Advertising safety of your property despite your “insecurities” of not having a guard
One of the most popular amenities for apartment complexes or residential communities is the controlled access gate. A gated property creates a sense of privacy, security, and safety for a tenant, often acting like a private club exclusively for tenants. It also is an obstruction for door-to-door solicitors in the area. Only invited guests and potential tenants with appointments should be able to come in; you’ll probably only get the neighborhood kids trying to sell candy or cookies thanks to this. Despite an increase in rent due to the extra enhancement, most tenants are happy to pay for the extra “security”. Although, this is NOT the word you should use to advertise your property with the gate as a feature. Here’s why:
Advertising the safeness of a property can be tricky. Using words like “secure building” or “safe building” can give a false guarantee that nothing harmful will happen; promises that can potentially lead to legal action to recover damages. A tenant may have decided to rent a unit at a property due to the use of gates controlling entry onto the premises and the wording of “safe” or “secure,” and presume there may also be additional safeguards, such as alarm systems and security guards patrolling. While this may be true at upscale apartment complexes, gates are a cheaper alternative to security guards. Advertising as such may lead a tenant or friend of a tenant to sue for negligent security should an incident happen on the property.
Avoid confusion and protect your property by advertising the property as “gated” or having “controlled access”. Avoid any misconceptions that there exists other features, unless you do indeed have them (security guards, alarms, etc.). Your tenants will appreciate the honesty and you’ll be able to assert that you have everything under control.