Their team commissioned JP Marketing to execute a survey among renters in their target demographics ahead of their next big development. The goal was to get feedback from potential renters on their preferences for apartment homes and use that information to apply to their next project.

We built a 10-minute survey with 17 questions to gather relevant information using best practices to eliminate bias and respondent fatigue. Since the Scott Ellis Enterprises’ target audience are renters who can afford a luxury living space, we required that respondents were not homeowners and had a household income of $3,000 per month or more.

In two weeks, we collected a total of 134 qualified surveys from residents through databases provided by MMAPS research partner, Dynata. As a result, the Scott Ellis Enterprises team was able to gain a deeper understanding into:

• Specific features residents look for in new rentals, like pet-friendly units or in-unit laundry
• Preferences for the style and aesthetic of the overall rental property
• A list of the most and least important amenities for renters in the community
• General obstacles a renter might face that could keep them from moving

In the end, this information was helpful for Scott Ellis Enterprises in making decisions on everything from the style of furnishings for the commons spaces to the amenities they will offer in their next development. In addition, these findings helped lay the foundation for relevant Brand Names, Brand Story, and Brand Positioning statements. These marketing tools will guide their team in external messaging and implementation strategies once the property hits the market.