A new Entrata survey released by RISMedia found that 58% of renters are saving for an emergency fund, 31% for retirement, 25% for vacation or travel, and only 20% for a home purchase. Sixty-six percent said good physical and mental health is what success looks like, 60% named financial freedom, and 39% named owning a home.
Why it matters to multifamily marketers
If your renewal and prospect messaging still leans on the stability of apartment living as a path to homeownership, swap in angles around saving, flexibility, and wellness, which track closer to how renters now define success.