What tenants really want may be simpler than landlords think

What tenants really want may be simpler than landlords think​

Landlords and property managers often compete by offering bigger gyms, nicer lounges, rooftop gardens, and other extras to attract tenants. But as the rental market becomes more competitive and tenants get pickier, are landlords missing something more important?

​A building that feels safe, well-run and under control can carry just as much weight as the amenities it uses to market itself, Videoloft reports. A 2025 survey by Apartments.com found that 48% of renters list safety and security among their top three considerations, and 66% say they would stop considering a property if they had concerns about crime or safety.​

Tenant safety deserves to be a priority​

Sometimes, tenant safety is not given enough attention. But research shows it can shape how people view a property. Tenants notice if entrances are secure, if common areas are monitored, and if management is ready to act when issues come up.

In short, safety is not just about stopping the worst from happening. It is about making people feel confident in the place they live every day.

There is also proof that many renters believe the industry could do better. In 2024, the National Apartment Association found that, in a survey of over 1,000 American renters, 71% said management should do more to make things safer, and 60% said they did not feel very safe in their apartment complex.​

Focusing only on amenities may miss the real issue

This does not mean amenities and perks are no longer important. Things like amenities, price, location, and convenience still matter a lot when people are choosing where to live.

However, the property industry may have focused on perks for so long that it has forgotten, or at least put less emphasis on, the basics.

A rooftop garden might catch people’s eye, but safety and security are what build trust. When renters trust a property, they are less likely to leave if something feels off.

What safety means in everyday life

For most tenants, feeling safe does not depend on just one thing. It comes from a mix of features, like secure entrances, good lighting, controlled access, visible cameras, and quick responses when problems happen.

Research backs this up. Apartments.com lists safety features that renters value, like low neighborhood crime, CCTV cameras, smart locks, gated access, and a doorman at all hours. In a nutshell, renters feel safer when they see clear signs that a property is protected every day.

That is why safety is not just about one solution. Good lighting, well-kept entryways, strong access control, and clear management all matter. Apartments.com’s guidance for property managers specifically highlights surveillance systems, better lighting and visibility, and maintained entryways and access points as important ways to address renter security concerns.

Video surveillance is one of several tools that can help make a place safer. Cloud video systems let teams review incidents faster, keep records of what happened, and watch over shared spaces or multiple locations more easily.

There is also evidence that monitored cameras affect how renters feel. The National Apartment Association found that in communities using traditional measures like door access control, alarms, or on-site guards, 36% of renters said these did not help prevent crime. Renters in places with monitored cameras, however, said they felt safer.

This does not mean cameras are the most important thing, but it does show that visible safety measures and quick responses matter when residents decide if a property feels secure.

Safety can also affect property value

There is a bigger market picture to consider as well.

A 2008 American Economic Review paper found that house prices within 0.1 miles of a registered sex offender fell by 4% on average. Journalists Resource also summarizes this finding in its roundup on crime and property values.

How safe people feel can shape their opinions of a place, and those opinions can affect property values.

Landlords should pay attention to this. Safety is not just a concern for tenants. It also affects how others see the property.

Returning to the basics

Despite the industry’s focus on special amenities, what many tenants want is often simpler than landlords realize.

• They want to feel safe where they live.
• They want issues to be fixed quickly.
• They want to see that management is aware of what is going on and ready to act.

Fancy extras might attract people at first, but the basics are what make them want to stay.

In a market where confidence matters, this could be one of the most valuable things a property can offer.

This story was produced by Videoloft and reviewed and distributed by Stacker.