Rental Market Trends: What’s Driving Demand in 2025
The process of renting a home doesn’t just involve finding four walls and a roof to live under, but about creating spaces that feel like home.
The single-family rental market is thriving, thanks to shifting economic factors and lifestyle preferences.
To help you stay ahead as you market your rentals, we’ve gathered insights from 187 renters, interviewed agents, toured properties, and analyzed industry trends. Here’s what we discovered.
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What’s Stopping Renters from Signing That Lease?
Go to sectionFind out what’s keeping renters from saying “yes” to your property and figure out how to remove those sticking points.
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Where Renters Are Searching for their Next Home
Go to sectionLearn where renters are looking for their dream homes and how you can make your listings stand out.
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How Renters Want to Communicate
Go to sectionFind out how renters prefer to stay in touch during their search…because the right communication can seal the deal.
Barriers
What’s Stopping Renters from Signing That Lease?
Even the most appealing properties can face a few hurdles. So, what’s stopping renters from making your property their home?
High rental prices are the biggest dealbreaker, cited by 80% of renters. Location and proximity to work are critical for nearly 60%, while more than 50% prioritize the size and layout of the home. Community amenities (20%), pet policies (30%), and reviews (25%) also influence decisions, while 15% value an easy application process.
You can’t always change these issues; you can’t exactly relocate your units or charge half the price. Instead, focus on competitive pricing when it makes sense, flexible lease terms, and a streamlined application process. Highlight pet-friendly policies and community perks to attract a wider range of renters.
the hunt is on
Where Renters Are Searching for their Next Home
When it comes to finding their next rental, renters are casting a wide net.
More than 45% rely on real estate listings, while 25% scroll through social media platforms. Search engine results account for 20%, and email newsletters capture 5%. Surprisingly, less than 5% are influenced by outdoor advertising…so maybe skip the billboard and focus on digital strategies instead.
To make your listings stand out, regardless of the platform, always invest in high-quality photos, engaging social media campaigns, and SEO-friendly content.
the communication conundrum
How Renters Want to Communicate
The right communication strategy can turn a one-time lead into a long-term tenant.
More than 60% of renters prefer email, while 50% like text messages. Phone calls appeal to 40%, and 15% are open to social media messaging or in-person interactions.
To keep your leads engaged, focus on personalized communication. A quick text or a friendly email can go a long way in building trust and setting expectations.
finding the perfect fit
What Househunters Want in a Home
Renters know what they’re looking for, and they’re not afraid to dig deep to find it.
Detailed property information and high-resolution photos are must-haves for 60% of renters. Virtual tours or videos appeal to 50%, while neighborhood guides and comparison tools attract almost 40%. FAQs and articles are helpful for 20%.
To stand out, offer virtual tours, create neighborhood spotlights, and keep your listings rich with details. Give renters whatever they need to grow their interest.
Strategies to Keep Your Properties in Demand
Feeling stuck? A little creativity can go a long way in keeping your properties at max occupancy. Here are some tips:
- Competitive Pricing: Offer limited-time move-in specials or flexible lease terms to attract budget-conscious renters.
- Modern Updates: Keep your properties fresh with modern amenities and smart home features.
- Personalized Service: Proactive follow-ups and personalized communication can make renters feel valued.
- Seasonal Perks: Partner with local businesses to offer move-in bundles or discounts for new tenants.
And the most important piece of advice? Prioritize the customer experience. By focusing on the customer experience, namely, by listening to feedback, you can cultivate a loyal tenant base and keep renewal rates high.
Ready to Flip Your Rental Strategy on its Head?
If you want to create (and market) homes where people can see themselves living their best lives, you need to listen to what potential renters are telling you. With these insights, you can build trust and set the standard for what renters expect in 2025 and beyond.
Whether it’s offering flexible pricing, modern amenities, or personalized communication, the key to success is understanding what renters truly value…and delivering it with consistency.
Together, let’s turn your properties into the homes renters can’t wait to call their own.