Attract Renters-by-Choice Without Expensive Amenities

Budget-friendly strategies that appeal to lifestyle renters seeking convenience, flexibility, and service—not swimming pools and clubhouses.

Introduction

Today’s rental market includes a fast-growing group of tenants known as renters-by-choice or lifestyle renters. These are not individuals forced into renting due to financial limitations. Instead, they deliberately choose the flexibility, convenience, and low-friction lifestyle that renting provides.

According to a 2024 Entrata survey of 2,000 renters, the biggest reasons people choose to rent are not price-related. Mobility, flexibility, freedom from maintenance, and lifestyle convenience rank far higher.

The good news for landlords?
You do not need a pool, fitness center, or multimillion-dollar renovation to attract them.

This post outlines the low-cost, high-impact upgrades from my recent video—strategies that help landlords increase occupancy, attract better-qualified tenants, and reduce turnover without expensive amenities. These recommendations are drawn from my consulting work with landlords and my own research.

Who Are Renters-by-Choice?

Renters-by-choice tend to be young professionals, mobile workers, and empty nesters who want convenience and flexibility. They value:

Freedom from yardwork and repairs
Shorter commitments
Amenity-lite lifestyles that still feel modern
A sense of community
On-demand services more than physical structures

They are motivated by lifestyle preferences—not housing limitations.

Why They Prefer Renting

Based on current research, including Entrata’s national survey, renters-by-choice are drawn to:

Mobility for career and lifestyle decisions
Predictability of monthly costs
Reduced responsibility for large repairs
A modern-feeling property without ownership burdens
Community spaces that are clean, safe, and functional
Strong communication and responsive service

This group is willing to pay for convenience—but not necessarily for luxury amenities.

Low-Cost Property Upgrades With High Impact

1. Fresh Common Areas and Clean Landscaping

You don’t need a large clubhouse to make a positive impression. Low-cost touches include:

Updated lighting
Painted trim and doors
Fresh mulch
Pressure washing
Greenery in pots rather than built landscaping

Small touches improve perceived quality dramatically.

Inside-the-Unit Enhancements

These items consistently outperform full renovations in attracting lifestyle renters:

Modern cabinet pulls and faucets
Updated lighting (LED, modern shapes)
Door hardware upgrades
Smart thermostats
USB-outlet replacements
High-quality window coverings

These provide a “fresh” feel without replacing cabinets, flooring, or appliances.

Service-Based Upgrades (Where Lifestyle Renters Pay Attention)

Service enhancements have a bigger ROI than physical amenities:

Online maintenance portals
Digital rent payments
Automated move-in documents
Responsive communication
Emergency maintenance protocols
“Soft concierge” services like package handling, not a staffed concierge desk

These systems signal professionalism and modern management.

Community & Exterior Improvements

Budget-friendly improvements that attract lifestyle renters:

Enclosed dog park or play area
Outdoor seating or picnic tables
Shade sails
Decorative lighting
A single well-maintained community room or multi-use area converted from a sacrificed apartment
Assigned parking
Community events such as block parties hosted by 3rd parties, more.

These options cost a fraction of pools or clubhouses.

Marketing to Renters-by-Choice

Messaging matters. Your marketing should communicate: