Advertising a model unit just doesn’t cut it anymore. When renters are searching for their next place, they want to learn about the exact units that are available — not generic apartments with the same floor plan or bedroom count.
In fact, 99 percent of renters say unit-specific information is important to them, according to the latest Apartments.com survey conducted in December 2025.
Renters want to see all the details about the exact unit they’re considering, from photos and descriptions to virtual tours and amenities.
Do your listings show renters what they most want to know about your available units? Here’s how you can unleash the power of unit-specific detail in your listings to drive higher quality leads.
What is unit-specific detail, anyway?
Properties often show generic or model information about their units — think floor plan A1. But renters aren’t moving into a generic floor plan. They want to see unit 1281, not just a similar-looking apartment.
In your property listing, you can feature a variety of details and media specific to your available units. This includes photos, availability, pricing, descriptions, features and finishes, the view from the balcony, and much more.
Why unit-specific details matter
Unit-specific information plays a major role in renters’ decision-making process.
“I can’t make a good decision with vague information,” said a 70-year-old survey respondent living in New York City.
On average, Apartments.com renters plan to research 10 properties but only tour five, according to the survey.
Renters are narrowing down their lists through online research, using unit-specific information to evaluate which options best fit their needs.
Unit-specific information helps renters decide if it’s worth visiting the property. And for renters who lack the time or resources to take an in-person tour, the information on the listing may be the only way they see their future home before signing the lease.
“We are planning to move out of state, and I don’t want any surprises when we arrive,” said a 68-year-old woman moving from East Amherst, New York.
Nearly 40 percent of renters plan to move to a new city or state, according to the survey, and a similar percentage say they’re likely to sign the lease sight unseen.
But unit-specific detail doesn’t just help renters. It can also pay off for the properties that provide this information.
When listings include detailed information about each availability, renters who do submit a lead are more likely to sign a lease. In fact, leads convert at a 24 percent higher rate for properties that feature unit-specific information, according to Apartments.com internal data.
Unit photos are essential
When it comes to unit-specific details, photos stand out as one of the most effective tools you can add to your listing.
In the latest Apartments.com survey, 77 percent of renters reported wanting to see photos of the exact unit advertised.
Renters use unit-specific photos to evaluate the layout, condition, features, and finishes of a given apartment. Photos can even answer questions about accessibility, natural light, and aesthetics.
“I want to see how the apartment looks to see if I like the colors and where everything is placed,” said a 21-year-old renter in Yonkers, New York. “I want to be able to imagine my stuff and my space before choosing a place.”
When listings don’t include photos of the exact unit, renters often feel frustrated or misled.
“Being shown a ‘model’ is extremely deceiving,” said a 55-year-old man in Chandler, Arizona. “Models are always in great shape and have the latest and newest upgrades. I want to see the unit I will be moving into.”
Unit-specific photos are so important, in fact, that 53 percent of renters consider it a deal-breaker if the listing doesn’t show exact photos. These renters will cross the property off their list without considering it further.
“If photos or virtual tours aren’t available, I will not consider the property,” said a 34-year-old woman in Danville, California.
Adding unit photos can help you appeal to these renters. It’s also an effective way to stand out from the competition.
Even though properties with a Gold or higher advertising package on Apartments.com are eligible to add unit-specific photos to their listing, only few properties do so. The majority of active listings today don’t feature any unit photos.
How can you add unit photos to your listing? Apartments.com offers multiple approaches:
- Sync your listing to your property management software. This streamlines the process. Apartments.com integrates with eight property management tools that support unit photos, including Yardi, Entrata, and AppFolio.
- Upload photos manually through your account on the Apartments.com client portal.
Attract budget-conscious renters with unit-specific pricing
It’s not enough to see the space — renters also need numbers. A full 85 percent of renters in the survey say they want to see unit-specific pricing.
“I need to know the exact price in order to make a decision,” said a 54-year-old woman in Birmingham, Alabama.
And it’s no wonder that unit pricing matters. In survey after survey, price consistently ranks as renters’ top consideration when selecting their next place. For three in four renters, going over budget is enough to cross a property off their list.
So how can you help renters fully understand the pricing of each unit? Include unit-specific costs. If you have some vacancies that are harder to fill, you can also list concessions specific to those units.
Help renters orient themselves with a property map
When renters select an apartment, they want to know where that unit falls within the community. Is it on the ground floor or the top floor? Is it next to the pool or close to parking? A property map is an easy way to answer these questions and more.
An interactive property map — which you can add to your listing through map tool Engrain — lets renters explore the relative location of the apartment within the community.
“I like to know if my patio or balcony faces another building, parking lot or green space,” said a 52-year-old woman in Gardner, Kansas.
Level up your unit detail
When it comes to unit-specific details, more is better. Once you’ve addressed renters’ top priorities, like photos and pricing, consider adding additional details about your individual units:
- Floor plans. Like photos, floor plans can help renters visualize the space. Two-thirds of renters want to see exact floor plans.
- Features. Answer frequent questions about your apartments by listing out their features, such as in-unit amenities and finishes. Does the apartment have an in-unit washer and dryer? Are the kitchen appliances stainless steel? Over 63 percent of renters want to see this kind of information in your listing.
- Descriptions. Over half of renters want to read unit-specific descriptions. This is a great way to highlight the unique features and personality of each unit, including spotlighting which floor the unit is on and how recently it’s been renovated. Save information about your community amenities and neighborhood for your property description.
- 3D tours. Over a third of renters want to see unit-specific virtual tours. With Matterport Max, you can add a virtual tour for each unit and common space in your property.
For some renters, other details can also be crucial, such as accessibility considerations, square footage and room dimensions, photos of the view from the windows or balcony, and which direction the windows face.
Explore more ways to level up your listings
Don’t let peak leasing season catch you unprepared. Take the time to review and refresh your listings to stand out in a competitive market.
- Learn how to level up your multimedia
- Review the checklist
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- Stay tuned for new tips each week
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