As Invitation Homes approaches its 10-year anniversary, we’ve been reflecting on how far we’ve come as a company. Part of our continued success and growth as the nation’s premier single-family home leasing company is due to our commitment to continuously address and adapt to changing market dynamics and demographic trends. It’s what’s helped differentiate us as an industry leader, and what drives strong resident demand across our 16 markets and more than 80,000 homes.
The Millennial generation, now the largest living adult generation , was raised during the rise of the on-demand economy and has recently fueled a growing desire for flexibility and choice in housing as they’ve aged and entered the workforce. At the same time, many Americans have reconsidered where they want to live and work as a result of the COVID-19 pandemic. When it comes to choosing where and how to live, Invitation Homes is proud to provide high-quality homes and professional service in desirable locations. And Millennials, like many Americans, are choosing the leasing lifestyle in search of more space, great neighborhoods, and access to quality schools, jobs, and transportation corridors.
Recognizing the growing demand among Millennials, Invitation Homes recently launched a new brand campaign and redesigned website . Through the new campaign, expressed in a series of insightful video, audio, and digital ads, we aim to highlight the value of the hassle-free lifestyle that Millennials will experience when leasing a house with Invitation Homes. The campaign celebrates Millennials through imagery and storytelling that showcases “swagger moments” when residents’ smarts pay off. The campaign is guided by our new tagline: Live freer. Lease a House.
Part of our evolution as a company has also been ensuring that every experience our residents have is as seamless and intuitive as possible. To make our primary platform comparable with the services we provide through other apps, and in line with our worry-free leasing lifestyle, our newly redesigned website takes a “mobile first” approach to design—with the goal of making it faster to search properties, pay rent, request maintenance, or find the answer to a question on any device. We also recently launched a mobile app that makes it easy for residents to request maintenance services and engage with our technicians.
Updating how and through what channels we communicate with residents represents the next step in effectively meeting the changing needs of our communities. The growing affinity for on-demand amenities also led us to integrate several of our services into a small monthly fee. Our Lease Easy bundle combines Smart Home technology , air filter delivery , and utility management in one package that provides numerous benefits for residents and takes the worry out of scheduling delivery of air filters and managing different utility payments on different dates. Additionally, our Smart Home technology puts control of our homes at residents’ fingertips, allowing them to control their thermostat, lock and unlock doors, and receive notifications on their mobile device.
As our residents’ profile and needs evolve, so will Invitation Homes. We’re in the business of providing high-quality homes with professional service backed by a team of people who genuinely care about serving our residents. At every step, we will continue to meet and exceed resident expectations.