Canadian rental market analysis  

Preferences vs. Reality

By Parsa Navidi on Jul 18, 2024 in Global

The Canadian multifamily rental market is undergoing a revolution. To make informed decisions, staying updated on the latest trends and preferences is crucial. Unfortunately, most of our current industry data is outdated and limited, which can hinder effective planning and management for housing providers. This is why new, comprehensive data like the 2023/2024 Canadian Multi-Residential Marketing & Leasing Snap Shot Report, conducted by simplydbs, is an invaluable resource.

This report encompasses data from two surveys, featuring responses from 20,000 tenants and housing providers representing 400,000 units across Canada. This report reveals significant disconnects between what renters want and what housing providers are offering.

Bridging the online gap between renters and providers

One of the most notable findings from the report is the gap between how renters and housing providers view online property listings. While the industry ranks internet listing services (ILS) as the top choice for marketing, prospective tenants overwhelmingly prefer property-specific websites (PSW). According to the report, 92 percent of tenants said that a PSW is essential or nice to have, making it their number one preferred online touchpoint. Up to 76 percent of tenants of tenants stated that ILS sites are still important for them during their rental process.

Another critical area is response times. The report found that 87 percent of renters are comfortable with a response time of up to 24 hours for prospect inquiries. This timely communication influences their decision to select a unit or property and their desire to stay there. To effectively address this disparity, employing a 24/7 omni-channel chatbot on a website can significantly free up onsite staff, allowing them to focus on higher value tasks such as assisting with in-person tours and applications.

Growing fraud concerns

Fraudulent rental applications are a growing concern across Canada. Applicants providing false information, like fake references or altered income documents, contribute to this issue. The report reveals the most alarming consequence: bad debt from unpaid rent due to fraudulent applications.

The rate itself is rising, with 41 percent of housing providers reporting a one to ten percent increase and 14 percent indicating an 11-30 percent lift. This emphasizes the need for robust identity verification processes to mitigate fraud risks before applications are even considered.

Embracing digital solutions

The digital transformation of the rental industry is well underway, with residents increasingly expecting digital applications and services. The report shows that 88 percent of tenants use their building app to create and track maintenance requests, and 72 percent want an app to receive package delivery notifications.

Once these apps are available, residents actively use them, underscoring the value of integrating digital solutions into rental communities. Adopting mobile technology also benefits your staff, expedites rental turns, and elevates rental revenue.

Understanding the disparity between renters and providers

In an industry that relies heavily on accurate and timely information, having access to up-to-date data is critical for mitigating risk and ensuring long-term success. This is where simplydbs comes in. simplydbs specializes in collecting and analyzing real estate data to provide actionable insights that drive better decision-making for housing providers. Their expertise ensures that real estate professionals have access to the latest trends and preferences, enabling them to adapt to current market demands and enhance resident and employee satisfaction.

Narrowing the gap

The 2023/2024 Canadian Multi-Residential Marketing & Leasing Report exposes the disconnects between renter expectations and experiences. By addressing these gaps, housing providers can stand out from the competition and attract, convert and retain quality tenants, ultimately enhancing resident satisfaction and improving overall operational efficiency. For a deeper dive into these findings, download the snapshot report.

When searching for solutions, consider a tech partner with a long-standing presence in the market. Solutions that streamline creating property-specific websites, enhance online communication, prevent fraud, offer tenant apps and manage reputations can be incredibly beneficial. These tools help landlords provide better services, improve tenant retention and ensure smooth operations. Let’s bridge these gaps and shape the future of Canadian rentals together!