How multifamily developers can understand target residents using Insights by Qloo™

Finding the right tenants for a new multifamily development can be a challenge. With today’s market as competitive as ever, simply filling a building with residents isn’t enough. You need to attract the right residents—the ones who will value your property, engage with the lifestyle it offers, and, most importantly, stick around. But how do you pinpoint the perfect tenants?

By tapping into real-time data about the brands consumers prefer and their lifestyle preferences, Qloo can help developers research and identify their ideal future residents. Here’s how.

Identifying Resident Profiles with Qloo

When you’re developing a multifamily property, you need to know more than just who lives in the area. You need to understand what they value and how your building aligns with their lifestyle. Qloo can simplify this process by analyzing data from buildings similar to yours and surfacing the brands, characteristics, and preferences that define the residents you’re aiming to attract.

For example, say you’re developing a new luxury apartment building. You know that your comps are other high-end properties within a certain radius. With Qloo, you can analyze those buildings to uncover the musicians, restaurants, brands, media, and more that their residents have strong affinities for. Beyond telling you their spending habits, Qloo gives you a clear view into their overall lifestyle. Armed with this information, you can personalize your marketing and positioning to resonate with the same target demographic.

Qloo’s latest feature in our Insights platform enables developers to create detailed personas based on specific building locations. By analyzing the taste profiles within a given geographic area, this tool generates profiles that illuminate the characteristics and preferences of ideal residents. These personas provide developers with a blueprint for understanding who their ideal tenants are and how to appeal to them. With this added layer of insight, you can not only tailor your marketing but also strategically design offerings that align perfectly with the preferences of your future residents.

Planning Marketing Efforts with Precision

Once you know the brands and preferences of your future residents, the next step is to figure out where they spend their time. This is where Qloo’s geofencing and heat-mapping technologies come into play. These tools allow you to identify the neighborhoods and areas where people with similar lifestyles are concentrated.

Let’s take our luxury building example. If Qloo’s data shows a strong affinity for luxury fashion brands among your target tenants, you can use a heatmap to locate the areas where these brand-loyal consumers are most likely to live, work, and hang out. This allows you to focus your marketing campaigns—whether you’re using digital ads, mailers, or event sponsorships—on the specific areas where your potential residents are already spending time.

By honing in on these areas, you can avoid the scattershot approach and make every marketing dollar count. Marketing a luxury building isn’t just about showing off high-end finishes; it’s about speaking to the values of the people you want living there.

Designing Amenities Based on Data-Driven Insights

Qloo’s solutions go beyond marketing efforts. Once you’ve attracted potential residents, you need to offer an experience that meets their expectations. Qloo’s consumer intelligence can inform not only your marketing strategies but also your property’s design and amenities.

For example, if the data shows a strong affinity for fitness and wellness among your target residents, you might prioritize including a state-of-the-art gym with an emphasis on certain amenities, like treadmills or yoga spaces. Or, if there’s a high demand for social spaces, you could focus on creating vibrant communal areas that foster a sense of community.

Let’s say your data reveals that many of your target residents love running, indicated by a high affinity for wellness brands like Peloton and Nike. That could inform your decision to invest in extra treadmills for a gym on your property—amenities that could make all the difference when it comes to signing a lease. Qloo’s data allows you to understand not just who your residents are, but what they’ll want from their living environment, helping you design a property that feels like it was made just for them.

Staying Ahead in the Competitive Multifamily Market

In the multifamily development world, success often comes down to details. Traditional demographic data—like age, income, or occupation—only tells part of the story. To truly understand your future residents, you need to know what drives them, what brands they’re loyal to, and what experiences they seek out in their daily lives.

Qloo fills this gap by offering deep visibility into consumer preferences and behaviors. By using Qloo’s data, developers can gain a competitive advantage, planning marketing strategies and building amenities that align perfectly with the lifestyle their residents aspire to. With Qloo, you can use data-driven intelligence to identify the right residents, market to them effectively, and design spaces that feel personalized to their preferences.

When you’re ready to take the guesswork out of attracting and retaining residents, Qloo is here to help you understand exactly who your future tenants are and how to make your property the place they want to call home. Schedule a demo today and let’s chat about how we can help you achieve your real estate goals.