What Multifamily Can Learn from Branded Residences' Growth

In today’s market, renters want more than just four walls and a roof—they crave a lifestyle per square foot. Branded residences deliver exactly that, offering a meaningful identity, feeling, and cohesive experience that most standard apartments simply can’t. 

These buildings, associated with recognizable lifestyle brands, are growing in popularity because they offer an experience, not just a space. Globally, there are around 700 branded residences, with nearly as many currently in development and set to launch by 2030, according to industry research. 

For modern renters, that experience is invaluable, providing a sense of community, belonging, and quality that a generic property simply can't match. This week, we're digging into the lessons multifamily can learn from the rise of branded residences. 

Brand Identity Creates Instant Value

A branded residence is more than a place to live—it’s a badge of identity. When a building carries the name of a brand, whether it’s a luxury name like Ritz-Carlton or a lifestyle brand like Missoni, it speaks volumes about the lifestyle it promises. For residents, that brand name is reassurance. They know the values, quality, and experience that come with it. Moving into a branded residence means stepping into a world that’s already been curated to match the brand’s ethos, which often includes carefully chosen aesthetics, superior amenities, and consistent service.

In contrast, a building with no brand lacks that identity and often leaves potential renters asking: What makes this place different? Without a clear answer, it risks becoming just another space in an already crowded rental market.

A Tailored Lifestyle Is More than Just Amenities

Branded residences offer amenities that go beyond the typical gym or pool. The design of every room, the selection of services, and the thoughtful inclusion of exclusive perks align directly with the brand’s vision, delivering a consistent lifestyle experience that speaks to residents' values. For example, a Ritz-Carlton residence might include 24/7 concierge services, private lounges, and wellness programs, while a Missoni-branded building may boast vibrant interiors, artful design, and stylish community spaces that foster a creative vibe. Every detail is built with the brand’s personality in mind.

This curated approach gives renters more than they would get in a standard building. Without brand direction, buildings may have amenities, but they lack a unifying theme that makes those amenities feel cohesive and purposeful. For today’s discerning renters, especially millennials and Gen Z, who prioritize lifestyle and experience, a branded residence feels complete and thoughtfully designed for their tastes and needs.

Community, Connection, and Belonging

In multifamily leasing, you're negotiating with two things: the prospect's wallet, and their heart. 

Branded residences excel at fostering a strong sense of community because they’re built around shared values and aesthetics. Residents drawn to a particular brand already have something in common, and that connection fosters a sense of belonging. Whether it’s through exclusive events, shared spaces, or simply the brand-driven ambiance, these buildings help create a community of like-minded people.

A generic building can rarely provide that same sense of connection. Without a shared brand identity, it’s harder to cultivate a cohesive community among residents. In branded residences, the environment naturally encourages people to engage with each other, making it easier to form connections and build relationships. This feeling of community is a major selling point, especially as more people seek residences where they can feel connected.

Quality and Consistency Drive Demand

When a building has a brand’s name attached, it’s a promise of quality. Brands know that their reputation is on the line, and so they bring their A-game to every project, ensuring high standards across every detail—from the finishes to the services offered. Renters know they can expect a level of excellence that simply isn’t guaranteed in standard multifamily buildings.

On the other hand, buildings with no brand affiliation can vary widely in quality, often leaving renters guessing about what their experience will actually be like. Branded residences eliminate that uncertainty by guaranteeing a level of consistency and quality that makes the higher price tag worth it. Renters are paying for more than space; they’re investing in an experience that aligns with their standards and tastes.

Creating Value through Meaning and Emotion

Above all, branded residences deliver something truly priceless: meaning. They resonate with renters on an emotional level, offering a lifestyle that feels purposeful and aligned with their identity. In branded spaces, the values of the brand shape the building, and those values create an emotional connection that makes residents proud to call it home.

By contrast, a building with no identity or brand is just another address. It’s functional, but it lacks personality and purpose, often becoming a place people stay rather than a place they truly feel connected to. For modern renters, who are looking for a space that complements their lives and values, branded residences offer meaning that traditional buildings simply can’t match.

Branded Residences Are the New Standard for Living

The rise of branded residences is a clear signal: modern renters don’t just want a place to live—they want a place that reflects who they are and how they want to live. Buildings with strong brand identities deliver a lifestyle, a sense of community, and a promise of quality that are simply unmatched by generic apartments. For developers and property managers, embracing branding could be the key to building more valuable, more desirable properties that don’t just provide housing but create a true living experience.