Work from home renters: See survey data & 3 tips to level up your apartment marketing

Remote work is common today, but are you considering that when marketing your apartments? In other words, are you marketing to work from home (WFH) renters?

If not, you should be! A whopping 35.5 million people worked from home in the first quarter of 2024, and that number continues to grow.

But what should you spotlight in your marketing? We surveyed WFH renters to get the answer, asking what they look for in a new home. Turns out, they have unique preferences when searching for a place to live.   

Keep reading to see the data, then get three strategies for creating marketing that stands out to WFH renters.

The rise of work from home

Remote work isn’t a brand-new phenomenon, but it’s more widespread than it once was. COVID-19 caused some to roll out a WFH model (and many have kept it that way, or introduced hybrid schedules).

According to the U.S Census Bureau, the number of people who primarily WFH tripled between 2019 and 2021. This meant 2021 made history: the highest number of people working from home on record.

They also looked at WFH growth by location. In that same three-year window, the percentage of people who WFH and live in metropolitan areas jumped from 6% to 19%. For those living outside of metros, it rose from 5% to 9%. 

What about data specific to work from home renters, though? Say hello to the 2024 NMHC Grace Hill renter preferences survey. Here’s a snapshot of the findings:   

• 52% of renters said they work remotely
• 31% claim they work remotely every day
• 39% work remotely several days a week
• 73% don’t expect changes to their remote work frequency

So, what’s the takeaway? It’s likely you have prospective renters who WFH — at least partially. It’s smart and strategic to market to them, especially when you know what they’re looking for.  

What do WFH renters look for?

Our Rent Your Happy Place Survey got some intriguing data from WFH renters. When asked which features are must-haves in their next home, 46% said they need high-speed internet and 37% pointed to sound-proof walls.

It might surprise you that a dedicated office space doesn’t matter as much (only 13% of respondents said it’s a must-have).   

Back to the Grace Hill survey, here’s something else WFH renters like to see: A shared workspace.

48% said they’re interested in using a shared workspace — in or adjacent to their building — on a remote workday. 57% said they’d use that workspace each week.

Get 3 effective marketing strategies  

Now that you know what matters to WFH renters, let’s explore how to level up your marketing. Here are three tips to help you get the attention of this particular type of renter.

1. Show what makes your units unique. Do you have fairly sound-proof walls? Write that directly in your listings and throughout your website content including blog posts and FAQs.
2. Highlight your competitive community features. Is Wi-Fi offered throughout your building? Speak to what makes it stand out, like the provider or specifications. Remember: WFH renters care about internet speed the most.
3. Spotlight workspaces in your neighborhood. Is your building near a shared workspace? A roomy coffee shop? Do you have an on-site coworking lounge? Then say so. The data says WFH renters like having options nearby.

If you want a little help, consider using our AI content generator in Marketing IQ Genius. It automatically writes, schedules and posts content for your website pages, blog posts and Google Business Profile. ​Just give it the information you want to include then let it do the rest!

We’re here to help

We get it. There’s a lot to consider when marketing your communities, and reaching WFH renters is another thing to think about.  

Fortunately, bold and balanced marketing is what we do best. Our experts specialize in website creative, SEO, PPC campaigns, ILS advertising and more.

Reach out if you’d like to talk about your options.

Happy (work from home) marketing!