Renters Aren’t Interested in Your Model Unit

When it comes to finding an apartment, renters are looking for more than your model unit. Whether it’s a tour, photos on your listing, or a description, renters want to know about the specific units they could soon call home.

Nearly 90 percent of renters consider unit-specific information to be important in selecting their next residence, according to an Apartments.com renter survey conducted in December 2022.

What information do renters want to know?

Not all unit-level details are equally important to renters. Topping the list, unsurprisingly, was unit-specific pricing. Over 99 percent of renters consider it at least somewhat important, and a whopping 76 percent marked it as an “extremely important.”

Coming in a close second was unit availability, marked as important to nearly 98 percent of respondents. When renters know that their options are between Unit 2150 and Unit 3060, not just two generic one-bedroom apartments, for example, this added detail makes it easier for them to determine their interest.

Knowing the unit numbers can give prospective renters insight into what floor the unit is on and where in the building it falls, especially if they’re doing a drive-by or in-person tour.

But beyond these basics, prospective residents also want to know what it’s like to live in the apartment they’re considering. That’s why over 92 percent are interested in what amenities are available, and over 88 percent are looking for unit floor plans. Renters want to know if they’ll actually get that in-unit washer and dryer and those stainless-steel kitchen appliances they’ve been eyeing.

And the adage “Location, location, location” still holds true. Is the apartment on the top floor? Does the living room get morning light? Does the balcony overlook a park — or a dumpster? Unit location within the property (nearly 80 percent) and view from the unit (66 percent) increasingly matter to renters.

Why provide unit-specific information?

Not only is this information valuable to prospective renters, but it can also reduce the burden on you and your staff. The more information you provide to renters upfront about your available units, the fewer questions they’ll have for your already busy leasing staff. Better yet, more informed renters are more likely to express interest in your available unit, which translates to a higher conversion rate.

The data backs this up. Compared to listings with no unit-level availability, those that included unit-level availability saw 184% more views and 25% more leads.

Where possible, consider serving your prospective renters with the specific details they want to know about your available units. The more information renters are equipped with, the more decisive they’re likely to be.

Interested in providing more unit-specific information in your listings? Learn more about creating a detailed listing that will attract prospective renters.

Or, watch the on-demand webinar: The Unit-Level Details Renters Crave.