In today's rental market, Millennials (80+ million strong) are the largest pool of renters. Gen-Z is not far behind as a fast-growing portion of the market. These generational groups prefer to rent rather than buy a home for multiple reasons. One of the most prominent reasons tends to be the amenity-rich offering of an apartment, such as common spaces and pools, on-site concierge, and typically located within an urban community. Trends and studies show that one of the most important amenities is technology. Millennials and Gen-Z will consider technology as one of their main decision-making factors when choosing a community.