A nationwide survey uncovers how authenticity, financial transparency, and lifestyle preferences are reshaping the renter experience.
SatisFacts Research, a leading provider of multifamily housing research on renter retention and reputation management, today announced the findings of its 2025 Biennial Online Renter Study. First conducted in 2011, the study has collected feedback from more than 50,000 renters across the United States. This year's report examines how renters search for apartments and experience life in their communities, providing owners, operators, and industry partners with a deeper understanding of the evolving dynamics of resident decision-making, from initial research through to renewal.
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Nearly three in four renters don't know if their community reports rent payments to credit bureaus.
The report reveals emerging trends shaping today's renter journey – from a growing focus on authentic, peer-validated reviews and greater financial transparency to the untapped opportunity of credit reporting awareness, and the widening gap between lifestyle renters and financially driven renters. Together these findings highlight the critical factors that influence trust, retention, and long-term loyalty in multifamily communities.
The study's data and correlating analysis provide multifamily owners and operators with clear, evidence-based guidance to optimize investment of time and resources, strengthen credibility, and better position their communities to meet evolving renter expectations.
Notable findings from this year's study:
— The Discovery Shift: From Control to CurationRenters trust online ratings and peer feedback (75.3%) far more than company websites (33%) or paid advertisements (1.7%). This underscores the growing demand for authentic, user-generated content over brand-controlled messaging. A strong reputation built on genuine resident feedback is now a baseline for effective marketing, as renters will seek peer validation regardless of a company's self-promotion.
— Reviews as a Credibility CheckpointMore than 80% of renters read reviews before contacting a community, and 72% specifically look for negative feedback. Reviews are no longer just first impressions – they serve as a final validation step, directly influencing leasing decisions. Renters now use reviews to assess risks and confirm trust before signing a lease.
— Financial Transparency as a DifferentiatorNearly three in four renters (73.9%) don't know if their community reports rent payments to credit bureaus, despite most perceiving it as a benefit. Clear communication about credit reporting can transform a simple operations detail into a brand advantage, appealing to both prospective and current residents.
— Circumstance Vs. Choice: The Renter DivideThe study highlights a clear split between “choice renters,” who value convenience and lifestyle, and “circumstantial renters,” who prioritize affordability and stability. Age is a defining factor: 79% of Silent Generation residents rent by choice, compared to only 39% of Gen Z, where affordability drives decisions. Successful operators must balance affordability with lifestyle offerings to retain both groups.
“As the multifamily landscape evolves, the voice of the renter has never been more powerful,” said James Watters, Director of Operations at SatisFacts. “Our research shows that transparency and authenticity are no longer optional – they're decisive in whether communities earn or lose renter trust. Owners and operators who lead with these values are best positioned to stand out and succeed.”
Access the SatisFacts Biennial Online Renter Study Report here.
About SatisFactsSatisFacts is the leading provider of resident surveys and multifamily housing industry research, with over 20 years of experience serving more than 3 million units nationwide. Specializing in renter retention and reputation management, SatisFacts delivers research-driven strategies that help multifamily owners strengthen resident relationships and bottom-line performance. To learn more about our solution, please visit www.satisfacts.com.
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SOURCE SatisFacts Research
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