The Art of Elevating Multifamily Amenities

Delighting Tenants: A Business Imperative

Research from Stanford Business School has found that 90 to 95 percent of human decisions and behaviors are unconsciously shaped by emotion, not reason. “What the rational brain is good at is at simply rationalizing what the emotional brain has already decided to do,” says Baba Shiv, a researcher in neuroeconomics. “It constructs all these narratives, all these stories, in support of what the emotional brain has already decided to do and we are unaware of.”

When it comes to rental selection, we prefer to spend our time in places where we feel welcomed, that evoke warmth, happiness and engagement. By strategically integrating elements that delight tenants throughout the property, you can address many core challenges of property development and enhance your bottom line.

Think about the communities that people want to move to or visit the most. They usually have engaging public areas often driven by art and culture. They have useful amenities and a sense of local pride. The same ingredients can be applied to designing a thriving multifamily community. When developers take the time to understand the lifestyle, culture, and history of their target residents, they can curate experiences that engage apartment seekers, sign leases, and retain residents.

Abstract art with vibrant, bold lines adds a sense of forward motion to the lobby of an apartment building. Art consulting by Art + Artisans.

Multifamily Development: Art as the Ultimate Amenity Activator

Today’s renters value relationships and active engagement over passive amenities. A recent survey of renters in the US sunbelt market conducted by global architecture and design firm Corgan found renters look for opportunities to engage with staff and their neighbors through community events and organized gatherings to foster connections.

Curated amenities in enriched spaces foster active engagement vital for building tenant loyalty. The right art executed properly is an indispensable tool for creating these environments. The science of neuroaesthetics tells us that when a piece of art resonates with someone it’s connecting directly to their sense of self and belonging. By strategically incorporating art that resonates with target tenants, property developers can:

• Transform Common into Magnetic: Art takes a common area like a lobby or co-working space and injects it with character and purpose, making it a destination rather than just a pass-through.

• Build Authentic Community: When art reflects local culture or tenant lifestyles, it sparks conversations, creates shared experiences, and reinforces a unique property narrative. Imagine a vibrant mural celebrating local landmarks in a community lounge, or installations by local artists that become talking points.

The art collection at HillTop Student Housing near the University of Texas showcases the local live music scene in Austin, connecting students to their new home and community. Art consulting by Art + Artisans.

• Elevate Experiences: Art allows properties to offer elevated experiences that tenants might otherwise seek outside, strengthening the emotional bond to their home. This creates environments tenants don’t want to leave.

At The Independent in Austin, Texas, each piece of art adds to the elevated experience of this award-winning luxury residence. This abstract line painting commissioned for the club room calls upon the vast Texas sky and beautiful rolling hills around Austin to complement the fun and relaxed design of the room. Art consulting by Art + Artisans.

• Attract & Retain: The right art creates spaces where tenants feel inspired to work, play, gather, or grab some alone time. This can strengthen people’s emotional ties to the property and lead to faster lease-ups, stronger tenant satisfaction, and reduced turnover.

Leveraging Art to Solve Problems for Multifamily Properties

Viewing art as just another add-on misses its strategic potential. Art can be leveraged to solve bigger problems like tenant churn, slow lease-ups, and the struggle for market differentiation.

A sculpture at the entrance of Selene Luxury Residences in Dallas sets the tone for the brand while paying homage to the Greek goddess of the moon for which the property is named. Art Consulting by Art + Artisans.

1. The “Luxury” vs. “Investment” Debate: When approached strategically, art is a powerful investment in asset value and tenant stickiness. Instead of merely decorating, curated art packages define a property’s unique identity, enhance its appeal and often command premium rents. Commercial art consultants align art programming with your brand vision to help create spaces your target audience wants to live, work, and invest in. That can often deliver a higher return on engagement than other high-cost amenities that see limited use.
2. Durability and Maintenance: High-traffic common areas demand resilience. Commercial art consultants specialize in commercial installations. They plug in easily to your process, working alongside architects, GCs, and designers to ensure smooth coordination with minimal lift on your side. They can recommend durable materials, appropriate framing, and secure mounting techniques that withstand wear and tear. Furthermore, a professional art program can include a maintenance plan to ensure your art investment remains pristine and impactful over time.
3. Sourcing and Relevance: How do you ensure the art resonates with your tenant base and stays relevant? Partnering with art consultants means accessing expertise in demographics, local culture, and property narratives. They can identify artists and artworks that authentically reflect the community, geography, history, and lifestyle of your specific tenant profile, ensuring the art fosters genuine connection rather than just filling a wall.
4. Measuring Return on Investment (ROI): The ROI of well-integrated art is significant. It manifests in faster lease-ups due to compelling first impressions, higher tenant retention rates because residents feel a stronger emotional tie to the property, and an increased perceived value that can support stronger rental rates. Engaged tenants are happier tenants, and happier tenants are less likely to churn, saving you considerable re-leasing costs.

The Strategic Art of Lasting Multifamily Success

For multifamily property developers, integrating art is not a luxury, but a strategic imperative that directly addresses common concerns and challenges. It’s a powerful tool to bridge the community satisfaction gap, differentiate your property in a crowded market, and seed emotional attachments to your property. By moving beyond perceived costs and embracing art as a thoughtful, durable, and measurable investment in your property’s identity and your tenants’ well-being, you’re not just building apartments. You’re curating vibrant communities that thrive, ensuring your development’s sustained success.

Learn More about the Art of Elevating Multifamily Spaces for Leasing and Retention

• • Feelings First: How Emotion Shapes Our Communication, Decisions, and Experiences [Stanford University]
  • Corgan Unveils “Residency Reshaped” Offering New Insights on the Multifamily Market [Corgan]
  • The Science Behind Why Art Improves Spaces and Experiences [Art + Artisans]
  • Which Amenities Pay Off in Today’s Multifamily Market? [Rebusiness Online]
  • What Do Gen Z Renters Want? Amenities, Aesthetics and Their Own Mini Universe [WSJ – Subscription Paywall]

Sources

¹ Cozzi, L. (2024, November 4). First-Time Home Buyers Shrink to Historic Low of 24% as Buyer Age Hits Record High. Nar.realtor. https://www.nar.realtor/newsroom/first-time-home-buyers-shrink-to-historic-low-of-24-as-buyer-age-hits-record-high