Renter Perspectives: The Quest For Truth

How renters evaluate online reputations is evolving—and building trust is becoming increasingly difficult for multifamily brands.


As part of my role as Director of Research and Performance at SatisFacts & ApartmentRatings, I led and executed this qualitative research initiative from start to finish. I designed and conducted in-depth interviews with renters across multiple markets to capture firsthand experiences navigating online reviews, reputation signals, and leasing decisions. Through thematic analysis, I identified key patterns in renter behavior, trust perceptions, and brand credibility risks.


In addition to leading the research, I developed the full report design, authored the written findings, recorded and edited a supporting video featuring renter feedback, and created promotional assets to share the insights across the industry.


Included below is a short video featuring direct excerpts from renter interviews, offering an authentic look at the voices behind the data. Together, these insights provide strategic guidance for brands seeking to manage reputation risk and build stronger consumer trust in today’s competitive housing market.

A person with curly hair looks skeptically at their phone against an orange background while holding their phone.
Person in blue t-shirt looking up thoughtfully against red background with quote about reading reviews.
Person in green blazer standing against yellow background with text quote about online apartment reviews.
Person in red plaid shirt looks thoughtfully at phone while standing against pink background with text overlay.
Person in grey t-shirt poses thoughtfully against peach background with quote about using real estate search services.
Person in yellow shirt and plaid flannel expressing excitement with quote about doing in-person visits with residents.