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What do senior renters care about most when they’re searching for a rental residence? A 2026 Apartments.com survey takes a closer look at the factors shaping their decision — and what multifamily owners and operators need to know.
The survey featured 27,000 U.S. renters, including 7,000 renters ages 55 and up. This diverse population spans two generations. Among survey respondents 55 and up, 61 percent were baby boomers, while Gen X made up 35 percent, and the Silent Generation constituted the remaining 3 percent. Women outnumbered men by more than two to one, or 69 percent to 31 percent.
Price matters
Much like renters overall, price is a top consideration for older renters. Price ranks as the #1 consideration for renters 55 and up when selecting their next rental residence.
Renters in this age group are much more likely than younger renters to live on a fixed income. Only roughly a third (36 percent) are still employed, while nearly half (46 percent) are retired and another 14 percent are out of the labor force for other reasons, such as disability.
These renters are also nearly twice as likely as younger renters to rely on government resources in their rental search. More than one in five (22 percent) use government search tools like Housing Authority databases, suggesting a greater reliance on vouchers and affordable housing programs.
Furthermore, affordability is the most common reason driving renters in this age group to search for a new rental residence. More than a third, 37 percent, say they’re moving because they need affordable rent.
For many senior renters, going over budget isn’t an option. In fact, 78 percent of renters ages 55 and up say they’d cross a property off their list if it exceeded their budget. That’s a 7-point higher rate than renters under 55.
It’s no surprise that these budget-conscious renters want full price transparency.
The overwhelming majority (88 percent) prefer to see the total price listed, inclusive of required fees, rather than the base rent. And when they’re surprised by new fees that raise the total cost above what was originally advertised, 59 percent of older renters will say, “No thanks,” and stop considering that property, a 10-point higher rate than among younger renters.
Unit-level pricing matters too. When considering a community, 89 percent of older renters want to know exactly how much each unit costs.
Health and mobility considerations become more central
As they get older, renters are more likely to think about their health and mobility and weigh these factors in their rental search.
For example, which floor is the apartment on? For older renters, an apartment’s floor level and elevator can be an important mobility consideration.
Sixty percent of older renters want to know which floor each advertised unit is on, and 27 percent say that an elevator is a must-have. In contrast, less than half of younger renters want to know the floor level (47 percent), and only 12 percent consider an elevator essential.
A 58-year-old survey respondent in Alabama explained that her knee replacements and hip joint replacement play an important role in her search.
“Stairs are very difficult for me to navigate,” she said. “I have to have a ground floor apartment or an elevator to get in and out of the apartment building.”
Overall, accessibility becomes increasingly important as renters get older. While only 8 percent of renters in their 50s consider this one of their top three considerations when choosing a rental residence, this number jumps to 12 percent for renters in their 70s. Overall, 9 percent of renters ages 55 and up rank accessibility a top priority, which is 5 points higher than among younger renters.
That matters at the unit level, too. Twenty percent of older renters want to see information about accessibility accommodations for the exact unit they’re considering, compared with just 9 percent of renters under 55.
Medical considerations are part of this picture. Access to medical care is a top priority for older renters. Medical care is the second most important location consideration among older renters, with 38 percent of them saying they only look for places close to hospitals, doctors’ offices, or other medical facilities. Older renters are over twice as likely to prioritize proximity to medical care, compared to renters under 55.
These preferences take on additional significance given how many older renters live by themselves. Among renters 55 and up, nearly half live alone (45 percent), or nearly twice the rate of younger renters.
Three-quarters consider air conditioning a must-have, compared with 66 percent of younger renters. This practical amenity can be especially important for older adults, who are at higher risk of heat-related illness.
Everyday comfort wins out
What makes a rental feel like somewhere you actually want to live? For renters ages 55 and up, comfort is key.
One source of everyday comfort is outdoor space. Nearly half of older renters consider a balcony, patio or other private outdoor space a must-have: 47 percent, compared with only 31 percent of renters under 55. That’s a 17-point gap, the largest difference among the amenities measured.
When older renters are looking at their future rental residence, they’re thinking about the experience of living there. What does the view from that balcony or window look like, for example? Thirty-seven percent care about the view from the exact unit.
Storage matters as well. Older renters are more likely than their younger counterparts to care about room dimensions, storage space, and spacious closets:
- 52% want to know the exact unit dimensions and square footage
- 30% say walk-in closets are a must-have amenity
- 27% consider storage a requirement
Condition factors into the comfort equation. Two-thirds of older renters say they’d stop considering a place because of maintenance concerns or poor condition, 13 points more than renters under 55. And nearly half, 47 percent, say an inconvenient location would knock a property out of consideration.
Safety and reputation are paramount
For older renters, who are more likely to live alone and face mobility challenges, safety considerations are top priorities.
Two-thirds of renters ages 55 and up consider crime or safety concerns to be a deal-breaker — that’s a 13-point higher rate than renters under 55. Overall, nearly half of older renters (48 percent) rank safety and security among their top three considerations.
Safety considerations can factor into renters’ everyday activities like walking from their car to their apartment. Older renters are much more likely to prioritize off-street parking. Nearly half (47 percent) say that off-street parking or garage access is a must-have, 9 points higher than younger renters.
In their search for a place that meets their needs for safety and comfort, older renters are more likely to give weight to negative reviews. Overall, 96 percent say that online ratings and reviews are important to their decision-making process, and the majority consider negative reviews to be a deal-breaker. Over half (53 percent) said they’d stop considering a property because of negative ratings or reviews, a 6-point higher rate than among younger renters.
Keep the phone lines open
Older renters are hardly offline. Eighty-one percent use rental search sites and apps, and nearly half are happy to text directly with a leasing agent when they have questions.
But when they want to talk to a property, the phone remains a central communication channel.
Talking by phone is older renters’ preferred way of contacting a property with questions, with 67 percent of renters ages 55 and up saying they’d communicate this way. Email comes in second with 64 percent. For younger renters, email ranks ahead of speaking by phone.
In-person communication comes in third, with 52 percent of renters. Texting with a leasing agent is also popular, at 46 percent, nearly identical to the 48 percent of younger renters who prefer it.
The bigger difference is chat or instant messaging. Just 23 percent of older renters want to chat or instant message with a leasing agent, compared with 38 percent of renters under 55.
The preference for phone becomes even more pronounced when it’s time to tour. Calling the property is the top way renters 55 and up prefer to schedule a tour, with 41 percent who choose this option as their preferred method. Only 24 percent prefer to book online. Younger renters show nearly the inverse: 23 percent prefer to call, and 46 percent prefer online booking.
When it comes to applying, older renters are more open to online options, though traditional approaches still remain popular. Forty-nine percent of renters 55 and up prefer to apply online, while a significant portion (40 percent) prefer to apply in person. By comparison, 68 percent of renters under 55 prefer to submit their application online, and only 26 percent prefer to do so in person.
What multifamily marketers should do to reach senior renters
To attract senior renters to your properties, incorporate these best practices into your marketing strategy:
- Be upfront about price. List the unit price for each unit, and show total pricing to give renters a clear picture of how much they’ll owe each month and upon move-in.
- Make accessibility information easy to find. Include details such as elevators, floor level, and unit-specific accessibility accommodations, such as wheelchair-accessible doorways, grab bars in bathrooms, and roll-under clearance for sinks.
- Highlight the amenities senior renters care about. Feature essential features on your listings, such as air conditioning, off-street parking, storage, and walk-in closets.
- Prioritize your online reputation. Regularly solicit ratings and reviews from your residents to keep your online reputation fresh, and respond to all reviews, good and bad. This can reduce the impact of negative comments and show prospective residents that you take their feedback seriously.
- Offer ways to connect with a real person. Give prospects multiple ways to contact you, including online options, but don’t leave tried-and-true methods by the wayside. Make it easy to call the leasing team and speak to someone in person.
- Advertise on After55.com. This site within the Apartments.com Network targets senior renters, with a focus on senior living and retirement communities, including properties ranging from active adult communities to nursing homes.
