As renter demographics continue to evolve, so do their preferences and priorities. Understanding what today’s renters value is crucial for making informed investment decisions, whether as an owner or prospective investor. The 2025 Apartments.com annual renter survey, conducted in January, gathered insights from 20,000 Americans planning to move into rental units this year. These findings provide a clear view of renters’ top priorities as they navigate the opportunities and challenges of today’s housing market.
The majority of renters planning to move prefer to stay within their current city, with 41% relocating to a different neighborhood and 16% moving within the same metropolitan area. This trend suggests that renters prioritize familiarity, convenience, and local job opportunities while seeking a new home. Additionally, 16% choose to remain in the same neighborhood, likely in search of better housing options without leaving their established community.
On a broader scale, only 27% of renters plan to move beyond their metro area, with 13% relocating within the same state and 14% moving to a different state. While some renters are open to long-distance moves, the data underscores that most prefer to stay relatively close to their current location.
Consistent with previous trends, price remains the top concern for renters when choosing a residence, followed closely by location and safety/security. More than half of survey respondents ranked these three factors among their most important considerations, emphasizing the role of affordability, convenience, and personal well-being in rental decisions. Beyond these primary concerns, around a quarter of renters also value amenities, unit size, and the number of bedrooms.
Price has always been a top priority for renters, as their budget largely determines where they can live. A key takeaway from the renter survey is the importance of price transparency, particularly regarding hidden fees. Since most renters have a fixed budget, they prioritize knowing the full cost upfront, with 85% preferring to see the total price, including all fees, before considering a rental.
Transparent pricing not only helps renters make informed decisions but also streamlines the leasing process for property owners. In multifamily advertising, providing clear, upfront pricing can improve lead quality and boost conversion rates by attracting renters who are financially prepared and genuinely interested.
Other key local amenities and location factors that ranked highly among survey respondents include proximity to friends and family, as well as access to medical facilities, schools, and major highways.
More than half of renters rank safety and security among their top three considerations when choosing a place to live. Many actively research crime rates before deciding on a neighborhood, prioritizing areas where they feel secure. Beyond crime statistics, renters seek specific safety features within a property, including quiet surroundings, well-lit spaces, security cameras, and gated parking for added protection. These elements contribute to a sense of security and peace of mind, making them essential for both renters and property owners looking to attract and retain tenants.
The strong emphasis on safety suggests that enhancing security systems should be a primary value-add strategy for property owners, especially in high-crime markets. Survey findings indicate that offering security features beyond the market standard may be more effective than investing in costly high-end amenities, yielding greater value for both renters and investors.
As the rental market evolves, understanding shifting renter preferences is crucial for property owners, investors, and developers. While price, location, and safety remain top priorities, renter expectations are becoming more refined. Transparent pricing, proximity to essential amenities like grocery stores and workplaces, and enhanced security measures are increasingly shaping housing decisions. Additionally, growing demand for outdoor spaces and easy access to public transit highlights the need for properties that offer both lifestyle and practical benefits.
For investors and property owners, adapting to these preferences presents a strategic opportunity. Enhancing security, improving access to key retail and employment hubs, and offering well-designed amenities can significantly boost tenant satisfaction and property performance. As competition in most markets intensifies, meeting evolving renter needs will be essential for maximizing occupancy, rental income, and long-term asset value. By staying ahead of these trends, stakeholders can make informed decisions that align with renter expectations while ensuring sustainable growth.
