As far as P11 is concerned, National Pet Day (April 11) is every single day. In fact, the Nationals Gold-award-winning “Follow Me Home” campaign P11 created for the master-planned community North River Ranch featuring Dash the Dog is still going strong. We believe this is an opportune moment to present relevant pet statistics and insights into renter preferences that could benefit our business partners.

The American Pet Products Association (APPA) reported that total U.S. pet industry expenditures reached $152 billion in 2024 and are projected to reach $157 billion in 2025. People love their pets and spend a lot of money on them.

Builders, developers, and management companies recognize that appealing to pet owners is not just a perk—it’s a necessity.

According to Multifamily Dive 60% of renters said the property allowing pets was a significant reason for their decision to renew. Aside from cost — which is invariably renters’ number one concern — renters have routinely indicated that pets are a top priority over the last few years of the Consumer Housing Trends Report.

Forbes states that Millennials and Gen Z continue to dominate the rental market, and the demand for pet amenities in apartments is only expected to grow in the coming years. 32% of renters said they had passed on a particular property for pet breed or size restrictions.

Newsweek reports that Gen Z, a growing percentage of overall renters, is inclined to pets. Keeping tabs on this trend will be advantageous for staying competitive in the rental market.

Of similar interest, Pets and Housing indicated that pet owners stay in their homes up to 21% longer than non-pet owners, reducing turnover and vacancy losses. Inclusive policies attract a broader pool of prospective tenants, boost resident satisfaction, and foster stronger community bonds.

The future of pet amenities in apartment communities is moving beyond basic pet-friendly policies to luxury services and dedicated pet spaces according to Ross Barker, Program Director at Pet-Inclusive Housing Initiative at Michelson Found Animals Foundation, Inc. Many high-end apartments now offer pet concierge services such as grooming, walking, and daycare options in addition to dog parks and pet washing stations. Some communities are introducing smart technology, such as pet-tracking apps and automated pet doors.

The pet filter is also the top search modifier on Zillow! Twice as many potential renters toggle the filter for pet-friendly listings than for any other amenity on the site, underscoring the high demand for rental homes that allow pets. Last year, more than half of rental listings on Zillow indicated they allow pets.

KEY TAKEAWAYS

Multifamily communities must expand their current pet amenity mindset to stay relevant in the minds and pocketbooks of renters and meet demand.

More tech and innovative pet amenities are needed.

P11 is equipped to empower your business in strategically marketing your pet amenities, ensuring you attract and retain a growing customer base. Reach out to P11 today for more insights and real estate marketing solutions.