Zillow September rent report shows rental demand up 19.2%

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More would-be buyers are choosing rentals as elevated borrowing costs make the monthly payment harder to clear.

The Zillow September rent report, published by Zillow Research on October 15, 2026, says housing demand is finding a new home in rentals, with rentals up 19.2%. Zillow’s summary ties the shift to elevated borrowing costs that are pushing up the monthly payment for would-be homebuyers.

For mortgage professionals, the practical read is straightforward: some purchase shoppers are not disappearing, but they are delaying ownership or choosing to rent for now. That changes how loan officers should talk about affordability, timing, credit readiness, and the long follow-up window between a first preapproval conversation and an eventual purchase.

Key takeaways

• Zillow Research reported that demand has shifted toward rentals, with rentals up 19.2%.
• The report points to elevated borrowing costs as a key reason more shoppers are choosing to rent.
• For loan officers, the story is less about lost buyers and more about longer nurture cycles.
• The supplied source material does not confirm metro-level results, rent-price changes, or methodology details.

Sources

• Zillow Research — Housing demand finds a new home in rentals, up 19.2% (September Rent Report)

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