Happy Place Survey: New data shows what 5000+ renters want in their next home

What do renters want in their next home? Or as we like to call it, their happy place?

We asked, and over 5,000 real renters answered.

Here’s what we found: Today’s renters care about more than just price and location. They’re raising the bar — expecting things like move-in perks — and it’s up to you to measure up and market accordingly.

But we’re here to help. We paired the survey responses with fresh, data-driven strategies for marketing your communities. (And we have a bonus market happy, rent happy checklist up our sleeve.)

Keep reading for a peek at the data, then see how to download the full study and checklist.

About the Rent Your Happy Place Survey  

If you’re a regular blog visitor, you know we’re all about collecting and analyzing data. It’s how we provide apartment marketers like you with the best insights, tips and techniques. 

For the Rent Your Happy Place Survey, we collected responses from 5,471 RentCafe.com renters between November 8 and December 9, 2024.

We wanted to see what renters are really looking for — from location must-haves to favorite amenities — then use that data to deliver bold and brilliant marketing strategies.  

And we have to say, the data delivered. We discovered new, intriguing trends that shed light on the most important things to market to today’s renters.

Here’s what we asked

The format varied, with some questions allowing renters to select one or two answers, and some up to five. Others offered the chance to select all that apply.

Here’s a snapshot of what we asked (and found):

• What renters want
• Features they need
• Amenities that make them happy
• What they value in a community
• Their location must-haves
• The non-negotiables
• How much they’ll compromise on price
• Their favorite move-in perks
• What WFH renters look for
• The leasing experience they expect
• Their candid thoughts and preferences 

See what renters said

There’s a lot of data to cover, but we’re excited to share the responses to — and tips paired with — one big question. It’s something apartment marketers are always trying to figure out.

(Don’t worry, you can download and explore the rest of the survey data below.)

Onto the big question: What’s the best move-in perk for today’s renters?

As you can see, 41% of renters say a lower rent, longer lease combo is their favorite move-in perk, skyrocketing above the other answers.

Here’s what we recommend: Advertise your promotions everywhere. That includes your website, listings, social posts and blog articles. If your prices adjust based on move-in date or length of lease, call that out in your marketing so renters know there are ways to optimize their rate.

And make sure you try the lower rent, longer lease deal (even it’s only for a limited time). This could be the difference between you and a competitor.

Get the rest of the data

Want the full Rent Your Happy Place Survey, plus the bonus checklist? Get your free copy today.

You don’t want to miss the data-backed, actionable ways to market your communities to today’s renters.

Happy strategizing!