More and more people are considering moving from homeownership to renting

Rental housing is becoming increasingly attractive to Finns, and it has emerged as a more appealing option than before also for homeowners. However, the criteria for a dream home vary considerably depending on the age of the person looking for a home and the location where they are searching. These findings come from a recent study by Vuokraovi and search data from SATO and Vuokraovi’s apartment search services.

Demand for rental homes has risen to a record level during the current year. Search activity on the Vuokraovi.com platform increased by as much as 45 per cent between January and July 2026. At the same time, the shift from homeownership to renting has increased. Around one in four (28%) Finns searching for a rental home currently own their home. This share has increased by 5 percentage points since 2024 (23%).

“Finns’ attitudes towards renting have become more positive. Renting is associated with flexibility, convenience and freedom, all of which are attractive to home seekers as the uncertain economic situation continues,” says Laura Lahtinen, Housing Expert at Vuokraovi.

The increase in search activity can also be seen at apartment viewings. During January–July 2026, 8 per cent more prospective tenants attended apartment viewings held by SATO, one of Finland’s largest landlords, than during the same period last year.

“Many people need to move, for example, to a larger or more affordable home. Renting makes this possible without having to worry about rising interest rates or becoming trapped with two homes,” says Laura Laamanen, Commercial Director at SATO.

There are major local differences in rental home search criteria: Helsinki residents are looking for luxury, while Tampere residents are looking for renovated homes

Finns primarily choose a rental home based on the rent, value for money and location. However, there are significant local differences in the criteria for a dream home. Differences between locations are evident in both Vuokraovi’s and SATO’s search data.

In Helsinki, for example, renters are looking for a touch of luxury. Search terms such as “sea view” and “bathtub” stand out in the capital but not elsewhere. In Tampere, the search term “renovated” stands out from the rest, indicating strong interest in refurbished homes. In Turku, searches focus more heavily on specific areas: for example, Herttuankulma, Portsa, Satama and Kauppatori all appear individually among the top 30 search terms.

Good transport connections have traditionally been an important search criterion for home seekers. According to SATO’s data, the importance of rail transport is particularly pronounced in cities where rail services have been expanded in recent years, such as Tampere and Helsinki.

“Renting can make certain neighbourhoods or lifestyles accessible to people who might not otherwise be able to afford them as homeowners. Preferences regarding residential areas or specific amenities are particularly prominent in large cities, where homeownership is expensive,” says Lahtinen.

In addition to location, the age of home seekers affects what they want from a rental home. For people under 30, it is important that the kitchen and bathroom meet their preferences. Those aged 60 and over, meanwhile, are not willing to move into a home without a balcony and lift.

Digital services have become the norm for people of all ages: “For residents, the most important thing is that reported faults are fixed quickly”

People generally prefer to use rental housing services digitally. However, the need for more personal interaction becomes more pronounced at certain stages.

Although 63 per cent now prefer to sign their tenancy agreement electronically, 27 per cent of respondents still want to sign the paperwork in person. In addition, around one third of tenants (33%) prefer to communicate with their landlord by phone or in person, while 24 per cent prefer to report faults in the same way.

According to SATO’s Laamanen, smooth and efficient service is becoming increasingly important when choosing a landlord.

“The majority of our residents report faults through the electronic OmaSATO service. However, what matters more to customers than the method of reporting is that their familiar building manager takes care of the reported faults without delay.”

The importance of personal service increases steadily with age. However, the desire to use digital services is not highest among the youngest age group, those under 30, but among 40–49-year-olds.

About the study

Vuokraovi.com’s Rental Housing Study 2026 was conducted from 15 May to 4 June 2026 as a pop-up survey. Respondents were invited through random sampling on the Vuokraovi.com website. A total of 1,441 respondents took part in the study. The corresponding 2024 study was used as comparative data.

Information on rental home search criteria was based on data from both the Vuokraovi.com website (number of searches and search terms) and SATO’s apartment search portal (number of views of different available apartments). The data was collected between January and July 2026.

For more information:

Laura Laamanen
Commercial Director, SATO
Tel. +358 400 312 612
laura.laamanen@sato.fi

Laura Lahtinen
Housing Expert, Vuokraovi.com
Tel. +358 40 509 4757
laura.lahtinen@almamedia.fi

Share article