The Paletz Law Blog

What Do Renters Really Want? A Guide for Landlords to Remain Competitive

July 29th, 2025 | By: Paletz Law Press

Throughout its history, Paletz Law has witnessed significant changes in how landlords and property owners present their properties and interact with current and prospective tenants. Some of these changes have emerged from new expectations that arose from COVID.  In contrast, others have related to the technological advances that property managers now have access to, enabling better communication with their tenants.  

However, what many (not all) property owners and landlords believe is best for tenants may not be what they are actually looking for. New survey data from Apartments.com reveals that renters and potential tenants have different expectations compared to a few years ago. And with some markets in the Midwest now becoming more competitive, as many would-be homebuyers are still being shut out of the market by high interest rates, rising prices, and limited availability, rental property owners should pay attention to what their potential renters really want. 

The Amenities That Matter to Renters 

According to the latest research, renters are prioritizing practical amenities over flashy features. The most searched apartment amenities on Apartments.com include an in-unit washer and dryer, air conditioning, parking, dishwashers, and properties where utilities are included in the rent. According to Apartments.com, this represents a marked shift toward convenience and cost-effectiveness over luxury. 

Rental investment manager company Greystar, in their Design Survey Report last year, also reflected on this trend, finding that walk-in closets, more natural light, and fresh air ventilation topped renter wish lists. The findings also support the theory that renters value functional space and health-conscious features over elaborate community amenities, such as pools and gyms as ironic as that sounds. 

Digital Needs

According to the Apartment.com survey, today, renters also expect seamless digital experiences throughout their rental journey. Their survey data show that 86% of renters find a place in less than four months, despite expecting the process to take longer. This speed is attributed to improved online search capabilities and digital communication tools that have streamlined the rental process.

In addition, those property managers who embrace digital communication, from virtual tours to online leases, seem to be meeting renters where they are. The data shows that renters increasingly prefer a digital-first property management company that offers mobile apps, online rent payment, and responsive digital customer service.

Renters also want to see the specific apartment. A total of 77% of renters in the poll said they want to see exact photos of the unit they’re interested in, with more than half stating they’ll keep scrolling if they don’t see them.

Location Location Location 

The old real estate adage of “location, location, location,” still reigns supreme for not only home buyers but renters. The survey data indicates that 15% of renters plan to relocate within their current neighborhood, suggesting they prioritize location over unit features. This highlights the importance of understanding local markets and neighborhood preferences. More importantly, they’re ready to move if needed.  The reason? Affordability is the top reason for a third of renters polled. In fact, the desire for more affordable rent is forcing 32% of renters to move.

The Bottom Line for Landlords

The survey revealed that for property owners to maintain a competitive advantage, they must focus on practical amenities that enhance tenants’ daily lives rather than impressive but rarely used features (think outdated meeting rooms and rusted-out barbecue grills). Installing in-unit laundry and ensuring reliable air conditioning significantly increases appeal.

Second, invest in your digital infrastructure. Properties with online lease contracts, digital communication options and virtual tours for potential renters will continue to attract and retain tenants. 

Third, and this is an obvious one, maintain competitive pricing. The Apartment.com survey data and others have consistently shown that affordability will always be a primary concern, but renters will fork out more for properties that offer genuine convenience and cost savings in other areas.

Landlords and property owners who understand these preferences and adapt their properties according to the surveys, will come out ahead. By focusing on practical amenities, digital accessibility, and competitive pricing, property owners can create compelling value propositions that attract and retain high-quality tenants.