An effective marketing strategy isn’t just about attracting renters to your listing. It’s also about not scaring them off.
Certain red flags can make renters say “no thanks” before they even submit a lead. Overlooking these red flags could mean fewer leases, longer vacancies, and less revenue.
The latest Apartments.com survey revealed eight issues that could make your property a nonstarter in the eyes of prospective residents. Anywhere from half to three-quarters of renters said these deal-breakers would make them cross a property off their list.
Discover what not to do — and what to do instead.
It’s too expensive
Price is one of renters’ top priorities. So it’s no surprise that 75 percent of renters say it’s a deal-breaker if a property is out of their budget.
The overwhelming majority of renters say that price is one of their top considerations when choosing a place, according to the latest survey, and affordability is the primary motivator driving 36 percent of them to move.
What to do instead: Be honest and smart about your pricing.
Track rent comparables in your local market, and price your property appropriately.
If certain units have been hard to fill, consider offering concessions. Deals like one month off or a discount prorated over the course of a 12-month lease are renters’ favorite rent specials, the survey revealed, but a whopping 91 percent of renters say they’d be more likely to choose a property that offers some kind of concession.
It’s not safe
Renters want to come home, relax, and unwind. A sense of safety shapes how they experience their day-to-day life at your community. That’s why 62 percent of renters say that concerns about crime and safety are a deal-breaker in their rental search.
What to do instead: Apply a multipronged strategy to address security concerns.
Beef up your security features, like gated entrances and security cameras. At the same time, engage your residents and build strong relationships in the local community — such as with law enforcement and nearby businesses — to build trust and reduce incidents.
It’s in poor condition
When renters assess your property and available units, they’re keeping an eye out for maintenance issues. Over half of renters — 57 percent — say that concerns about the maintenance or condition of the property, unit, or appliances will make them cross a place off their list.
Well-maintained apartments and buildings aren’t just more appealing than rundown properties, but they also give residents a clear message about your community’s priorities and resident quality of life.
What to do instead: Boost your curb appeal, inside and out.
Prioritize building maintenance, such as gutter cleaning, roof repair, and drain inspection. And remember the small stuff, too — wash your community’s exteriors on a regular basis. Power-washing walls and cleaning windows can freshen up your buildings and help how prospective residents appraise you. A well-maintained landscape can also go a long way in creating a positive impression.
And within your units, make sure to resolve maintenance issues quickly, and use resident move-ins as an opportunity to work on overdue renovations and replace old, worn-out appliances.
I didn’t know about those fees
For 54 percent of renters, surprise fees are a deal-breaker.
“Cost is my first concern, and I don’t like hidden fees,” said a 79-year-old woman in Enfield, Connecticut.
Price isn’t just about budget. It’s also about trust. When renters see one price advertised and then realize later on that additional fees apply, driving up the total cost, it’s not just that they don’t want to go out of budget. They also feel frustrated and deceived.
“I think the more transparent a landlord is, the more I’ll trust them,” explained an 18-year-old woman in Iowa City.
What to do instead: Embrace price transparency.
Update your listing to show total pricing instead of only a base rent. Include all fees on your listing so that renters can easily see how much they’ll pay when they move in.
The ratings and reviews are concerning
When renters are evaluating their options, they don’t just want to know the objective facts about an apartment community — they also want to hear about the day-to-day experience of living there. And when negative ratings and reviews raise a red flag, 53 percent will cross a property off their list.
What to do instead: Improve your reputation management strategy. Solicit fresh reviews from current residents, and respond to current reviews — including negative ones — with personalized, thoughtful replies.
When you solicit new reviews, positive feedback can help balance the negative comments.
As they say, you can’t please everyone. Negative reviews are, unfortunately, an unavoidable part of life for businesses everywhere, but authentic, positive reviews can help win back renters’ trust.
“I’m obviously not expecting perfection,” said a 20-year-old woman in Houston, “but having more good reviews than bad definitely calms my nervous system when having to choose an apartment that I didn’t get to tour.”
Responding to feedback is another important way to minimize the damage of negative reviews and rebuild trust with your prospective residents. When you get a negative review, respond thoughtfully and empathetically. Explain what you’re doing to resolve the issue. Show that your community listens to feedback and cares about residents’ concerns.
And when reviews of your property consistently highlight the same pain points, use this as an opportunity for growth. Revisit your policies and revise your training procedures to prevent those same issues from cropping up in the future.
I can’t find photos of the exact unit
When renters don’t see photos of the exact unit they’re considering, uncertainty creeps in. As impressed as they may be by the beautiful model units and community amenities, they want to know what the available one-bedroom on the second floor really looks like.
For 50 percent of renters, not seeing any photos of the exact unit is a deal-breaker.
Without clear visuals of their specific floor plan, it’s hard for renters to picture themselves living there — and it can erode trust in the property management.
As one renter put it, “I don’t want to see the best, doctored unit they have. I want to see the unit I would be living in.”
For this 22-year-old woman in Morgantown, West Virginia — and many renters like her — unit photos aren’t a nice-to-have. They’re essential.
Renters use unit photos to assess whether a wheelchair will fit, what furniture is necessary, whether their houseplants will get enough light, and what kind of view the balcony looks over. When they see unit photos, they can decide whether the apartment is a good fit. This translates to higher lead quality.
They also feel a greater sense of trust in the property management because of its transparency.
What to do instead: Add unit-specific photos. For every available apartment, include photos of the exact unit. High-quality media, such as high-resolution photos and 3D tours, helps renters imagine themselves in your community, but make sure you’re being transparent about whether your media depicts a specific unit.
Consider upgrading to Matterport Max so that you can add 3D tours of each unit in your community. When you create a Matterport 3D tour, you’ll also get still images of the unit that you can upload to your listing.
The leasing team rubbed me the wrong way
What is the customer experience like when a prospective resident reaches out to your community? These points of contact, whether in person or over phone or email, can make or break a lease.
For 50 percent of renters, a negative experience with the leasing agent, landlord, or property management can make them say “No thanks” and keep looking.
What to do instead: Prioritize the customer experience — for current and prospective residents alike.
Improve the experience for tours. Train your leasing team on best practices, such as greeting prospects warmly, getting to know them, and tailoring the tour to their needs and expectations.
Within your leasing office, create a great first impression, even with small things such as refreshments, comfortable chairs, and positive reviews on the walls or in a guestbook.
And remember to apply some of the best practices of resident communication to your communications with prospective residents.
The location is inconvenient
Location, location, location. It’s true across real estate — and multifamily is no exception. Nearly half of renters (49 percent) say that an inconvenient location is a deal-breaker.
What to do instead: Highlight the best your location has to offer.
Location is in the eye of the beholder. Proximity to the highway may be a turnoff for some residents but a perk for others. Highlight the nearby amenities in your neighborhood.
Which employers are close by? Is there a grocery store within a short drive or walk? Over half of renters want to live near a grocery store, and this humble neighborhood amenity consistently ranks at the top of the list of renters’ location priorities.
Explore more renter insights
What else do renters want — and not want — in 2026? Check out more insights from the latest renter survey:
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