The renter search journey has changed dramatically, and so has the renter, finds a recent survey of over 1,000 U.S. residents conducted by SOCi. Today’s renters—particularly Millennials and Gen Z—are no longer satisfied with browsing listings or relying solely on branded campaigns. Instead, they approach leasing as a discovery-driven experience. They seek validation through real reviews, unfiltered photos, and short videos that capture authentic community life.
This means that traditional search traffic has declined, and while search remains a factor, it is only one part of a far broader ecosystem. Leases are increasingly influenced by how consistently a property shows up across platforms, as younger renters navigate multiple channels—often more than three—before making decisions.
This shift requires multifamily marketers to rethink their strategies entirely, say the surveyers. The era of “just Google it” is over. Renters follow what is in front of them instead of a linear funnel. Scrolling through TikTok, checking Google reviews, consulting ChatGPT, comparing listings on an ILS, or diving into Reddit threads are all part of a single journey.
The key takeaway is that renters trust what they perceive to be real people, real content and real experiences over polished marketing messaging. Successful leasing in this environment depends on treating the renter journey as a connected system rather than a collection of discrete tactics, ensuring that each property is discoverable, credible and contextually relevant wherever potential renters may look.
Human-centered discovery has emerged as a defining trend in this new landscape. Despite AI making information more accessible, renters are still spending more time seeking proof they can trust. Recommendations generated by AI are rarely enough on their own. Renters today want social validation through videos, reviews, and Instagram posts that demonstrateand describe authentic experiences.
Research shows that 91 percent of renters rely on reviews when evaluating communities, and younger renters increasingly prefer video content to written recommendations. Operators can bridge the gap between renter curiosity and confidence and translate online interest into signed leases by engaging directly with search platforms, responding to reviews and providing content that reflects actual living experiences.
Perhaps the most significant factor shaping this search evolution is the influence of Gen Z. Growing up with personalized feeds, algorithmic suggestions, and an abundance of consumer choices, this generation explores, compares, and verifies across multiple channels. They scroll through social media, consult reviews and seek content that feels human and relevant.
They are platform agile and experience-first, prioritizing convenience, relevance, and authenticity over traditional marketing messaging.
For multifamily operators, this means that visibility is not simply about appearing first in a search result; it is about consistently appearing across every touchpoint in the renter’s journey, with content that feels local, real, and responsive to user inquiries.
The implications for multifamily marketing are profound. Operators must embrace omnichannel visibility, prioritize human-centered content, and equip each property to compete locally. The future of leasing lies in showing up everywhere renters explore with proof rather than polish, and responding in real time to the questions and concerns that influence decision-making, suggests the report. Those who adapt to this discovery-first, experience-driven environment will not only attract more qualified leads but ultimately will strengthen both occupancy and community reputation.
The survey is available here.
