Renter media preferences: What 11,000+ renters told us

By the time a renter reaches out about a unit, they’ve already scrolled past dozens of listings and ruled out the ones that didn’t show them enough. The decision happens before the first conversation, and it happens on screen.

To understand what renters want from that media, RentCafe.com surveyed 11,320 renters in early 2026. The results paint a clear picture of renter media preferences — what moves people from browsing to applying, and what makes them click away.

Here’s what they told us and what it means for your listings.

See the full picture

The full breakdown is below, but here’s the short version: Renters are searching now, they’re leaning on media to decide, and they expect to see the actual unit.

Renters are on the move

The renters in this survey aren’t window-shopping for next year. They’re in motion right now, which means the window to reach them is short.

• 80% started searching in the last 3 months. Most of your prospects are fresh to the market. The listing they find today shapes the shortlist they build this week.
• 76% are actively looking or ready to lease. This is a high-intent audience. They’re not casually curious — they’re close to a decision, and they’re deciding with whatever information is in front of them.

Media makes a difference

When renters can’t walk a unit in person, media becomes the next best thing — and often the first thing. The survey shows how much weight renters put on what they can see before they ever reach out.

• 57% say media makes them more likely to apply. Strong visuals don’t just decorate a listing. For more than half of renters, they’re the push that turns interest into an application.
• 89% say virtual tours are helpful. Nearly everyone values the ability to walk a space on their own time. A tour answers the questions a photo can’t, like how rooms connect.
• 49% say virtual tours help them decide to visit in person. Tours don’t replace the in-person visit for everyone. For half of renters, they’re the step that earns the visit and filters out units that wouldn’t have been a fit anyway.
• 1 in 3 are likely to skip a listing without a virtual tour. A missing tour isn’t a neutral gap. For a third of renters, it’s a reason to move on before they’ve given your unit a real look.
• Almost 1 in 2 would be confident signing a lease after a virtual tour. A good tour carries real weight. Close to half of renters say it’s enough to commit to a lease, no in-person visit required.
• 15% have leased without visiting in person. Remote leasing isn’t a fringe case anymore. For 1 in 7 renters, the media did the whole job, start to signature.

What builds renter confidence

Renter media preferences are clear. They need to see it to believe it, and that conviction extends beyond media to your total leasing experience.

• 88% say unit-level tours matter, not a tour of the model unit. Renters want to see the home they’d live in, not an idealized stand-in. The actual unit, with its actual layout and light, is what earns their trust.
• Nearly half (49%) say visual media and cost transparency build their confidence in online leasing. Seeing the space is half of it. Pairing clear visuals with honest, upfront pricing is what makes renters comfortable leasing online.

Are you creating transparency and making it easy for prospects to see if your community is the right fit? Or are you leaving out some things that could help renters decide? Whether an omission is intentional or not, it has the same effect on renter confidence.

Give renters the media they want

The takeaway runs through every stat here: Renters move fast, media moves them, and the right media at the right time is what wins the lease. They’re searching now, deciding based on visuals and expecting to see the real unit before they commit.

So it’s worth a look at your own listings. Are you giving renters the media they’re asking for, at the moment they’re deciding? If you’re not sure where your listings stand — or you want to talk through what renters expect — get in touch. We’re happy to help.

Source: RentCafe.com survey of 11,320 renters, Jan-Feb 2026