I'm a Project Manager at an Architectural Firm specializing in Custom High-End Homes. 

Willing to customize to tenant desires FOR A PRICE. obviously, some of the above is accomplished by the particular property you purchased; some by repairs, maintenance and improvements, and some by ongoing service commitment.   

The design of this build was attractive.

The better theming will attract a higher quality customer that understands the value.

I think making it more generic and less custom is the safer bet.

Acquired our first rental property and working to attract a qualified tenant.

I was definitely on the fence about this one for a little while before making the purchase, but there were a number of attractive features that ultimately led me to move forward with the purchase.

Do you see Nike cold calling customers or driving for dollars?

I may be misremembering this next part, but I recall one of the RTR podcast episodes where he mentions that RTR keeps all the “10’s” and gives the “9’s, 8’s, and 7’s” to the customers.

Every little thing in the project should be in writing, even down to the door stops :-) See my tile spec sheet below ...Two problems with your post though - 1) In my experience, most problems come from the customer changing their minds constantly.