After price, location is the most important factor that renters consider when selecting their next residence. That’s according to the latest survey of prospective renters conducted by Apartments.com in January.
What exactly do renters want in their location, and how can you best position your property to appeal to them? Let’s dive in.
Grocery stores are a top priority
When selecting the location of their next apartment, nearly six in 10 renters want to live near a grocery store. More important than school, medical care, and entertainment venues, this neighborhood amenity outranked all other options, with 57 percent of survey respondents saying they wouldn’t choose a place without a grocery store nearby.
In second place was living close to work. Just over half of respondents, 51 percent, said they considered it essential to live near their own or a family member’s workplace.
Where can residents in your community get groceries? If you have a supermarket or convenience store in your neighborhood, highlight this feature in your listing, and mention it during property tours.
In your Apartments.com listing, renters can also browse a helpful map to see the nearest grocery options available.
In addition to grocery stores, the map also highlights schools, dining opportunities, cafes, banks, other shops, and fitness centers.
Over a third of renters want green spaces
Proximity to nature matters. Well over a third — 36 percent — of respondents want to live near parks or other outdoor green spaces. Walking, hiking, and biking opportunities matter to renters, and so does access to fresh air.
Living close to parks and green spaces is slightly more important than living near friends or family, which ranked close behind (34 percent).
For dog owners, living near a park is especially important. Renters with a dog are 20 percent more likely to prioritize green space than those without a canine companion.
And even better than going outside is bringing the outdoors in. For 45 percent of respondents, having a balcony, patio or private outdoor space is non-negotiable. This unit-specific feature ranks in the top five amenities renters consider essential.
Highlight the outdoor opportunities in your area. Does your community have its own green space onsite? Maybe there’s a park or hiking trail within walking distance. Or perhaps your units come with individual balconies or patios. Whatever the situation, show renters how they can easily access fresh air, a walk, or trees if they choose your property.
Your Apartments.com listing will also show off the five closest parks and recreation opportunities, including distance and estimated driving time.
These details can be found in the Points of Interest section of your listing. They’re also highlighted in your local neighborhood guide. These dedicated hubs on Apartments.com feature everything a renter might want to know about top rental markets across the country.
Public transit matters more than highway access
Most renters drive, and nearly half of them consider off-street parking or garage access a necessity. But driving isn’t the only way renters want to get around. Over a quarter — 27 percent — consider it essential to live near public transit.
Whether it’s a bus stop or train station, public transportation has got to be nearby for these renters.
In cities like Boston; Washington, D.C.; and New York City, public transit is a requirement for as many as three-quarters of renters who participated in the survey.
For renters who rely on transit, proximity matters more than for those who drive. Only 18 percent of renters consider it essential to live near highways or freeways.
When you advertise on Apartments.com, your listing will automatically showcase the nearest subway and commuter train stations, with bus stops coming soon. But if you’re conveniently located near transit, you can take it a step further and include this fact in your property description.
A quarter of renters care about medical access
How far is your property from the nearest hospital or medical center? Easy access to medical care is a requirement for 23 percent of renters. Whether they work in the health care industry or have a medical need that necessitates frequent visits to the doctor, these renters want to know that there’s a health care facility nearby.
If your community is within a 10-mile radius of a major hospital or medical center, renters can use this information to find you. Hospital-based searches are available for over 5,000 hospitals across all 50 states and the District of Columbia.
Plus, renters will see the names and distances of nearby hospitals in your listing, along with other points of interest.
School matters
Nearly one in five renters overall want to live near school for themselves or a family member. For those with a child under 18 in the household, this number jumps to 62 percent. Proximity also matters to student renters. Over half — 52 percent — of full-time students want to live near their college or university.
If you’re conveniently located near a K-12 school or higher education institution, call this out in your listing. Relevant keywords like the names of nearby schools can be an SEO boost, helping connect you with renters looking for what your property offers.
Renters can also get a quick overview in your listing. The Education section of your listing highlights the nearest colleges and universities, along with distance and driving time. Under Schools, renters will find a list of public schools in your attendance zone, private schools located nearby, and GreatSchools ratings for each school.
For renters who already have a specific school in mind, it’s easy to search by the name of the school. Instead of an address, city, or ZIP code, renters can type in the name of the school to see nearby results or those that fall within that attendance zone.
Renters can then filter the results to meet their specifications.
Entertainment options matter more to renters under 35
One in seven renters consider easy entertainment access an essential. These renters are looking to live near concerts, theaters, museums, or other entertainment venues.
Renters under 35 are the most likely to prioritize live entertainment. This is especially true for renters between 25 and 34. Compared to renters ages 35 and up, those in their late twenties and early thirties are 36 percent more likely to consider nearby arts and culture to be essential.
If you’re looking to appeal to a younger demographic, make sure to highlight the cultural opportunities in your neighborhood, such concerts, theaters, and bars and cafes that offer live events.
Your Apartments.com listing helps show off your neighborhood
Did you know that only 16 percent of renters planning a move expect to stay in the same neighborhood? A whopping 43 percent are moving to a different city.
For these renters, the advantages of your neighborhood may not be immediately obvious.
That’s where your Apartments.com listing comes in. With detailed information about your neighborhood and surrounding area, it’s easy for out-of-town searchers to get to know your local amenities and character.
Your listing automatically with a description of your neighborhood, along with a list of nearby schools, points of interest, and transit options. Renters can also find a comprehensive neighborhood guide that explains the charms of living in your area, along with some key stats about renting in that submarket, such as average unit sizes and rent costs.
Renters looking for a walkable or bikeable neighborhood will easily find your WalkScore and BikeScore ratings.
Make your location a marketing asset
What else you can do to draw in location-conscious renters? Try these tips to position your location as an asset:
- Highlight local amenities in your listing. Mention popular nearby places in your property description, and include photos of onsite establishments and neighborhood amenities within walking distance.
- Host resident events that engage with the local community. Run a food drive for local charities, host a resident party at the pizza parlor down the street, or invite your residents to a picnic in the closest park. Check out these ideas for spring resident events.
- Post locally themed content on your social media channels, including photos and videos. Not sure how to get started? Spotlight a local business, ask your residents to recommend their favorite neighborhood coffee shops, or promote the library’s upcoming book sale.
Give your current and future residents a taste of what it’s like to live in your neighborhood, with a focus on the best resources your area has to offer. Highlight the strengths of your area, whether that’s peaceful proximity to nature, a vibrant nightlife, or easy access to jobs and shops.
Once you’ve identified the best features of your neighborhood, you can target your marketing to renters interested in that lifestyle.
Looking for more marketing tips?
For more tips on advertising your property, check out these resources:
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