With peak leasing season around the corner, what are renters looking for in their rental search? A new survey from Apartments.com reveals eight top takeaways for multifamily owners and operators.
The survey was conducted in November and December 2025 with over 15,000 U.S. adults planning to rent, representing all 50 states and D.C.
They search broadly, relying on rental listing sites
Which tools do renters turn to when they’re looking for a place? Rental listing sites top the list, with 85 percent of renters reporting that they’re using or planning to use a site like Apartments.com in their search. That’s the highest rate so far in Apartments.com renter surveys.
Word of mouth comes in second, with 37 percent of respondents, followed by search engines in third place with 35 percent.
Rental listing sites have remained renters’ #1 search tool in survey after survey. And popularity of these sites has grown 37 percent since 2023, while use of search engines, property websites, and other tools has fallen or stayed flat.
Renters typically cast a wide net when beginning their search. That’s because most — 87 percent — don’t have a specific property in mind when they start their search. With a rental listing site, renters can easily discover which properties are available within their budget and target location.
…and quickly narrow down their search
Once renters see their available options, they start compiling their shortlist. On average, renters plan to research 10 properties and seriously consider three.
What determines which properties make the cut? Information — preferably as much as possible.
An overwhelming 99 percent of renters said unit-specific information is important. From pricing and availability to photos and floor plans, renters want to know all the details.
Visual tools like photos, floor plans, and 3D tours are especially valuable. Renters want to peek inside your available units — from the comfort of their own home.
“I need to see photos and floor plans prior to going to the property,” said a 55-year-old woman in Greensboro, North Carolina. “If I don’t, I could be running around to 100 properties.”
Renters use unit photos to evaluate the layout, features and finishes, and condition of a specific apartment to determine whether it meets their needs. That’s why 77 percent of renters want to see unit-specific photos, 67 percent want unit floor plans, and 35 percent want unit-specific 3D tours.
And when a listing lacks photos of the specific unit, it’s not just a disappointment. For half of respondents, it’s a deal-breaker.
As a 19-year-old woman in Roseville, California, explained: “If I’m unable to view pictures of the exact space I would be applying for, I probably wouldn’t want to apply in the first place. The pictures are what makes me interested in a unit!”
Price outweighs other considerations
“How much does it cost?” is the one of first — and most important — questions renters ask in their apartment search.
Price ranks #1 among renters’ considerations when choosing a place. And for most renters, their budget isn’t flexible. Seventy-five percent of respondents said they’ll stop considering a property that’s out of their budget, and 54 percent will cross it off their list if they learn about fees that raise the price above what was originally advertised.
That’s why renters want full price transparency. Eighty-five percent said they prefer to see the total price listed, inclusive of fees. Only 9 percent prefer to see the base rent listed, and 6 percent have no preference.
What else can a property do to draw in a price-conscious renter? Renters are highly responsive to financial incentives. Over 90 percent of survey respondents said they’re swayed by concessions.
Whether it’s a free month or a discount prorated over the term of the lease, renters say they’re more likely to choose properties that offer a rent special. Even prepaid gift cards and complimentary gifts like an iPad or TV can help sweeten the deal.
They rely on online tools
It’s not just most of the research process that happens online. Renters are also relying on online tools to contact properties, get more information, and even apply.
When they have questions about a property, 71 percent of renters want to send an email. Nearly half (45 percent) prefer to schedule tours online over other methods, and 69 percent prefer to submit their application online.
Overall, 40 percent of renters say they’re likely to rent sight unseen.
For some renters, the choice to sign a lease without seeing the property in person is determined by distance, mobility issues, or cost concerns. Thirty-nine percent of renters plan to move to a different city, including 12 percent who are moving to a different state.
But other renters prefer the convenience and efficiency of leasing sight unseen.
“That’s how it’s done these days,” said a 43-year-old woman in San Francisco. “No one has the time to spend driving around going to tours.”
Comprehensive online media can make renters more likely to rent sight unseen, reducing their anxiety and fostering trust in a property they haven’t yet seen.
“As long as there is a video, or pictures, I know what I’m getting into,” said a 21-year-old woman in Springfield, Missouri. “It’s also a nice surprise to see it for the first time in person.”
Location matters
The real estate adage “Location, location, location” is just as true for renters in search of their next home. Sixty percent of renters consider location to be among their top considerations when choosing a place.
They’re looking to live somewhere safe and convenient. Safety is a priority for 49 percent of renters, and 62 percent won’t consider a place they have crime- or safety-related concerns about.
For student renters, campus is the place to be. Sixty-four percent of student renters want to live within 20 minutes of campus.
For everyone else, grocery stores top the list.
More important than work, school, or restaurants, grocery stores are the #1 neighborhood amenity renters are looking for when choosing a location. Overall, 55 percent of renters say they want to live near a grocery store.
Amenities are part of the experience
Amenities are another important factor. Thirty-eight percent of renters rank amenities in their top three considerations.
And among the youngest renters, they’re even more important. Among Gen Z renters, who seek out experiences more than other generations, 46 percent say amenities are a top priority.
But your community doesn’t need an Olympic pool or 24/7 fitness center to draw in most renters. When it comes down to it, renters are looking for basic comfort and convenience. Over half of renters say they won’t rent a place without air conditioning (65 percent) or an in-unit washer and dryer (64 percent).
Other amenity must-haves include off-street parking, a dishwasher, and a balcony.
Renters are looking at your social media and online reputation
With so much of the rental search process happening online, it’s no surprise that online curb appeal plays a major role. A whopping 97 percent of renters consider ratings and reviews to be important in their decision-making.
Reviews can be especially important when leasing sight unseen.
As a 20-year-old woman in Houston explained: “I’m obviously not expecting perfection, 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.”
Over half of renters will cross a property off their list if they have concerns about negative ratings and reviews. This highlights how important it is for properties to have a strong reputation management strategy in place.
Social media also plays a role. A quarter of respondents (24 percent) reported using social media in their search.
With a social media presence, multifamily marketers can give prospective residents a glimpse of life at their communities. Which social media channels are the most effective? Over half of renters report using YouTube (59 percent), Instagram (57 percent), and Facebook (56 percent) every day.
Among the youngest renters, video-rich platforms like Instagram, YouTube, and TikTok top the list.
Discover how to level up your listing
Ready to put these insights into practice? Check out our list of top 10 action items to level up your listing. Download the checklist or watch the video:
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