37% of tenants say they'd sacrifice cash flow for better conditions. Higher tenant happiness drives renewal rates and rent increase tolerance, but the financial impact remains unmeasured. Future research needs to quantify exactly how much happiness is worth on a landlord's bottom line.
We didn't have any kind of decrement of quantity across the spectrum of answers. It was all the same quantity: some cash flow, ambiguous, undefined. What we did decrement was very willing, somewhat willing, not very willing. Thirty-seven percent said very willing to sacrifice some cash flow. If I'm thinking about, you could say it's altruism. Maybe let's just park that. If it's not altruism, where could this show up in a PNL and renewals? Really all I can think of: renewals and possibly the renewal rate. A happier, more fulfilled tenant, more likely to renew. more willing to bear up under some level of a rent increase. If we could ask unlimited questions, man, we would have pounded that and gone deep on that. And maybe next year we will go deeper into that, but as a committed capitalist, I just have to assume that's the implicit connection people are making here.
