Challenge
For RHOME, internet wasn’t part of the conversation. It was just another utility residents handled on their own.
But as RHOME scaled across 40+ markets and 50,000+ units, resident expectations started to shift. It wasn’t just about rent costs anymore. Residents wanted to know what was included and how seamless the experience would be. That created a gap.
Internet, one of the most important and costly services for residents, sat completely outside of RHOME’s control. But, bringing it into the experience raised real concerns:
- Would residents push back on bundled internet?
- Would this add operational complexity?
- Who handles service issues or equipment?
Daniel Madison, RHOME’s National Director of Revenue, saw the opportunity to improve the experience, but needed a way to do it without adding work or creating friction with residents.
Solution
Instead of leaving internet up to the resident, Daniel made it part of the experience.
With Group Rate Internet from Second Nature, RHOME properties can now offer high-speed internet at a competitive rate, ready at move-in.
“What we saw was an opportunity to change the experience,” said Daniel.
Now as another benefit built into the lease, internet implementation was seamless for property managers and even easier for residents. And with Second Nature managing the service, residents have a direct line for support whenever questions come up.
Just as important, RHOME equipped their teams to clearly explain the value. When residents had questions—especially around existing plans or bundled services—they were guided to compare options side by side.
“Once they understand the program, the response is overwhelmingly positive,” Daniel said. “A lot of it just comes down to education.”
“We’re not doing anything additional than what we were before,” Daniel said. “It’s just a better experience now.”
Conclusion
Today, internet service is no longer an afterthought. It is a differentiator.
Despite initial concerns about pushback, RHOME achieved a 97% adoption rate across residents. In most cases, hesitation came down to confusion, not resistance. Once residents understood the value, they opted in quickly.
In a market where residents care about what’s included, bundled internet helps RHOME stand out from competitors while delivering a simpler, more seamless experience. It’s a small shift that makes a big impact for both residents and the business.
