Understanding renters’ search processes and stressors is the first step in determining how to approach and win over your customers.

Before you can figure out how to help your renters, you need to understand the “how” and the “why” behind their behavior, according to Mary Kaye O’Brien, director of consumer insights at Zillow Group.  

Through her research, O’Brien uncovered a condition she refers to as “Renter’s Brain.” Renter’s Brain, O’Brien explained, is the stressed-out, overwhelmed state that renters suffer from during their search for a new home.

Using data from the Zillow Group Consumer Housing Trends Report 2018, you can better determine how to approach renters and mitigate their stress. O’Brien offers these suggestions for helping your customers in their home search.

Acknowledge the renter’s stress

Most moves are triggered by a significant life event, such as a change in one’s job or family situation. Renters also need to find a new home quickly: Most (52 percent) know for less than three months they will need to find a new place. Being under stress makes it harder for renters to make good decisions. Empathy and acknowledgement of Renter’s Brain goes a long way in helping people who are searching for their next rental home.

Pro tips

Respond quickly when renters contact you — 71 percent of renters who inquire about a listing expect to hear back from the landlord or property manager within 24 hours — and provide complete information about their inquiries.

Focus on community

Because of the competitive and harried search for the right apartment, renters are on the defensive. To alleviate some of the anxiety renters may be feeling, focus on providing clear information and high-quality photos of your communities. For example, light, bright photos of the kitchen are more eye-catching than an exterior shot at night. Think about what your renters always ask about, and provide them with that information online.

Pro tip

Don’t skimp out on the number of photos you display: Renters want to see the details.

Online tools are a must

Nearly 3 in 4 (73 percent) renters use online resources when shopping or searching for a home. What they consider very or extremely important in helping them decide on a home are examining the terms and deposit requirements (73 percent), touring the home (60 percent) and viewing photos (60 percent).

Younger renters also tend to value online reviews of buildings more highly than older renters: 50 percent of Gen Z renters (ages 18-23) find them very or extremely important versus 47 percent of Gen Xers (ages 39-53), 46 percent of millennials (ages 24-38), 40 percent of baby boomers (ages 54-73) and only 27 percent of silent generation renters (ages 74+).

Pro tip

Make sure you’re always offering the latest information (including unit availability) that renters can quickly and easily find online.

Remember that mobile matters

Renters tend to feel like the home-search process is out of their control. Providing a good online shopping experience helps. This is especially true on mobile, which has become the way renters shop for a new home: Nearly half (44 percent) of renters use a mobile website on a smartphone or tablet during their search, and more than half (52 percent) use a mobile device in their search overall (mobile websites and apps). Give renters the experience they want at their fingertips, and they will feel more in control.

Pro tips

Optimize your site for mobile so that your content displays completely. Consider building an app to let renters quickly communicate with you. Optimize your emails for mobile to make them easy to read; use responsive phone numbers so that renters can call you by tapping your number on their phone. Make sure it’s clear what you want renters to do, and then make it easy for them to do it from their mobile device.

This article was originally published on October 30, 2015.