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Dayton Company Upgrades Based on What Women Want
The Connor Group of Dayton, Ohio, owner and operator of 14,000 apartment units, is spending nearly $20 million this year to upgrade 3,000 units in six markets, guided by research on what women want in their apartment, RISMedia recently reported.
The real estate investment firm took this approach because women are considered the number-one decision makers when it comes to what to buy and where to live.
The upgraded units will have new cabinets, appliances, counter tops, lighting, flooring and nickel fixtures.
“We did focus groups with women to select appliances and colors, knowing a majority of the time, women are the decision makers on where to live,” said Larry Connor, managing partner for The Connor Group.
The company first tested cherry cabinets and black appliances, Connor said, and then quickly switched to natural-colored cabinets and stainless steel appliances based on feedback from the focus groups.
The company has also been paying close attention to what amenities it offers to appeal to women. Depending on the market and resident feedback, the company is reviewing volleyball and tennis court usage, fitness equipment and business centers with free wireless. All properties have a pool and tanning beds.
“More people are staying in apartment communities longer because of the housing market,” Connor said. “We want to keep our residents happy and comfortable long-term with new, upgraded units and great amenities at their property.”
Started in Dayton with three acquisitions in 1992, Connor’s markets now include: Atlanta; Raleigh, N.C.; Dayton, Cincinnati and Columbus, Ohio; and Dallas. The company plans to grow to 21,000 units over the next five years.
For information on NAHB’s multifamily resources, e-mail Ann Marie Moriarty, or call her at 800-368-5242 x8350.
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