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Pool schmool. Renters want happy hour, Zillow survey says.
They are prioritizing amenities for their pets, in-unit laundry setups, and top-notch air filtration systems.
Getting buff? Nope, it’s all about the fluff.
Research Zillow released on Sept. 19 suggests that prospective renters care more about pooches than pools and happy hours more than fitness centers in their search for a new apartment.
The pursuit of happy hour frivolity is a failed one here in Massachusetts, where the pastime is illegal — at least for now.
The state banned happy hour, when establishments offer alcoholic drinks at reduced prices for a limited period of time, back in 1984, but the Senate approved an amendment in July that could restore it.
Zillow analyzed about 5.6 million rental listings, on the market between June 2023 and May 2024, and concluded that some amenities had more daily “saves” and “shares” on their website, Zillow Rentals, than others. Buyers who save and/or share a listing are considered “more serious about a home.”
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The amenities in the most demand: in-unit laundry setups and off-street parking. That should come as no surprise to renters in Boston, where the battle over parking spots in the winter can devolve into a spectator sport.
Following those amenities, the research suggests, renters are looking for pet-friendly setups, air filtration, and communities that offer happy hours. Happy hours contributed to 50 percent more daily saves and 67 percent more daily shares on the website.
The research also states that air filtration, popularized by the COVID-19 pandemic, gets a rental 72 percent more saves and 79 percent more shares on the website.
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Apart from that, features such as butcher-block countertops are contributing to 58 percent increase in saves and 69 percent increase in shares. Other farmhouse features such as barn doors also made the Top 10 list of amenities:
| AMENITIES | % INCREASE IN SAVES PER DAY | % INCREASE IN SHARES PER DAY |
|---|---|---|
| Off-steet parking | 85% | 103% |
| In-unit laundry | 76% | 92% |
| Turf (pet area) | 76% | 91% |
| Air filtration | 72% | 79% |
| Finished basement | 72% | 112% |
| Butcher-block counters | 58% | 69% |
| Barn door | 56% | 72% |
| Reserved parking | 52% | 51% |
| Modern farmhouse style | 51% | 61% |
| Happy hour | 50% | 67% |
The report suggests that buyers are moving away from the traditional luxury amenities and that buildings that offer them “might have to work harder to compete.”
“Renters are spending more money and more time in the rental market than ever before, making them more intentional about the spaces they choose,” Emily McDonald, Zillow’s rental trends expert, said in the report. “They are prioritizing practical amenities while also seeking community-focused perks like coworking spaces and social events. These features offer a balance of convenience and lifestyle enhancement, making renters more willing to invest in homes that cater to both their everyday needs and social lives.”
Zillow’s research indicates that rentals with fitness centers get 26 percent fewer saves and 31 percent fewer shares. Other features such as pools and business centers are also seeing fewer daily saves and shares.
“Wow-factor features are still fueling engagement on Zillow Rentals, but today those amenities look different. Bowling alleys can contribute to 30% more saves and 37% more shares per day, and a putting green drives 25% more daily saves and 40% more daily shares,” according to the report.
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“Renters today who are looking at higher-end rentals may expect a suite of amenities,” McDonald said. “Some features, such as a fitness center, don’t stand on their own, but are most often paired with other desirable amenities, such as a playground or a tennis or sport court. Every renter will have their own priorities, so it’s important for a property manager or landlord to list everything a unit has to offer.”
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