The rental market is undergoing a major transformation as demand grows for smart technology and sustainable living. Today’s renters expect more than just a place to live—they want homes equipped with advanced security features, energy-efficient systems, and eco-conscious design. Insights from the Rently 2025 Apartment Design & Decor Trends Report reflect this shift: 71% of renters now prioritize smart home security, and 69% seek out sustainable decor options. In response, property owners and investors are rethinking their offerings to meet the expectations of a more tech-savvy and environmentally conscious tenant base.
Tech-savvy Renters Are Driving Market Trends
Modern renters are no longer satisfied with basic amenities—they’re seeking homes that integrate seamlessly into their digital lifestyles. Smart home technology has become a key differentiator, with features like keyless entry, security cameras, and smart thermostats topping renters’ wish lists. The ability to manage lighting, temperature, and security from a smartphone is now a standard expectation, especially among younger generations raised in a connected world.
The rising demand for smart home security speaks for itself: with 71% of renters prioritizing built-in safety features, properties that offer them stand out in a competitive market. Beyond tenant convenience, these technologies also benefit landlords by enhancing property safety and reducing incidents of break-ins or unauthorized access. Integrating smart systems not only aligns with renter expectations but also strengthens long-term property value.
Sustainability Adds Appeal—But Must Remain Affordable
Interest in sustainable living continues to grow, but for most renters, affordability remains a defining factor in their decision-making. While many tenants are eager to live in environmentally conscious spaces, few are willing to pay significantly more for green features.
With 69% of renters actively seeking sustainable decor, it’s clear that eco-friendly living is more than a passing trend. Still, cost remains a barrier. Many renters are prioritizing homes that reflect their values without stretching their budgets. As a result, affordability has become central to how sustainability is adopted in rental properties.
Low-impact upgrades—such as energy-efficient lighting, recycled or upcycled materials, and non-toxic paints—can enhance a rental’s appeal without driving up prices. These practical, budget-conscious features allow renters to live more sustainably while keeping monthly expenses in check.
The demand for sustainability is also influencing how properties are marketed. Renters are drawn to homes that promote lower utility bills, reduced environmental impact, and healthier indoor environments. Highlighting features like smart thermostats, solar panels, or sustainable building materials can help attract environmentally conscious tenants. However, landlords must strike a balance, ensuring that sustainability efforts align with practical financial considerations for both renters and property owners.
Investors Must Adapt to Changing Renter Preferences
The growing demand for smart home technology and sustainable design is reshaping how investors approach rental properties. Those who embrace these trends will position themselves for long-term success—those who don’t risk falling behind.
Smart home security, in particular, is emerging as a key differentiator. Rentals equipped with features like keyless entry and remote-access monitoring are more attractive to tenants and more efficient for landlords. Meanwhile, integrating sustainability in practical, cost-conscious ways—without inflating rental prices—broadens a property’s appeal.
Adapting to evolving renter expectations requires a proactive approach. Landlords and property managers should assess existing amenities and identify opportunities to retrofit or upgrade. Adding smart locks, security systems, and energy-efficient appliances can boost desirability. Likewise, emphasizing eco-conscious features—such as green building materials or waste reduction efforts—can help properties stand out in a sustainability-driven market. These investments often pay off through reduced energy use, lower maintenance costs, and stronger tenant retention.
The Future of Rental Market Investments
The rental market is shifting, and investors who align with tenant priorities around technology and sustainability are poised to lead the way. The data is clear. More than two-thirds of renters prioritize smart security, and a similar percentage value sustainability in their living spaces. These factors are no longer niche preferences but mainstream expectations shaping the industry.
For property owners, this shift brings both opportunity and urgency. Those who adapt quickly by integrating smart home features and environmentally friendly upgrades will attract high-quality tenants and command stronger rental returns. Those who lag may find their properties increasingly overlooked in a modern, competitive landscape.
The key to success lies in understanding what renters care about most: convenience, safety, and environmental responsibility. By embracing innovation in a cost-effective way, landlords can future-proof their investments while offering the kind of living experience tenants actively seek. The future of rental properties won’t just be defined by location or price—but by how smart, secure, and sustainable they are.
