In highly competitive markets, Owner Developers often rely on concessions to attract Residents. However, discounts and incentives alone may not be enough to drive long-term retention. According to Multifamily Executive, 60% of renters consider between three and seven communities during their search, and 54% of those researching online say that photos of amenities are the most valuable factor in their decision-making process.
To stand out, developers must invest in amenities that truly distinguish their properties. With 87% of renters expecting walk-in closets, storage is no longer a luxury — it’s a necessity. Overlooking it could mean losing prospects before they even schedule a tour.
Closets as a Key Differentiator
Modern renters prioritize organization and space efficiency, making high-quality storage solutions a must-have in today’s competitive market. Whether you're developing market-rate units or luxury properties, the right closet system can enhance your offering and distinguish your community.
Organized Living offers a comprehensive range of storage solutions tailored to meet various project needs. Let’s explore the advantages of each option:
Advantages of Fixed Wood
VUE® delivers the look and feel of custom shelving with no exposed hardware and a seamless, gap-free installation. Depending on your project type, you can opt for a cost-effective shelf-and-rod solution or enhance value by incorporating towers and accessories for added functionality.
Advantages of Truly Adjustable Shelving
freedomRail® is the only truly adjustable storage solution on the market, thanks to its patented Rail system. This allows residents to move components up, down, left, or right, offering complete flexibility to personalize their space. The ability to customize fosters a sense of ownership, making residents feel more at home. Plus, with the Resident Coupon Program, Residents can expand their system over time at a 20% discount, adding even more value to their living experience.
Advantages of Traditional Built-In
Select® offers the look of a custom built-in system at an affordable price, without requiring trim carpentry. This makes it a perfect choice for luxury developments that demand a step up from standard shelving while maintaining cost efficiency.
Attracting and Retaining Residents
Attracting Residents is only half the battle — retaining them is what drives long-term success for your development. Functional, high-quality storage is one of the most overlooked factors in Resident satisfaction and lease renewals.
Today’s renters expect more than just a closet; they want a flexible and organized space that enhances their daily life. A well-designed storage system reduces clutter, improves convenience, and makes an apartment feel like home — all key factors in whether a Resident stays or looks elsewhere.
Beyond function, storage preferences vary by demographic and lifestyle. Young professionals may seek flexible solutions to accommodate their busy lifestyles, while families require ample space for their children's belongings. Empty nesters or downsizers often prioritize efficient storage that makes smaller living spaces feel more open.
By offering versatile closet solutions, you will attract a diverse range of renters and provide them with a compelling reason to renew year after year.
How Brookstone Realty Used Closets to Stand Out
A great example of closets making a real impact comes from Brookstone Realty, where developers recognized that closets are one of the first things Residents notice. While high-end appliances and granite countertops set a premium standard, they knew that storage needed to match that level of quality.
By choosing freedomRail, Brookstone Realty provided a customizable, adjustable storage solution that not only met Resident expectations but also streamlined construction. Unlike other adjustable systems, freedomRail eliminates the need for blocking or backing in the walls, allowing for faster installation and a more efficient build process.
This flexibility future-proofs the space, ensuring that closets adapt to residents’ evolving needs, making it a true competitive advantage in today’s tight market.
Conclusion
In a market with endless rental options, the right amenities make all the difference. Storage isn’t just an afterthought — it’s a key driver of Resident satisfaction and retention. Investing in high-quality, flexible closet systems helps developments stand out, attract the right Residents, and keep them renewing year after year.
Offering smart storage solutions, whether it’s the fixed wood of VUE, the flexibility of freedomRail, or the built-in of Select, adds real value to your development. In today’s competitive landscape, a well-designed closet might just be the feature that sets your property apart.