Zillow Rentals Consumer Housing Trends Report 2026
After years of rapid market swings, growth has slowed, concessions are climbing, and affordability is improving for the first time in years. Download the report to see how over 24,000 renters will think, search, and react in the year ahead.
Key takeaways from this year’s report
Apartments anchor the market
56% of renters included apartments in their search and 21% of people who initially searched for or wanted a house ultimately chose an apartment.
Transparency is center stage
Nearly all renters (94%) want all fees disclosed, and 76% prefer
bundling fees into rent.
Pets are a priority
65% of renters said allowing pets is essential, up 5 percentage points from last year.
Gen Z represents opportunity
Gen Z makes up 44% of recent renters and 63% of those stepping into the rental market for the first time.
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