This article does a great job highlighting the evolving trends in multifamily amenities for 2025. But it raises an important question: how do owners and managers really know which amenities drive leases? The truth is, many amenities keep us on par with competitors in this never-ending arms race. They make it harder for your comps to steal leases, sure, but are they really moving the needle? Often, they’re more about marketing than we’d like to admit. Take a hard look at usage data: gyms, computer rooms, game spaces, and movie theaters often have low engagement. Meanwhile, amenities like free Starbucks coffee machines—just watch those morning lines—consistently deliver value to residents. Maybe the key isn’t offering everything but focusing on what truly enhances the resident experience. What’s been your experience? Are your amenities actually leading to more leases—or just checking the marketing box? https://lnkd.in/exKkq49B