Trends and Triggers What are the new trends since our 2017 study? We uncover the latest insights from our 2019 Online Renter Study.

1. Part
1

2. How many renters in 2019
said “yes”?
Poll
question

3. Did you use a smart phone or tablet during your most recent search for an
apartment home?
2011 2015 2017 2019
26.3% 60.1% 67.5% 82.8%

4. This
community
has the best
staff!
Wonderful
location, great
maintenance
1
Love the
community
amenities
This place is
just alright,
grounds need
to be cleaner
My neighbors
are the worst!
Reviews
matter

5. v
#1
Ratings/Reviews
#2
Word of Mouth

6. Which do you trust more when deciding on an apartment
community or management company?
2019 2017
Social Networks 22.2% 8.9%
Company Websites 8.9% 35.8%

7. What
this
means…
• Not all about website
• Renters want authenticity and
experience
• Wisdom of the crowd needs to
reinforce the online story

8. 2
Sight unseen
= a shorter
stay

9. Did you rent your current apartment without visiting the
community?
14.4%
2019 2017
12.7%

10. Less than
1 year
1 to 2
Years
3 to 5
Years
More than
5 Years
22.5% 14.3% 11.4% 16%
Did you rent your current apartment without visiting the
community?

11. What
this
means…
• Renters are more comfortable
doing up front research
• Secure residents for 3 plus years
• No connection with lease less
than 1 year

12. 3
Engagement
is a journey

13. Apartment community reviews
Less than
1 year
1 to 2 Years
3 to 5
Years
More than
5 Years
3.45 3.56 3.55 3.72
Less than
1 year
1 to 2 Years
3 to 5
Years
More than
5 Years
16.9% 17.8% 13.9% 27%
I have posted a positive comment on community’s social media page/AR
How likely are you to share/rate/comment about your community experience?

14. Apartment community reviews
Less than
1 year
1 to 2 Years
3 to 5
Years
More than
5 Years
10.1% 9.4% 9.1% 6.7%
Less than
1 year
1 to 2 Years
3 to 5
Years
More than
5 Years
3.45 3.56 3.55 3.72
How likely are you to share/rate/comment about your community experience?
I have posted a negative comment on community’s social media page/AR

15. What
this
means…
• Sense of Community
• Longer stay – feel a sense of
community - positive comment
• Shorter stay – no connection –
negative comment

16. 4
Everything is
important

17. Did you visit the current apartment community’s website
before contacting the community office directly to speak with
someone about renting
2019 2017 2015
Yes 84.5% 81.1% 78.5%
No 15.5% 19.0% 21.5%

18. When Shopping for an Apartment, What is Most Important?
2017
Rents and specials 4.67
Apartment floor plans/design 4.61
Current availability of apartments 4.61
Photographs of the apartments and community 4.61
Information on the community’s apartments, facilities and location 4.58
Able to easily communicate with the apartment community staff 4.54

19. What
this
means…
• Websites: one stop shop
• More information, less marketing
• Renters want to leave your website
confident enough to make the next
step

20. 5
Do social the
residents’ way

21. What reasons would/do you use an apartment community’s
social networking page?
1 Calendar of community social events and activities
News/updates about the apartment community from the community staff
3 Provide feedback on your experience as a resident
4 Communication with the management team
5 Communicate with residents

22. What
this
means…
• More eyes on the community
when it comes to social media
• Renters believe they can sense
who you are through social media
• Use social media to connect with
your residents not prospects

23. KEY TAKEAWAYS

24. Key
takeaways
• Renters are more likely to do up
front research
• Websites should be a wealth of
information, not advertisement;
reviews are reinforcement
• Renters want to start their offline
journey with confidence due to what
they learned online

25. Onsite Insites
LIVE!
See you
next
month!