by Lisa Trosien and Jamie Gorski

Isn't it amazing that in the apartment industry where we strive so hard to make our apartments feel "homelike" that at least half of the hottest things in the market are based on hotel style accommodations? Apartment residents are getting the best of everything these days the amenities of home ownership (without the headaches) and the perks of hotel stay, but within their own apartment. Couple these with the flexibility afforded by leasing vs. owning and you wonder why people ever bother to buy a house!

What's Hot!

Technology	Wake up calls
Voice mail	Fiberoptic lighting
Six line phone capacity	Double phone jacks
Stereo speakers & wiring in every room	Home offices
Virtual apartment tours	Virtual beach walks
Keyless entry systems	Credit application via email
Prospect screening on the WWW	Free Internet service
Electronic bulletin board access	24 hour marketing center
Your own apartment community Website	Direct link from WWW apartment guide ad to your Website
On site video conferencing center	Automated teller machine on site
Automated rental payments	Grocery ordering and delivery service via the Internet

"No Place Like Home" touches

Custom painted apartment doors with stenciling	Solid oak apartment doors
Brass entry handles instead of doorknobs	Double bathroom sinks
Bay windows	Full-length, beveled glass mirrors
Brass kickplates for apartment doors	Glass block shower enclosures
Customized kitchen organizers	Wood, plank, terracotte or ceramic flooring
Crown molding	Berber carpeting
Hearth & mantle fireplaces	Window seats
Under counter water purification systems	"Design your own apartment" packages
Customized reracking wire closet shelves	In-apartment recycling centers
Two tone paint jobs (dark beige walls, bright white trim)	Home office
Rounded corners	Garden tubs
Arched doorways	Ceramic kitchen backsplashes
One bedroom, two bath apartments	Bathroom telephone jacks
Built-in, pre-wired entertainment center	Fax machine included with apartment
Full size blinds	Plantation shutters

Amenities

Kid's computer study centers	Conference room
Office center with: computer, color scanner, color printer, typewriter, coin-op fax or credit card fax machine	Weekly jazz brunch
Pick up & Drop off dry cleaning, laundry & shoe repair	Continental breakfast daily
Free daily newspaper delivery	Caterer on call
Valet rent check pick up service	Valet trash service
Doctor and Dentist "after hours"	Gardening plots
Personal trainer and nutritionist	Lobby Aviaries
Poolside food and beverage service	Car care area
"Sundown Service" guarantee	Car detailing service
Personal cassette players attached to all fitness machines	Pre-taped aerobic classes
Laptop computer checkout from leasing cntr	Maid service
Three story buildings with elevators	Discounted movie tickets

Peace of mind

Personal intrusion alarms	Auto controlled entry gate
Fully gated community w/ 24 hr courtesy officers	Swiss designed locks
Criminal background checks on all employees	Car de-icing and snow removal
Valet car service	Bus and train passes
Extended hour, routine maintenance	Name Brand Management
Renter's insurance included	Photo i.d. required to see apartments
Free labor to hook up all electronics	Refund security deposit with lease renewal

What's Not!

"Euro" or Mauve anything	Mirrored Walls
Outdated appliances	Outdated closet shelving and racks
"Gimmicky" sales techniques	Freshly baked cookies in the leasing office
Human directionals	Maintenance personnel without uniforms
Answering machines	Full month's rent as security deposit
Closed on Sunday	High pressure leasing constraints
Fill in the blank form letters	Leasing offices only open 9-5
Mini blinds	Lease renewals done by mail
Over-decorated models	Basketball courts
Chair rails	Tanning beds
Track lighting	Bleached wood

There you have it ... the "What's Hot and What's Not" for 1997. This survey was conducted in over 50 markets in the U.S. and Canada, and included approximately 500 apartment communities. If you don't have anything in the "What's Hot!" section, don't worry ...you could be in Singapore where you have to include a bomb shelter. Or Japan, where a windmill in your front lawn supplies power, and ever apartment comes complete with a composting bin!

Reprinted with permission