Millennials and other generations are frequently choosing to rent over home ownership, which has increased the need for high-quality apartment and rental homes. Many of these younger people see units as a long-term solution, not just temporary living. The National Multi-Housing Council has said that 14 percent of the population in Texas are now renters and that number expected to grow in coming years, particularly in large cities. In Houston, approximately 41 percent of the population rents, while in Austin it is 35 percent, with San Antonio close behind at 24 percent. Marcus Hiles says that “The American dream is now not owning a home but renting an apartment.” With this in mind, the goal for Hiles and his company is to create these units in the best locations with top schools and the best amenities nearby.