Insights from New Survey on Online Housing Search Trends in 2025

AtHome Inc., a prominent real estate information service based in Ota, Tokyo, has recently conducted an in-depth survey on housing search trends for the year 2025, specifically focusing on the rental market. The survey targeted individuals aged 18 to 59 who either moved into rental properties between July 2024 and July 2025 or are considering moving by March 2026. The objective was to compare the differences between those who have experience in moving and those who are still exploring their options.

Key Findings

How People Search for Housing

Both experienced movers and those still contemplating a move indicated that the most common method for searching for housing is through real estate portal sites. This shows a significant reliance on the internet for initial searches.

- Top Search Method: The survey shows that the top four choices for housing search methods among those contemplating a move are all internet-based.
- Essential Photos: When asked what photos are essential to include in listings, experienced movers prioritized photos of the bathroom, while those considering a move wanted pictures of the toilet. This indicates that individuals are particularly concerned about the condition and space of these crucial areas. Additionally, when it comes to photos depicting the neighborhood, both groups ranked supermarkets as the most important.

Characteristics of Preferred Real Estate Companies

When selecting a real estate company, the primary attribute both groups sought was the number of properties available. Following that, factors such as the quantity and quality of listing photos were also significant.

- Top Reasons for Selection: The most cited reason for choosing a real estate company among both experienced movers and those pondering a move was the availability of many properties. Moreover, the number of photos and their visual appeal were also crucial factors.
- Viewing Preferences: Both groups preferred meeting at the real estate office before heading to property viewings. Interestingly, a trend emerged showing that more than half of the experienced movers prefer to avoid reservations for viewings through phone calls.

Online Handling of Procedures

In terms of online processes, the survey revealed interesting patterns regarding the preferred handling of essential utilities when moving.

- Preferred Utility Service: When asked about which utility services they would like to have suggested by the real estate company, electricity topped the list, followed by gas and water services. About 80% of those considering a move indicated they would utilize a service that could arrange moving and utility services all at once.
- Interest in Online Contracts: Notably, 36.4% of respondents expressed a desire to handle contracts online, while 29.6% wanted to receive crucial explanations digitally.
- Payment Method Preferences: Over half of the respondents, regarding the preferred method for paying rent and initial fees, indicated they would like to use credit cards or QR code payments.

Survey Overview

This thorough survey involved 910 participants aged 18 to 59, all of whom either moved into rental properties between July 2024 and July 2025 or are considering a move before March 2026. The methodology consisted of an online questionnaire conducted from July 18 to July 22, 2025.

AtHome regularly conducts research related to housing experiences, including topics like