Knightvest Data Shows Renters Choosing to Stay as Homeownership Loses Cultural Pull
Mortgage rate sensitivity drops 17 points in two years as majority of renters no longer view homeownership as a status symbol
Renters are generally optimistic about their finances going into 2026, signaling strong tailwinds for the industry
DALLAS, Nov. 12, 2025 /PRNewswire/ — Knightvest Capital, a vertically integrated multifamily investment firm, has released the findings of its third annual Multifamily Renter Sentiment Report, revealing a meaningful shift reshaping the multifamily landscape: renting is no longer a temporary compromise but a deliberate, lifestyle decision.
“These findings underscore our renewed optimism for the multifamily industry as renters report confidence in both their personal financial situations and in their decision to rent going into 2026,” said David Moore, Knightvest founder and CEO. “The winners in this environment will be firms that recognize apartments are no longer viewed as temporary housing, but rather a lifestyle category that demands long-term thinking on amenities, service, and community experience.”
The report reveals several trends that continue to reshape how the industry thinks about resident retention and property positioning:
Renters are choosing to stay as homeownership loses status appeal
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Half (50%) of respondents said they are choosing to rent, with 47% viewing renting as a long-term destination of five years or more (up from 42% last year).
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More than half (52%) of renters do not view homeownership as a status symbol (up from 45% last year), and roughly 50% say they are uninterested or neutral about owning a home in the next five years – signaling that homeownership is losing its cultural pull.
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Significantly, 64% of those who choose to rent have previously owned a home, highlighting how affordability is not the sole factor in the rent-buy decision.
Mortgage rate sensitivity drops sharply
Affordability and quality-of-life drive decisions, but generational nuances matter
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Top reasons for renting include
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The high cost of homeownership (61%)
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Lower maintenance responsibilities (56%)
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Desirable locations (34%)
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While affordability and convenience remain leading factors, renters this year placed greater emphasis on living near desirable locations, replacing flexibility as a top three reason from 2024.
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Generational differences are significant as Gen Z renters emphasize cost as the primary reason for renting, while Baby Boomers prioritize lower maintenance responsibilities as their primary reason for renting. Understanding these distinct motivations are informing everything from unit mix to marketing messaging for multifamily firms.
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o According to the findings, Gen Z respondents estimate that an annual income of $145,000 is required to purchase a home, representing an 8% year-over-year increase, whereas Millennials place the figure closer to $157,000, a 17% rise from the prior year.
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