From Amenities to Essentials: What Renters Will (and Won’t) Pay a Premium For in 2025
The line between what renters consider a luxury and what they expect as standard is shifting—fast. As economic pressures and lifestyle preferences evolve, multifamily operators must distinguish which features still command premium pricing and which are now baseline expectations. In this blog, we’ll break down the must-haves, the nice-to-haves, and the no-longer-worth-it amenities driving leasing decisions in 2025.
Premium-Worthy Features in 2025
These are the amenities renters are still willing to pay more for—because they either add convenience, solve a pain point, or enhance quality of life.
- In-Unit Laundry: Continues to top the list. Renters are willing to pay significantly more for the privacy and convenience of their own washer and dryer.
- Smart Home Features: Keyless entry, smart thermostats, and package lockers all fall into this category. Tech-forward tenants view these as time-savers and value-adds.
- Dedicated Work-From-Home Spaces: Whether it’s a built-in desk, a co-working lounge, or extra square footage, remote workers are willing to pay a premium for WFH-friendly design.
- Private Outdoor Space: Balconies, patios, or rooftop terraces still justify higher rents, especially in urban markets.
- EV Charging Stations: While niche now, demand is growing, and renters with electric vehicles will often pay extra for guaranteed charging access.
Expected Baseline Amenities (No Longer Premium)
What used to be a differentiator is now the bare minimum. Offering these may not help you raise rents—but not offering them could hurt your leasing velocity.
- Air Conditioning: Particularly in warmer climates, A/C is now a non-negotiable for most renters.
- Off-Street Parking: Especially in suburban and secondary markets, it’s an expectation, not a perk.
- Pet-Friendly Policies: With pet ownership rising, flexible policies are the norm. Renters may still pay pet rent—but the base policy must exist.
- Reliable Internet Access: Gig-speed Wi-Fi isn't a luxury anymore—it's a lifeline, especially for remote workers.
- Modern Appliances: Stainless steel finishes or energy-efficient appliances no longer justify rent bumps on their own.
Features That No Longer Justify Premium Pricing
Some amenities have lost their pricing power either due to over-saturation or shifting renter priorities.
- Onsite Gyms: While still appreciated, many renters now use boutique fitness memberships or at-home equipment.
- Clubhouses/Game Rooms: Unless programmed with events or workspaces, these often go unused.
- Business Centers with Desktops: Obsolete in a laptop-first world unless redesigned for collaboration.
- Media Rooms/Theaters: Underutilized unless part of a vibrant community-building strategy.
How to Stay Ahead Without Overcapitalizing
- Survey Your Tenants: Before investing in new amenities, ask your current residents what they truly value.
- Focus on Flexibility: Convertible spaces that serve multiple purposes (e.g., co-work + lounge) maximize utility.
- Prioritize Maintenance: A clean, well-maintained existing amenity is more valuable than a shiny new one in disrepair.
- Invest in Experience: Add value through community events, seamless digital leasing, and fast service—not just physical features.
Conclusion: Delivering Value Without Overbuilding
In 2025, renters are looking for value—not flash. That means convenience, technology, and livability. Understanding what renters will and won’t pay extra for can help operators stay competitive while keeping NOI in check. Focus on features that improve daily life and ditch the amenities that no longer move the needle.