Renters are on the move, and they want to find their next place quickly. In fact, over six in 10 of those planning to rent their next place expect to complete their move by June, according to a new survey by Apartments.com.
Conducted in January 2025, the survey featured 20,000 Americans who plan to move into a rental unit. That includes nearly a quarter of respondents who aren’t currently renters but are looking for a rental as their next residence.
What’s driving these moves, and what do your would-be residents want in their next place? Let’s explore renters’ top motivators and deal-breakers, according to the survey.
Why they’re moving
The top reason for moving is personal life changes. Nearly half of respondents — 45 percent — cited changes in their personal life. Among these respondents, 34 percent are moving for relationship- or family-related reasons, and 37 percent are moving for a new job or school for themselves or a family member.
Top personal reasons for moving
Relationship or family changes (such as new child, moving in with a partner, or breaking up) | 34% |
New job or school (for me or family member) | 27% |
Relocating to a different city or state | 25% |
Moving out on my own | 22% |
Other | 15% |
Illness or disability | 5% |
Job loss or retirement | 4% |
Getting a pet | 2% |
One respondent living in Ohio explained: “I’m moving to be closer to my son, who lives in another state.”
After personal life changes, affordability ranked second. Almost 27 percent of respondents marked “I need affordable rent” as the primary reason for their move. One young respondent in Iowa said: “If it’s within the budget, then that’s all I need.” A respondent in Massachusetts explained that she was downsizing to a smaller space because of costs.
In third place, over a quarter of respondents (26 percent), said that their current residence doesn’t meet their needs.
“I want a more peaceful neighborhood and safety for my two children,” said one such respondent in Ohio.
Of respondents who said their current place doesn’t meet their needs, 54 percent said they need a larger space, and 42 percent said they’re unhappy with their current situation — such as frustration with neighborhoods or building maintenance. Over a third, 35 percent, want a different location or neighborhood, and a quarter (25 percent) have concerns about safety and security.
Top reasons for renters not satisfied with their current residence
Need a larger space | 54% |
Unhappy with current situation | 42% |
Want a different location or neighborhood | 35% |
Safety and security concerns | 25% |
Need a place that accepts my pet(s) | 5% |
Need a smaller space | 4% |
Other | 16% |
As for residents who would otherwise stay in their current place, they make up only a fraction of those seeking their next rental. Only 3 percent of respondents are moving because they can’t renew or extend their current lease, such as in the case of an owner move-in, eviction, or building renovation.
Where they’re going
How far are renters moving? Sixteen percent haven’t made up their minds yet. Of those who have, over half are planning to stay in their current city, while 43 percent are moving to a new city, and 26 percent are leaving their current metropolitan area.
How far renters are planning to move
Same neighborhood | 16% |
Different neighborhood, same city | 41% |
Different city, same metropolitan area | 16% |
Different city and metropolitan area, same state | 13% |
Different state | 14% |
For those staying local, most are looking to move to a new building or community. But 16 percent of renters currently living in an apartment building or community are considering moving to a different unit within that same property.
What they want
When selecting their next residence, the top three factors for renters are price, location, and safety and security. Over half of respondents said these considerations were in their top three.
For about a quarter of respondents, amenities, unit size, and number of bedrooms were essential factors.
Rental considerations ranked in top 3
| 84% |
| 63% |
| 52% |
| 26% |
| 25% |
| 24% |
Learn more: Which amenities renters can’t live without
The importance of price
In survey after survey, renters cite price as their top consideration. “Ultimately the price decides for me,” said one respondent in California.
For eight in 10 renters, a place that’s out of their budget is an immediate deal-breaker.
Since most renters have a set budget for their rental costs, they want to know exactly how much they’re going to pay.
“I can’t afford hidden or unexpected charges,” said a senior renter in Texas. “I must stay within my budget.”
Renters overwhelmingly prefer to see the total price of a rental they’re considering. Eighty-five percent of respondents prefer to see an all-in price with fees included. Only 10 percent prefer the base price without fees, and 5 percent have no preference.
Learn more: Why price transparency matters
The importance of location
After price, location is the second most important consideration for renters choosing their next place. But what exactly are renters looking for when they evaluate a given location?
Renters’ #1 priority is proximity to a grocery store. Well over half — 57 percent — said they only look for places that are close to grocery stores. At 51 percent, proximity to work was second. Other location considerations included living near parks, friends or family, and public transportation.
Local amenities that renters consider essential
Grocery stores | 57% |
Work (for me or family member) | 51% |
Parks or outdoor green spaces | 36% |
Friends or family | 34% |
Public transportation (bus, train, etc.) | 27% |
Medical care (hospitals or other facilities) | 23% |
School (for me or family member) | 19% |
Highways or freeways | 18% |
Concerts, theaters, museums, or other entertainment venues | 14% |
Religious center or place of worship | 9% |
Learn more: Resources to help renters discover your neighborhood
The importance of safety
Over half of renters rank safety and security in their top three considerations.
A respondent in Louisiana said, “I only look for place that are safe and that I can afford.”
For one respondent in Colorado, choosing a safe place to live is essential because of her children. “Safety is #1 to me,” she said. “I want where I rent to be a safe location. I know my town very well, but I also see how it feels go there at night and during the day.”
Respondents also mentioned checking the crime rates for the area. Others said they look for places that are quiet, well lit, have security cameras on the property, or have secure gated parking.
“I plan to live here for a good period of my time,” a respondent in Pennsylvania said, “and I want to be and feel safe and secure and comfortable. I want to enjoy living in this place.”
What they don’t want
When it comes to finding the right rental, renters aren’t just looking for a place that checks all the boxes on their list. They’re also watching out for red flags.
A unit that’s over budget is an immediate “no” for 79 percent of respondents. Concerns about crime or safety is a deal-breaker for 67 percent. And having concerns about the maintenance or condition of the property, unit, or appliances is enough for 62 percent of renters to stop considering a given rental unit.
Hidden fees are a no-go for nearly six in 10 renters. Fifty-eight percent of respondents say they would stop considering a rental unit if fees pushed the cost higher than originally advertised.
Online curb appeal also matters. A property with negative ratings or reviews is a deal-breaker for 57 percent of renters, and 53 percent would stop considering a place that lacks photos of the exact unit.
Renters’ top deal-breakers when searching for an apartment
Out of my budget | 79% |
Concerns about crime or safety | 67% |
Concerns about maintenance or condition of property, unit, or appliances | 62% |
Fees made the total costs higher than originally advertised | 58% |
Negative ratings or reviews | 57% |
No photos showing the exact unit | 53% |
Inconvenient location | 51% |
Does not allow pets | 36% |
Didn't hear back within 48 hours of contacting property | 21% |
Does not offer online applications | 14% |
Learn more: How to improve your online reputation
Tips for attracting renters
Stay tuned for more insights about today’s renters. In the meantime, what can you do to get more renters to choose your community? Check out these resources to make your leasing strategy more effective:
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