Beyond the Pet Park

By focusing even more on pets, apartment communities are attracting and retaining more residents.

The dogs were in the pool. Yes, that pool, the one designated for residents.

This typically would be cause for an uproar, but at Metro on 5th, a CAPREIT-owned apartment community in St. Charles, Mo., this is how summer ends. Every year before the pool is shut down for the colder months, the dogs get their day.

While dogs at Metro on 5th receive a privilege not often afforded, the extreme attention on pet amenities is part of a growing apartment industry trend toward tailoring communities to pet owners. It’s all in an effort to meet growing demand from pet owners, who make up 66 percent of apartment residents according to a recent RentPath study.

“The emotional attachment with a pet is often as strong as that with a family member, so when pets are happy, the resident is happy,” says Miguel Gutierrez, Chief Operating Officer for CAPREIT. “Any unique amenity you can offer for pets can undoubtedly make a positive impact in attracting pet-owning residents. And when it comes to retaining residents, pet amenities often can serve as a tiebreaker.”

Not to be outdone, other CAPREIT communities bring mobile groomers to the community, offer pet costume contests for Halloween, host a puppy-and-pizza party in which pets can win raffle items and hold pet-and-owner art classes, which is a paint night for both owner and pet.

An onsite pet park now is widely considered a basic amenity and, in some cases, might not be enough. As communities continue to raise the bar with regard to pet comfort, convenience and social interaction, prospective residents are keenly aware of what owners and operators are offering.

“Today’s apartment resident has higher expectations regarding a community’s pet-friendliness than ever before,” says Mary Herrold, Vice President of Marketing and Innovation for JVM Realty Corporation. “Simply allowing residents to have pets in their units is no longer enough. Today, a community needs to have an array of onsite amenities -– things like dog-washing stations and innovative pet parks -– that allow residents to provide their pets with a tremendous level of care and a high quality of life.”

JVM’s new standard for pet parks includes log tunnels, balance beams, wood ramps, water stations and energy-efficient lighting, all accompanied by attractive landscaping. The company also offers the JVM Pet-Iquette program, in which pets receive move-in gifts, are regularly invited to pet social events and can obtain complimentary treats from the leasing office at any time. In addition, JVM communities regularly feature residents’ dogs and cats on their Facebook pages and provide assistance in locating veterinarians and pet stores in the area.

“Now, more than ever, a significant percentage of residents view their pets as true members of the family,” Herrold says. “Apartment operators have to respond accordingly.”

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