National Renter Study

2023 Multifamily Trends: National Renter Insights Study

Realize the opportunities uncovered in a first-of-its-kind national study of renter perceptions, preferences & priorities

Created, Completed and summarized by
CGK Logo
CGK Logo

A study of U.S. renters reveals that nearly 70% are bullish on the state of renting.

The in-depth findings of the National Multifamily Renter Study, completed for RealPage® in partnership with The Center for Generational Kinetics (CGK) and unveiled at RealWorld 2023 REALIZE, are now detailed in a whitepaper highlighting shifting preferences, technologies and amenities — and how they differ across age groups in sometimes surprising ways.

Get the Insights

“The results clearly show that renting is hot today, and there is nuance across age demographics in terms of benefits, discovery tools, overall experience and amenities, including technology.”

Jason Dorsey
President of The Center for Generational Kinetics

“The research tells us most apartment renters are happy being apartment renters. Renters of all ages tell us apartments provide an entry into preferred neighborhoods where they couldn’t afford to buy.”

Jay Parsons
SVP & Chief Economist, RealPage

Revealing the truth behind apartment rental trends starts with understanding changing attitudes about renting.

Renter Icon

Renters Value Financial Flexibility

Two-thirds (66%) of multifamily renters surveyed are satisfied with their current housing situation, preferring the financial freedom to rent more cheaply than buy where they want to live, as well as the flexibility for remote work and trying new locations.

Advantages Icon

Advantages Differ by Generation

Each generation sees different advantages to renting a multifamily home today, with perceptions differing greatly from Gen Z to Gen X to Boomers. At the same time, an affordable payment remains the top reason for participants to lease their current apartment.

Renter Icon

Technology Drives Rental Decisions

Younger generations (especially Younger Millennials) have a significantly higher expectation for all technologies to be included in a new rental property, and most are willing to pay a premium for those amenities — with electric doorbells and cameras topping the list.

Renter Study Figure

Renters who say they are renting in an area where they couldn’t afford to buy

Renter Study Graphic
The Research

Purpose & Partners

As a leading global software and data analytics provider to the real estate industry, RealPage partnered with The Center for Generational Kinetics, a global research firm, to lead an original national survey of multifamily renters in the United States.

The survey was designed to discover these renters’ beliefs and perceptions of renting, their expectations for continuing to rent, their opinions on the most important search, decision and rental experience drivers, their technology requirements, and more.


  • The survey included 2,000 participants ages 18 to 55 who are currently multifamily home renters.
  • The survey included 1,000 multifamily renters with an annual household income of $65,000+.
  • The survey is weighted to the 2020 U.S. Census for age, region, gender and ethnicity.
  • The research study was conducted online from May 11, 2023, to June 7, 2023.
RealPage Presentation
Discover deeper insights and data on renters’ must-haves and motivations to realize the advantages that can drive property value and portfolio returns. Read what makes this study different and download the research whitepaper.

More Resources