Are Developers Overlooking Amenities Design to Boost Pre-Leasing?

Insights from Bisnow Tampa Bay: The Missing Conversation

I just returned from the Bisnow Tampa Bay Multifamily & Condo Summit…a room full of developers, owners, operators, and investors openly sharing what’s really driving decisions for 2026. As someone who usually comes in at the back end of these projects - handed a 20,000 sq ft empty box to program, space-plan, conceptualize, and draft - I was genuinely excited to finally hear from the front-line: the people making the big calls, negotiating budgets, timelines, and trade-offs.

What surprised me most wasn’t the data or the deal talk. It was how little conversation there was about design’s emotional impact…how spaces make residents feel rewarded, spoiled, special, and deeply attached to their community. When the panel discussed “what people want,” the answers stayed practical: “more storage”, “closer proximity” to work or schools, “reliable parking”. Wellness got a brief nod, but the deeper idea that a truly great amenities package empowers & uplifts people, enriches lives for themselves, their family, their pets…was completely missing in the dialogue.

On the drive home, I turned to Boyan and said exactly what I’m thinking about right now…still scratching my head: Do they not realize that jaw-dropping renderings of beautifully designed amenities could have the building pre-leased months ahead? Get the whole area talking and have people signing leases because they can’t wait to live that dreamed-of life…without ever leaving the property for a date night, having a great workout in the “state of the art gym”, or social night out under the stars on the sky deck?

Why Emotional Design forms connections and Drives Real ROI

(Not found on Spreadsheets)

They won’t be thinking about “proximity to work or school” because they’ll have everything else right at their fingertips …living a stylish life with a touch of everyday class. Amenities provide a daily reward, help residents feel special, and give them a community they never want to leave. Just read the reviews online…that’s what people are saying. They aren’t talking about the commute…they’re talking about the killer coffee bar.

I completely respect the business-minded approach and their expertise. My language is visual…theirs is spreadsheets, pro-formas, and cap rates. That’s dev tools…and I have admiration for the confidence and discipline it takes to make multimillion-dollar decisions based on those. I’m not saying I am right - they are wrong, that’s sort of the opposite of my train of thought. I just see the disconnect and am wondering about it here. I’m honestly at a loss, because through my lens ROI doesn’t come from spreadsheets. It comes from the people. Real residents who decide whether to sign a lease, renew, refer friends, or post glowing reviews.

One thing I do know for sure is that people make choices based on how they feel. Therefore, if they foresee this new community can give them excitement about their everyday life, have resort style effortless luxury, a journey of the senses with beauty in their surroundings, a place they want to be associated with…and are proud to call home…what could drive a decision faster? Storage? Proximity? Parking? Think about it from a simple dining experience. Do you go back to your favorite restaurant for the food? Maybe….but if atmosphere doesn’t feel right…you’d probably order takeout next time, or it becomes your quick lunch spot. Now translate that from a simple restaurant outing to an every day life event…then it feels pretty significant and important. ?

The Human-Centered Amenity Edge

Industry insights show amenity-rich properties can lease faster and retain residents longer with wellness-integrated spaces turning amenities into measurable attractions (per 2026 multifamily forecasts from firms like Gensler and KTGY) So why do Presidents of Design Development and Leadership not recognize this? Is it because we are on the back end and they are front end and the connection is too far apart to share notes?

If we ignore human-centered approach, we’re leaving massive value on the table. A clubhouse that delivers a daily dose of resort-like reward, a lobby that feels like morning escape, a gym that becomes ritual, outdoor spaces that host effortless date nights or family memories , doesn’t just “add amenities.” It creates loyalty that shows up in the metrics developers care about most: higher pre-leasing velocity, stronger renewal rates, lower turnover costs, better online ratings, and word-of-mouth going viral. (this coming from a person who doesn’t do social media…but hey…I hear about it)

Maybe I speak to the passion in the purpose too much, and not to the data. I think it’s foolish on both sides to not value the other. To me it really emphasizes the need for collaboration. Getting all sides. Strength in numbers. No tipping scales. The data that I understand is people and the data leaders understand is Excel, but the goal of excellence is the same.

The question isn’t whether emotional design pays off. It’s whether we can afford not to prioritize it. Perhaps one day I’ll run the full comparison between communities that prioritize experiential amenities and those that treat them as an afterthought. Until then, this is simply an observation from the back end of the process…where design meets real life

~ a creatives perspective.

Want the shorter, non-creative version? Check out - How Can Design Actually Help a Project Lease Faster? → FAQ