74% of Renters Lose Trust When AI Isn’t Disclosed During Leasing Journey, New Rently Survey Finds

Comfort with AI hinges on disclosure and choice; security and 24/7 support top the list of features worth paying for

LOS ANGELES--(BUSINESS WIRE)--Three out of four renters say they lose trust when AI is hidden in the leasing process, and they’re not shy about what they expect instead. New research from Rently reveals that renters want AI to handle the hassle, from filtering out stale listings to securing after-hours tours, but demand transparency and human backup when the stakes get high.

The Rently 2025 Report on AI in Leasing polled 800 U.S. adults in September 2025 via the third-party platform Pollfish, examining attitudes across AI-assisted search, self-guided touring, leasing, and support.

Rently’s report findings highlight a balancing act for property managers and operators. Renters are open to AI-powered tools when they make the experience faster and easier–like delivering real-time pricing or suggesting credible alternatives–but they expect clear disclosure when automation is involved. They’ll pay a little more for peace of mind in areas like security and 24/7 maintenance, yet they draw the line when money, contracts, or disputes are on the table, insisting those moments stay human-led.

Key findings include:

• Transparency and control set comfort levels. 74% of respondents say they are less comfortable when AI use isn’t disclosed; 57% want human support available anytime; 47% want the ability to opt out of AI features.
• Renters want smarter search tools. 60% want home recommendations that match their budget and needs, 55% want availability and pricing updated in real time and 50% want to be suggested comparable units when a listing is no longer available.
• Self-tours win on access and safety. 50% of renters value the ability to tour after hours, 49% want property details on their phone during the visit and 46% want secure entry with ID verification and one-time codes.
• Renters will pay small premiums for assurance. 42% would pay more for security monitoring and 37% for 24/7 maintenance support; 64% cap added tech costs at $20/month or less; 5% would exceed $60.
• Humans are wanted for high-stakes moments. 71% would contact a person first when a problem arises, especially for rent negotiations, payment concerns, and disputes.

Taken together, the findings point to a simple expectation for the rental journey: it should be fast, relevant and transparent, with safe access to properties and real people available when judgment is needed. Renters want tools that make decisions easier and teams that stand behind the experience, so the path from search to keys feels predictable and fair.

“The rental process isn’t just about square footage or price. It’s about how the experience feels,” said Merrick Lackner, CEO at Rently. “Renters want listings that are accurate, tours that are flexible and support that’s responsive. AI can make those interactions faster and easier, but only when it’s transparent. Leasing technology that reduces friction while keeping people in control is what will define the next era of rental technology.”

Lackner continued, “AI can deliver faster searches and real-time updates, and safer communities, but its real value is empowering renters to make better decisions. When paired with human support, technology doesn’t just streamline leasing, it elevates the entire renter experience.”

Visit the Rently 2025 Report on AI in Leasing at Rently’s website for the complete survey results and additional insights.

About Rently

Rently is a resident lifecycle management platform designed for single-family and multifamily operators, helping optimize every stage of the rental journey—including listing properties, streamlining leasing processes with self-guided tours and smart access, and improving resident living experiences through smart home technology. From enhanced security and greater operational efficiency to increased occupancy and NOI, Rently provides tailored solutions that support operators' goals from a single, unified platform. To learn more, visit www.rently.com.