A growing number of renters in the United States are redefining what it means to feel at home in 2025, placing security above more traditional notions of comfort. The 2025 Rently Smart Apartment Trends Report reveals that 41% of renters say their primary reason for wanting smart apartment technology is to feel safer at home. That's more than double the number who prioritize energy savings (18%) or convenience (11%).

This shift in priorities is playing out across age groups and housing types, as more renters begin to see smart home features not as luxury add-ons, but as essential to feeling secure in their space. What once felt like a convenience is now viewed as a baseline expectation, an everyday tool for protecting both peace of mind and personal safety.

Comfort Is Being Redefined

Many renters now define comfort not by how a space looks, but by how secure and in control they feel inside it. Traditional comforts like stylish décor, pool access, or large floor plans are no longer enough to influence leasing decisions on their own. Instead, renters are prioritizing features that help them manage their homes easily and confidently, even when they are away.

Popular features such as smart locks, video doorbells, and keyless access offer renters real-time control and visibility over who enters their home. These tools create a daily sense of ease and assurance, especially for those who live alone or frequently receive deliveries.

Renters are moving away from superficial amenities in favor of practical features that enhance safety and autonomy. For younger renters, in particular, the idea of home includes a digital layer of protection they can trust.

Feeling Safe Is Worth Paying For

The growing demand for smart home safety features isn't just a matter of preference; it is something renters are willing to pay more to access. Sixty percent of study participants indicated they are open to paying higher rent if a property includes smart home features. This finding reflects a broader trend in which technology that supports well-being is viewed as a valuable investment rather than an optional upgrade.

Security-related tools consistently rise to the top of renter wish lists, with smart locks often cited as the most desirable feature. These tools are valued for the peace of mind they provide, especially as concerns about safety and control take priority over aesthetics or convenience.

For property managers, this shift represents an opportunity to meet market demand while boosting long-term value. The demand is no longer being driven by luxury—it is being driven by necessity and emotional well-being.

Smart Homes Reflect a Shift in Values

Today's renters are prioritizing features that help them feel secure, stay informed, and manage their space without stress or uncertainty. The report's findings reflect a deeper change in what renters consider essential to their lifestyle and happiness. Safety and emotional assurance are being valued more than traditional markers of high-end living like pools, lounges, or upgraded kitchens.

Renters increasingly want tools that fit seamlessly into their daily lives. It's no longer just about how a home looks—they want it to feel secure, manageable, and private. The ability to see who's at the door, lock doors remotely, or grant access without physical keys is now considered part of a modern, connected lifestyle.

This shift is happening across multiple age groups, with even older renters showing interest in adopting smart home technology. As renters rethink what brings comfort, technology that supports emotional stability is becoming a core part of the leasing decision process.

Safety Features Create Emotional Stickiness

Homes that make renters feel safe are more likely to keep them long term. Smart safety features are linked to renter satisfaction. Renters who feel secure and in control of their spaces are less likely to search for alternative housing options and more likely to renew leases.

Consistent peace of mind helps renters build trust not only in the property but also in the management team. This type of “emotional stickiness” turns an apartment into more than just a place to live—it becomes a place that protects and reassures.

By investing in safety-enhancing technology, property owners can strengthen the bond between residents and their homes. The result is reduced turnover, shorter vacancy periods, and a stronger reputation fueled by positive word of mouth.

The New Standard for Living

Safety is no longer an optional feature or a secondary benefit. Renters now expect their homes to actively support their peace of mind. Increasingly, they are seeking out living spaces that offer more than just aesthetics or amenities. Comfort today includes a sense of control, privacy, and protection.

This shift in renter priorities signals that operators need to go beyond curb appeal and offer real, daily value through thoughtful tech integration. Homes that provide emotional security through smart tools are more likely to earn trust, drive lease renewals, and stand out in a crowded market.

In 2025, renters aren't just looking for homes that look good—they're looking for homes that make them feel safe. Smart safety features are no longer tech trends. They are essential components of modern comfort. Properties that understand and deliver on this new definition will be better equipped to thrive in a rapidly evolving rental landscape.