genuine
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relationship with this specific manager over the years, but, He,
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I really had to gain his trust and he was a little
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apprehensive, obviously, in what we were delivering because he
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wanted to make sure that he had a good return on his investment.
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But going in there and we did exactly what we said we would be
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able to do and delivering.
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Just the best experience for his residents.
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And that's really what gave us that momentum to continue to
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expand in delivering results to this one manager.
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And then taking his testimonial and feedback and then just
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taking that to the next location is what really gave us that
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momentum.
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And he really understood and believed in what he Put his
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budget towards was a great investment for him.
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Yeah, that's great.
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And so you mentioned even the apprehension and this being
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something new, people need to understand what it is.
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How's it work?
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Who's it for?
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How am I gonna pay for it?
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All that stuff.
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And you had mentioned in some of our offline conversations around
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your focus.
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Dedicated to multi-family.
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This isn't a situation where, because many property managers
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have probably tried different things, and maybe they don't
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have a great experience because, they had a freelance fitness
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trainer that wasn't dedicated to multi-family.
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They didn't show up, and so they may be hesitant in that process.
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So how are you working through those questions for clients?
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Yeah, that's great.
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Question there, so what separates us from a freelance
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personal trainer or just an individual and the way we're
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overcoming these obstacles are we have a amazing Database and
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amazing group of fitness instructors on our team that
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span across all of our markets that we're in.
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So in the event that we do have an instructor that can't make a
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class, We have floating instructors who can fill in at
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the drop of a hat so that we continue to deliver the best
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experience because the worst experience for a property
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manager is to have to promote and advertise and get the word
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out about an amazing fitness class that we have going on, and
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no one shows up, right?
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That's a bad experience for the community.
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Bad resident experience.
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So at all costs we avoid those scenarios by really having a
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strong network of fitness instructor in all of our
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markets.
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Yeah, understood.
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And yeah, I, I like that you guys Do, we're in this sort of
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experts economy.
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Where people are Right.
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Focused on one thing.
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And I see a lot of, even in a software business where they try
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and do many things and they don't obsess on it.
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They don't support certain things.
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And so I love the idea of having a dedicated, focused, you're
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staying right in this fitness experience lane.
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How does that, how does it all work?
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And what.
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Yeah, so one more thing on that.
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So we get asked a lot if we're a fitness studio but we're not, we
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don't have any storefront studios.
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We don't sell memberships to the public.
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This is our sole focus when it comes to mastering and being
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experts in the multi-family.
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Space.
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It's just a great opportunity for us to just be dialed in and
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deliver the best fitness classes to these apartments.
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Yeah.
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So how, take me through this.
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How does this work?
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If I'm a property manager or regional manager and I want this
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on all my properties how do you interact with the groups there?
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Who does what?
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Yeah, so we try our best to personalize all of our fitness
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amenities and onsite experiences to accommodate the specific
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properties needs.
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So we will whether it's virtually or onsite, we'll send
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one of our team members to tour your site.
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Identify if you have any local surrounding parks.
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We can do fitness classes at water aerobics in the pool.
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What we really want managers and owners to be able to see their
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entire property as their fitness center.
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So a lot of times you'll come in and you'll just see the gym.
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As your traditional fitness center, but what about your
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courtyards?
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What about your rooftops, your pool decks for poolside yoga and
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mimosas your fitness center for circuit training in the gym?
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So really being able to educate and.
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Encourage managers and ownerships to see their entire
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property and surrounding hiking trails and even community events
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that are centered around lifestyle and health and
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fitness.
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How can we engage your residents in these events?
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So that's kinda how it works.
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We connect with an onsite operations team to meet with one
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of our team specialists and get the onboarding process
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initiated.
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And we're integrated with all the third party credentialing
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software companies out there to make a smooth transition from.
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Insurance.
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We cover all of insurance.
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We cover all of the on onboarding credentialing that's
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required for almost every property management group out
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there.
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And how do you ha how do people get informed of these
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experiences that you're creating?
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Is that something the manager does?
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Is that something you do?
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That's a great question.
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So that's another item that we take care of and provide.
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So when you're working with Swift Fitness, we take care of
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all the marketing collateral, online booking.
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We understand how busy and how much.
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Managers already have on their plate.
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So we wanna make this as seamless as possible so it's not
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an additional thing that you have to worry about in having to
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plan and coordinate.
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We will coordinate everything from start to finish.
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I like saying we'll do all the heavy lifting for you.
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Yeah, it's good, and that, yeah, there's a lot I don't wanna get
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into too much of the benefits but the wealth and or health and
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wellness piece of it.
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You know what I, the reason why I brought you onto the show here
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is because I'm really fascinating with.
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Increasing the value of the lease.
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So a lot of owners and operators are their main business strategy
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is buy a property, make some capital improvements, so they
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invest dollars into interiors, right?
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Exteriors, things like that.
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And then the goal is to raise the rent.
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So make the price more, more expensive on the customer, which
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is a great strategy but and many times, like right now, You have
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to find creative ways to get your net income.
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And one of the those ways is making the lease that they're
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paying if it's high or not more valuable.
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And so in other words, if a resident comes in and they're
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thinking about renting here or renting down the street, And
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with this property, they're touring the property and they
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can, they just they're looking out on the lawn and they're
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seeing like this group fitness class going, people high fiving
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themselves, having a great time, like a great committee,
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building, maybe meeting and connecting with friends, things
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like that adds value, but also from a financial standpoint,
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definitely.
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From a financial standpoint, it can be, they could be thinking,
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I can cancel my membership to the private club or the, the
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where wherever they're going.
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Exactly.
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There's money already there.
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So now the property manager is giving the customer purchasing
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power.
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In other words, reducing their expense.
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And also providing them.
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More community, more friendships, more network, and
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exactly.
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That's a huge value.
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That's why I wanted to bring you on the show.
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So tell me about the benefits that you're hearing from people
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you're already supporting.
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Like what are they saying about going through this process?
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Maybe it's been their first time doing this.
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Yeah, definitely.
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One of the things that we're really experiencing are those
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renewals and residents.
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Just building organic relationships.
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And the way I like to put it, this is like organic.
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Renewal strategy.
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When our team comes on site, we are an extension to the staff
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and operations team.
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And think about the hvac company that an department hires.
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They don't have direct interaction with their residents
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and they're not building relationship with them.
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On the flip side, when our fitness instructors come on
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site, They're, these residents are opening up and entrusting us
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with their, a piece of their home, a piece of their life when
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we come in and host these fitness classes.
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So we're an extension to the operations team, and as a result
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of that, we're building genuine relationships.
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And it's not about business.
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When we're on site, we're building those organic renewals
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where, It's more on being a proactive strategy than having
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to react when it's time for that specific resident to have to
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renew their lease.
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We spent the past six to nine months building relationship
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with these residents and they've built relationships with their
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neighbors and as a result of that, Managers and operations
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teams and owners are experiencing their renewal rates
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increase as a result of these fitness classes.
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And like you mentioned, they no longer have to go out to their
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local boutique fitness studio for their group class, because
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now we're bringing that to them.
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And so tell me, and that gives you, you mentioned organic.
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Renewal strategy, for social media marketing.
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These are more assets in place that demonstrate a vibrant,
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active community that's gotta travel on the marketing side of
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things.
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Most definitely.
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We're almost the way I like to say and put it is we're rolling
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out the red carpet for them.
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On the front end rather than when it comes time to for this
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specific customer to renew.
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We're not trying to sell them and be sellsy for them to renew
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because now we're being reactive.
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But if we would've rolled out the red carpet for them and sell
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them, Hey, when you move into this property, these are all the
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things that you're gonna get and fitness group fitness classes.
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Yeah.
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So as you you're having these conversations, obviously you've
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scaled this nationally, and so you are already talking through
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these programs with property owners and managers.
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What advice would you give a regional manager, vice
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president, whoever's in the organization deciding these
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things when they're evaluating something like this?
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What questions should we be asking?
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Yeah.
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The fitness industry is always evolving and there's a cookie
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cutter mold when it comes to the fitness center and there's
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nothing wrong with it.
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There's just a traditional fitness center that's going to
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be developed and.
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Planned out for that specific property and whether it's a
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lease up or it's a location that's been there for 10 years.
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Renters are looking for community-based fitness
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experiences.
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Rather than going to their traditional box gym and they
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want to feel like they're a part of a community where they
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belong, and we've just chosen fitness as that platform to
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foster that community.
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And you could no longer just sell this state-of-the-art
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fitness center to renters because subconsciously they're
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looking at this fitness center and it's.
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Outstanding, but subconsciously they're like, but I'm never
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going to use it.
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They've had that history.
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They know themselves.
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Yeah, they know themselves.
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And I like to say, it's almost like walking into an industrial
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kitchen.
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This is an amazing kitchen, but without the chef, this kitchen,
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is it gonna do, is it gonna provide that amazing meal on my
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plate without that chef being activated and making that
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kitchen work?
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For them.
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This is an amazing restaurant.
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This is an amazing kitchen, but who's gonna serve me at my
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table?
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So same thing with the fitness center.
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This is an amazing state-of-the-art fitness center,
00:18:06
but I know you may not use it.
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So we're thinking the way they're thinking but we're not
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saying it out loud.
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But we have fitness classes that we're gonna deliver onsite so
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that you can experience.
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Everything that this fitness center has to offer.
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And on the flip side of that, now they're confident and
00:18:26
comfortable with the fitness equipment in the gym.
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So they're more likely to come into the fitness center and use
00:18:32
the fitness center on their own time.
00:18:35
Cause a lot of times what we see is a lot of customers will
00:18:38
either come into the fitness center and they'll be like
00:18:40
they'll think, oh, this is a great fitness center, but it
00:18:43
doesn't have everything I need.
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But with Swift being onsite, we close the gap with those
00:18:50
experiences.
00:18:52
Gotcha.
00:18:53
And you take on all the responsibilities of really
00:18:56
selecting the trainers and all the due diligence there.
00:19:02
Yeah, definitely.
00:19:02
And that's one of the things that we pride ourselves in is
00:19:06
having the best fitness instructors in all of our
00:19:11
markets.
00:19:11
So we hire and scout out the best fitness instructors and
00:19:17
that can deliver an amazing.
00:19:20
Experience for properties and onsite teams who can really have
00:19:26
that charisma, have that enthusiasm and excitement and be
00:19:30
professional at the same time in delivering these fitness
00:19:34
classes.
00:19:34
So that is something that we handle from scheduling all the
00:19:38
fitness instructors to subs, to being able to identify what.
00:19:45
Fitness type is gonna be the best.
00:19:47
Yoga circuit training, bootcamp, hiking.
00:19:50
We do these amazing hiking events in Scottsdale, Arizona
00:19:55
with some of the local communities there.
00:19:58
So we take advantage of local parks and hiking trails as well.
00:20:01
I've been up on a trail with you.
00:20:03
I've been up on a trail with you.
00:20:05
Yes.
00:20:06
Some good times.
00:20:07
You lead by example, my friend.
00:20:09
Listen talk.
00:20:10
Let's go through a little bit of the offerings there.
00:20:12
You mentioned yoga, some other classes.
00:20:14
Like what can we expect as a property owner?
00:20:19
Yeah.
00:20:19
One of the things you can expect is water aerobics, Pilates
00:20:24
classes, stretching.
00:20:27
Yoga our hiking events that we do, outdoor boot camps that we
00:20:32
can host.
00:20:33
We also partner with local small businesses and we will bring in
00:20:39
smoothies, juices anything that's health centered, meal
00:20:44
prep companies that are in the surrounding areas that we can
00:20:47
partner with.
00:20:48
So all around, we want to create this fitness experience that's
00:20:52
not just fitness classes, but we wanna get the community and
00:20:56
local businesses involved as well.
00:20:59
So anything fitness related, we're delivering to these
00:21:04
properties.
00:21:04
But our most popular classes are yoga training in the gym, our
00:21:09
outdoor boot camps in the spring and summertime.
00:21:13
So we really just basically Schedule and base all of our
00:21:17
classes on the season that we're in.
00:21:21
So we'll move indoors, outdoors depending on the season.
00:21:25
Yeah.
00:21:26
So it sounds like you're meeting everybody at their level of
00:21:28
game, right?
00:21:29
Depending on, you mentioned water aerobics and low impact
00:21:32
things.
00:21:33
You've got yoga, which is Right.
00:21:35
A different experience.
00:21:36
And you've got the strength training with some of the more
00:21:39
circuit stuff.
00:21:40
But that, that's really interesting.
00:21:41
What, take me through some of the things that you're seeing
00:21:44
in, in, when you do these classes do you get people like
00:21:49
out on balconies going, what's going on?
00:21:51
What's this all about?
00:21:52
And then, I imagine this is activating referrals and some
00:21:55
other other things that attract the type of customers that we
00:21:59
wanna spend time with.
00:22:02
Yeah, definitely.
00:22:03
I just had a conversation yesterday.
00:22:05
I was at one of our properties walking one of our classes.
00:22:09
Our instructor was teaching.
00:22:11
I met a new resident and he's Hey, this is my first class.
00:22:15
I just moved here.
00:22:16
I heard that my friend, he's always talking about his group
00:22:19
fitness classes at his apartment, and it was time for
00:22:22
me to find a new apartment and I chose.
00:22:27
This location simply because they were offering fitness
00:22:30
classes and I wanted to be a part of that with my buddy, my
00:22:34
coworker at work.
00:22:35
So that was just a great experience to see firsthand what
00:22:41
customers and renters are looking for when it comes to
00:22:45
their fitness experience at home.
00:22:49
Yeah.
00:22:49
You mentioned nationally you've got coverage in a lot of
00:22:53
different properties.
00:22:54
What's the best way for people to reach out to you get in touch
00:22:57
with you?
00:22:57
Obviously you're on LinkedIn and these other places.
00:22:59
What's the best way to do that?
00:23:02
Yeah, the best way I could be reached@willswiftfitness.com and
00:23:09
that's Swift with a y.
00:23:11
And also info swift fitness.com and my direct number is 4 0 8.
00:23:18
8 2, 5, 30, 500, my direct line there.
00:23:23
And that's, those are the best ways to get on contact with me.
00:23:27
You can also connect with us on social media at Swift Fitness
00:23:32
with the y and on all of our social media platforms.
00:23:36
Yeah, no, I asked that because a lot of people will be listening
00:23:39
in and will think, what's, how's this gonna work for my community
00:23:42
and where they are?
00:23:43
And that I would just encourage you to reach out to Will.
00:23:45
You may have other questions as you, you go through the
00:23:48
opportunities you're trying to create at your properties.
00:23:51
What are some any final thoughts as we come up on the end of our
00:23:53
time here that you wanna leave our listeners with?
00:23:58
Yeah, I would definitely just leave with Having an
00:24:01
understanding of community being built on your property through
00:24:07
group fitness classes is one of the best ways to foster
00:24:12
community.
00:24:13
Renters are just looking for a place to belong, like the good
00:24:19
old days where you can knock on your neighbor's door.
00:24:23
Borrow some sugar.
00:24:25
Go out on the weekends together to the local cafe for brunch.
00:24:30
Have your neighbors come over for dinner.
00:24:33
Just really building a sense of community at your apartment and
00:24:39
where it feels like a neighborhood.
00:24:42
And not just a place where they live, but we want them to feel
00:24:47
that like it's home.
00:24:49
And just because there's a new shiny new apartment building
00:24:54
being built down the street, that's not gonna be enticing to
00:24:58
them because they have their community.
00:25:00
And we've seen that and we, especially being here in the San
00:25:03
Francisco Bay area where we're headquartered.
00:25:07
There's infrastructure and new buildings, and even in our
00:25:10
Arizona market being developed everywhere.
00:25:14
But.
00:25:15
These are renters that we're working with, aren't being
00:25:18
enticed by those other locations.
00:25:21
And we, and the other thing we didn't hit on Patrick is leases
00:25:24
is a great way, a great strategy to lease up properties.
00:25:28
So from leases to mid-size to large.
00:25:32
Apartment communities, we cover it all.
00:25:34
So we can also work with any of your lease up strategies to
00:25:38
lease up properties are one of my favorite to really see the
00:25:42
community develop from the ground up.
00:25:46
Yeah, no that's really good stuff.
00:25:48
And as you express all of those ideas and strategies, to me, I
00:25:51
think about, for years, decades we've been trying to figure out.
00:25:56
How to mobilize residents and get them to come together.
00:25:59
And sometimes we're doing events and, we really need to
00:26:01
understand our customers.
00:26:02
Not everybody is an extrovert.
00:26:04
Sometimes, people.
00:26:06
When you do a cocktail party or any kind of activity, it may,
00:26:10
trigger some people wanna run to the door, right?
00:26:12
And so when I like, what you're doing here because you're
00:26:15
bringing collision points where they're shared interest, they're
00:26:19
doing something together, they're sweating together in
00:26:21
many cases.
00:26:22
There's movement and, the brain science of knowing like when our
00:26:25
bodies are in motion, We feel good.
00:26:27
We're, we're at the highest levels of our experience, right?
00:26:30
And so when you're sharing those experiences together, these are
00:26:32
memorable moments that are bonding and it's when you get to
00:26:35
the top of Camelback and you've achieved something together that
00:26:38
feels great.
00:26:40
And there's images that go with pictures that gets shared
00:26:43
online, all that stuff.
00:26:44
And yeah we are running multi-family communities and it
00:26:46
does make sense to build this organically and really bring
00:26:49
people together.
00:26:50
I love what you're doing here.
00:26:51
I'm sure people will wanna reach out.
00:26:53
We'll put all the information in the show notes on how to get in
00:26:56
touch with Will.
00:26:57
But Will, thanks for coming on.
00:26:59
I really appreciate yeah, thank you for having me.
00:27:01
Yeah, absolutely.
00:27:02
For that we'll just sign off here and then we'll catch you on
00:27:05
the next one.
00:27:05
Will my name is Patrick Antrim and it's been another episode of
00:27:08
the Multifamily Innovation Podcast.
00:27:10
Thanks for tuning in and we will see you guys on the next show.