The rental market is shifting — and renters are becoming clearer than ever about what they want.
According to the Zillow Rentals Consumer Housing Trends Report 2026, renters today are focused on three core priorities:
Affordability
Transparency
Digital convenience
At Pioneer Management, we believe staying ahead of these trends helps us better serve both our residents and our property owners across Oregon. Here’s what the data says — and what it means for the future of renting.
Affordability Is Still #1
A striking 93% of renters say staying within budget is essential when choosing a home.
Even more telling:
75% of renters who stayed put said their current rent was a “good deal.”
69% didn’t move because they couldn’t afford to.
What this means:
Renters aren’t just looking for the lowest rent — they’re looking for value. Concessions like:
Reduced rent
First month free
Reduced deposits
are more impactful than perks like gift cards or small upgrades.
At Pioneer Management, we continuously monitor market pricing to ensure our homes are competitively positioned — balancing owner returns with renter affordability.
The Modern Renter Is Older and More Diverse
The median renter age is now 41 years old — much higher than decades past. Renting is no longer just a stepping stone for young adults.
Key shifts:
Millennials remain the largest renter group.
Gen Z makes up 44% of recent movers.
Many renters have children and middle-income salaries.
Renting is becoming a long-term housing solution.
For property owners, this means:
Stability matters.
Clean, well-maintained homes matter.
Professional management matters.
Transparency Is No Longer Optional
One of the biggest takeaways from the 2026 report:
94% of renters want all fees disclosed upfront.
76% prefer fees bundled into rent.
Renters expect clarity. Hidden or surprise fees erode trust.
At Pioneer Management:
We clearly outline all screening criteria.
We provide detailed lease agreements.
We communicate expectations upfront.
Transparency builds long-term relationships — and long-term tenancy reduces vacancy.
Pet-Friendly Properties Lease Faster
Pets continue to drive decisions:
65% of renters say pet-friendly policies are essential.
Pet-friendly listings lease faster than restrictive ones.
For owners, allowing pets (with proper screening and deposits) can:
Increase your applicant pool
Reduce vacancy time
Improve retention
We help owners implement smart pet policies that protect the asset while remaining competitive.
Digital Experience Is Now Expected
Today’s renters are highly digital:
57% say listings must include advanced media (3D tours, video, drone shots).
77% had at least one co-shopper during their search.
App and mobile search usage continues to rise.
Quality visuals and mobile-friendly listings aren’t luxuries anymore — they’re standard.
That’s why Pioneer Management provides:
3D tours
Video walkthroughs
AI-powered floor plans
Mobile-optimized listings
This aligns perfectly with today’s digital-first renter expectations.
Apartments Still Dominate — But Flexibility Wins
Even renters who initially want a single-family home often end up choosing apartments.
Why?
Affordability
Amenities
Convenience
Location
However, renters across all property types are asking the same core question:
“Is the price worth it?”
That’s why pricing strategy, presentation, and communication matter more than ever.
Many Renters Consider Buying — But Continue Renting
64% of recent renters considered buying during their last search.
But:
Only 37% of those planning to move expect to buy.
Most expect to keep renting.
Affordability barriers are keeping many renters in the rental market longer.
For owners, this signals continued demand — especially for well-managed, professionally presented properties.
What This Means for Oregon Property Owners
For owners in Eugene, Roseburg, and Bend, these national trends align with what we see locally:
✔ Renters are budget-conscious
✔ They expect digital convenience
✔ They value pet flexibility
✔ They want transparent fees
✔ They’re renting longer
The opportunity?
Professional management that delivers clarity, consistency, and market-aligned pricing.
The Market Is Finding Balance
After years of rapid rent increases, the market is stabilizing. Concessions are increasing. Rent growth is moderating.
This creates an opportunity:
For renters: better affordability.
For owners: stronger long-term tenants.
For property managers: to build trust through service.
At Pioneer Management, we stay ahead of trends so our owners don’t have to.
If you’re wondering how your property fits into today’s rental market — or how to position it competitively in 2026 — we’re here to help.
Pioneer Management
Serving Eugene, Roseburg, Bend, and surrounding Oregon communities
Professional. Transparent. Results-driven.
Ready to talk strategy? Contact us today.
