The 2025 Entrata Resident Report:
Entrata’s 2025 Resident Report is here and it provides one of the most comprehensive looks yet into the realities today’s renters face. With input from more than 2,000 residents across the United States, the report uncovers how financial pressures, shifting priorities, and digital expectations are shaping the modern renting experience.
Key Findings
Financial stress is reshaping renter behavior
Nearly half of Gen Z and Millennial renters say they’ve delayed or skipped medical treatment just to pay rent. One in three renters has borrowed money in the past year to cover housing costs, and younger renters are far more likely than Boomers to take on roommates they don’t know in order to afford their lease.
Price drives decisions, but satisfaction sustains renewals
When searching for a new apartment, rent consistently ranks as the top priority, followed closely by building condition and location. But when it comes to staying put, younger renters, especially Gen Z, are more influenced by overall satisfaction with the living experience than by rent alone.
Digital convenience is a generational divide
While 65% of Boomers still complete their leasing process fully in person, 58% of Gen Z renters handle nearly everything online. This digital shift extends into payments as well. Gen Z leads all generations in online and autopay adoption, even while grappling with the most financial hardship.
Rewards are an untapped opportunity
Only 15% of residents report having access to rewards programs, yet a striking 85% say such programs would make them more likely to renew. This gap highlights a major opportunity for properties to improve retention and strengthen resident relationships.
Why It Matters
The 2025 Entrata Resident Report makes it clear: the resident experience is evolving fast. Financial pressures are heavy, expectations for transparency are rising, and younger generations are pushing the industry toward seamless, self-service digital solutions.
For property managers, owners, and operators, the insights in this year’s report provides a roadmap for improving resident satisfaction, boosting renewals, and future-proofing your communities.
Download the full 2025 Entrata Resident Report to see the complete findings, detailed generational breakdowns, and actionable recommendations for today’s rental market.
