Interest in rental living grows among high-income earners and homeowners, SATO's survey shows

Core Insights - The appeal of rental housing is increasing across all age groups, particularly among homeowners, as indicated by SATO's survey [1][3] - 70% of homeowners reported a growing interest in rental living, with half of all respondents noting an increase in interest over the past year [3] - Interest in rental housing is notably rising among high-income individuals, with nearly one-third of those earning over 85,000 euros annually reporting a significant increase in interest [3] Reasons for Interest in Rental Housing - The primary reason for choosing rental housing is personal financial situations, followed by the ease and flexibility of renting, and location opportunities [4] - The trend of increasing interest in rental housing is supported by the observation that new demographic groups are attracted to the flexibility of rental living, not solely due to financial necessity [5] Key Factors in Choosing Rental Housing - Approximately 90% of respondents consider a good price-quality ratio, an approachable housing provider, and reliable maintenance services as critical factors when selecting a home [6] - Today's rental residents prefer not to worry about maintenance or renovations, and the ability to move flexibly is important for adapting to life changes [7] Location Preferences - Important location factors for respondents include good public transport connections, access to nature, proximity to services, and affordable housing costs [8] Survey Details - SATO's survey was conducted through online interviews in April 2025, involving 1,004 participants aged 18 to 74 from Uusimaa, Tampere, and the Turku region [9]