What Do Renters Look For? Top 10 Factors For Apartment Seekers

Even during busy seasons, it’s not always easy to find reliable and responsible tenants to fill your vacancies. It can feel like you’re searching high and low but keep coming up short—even with leads coming in.

So, how do you find stellar tenants?

Start by asking yourself, “What do renters look for in an apartment?” Get into the heads of potential tenants and understand what they want most. Once you know, you can highlight those amenities, perks, and other desirables in your listings to draw in quality renters.

We’re giving you a jumpstart—we’ve rounded up the top 10 things renters look for so you can start building them into your property management marketing strategy.

1. Location and Accessibility

“Location, location, location.” It’s a cliché for a reason. Prospective renters look for rentals close to entertainment, local shops, grocery stores, and even work. They also consider things like:

Transportation. Residents want multiple ways to get around, whether it’s via public transport, by bike (with bike lanes), or walking on pedestrian-friendly sidewalks. Some may want to be near major roads and highways.

The neighborhood. Everyone wants to feel safe and comfortable at home—potential tenants included. They’re looking at local crime rates, the quality of schools, and more to determine the security and quality of the neighborhood. And many check the walkability score, so if yours is high, show it off.

Local amenities. Unless a tenant wants to live in the middle of nowhere, they likely want to get to the store or find local entertainment they can access quickly. Showcase your proximity to grocery stores, restaurants, shopping, doctor’s offices, and coffee shops.

2. Affordability and Value

Is your brand new rental property in the center of town? It’s probably highly desirable, but can prospective renters afford it? If they can, great—but to sign the lease agreement, they need to feel like they’re getting enough value for their money.

Tenants typically compare rental rates to similar properties and weigh perks and amenities included in rent, like utilities or 24/7 gym access. Make sure your listing clearly outlines what extras are included in rent, like:

• Covered parking
• On-site gym
• Business center
• Movie room
• And more

The goal is to emphasize the value of every dollar they spend on rent. When a potential tenant sees that their $1,500 per month rent payment includes every perk they care about, they understand the value they’re getting.

3. Property Condition and Maintenance

First impressions are everything, and future residents can quickly tell if you maintain your property or if cleanliness and upkeep are an afterthought. Renters look for—and notice—chipped paint, overgrown landscaping, and dated fixtures.

Be sure to keep communal areas clean and up-to-date, and use the property tour to highlight any recent renovations.

Inside the unit, renters look for modern interiors with recent upgrades. Consider using apartment turnovers to update kitchens and bathrooms, and then showcase these upgrades in your listings with photos and text.

Pro tip: Let renters know that you respond promptly to any maintenance requests and make quick repairs.

4. Amenities and Features

Amenities aren’t just fun perks—they boost your residents’ quality of life. Offering highly desirable amenities is a surefire way to stand out to future tenants.

Build an ideal tenant profile and understand which features matter most to that hypothetical renter. Take students—they likely want high-speed internet and ample parking, while young families prefer outdoor space and play areas.

In-Unit Features

Renters look for units that have features to make their lives easier and more convenient, like a washer and dryer, dishwasher, or air conditioning.

Washer and dryer. After lugging a laundry hamper to and from the laundromat, doing laundry at home can feel like a luxury. If you have them in-unit, let renters know. If you offer on-site (out-of-unit) laundry, that can still beat a visit to the laundromat every week.

Dishwasher. Washing dishes by hand is a dreaded chore, especially if you’re washing for multiple people. Renters look for units with dishwashers to make cleaning the kitchen effortless.

A/C. Tenants want to be comfortable, especially in the sweltering summer heat. If you’ve got central air, you just might edge past the competition.

Building Amenities

Renters aren’t just looking for what’s in the unit—they’re considering your community as a whole package. Building features can give your property that little something extra and boost its appeal: 

Fitness center. Many prospective renters appreciate not having to go off-site to exercise (or having to pay gym fees).

Swimming pool. What better way to cool off on a hot summer’s day than taking a quick dip in the pool?

Communal spaces. Community features let you get creative with your amenities. Outdoor barbecues, playgrounds, business centers, and even pickleball courts make your property even more appealing to multiple types of tenants.

Secure parking. No resident wants to circle the parking lot for a spot after work or worry about their car out in the elements. Renters place a premium on assigned or covered parking spaces.

Technological Amenities

Internet access has become a basic necessity for most renters of all ages, so a high-speed provider for your property is non-negotiable. If your finances allow it, consider including high-speed internet in the rent.

Some renters also look beyond the internet to a connected smart home. Smart home appliances, like thermostats and outlets, can make a unit feel luxurious and provide the convenience renters look for. 

5. Security and Safety

Renters look for apartment complexes and rental units that make them feel safe and where their vehicles and belongings are secure. That’s why they seek properties with security measures in place, both in their unit and around the property, like:

• Secure entry systems, like intercoms
• Surveillance cameras
• On-site security personnel
• Secure-access common areas with good lighting
• In-unit smoke and carbon monoxide detectors and fire extinguishers (some of which might be required by law)
• Secure package rooms or lockers

6. Community Atmosphere

A sense of safety means a lot, but so does a sense of belonging. Many tenants want more than a unit in a building—they want a home in a community. 

Renters look for community events, gathering spaces, and other opportunities to connect with neighbors. And don’t forget about non-human residents—most renters are pet owners and only consider units in pet-friendly communities.

7. Flexibility and Lease Terms

Not all renters look for a standard one-year lease agreement. Many renters, especially students, want options for short-term, long-term, and month-to-month leases. 

And flexibility for move-in dates and lease renewal is a big bonus. Make sure you clearly outline lease terms with prospective tenants.

Policies allowing sublets or lease transfers can also attract lessees who travel frequently for work. 

8. Energy Efficiency and Environmental Considerations

Sustainability and efficiency are important both to younger generations and to cost-conscious renters. These residents want energy-efficient (and money-saving) upgrades to appliances, windows, insulation, and light bulbs. 

But being environmentally friendly isn’t just about what’s in the unit. Recycling programs or green spaces like a shared garden can attract renters and foster community. 

What’s around the property can make a difference, too. Installing sustainable building materials, solar panels, and water-wise landscaping all show you care about your environmental footprint.

Another thing renters look for is a rental property that provides substantial natural light and has systems to ensure high indoor air quality.

9. Reputation and Reviews

It’s no secret that consumers rely on online reviews, and it’s especially true for apartment hunters. After all, tenants spend a good chunk of their income on their rent. They want to do their homework before signing a lease. 

Prospective tenants read feedback on sites like Google and Apartments.com. But you’re not only at the mercy of online reviews. Highlight positive testimonials and 5-star ratings on your website and social profiles and display awards and recognition online and in leasing offices.

If a large property management company oversees your community, tenants might also research them. Add links to your property management company’s website and emphasize its positive reputation.

10. Going Above and Beyond in Your Market

What renters look for depends on your property’s market and ideal tenant profile. Research desirable features for your location. For example, in coastal markets, renters might want a concierge service to welcome guests, hold packages, or make reservations. 

Communities near universities could appeal to students with shuttles to campus or flexible lease terms. Markets with smaller apartments might highlight on-site storage options. 

Ask, “What do Renters Look for?” to Find Great Tenants

Renters look for a great location, affordability, security, and amenities. They want to feel safe in their home, and like they’re part of a larger community. If your property has any of these sought-after qualities, market them.

Understand your market and research what your ideal tenant cares about. Tailor marketing based on these insights, and don’t be afraid to change your approach as you learn. Great renters exist—you just need to find them with the right message. 

Additional Resources

Want to dive into the data to really understand what makes renters tick? Industry surveys can give you in-depth insights into what renters look for: 

• 2024 National Multifamily Housing Council and Grace Hill Renter Preferences Survey Report
• RentFacts’ 2024 Renter Preference Report
• 2024 RentCafe Survey
• AppFolio 2024 Renter Preferences Report

Understanding the data on renter preferences is the first step. Knowing how to put that data into action and attract great tenants comes next. If creating a marketing plan for your property feels overwhelming, consider hiring a property marketing company.

They can help you craft a winning marketing strategy to generate more leads and convert prospects into tenants. 

And you don’t have to start completely from scratch. Look at examples of apartment websites and what they do well, like navigation, design, or copy. You can also draw inspiration from photos and content in high-performing listings on top real estate websites. 

As you update your marketing, don’t be afraid to try new tactics, assess how well they worked, and then optimize your strategy accordingly. 

Last but not least, ensure that all marketing and advertising comply with fair housing laws. Many professional associations offer updates and advice on how to follow these regulations.