The prospective renter journey is evolving.
According to Willow Bridge's 2025 Renter Insights report:
- 46% of renters considered just 3-4 communities in their search.
- 40% signed a lease within one month of starting their search.
Renters are making faster decisions while considering fewer options.
That means the competition for attention is getting heavier.
That should raise alarms for every apartment operator—let's break it down.
Renters Are Considering Fewer Communities
Ever heard this saying? "If your website isn't listed on the first page of Google, it might as well not exist."
This same analogy now applies to apartments.
Willow Bridge's survey also reports that 27% of renters searched only 1-2 apartment communities.
For most renters, their shortlist maxes out at just four communities.
When renters are looking for communities like yours in your location…
If your apartments aren't on their shortlist, you have no chance of earning their lease.
Staying on the Shortlist
1. Strengthen your presence in Google.
Your community is only as competitive as it is discoverable. When renters search terms relevant to your apartments, your digital ads need to appear at the top.
The same goes for your Google Business Profile and Google Maps—two free marketing channels that drive real visibility and lease conversions. Strengthen your listings there, and your apartments will be more discoverable to renters seeking to move to your location.
2. Promote floorplan-specific features, not just property-level amenities.
Highlighting your amenities certainly differentiates your apartments from others. But to ensure your community stays on renters' shortlists, you need to provide floorplan-specific content that addresses their basic needs.
Renters usually know what floorplan type they need before they begin their search. They want to see photos and videos showing the inside of floorplans, live pricing, availability, and other relevant information. If you do deliver these vital elements, you'll stay on their shortlist.
3. Offer clear, transparent messaging that resonates with your audience.
Most apartment marketing messaging is vague and exaggerated. Today’s renters crave authenticity and real feedback that reflects the lifestyle your apartments actually offer.
If your messaging speaks directly to your ideal renter’s needs, it’ll leave a lasting impression. If not, they'll see right through it.
The Lease Decision Window is Shrinking
Along with fewer choices, renters are making leasing decisions faster.
Not only must you make the shortlist, you must also make the renters' choice easy. Communities that focus on streamlining the journey from click to signed lease will carry a significant advantage moving forward.
On top of that, you need to be mindful of how you spend your marketing budget—especially when it comes to timing. If you're paying for traffic too far in advance of actual vacancies, you’re likely wasting money.
Make the Decision Easy
1. Let renters schedule tours or apply online—fast.
Zillow's 2025 Consumer Housing Trends Report states that 1 in 5 renters skipped in-person tours entirely before signing a lease—and that number will rise.
To be on the right side of this shift, communities need:
- High-quality photos and virtual tours showing the inside of each floorplan.
- An online application experience that's as simple as buying a product on Amazon.
Those features make it easier for prospects to pre-qualify themselves before reaching out to your community—which produces faster leasing.
2. Respond to leads quickly with human + AI tools.
If lease decision timing is shrinking, you have no time to waste. Renters expect quick responses—and that speed sets the tone for everything else.
Leasing is a 24/7 operation. AI tools like chatbots and automated email or text responses can help bridge the gap when your office is closed. (Just make sure those tools actually answer renters' questions and feel personalized—not robotic.)
Want to take it a step further? A thoughtful, human touch in your responses might make the difference between winning or losing the lease.
3. Keep pricing and availability consistent across all of your marketing platforms.
Beyond location, price and availability are the two biggest decision drivers for renters.
Make sure price and availability are up-to-date and accurate across all of your marketing platforms—website, ILS, chatbots, etc. Otherwise, you'll confuse renters and fall out of contention.
Avoid Wasted Marketing Spend
If more renters begin searching only 30 days before their move, it doesn’t make sense to drive traffic 60 or 90 days in advance of vacancy.
Doing so will attract less qualified traffic from renters who haven’t even started their search yet.
This is where Predictive Advertising by RentVision works best—automatically adjusting your ad strategy and spending based on upcoming vacancy.
It ensures your budget aligns with leasing needs and renter behavior, so you’re not overpaying for leads you don’t need.
The Takeaway: Meet Renters Where They Are, Before They Choose Someone Else
Renters today have all the tools they need to discover, research, and lease apartments faster than ever. That means they’re searching fewer communities and making decisions faster.
Make sure your community meets renters where they are, before they choose someone else.
And if you need help with your website, digital ads, virtual tours, or pricing, you’re in the right place. RentVision’s solutions are built to help your apartments stand out and lease faster—perfectly aligned with how today’s renters search and decide. Schedule a demo to learn more.