This peak leasing season, what do multifamily owners and operators need to know about renter behavior? A recent survey from Apartments.com reveals the latest trends in how renters are searching for their next rental residence in 2026, based on the responses of over 15,000 U.S. adults planning to rent.
Among the key takeaways, the survey identified the growing role of internet listing services, also known as rental listing sites.
The growing importance of the listing site
More than any other search tool, renters report relying on rental listing sites, with 85 percent of renters saying that they’re using or planning to use a site like Apartments.com in their search.
That’s the highest rate so far in Apartments.com renter surveys.
Which other sources do renters rely on? Word of mouth ranked second, with 37 percent of respondents saying they speak to friends or family for recommendations. Search engines came in third place with 35 percent of respondents.
A recent addition to the survey, AI chatbots are currently cited by only 5 percent of renters. This percentage is expected to grow and does not reflect the integration of AI into sites like Apartments.com.
Not only has the ILS remained at the top of renters’ list in survey after survey but its popularity has also accelerated. Use of this search option has grown 37 percent since 2023, while reliance on search engines, property websites, and other tools has fallen or stayed flat.
When renters begin their search, they typically cast a wide net. The overwhelming majority — 87 percent — don’t have a specific property in mind, so they want to discover and explore the available options.
The role of unit-specific detail
With an overview of the available options, renters start putting together their shortlist. The average renter plans to research 10 properties and seriously consider three.
How do they narrow down their list? With as much information as possible.
Nearly all renters — 99 percent — agree that unit-specific information is important. Whether it’s the pricing, photos, or floor plans, renters want to know all about each available unit.
Visual tools like photos, floor plans, and 3D tours are especially useful, helping renters take a digital peek inside.
“I need to see photos and floor plans prior to going to the property,” said one respondent, a 55-year-old woman in Greensboro, North Carolina. “If I don’t, I could be running around to 100 properties.”
When renters look at photos, they’re evaluating the layout, features, finishes, and condition of the unit.
Overall, 77 percent of renters want to see unit-specific photos, 67 percent want unit-specific floor plans, and 35 percent want unit-specific 3D tours.
When a listing doesn’t have photos of the specific unit, it’s more than a disappointment. For half of respondents, it’s a deal-breaker.
As a 19-year-old woman in Roseville, California, explained: “If I’m unable to view pictures of the exact space I would be applying for, I probably wouldn’t want to apply in the first place. The pictures are what makes me interested in a unit!”
For more findings from Apartments.com’s renter survey, check out the full report.