Speed, Flexibility Reshape Renting Expectations
Renting expectations are shifting fast. Gen Z wants quick, flexible leasing, while older renters prioritize stability, reshaping how rentals are offered.
LOS ANGELES — As renting becomes a longer-term reality for more households, what renters want from the experience is diverging by generation. Younger renters place the most weight on speed, ease and flexibility, while older renters are more likely to prioritize predictability, stability and support, according to new research from the rental management platform Rently. The results point to a market shaped by different life stages and expectations.
Rently’s findings suggest long-term renting is becoming more mainstream, even as renters raise their expectations for service and transparency. The report points to a higher baseline for what ‘good renting’ looks like, from smoother processes to fewer surprises month to month.
Key findings include:
- 63% of Gen Z rate speed and ease as very or extremely important in the renting experience.
- 46% of renters describe renting as somewhat or very positive, compared with 20% who describe it as somewhat or very negative.
- 54% of renters say predictable monthly costs with no surprise charges make renting feel worthwhile long-term, and 53% say the same about having repairs and maintenance handled for them.
- 39% of millennials and 34% of Gen Z view renting as a temporary step before owning, compared with 20% of Gen X and 16% of boomers+.
- 49% of renters say long-term renting is more acceptable today than it was 10 years ago.
- 49% of baby boomers feel no pressure at all to eventually own a home, while 33% of Gen Z say owning is very likely.
“Renting is no longer just a steppingstone to homeownership. For a growing share of Americans, it is a deliberate choice,” said Merrick Lackner, CEO at Rently. “In a market where buying can feel out of reach and flexibility matters more than ever, renters want speed, predictability, and real support. The rental experience should feel simple and responsive because for many households, renting truly feels like home.”
Methodology
The Rently 2026 Renting by Generation Report is based on an online survey conducted in January 2026 among 800 U.S. adults ages 18 and older who currently rent an apartment, condo or house. Conducted via third-party survey platform Pollfish, the report examines how attitudes toward renting versus owning differ across generations, including motivations for renting, perceptions of long-term rentership and future homeownership expectations.
Source: Rently
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