Our deep dive into Renter Preferences
What can landlords learn from shifting tenant preferences during 2024 – to stay ahead in 2025?
We analysed recent statistics, search trends, and tenant preferences across Leef-managed properties to identify what's rising on renters' wish lists and what to deprioritise when attracting today's rental audience.
"Using Google search trends along with our own insights and data, it's evident that renters' expectations have evolved, even over the past 12 months. The most successful rental properties are those that offer a lifestyle beyond just a place to live and a reliable rental experience," says Leef Director Joe Knowles.
“In 2024, the UK rental market is revealing clear trends that underscore changing renter priorities. Affordability, sustainability, and lifestyle shifts are driving these trends, which are also mirrored in the most popular Google search terms for rental properties.
Demand for efficient, digitally driven property searches and management processes are also higher on factors that can greater meet the expectations of today’s renters.
Here's a breakdown of the most popular search terms and the features people desire when renting a property this year alongside our advice on whether it’s a trend that’s here to stay.
City Centre Living on the rise
The appeal of city living is on the rise, particularly among younger renters and professionals returning to office work. Google searches for “city-centre apartments,” and “co-living spaces,” have increased this year. Knight Frank’s research highlights that demand stems from the growing number of renters looking for affordable yet high-quality living arrangements, particularly in city centres where housing shortages are prevalent; while Savills also supports this view noting that the trend is evident with the planned expansion of developments in major UK cities.
Tenants are actively searching for communal, shared amenities
Tenants are increasingly seeking communal and shared amenities in rental properties. The demand for features like gyms, communal gardens, and co-working spaces is growing, partly driven by the rise of the build-to-rent (BTR) sector, where many developments now offer such features. We echo the recommendations from Landlord Today, encouraging traditional landlords to enhance their properties with value-adding amenities or highlight nearby facilities that align with these tenant preferences. This could include offering high-speed internet, flexible lease terms, or creating shared spaces that promote community among residents.
Tenant demographics are shifting
According to research, more families and older individuals are opting to rent. This shift is driven by the flexibility of renting and financial constraints of homeownership. Understanding these changing demographics can help landlords tailor their properties to meet tenant needs. Offering family-friendly amenities or features that appeal to older tenants, such as accessibility modifications, can attract a broader tenant base.
Connected, smarter homes
In a recent survey, eight in ten renters said that reliable broadband internet was essential, while half (54%) said they considered gigabit internet the same. A smaller share (43%) said that having two or more internet providers to choose from was essential. Similarly there is a marked increase in the demand for smart apartments, with search terms for "smart thermostat," "smart locks," and "IoT-integrated homes" showing growth. Renters now expect convenience through tech-enabled living spaces that offer enhanced security, energy management, and automation. Renters are increasingly prioritising properties with energy-efficient insulation and renewable energy systems, with common search terms including “energy-efficient apartments,” “renewable energy rentals,” and “green living rentals.
Digital tools enhancing the rental management experience
The rental experience has undergone a major transformation toward digitalisation. Today, individuals increasingly prefer the convenience of searching for and securing rentals online. Leef Property Management offers a range of services designed to streamline this process, providing users with intuitive tools and resources that simplify their rental journey. As demand for digital solutions continues to grow year after year, meeting this need not only alleviates barriers for renters but also reduces repetitive, time-consuming tasks involved in navigating the rental landscape.
Pet-Friendly Apartments
Data shows a rise in searches for "pet-friendly apartments," with a notable 9% increase in demand according to a recent report. This shift reflects the increasing number of renters who own pets.
Affordability and Long-Term Renting
As 80% of renters now feel priced out of homeownership, affordability has emerged as a key concern, driving an increasing interest in long-term rentals. This trend is particularly noticeable in northern regions, where rental prices tend to be lower. Many individuals are actively searching for “affordable apartments” and “long-term rentals,” especially in urban areas like Manchester, Birmingham, and Leeds, where rental costs are generally more reasonable compared to the South of England.
We hope you found this of interest. Please get in touch if you would like to find out more about our letting management services.