In a new thought leadership piece for Multifamily Executive, Baskervill’s own John Lang, AIA, explores how today’s developers can use psychographic archetypes, demographic trends, and behavioral data to guide more intentional design decisions. The article breaks down how tailoring spaces—from amenities to unit layouts—to meet the real needs and values of target renter groups can lead to stronger lease-up rates, higher retention, and long-term ROI.