The rental market is undergoing an unprecedented transformation, driven mainly by social, technological, and economic changes. Digitalization, the rise of remote work, economic uncertainty, and greater environmental awareness have reshaped the factors renters consider when choosing a home. It's important for property owners to understand these changes so they can adapt their offerings, not only increasing occupancy but also improving the long-term profitability of their properties.

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New renter profiles

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Far from being a homogeneous group, today’s renters come from very diverse backgrounds. Some key profiles include:

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Young professionals and digital nomads. Thanks to remote work, many skilled professionals can live and work from anywhere in the world. In the U.S., for example, there were 16.9 million digital nomads in 2023, an increase of 131% compared to pre-pandemic numbers. This group seeks flexible leases and furnished homes with strong internet connectivity.

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Families in transition. Many families rent during periods of change, such as job relocations, separations, or while saving to buy a home. It's estimated that one-third of renter households include children under 18. These families especially value spacious homes, safe neighborhoods with quality services, and the ability to move easily if their circumstances change.

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Older adults seeking convenience. An aging population has led to an increase in seniors preferring to rent in order to simplify their lives and avoid the upkeep of homeownership. In the U.S., the 65-to-74 age group is the fastest-growing segment of renters, with over 2.2 million new senior renters expected in the next decade. This group looks for accessible, well-maintained homes with services that support daily living.

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Housing preferences and trends

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Despite their differences, these renter profiles share some common trends that are currently shaping the rental market:

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Flexible location and connectivity. Proximity to work is no longer a top priority. Access to public transportation and reliable internet have become essential. With 68% of companies offering remote work options, renters are seeking cities, neighborhoods, or even countries where they can maintain their lifestyle without sacrificing digital connectivity.

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Spaces adapted for remote work. Remote work has radically changed how renters evaluate housing. Most are looking for well-lit, soundproofed spaces where they can comfortably work from home. Many apartment buildings are now including coworking areas or shared spaces to meet this demand. For landlords, offering a “work-friendly” environment has become a major competitive advantage.

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Sustainability and energy efficiency. Environmental awareness is playing an increasing role in rental decisions. Many renters now prioritize sustainable and energy-efficient homes, both for ecological and economic reasons. Green certifications and the use of renewable energy are becoming important differentiators, especially among younger renters.

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Included services and extra amenities. Renters highly value homes that simplify everyday life, from furnished units to those that include services like internet or maintenance in the rent. Additionally, shared amenities such as green spaces, gyms, pools, or social areas are increasingly sought after for the well-being and quality of life they provide without leaving home.

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Future expectations

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In the coming years, the rental market is expected to continue evolving. While some companies have scaled back full remote work, most maintain flexible policies, which will keep demand high for homes adapted to remote working. Sustainability will also become a basic requirement rather than a bonus, and younger generations will increasingly demand energy efficiency and clean energy usage.

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Renter demographics will also shift, as many young adults, and even some older ones, delay or choose never to buy a home, becoming so-called "forever renters." At the same time, more seniors will turn to renting for comfort or necessity. These shifts require landlords to diversify and tailor their offerings.

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Technological innovation will also shape the future, from virtual tours and e-contracts to smart buildings with automated locks and energy usage sensors. Flexible models like co-living or subscription-based rentals that allow tenants to move between cities under one contract will also become more common.

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Practical tips for property owners

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How can landlords adapt to this new reality? Here are some tips:

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Remote work-ready spaces. Invest in strong internet connections and create designated work-from-home spaces. If you manage multiple units, consider adding common coworking areas.

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Contract flexibility. Offer shorter or adjustable lease terms to make moving or date changes easier. Flexibility is becoming a key factor in attracting renters in a fast-changing market.

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Sustainability as a priority. Improve energy efficiency: install insulation, switch to LED lighting, or incorporate renewable energy sources. You'll not only attract more eco-conscious tenants, but also reduce maintenance costs.

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Services and amenities that make a difference. When possible, include services like water, internet, or maintenance in the rent. If managing a multi-unit building, invest in shared spaces like a gym, bike parking, or gardens. These features attract more renters, increase loyalty, and reduce turnover.

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Know your audience. Tailor your offering to the most common renter profiles in your area—families, young professionals, or seniors. Highlight the features they care about most and use high-quality visuals in your marketing.

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In short, the rental market is undergoing rapid change. Today’s renters are no longer just looking for a roof over their heads, but for a home that fits their needs, values, and lifestyles. Landlords who understand these changes and respond with empathy and innovation will be better positioned to thrive in an increasingly competitive and globalized market.