{"success":true,"data":{"pressRelease":{"id":"170271","rtpr_id":"nPn64mdhZa-20261015","ticker":"ZG","exchange":"NASDAQ","all_tickers":["ZG"],"title":"Rental demand is up 20% as high lending costs stifle the for-sale market","author":"PR Newswire","published_at":"2026-10-15T12:00:24.612Z","article_body":"Rental demand is up 20% as high lending costs stifle the for-sale market\nPR Newswire\n\nSEATTLE, Oct. 15, 2026\n\nWith the typical monthly payment for a new homeowner climbing nearly twice as\nfast as rent, more shoppers are turning to rentals\n\n * Rental demand is up 19.2% year over year nationwide, as measured by the Zillow\nObserved Renter Demand Index (ZORDI).(1)\n * The typical U.S. rent was $1,932 a month in September, up 2.7% from a year\nago.\n * The financial advantage of renting is growing, as the typical new home buyer's\nmonthly payment(2) is climbing nearly twice as fast as rent, up 5% from a\nyear ago to $3,037.\nSEATTLE, Oct. 15, 2026 /PRNewswire/ -- Housing demand doesn't disappear when\nbuying becomes harder financially. Instead, it finds a new home in the rental\nmarket. The Zillow Observed Renter Demand Index (ZORDI), an indicator of\nrental demand, rose 19.2% year over year as elevated borrowing costs push\nwould-be buyers to rent instead, according to the latest Zillow® Rental\nMarket Report\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=2394692557&u=https%3A%2F%2Fwww.zillow.com%2Fresearch%2Fseptember-2026-rent-report%2F&a=Zillow%C2%AE+Rental+Market+Report)\n.\n\nRents are climbing, but buying costs are climbing faster. Typical rent is\n$1,932 a month, up 2.7% from a year ago. By comparison, the typical new home\nbuyer's monthly payment has risen 5%, to $3,037, nearly double the pace.\n\n\"Elevated mortgage rates have pushed home shoppers straight into the arms of\nrentals,\" said Kara Ng, senior economist at Zillow. \"Homeownership has long\nbeen a way for families to build wealth, but with the rise in borrowing costs,\nwe're seeing the rise of the deliberate renter, someone who chooses to bank\nthe difference between a buyer's monthly payment and rent, and build wealth\nwithout owning a home.\"\n\nAnd for many home shoppers, what they still want is a house. ZORDI shows\ndemand for single-family rentals up 21.6% from a year ago, more than double\nthe 10.1% rise for multifamily rentals. At a typical rent of $2,266, renting a\nhouse offers the space and lifestyle shoppers want without a down payment or\nthe hidden costs of owning, and it costs $771 less each month than a buyer's\nmonthly payment.\n\nFor shoppers weighing renting against buying, Zillow's rent vs. buy research\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=571845413&u=https%3A%2F%2Fwww.zillow.com%2Fresearch%2Fbuy-vs-rent-breakeven%2F&a=%C2%A0rent+vs.+buy+research)\n breaks down the break-even timeline by metro, that timeline being the number\nof years a household would need to own before buying comes out ahead.\n\nRental demand surges in the Bay Area and the Sun Belt\nRental demand rose the most in San Jose, where ZORDI is up 82.5% from a year\nago, followed by San Francisco (66.9%), Austin (49.3%), Miami (48.9%) and\nPhoenix (43%).\n\nRent growth over the past year was also fastest in California's Bay Area,\nwhere typical rent is up 11.8% in San Francisco and 8.3% in San Jose. In the\nother markets where demand has jumped the most, rent growth was more moderate,\nat 0.7% in Austin, 1.8% in Miami and 1% in Phoenix, as new construction has\nkept supply in step with demand.\n\nNot every market is following the national trend. ZORDI is down year over year\nin markets that include Louisville (down 6.2%), Baltimore (-6.1%), Washington,\nD.C. (-5.6%) and Cleveland (-5.5%).\n\nAffordability holds steady for renters\nThe median household spends 26.3% of its income on a new rental, essentially\nunchanged from a year ago, compared with 41.3% spent by a new homeowner. A\nhousehold needs an income of $77,278 to afford a typical rental versus\n$121,496 to afford a typical home, a gap of more than $44,000.\n\nFor renters who are ready to make a move, Zillow brings together apartments,\nsingle-family homes and rooms for rent in one place, and Zillow's portable\nrental application\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=3254249237&u=https%3A%2F%2Fwww.zillow.com%2Frent%2Fapply-for-rentals%2F&a=%C2%A0Zillow%27s+portable+rental+application)\n makes applying simpler: one form, one flat fee and 30 days to apply to as\nmany participating properties as needed.\n Metro area*         Zillow      Zillow      Zillow      Typical monthly        Typical monthly\n                     Observed    Observed    Observed    payment for a new      payment for a new\n                     Renter      Rent        Rent        homeowner (10%         homeowner (10%\n                     Demand      Index       Index       down, 30-year fixed)   down, 30-year\n                     Index       (ZORI)      (ZORI),                            fixed), YoY\n                     (ZORDI),                YoY\n                     YoY\n United States       19.2 %      $1,932      2.7 %       $3,037                 5.0 %\n New York, NY        19.3 %      $3,546      4.2 %       $6,296                 8.6 %\n Los Angeles, CA     25.9 %      $2,929      1.8 %       $7,473                 5.3 %\n Chicago, IL         21.6 %      $2,163      4.7 %       $3,120                 8.5 %\n Dallas, TX          38.9 %      $1,659      0.7 %       $3,205                 1.6 %\n Houston, TX         32.2 %      $1,638      0.1 %       $2,665                 1.9 %\n Washington, DC      -5.6 %      $2,407      1.4 %       $4,673                 4.1 %\n Philadelphia, PA    13.1 %      $1,903      3.3 %       $3,335                 6.1 %\n Miami, FL           48.9 %      $2,654      1.8 %       $4,259                 3.8 %\n Atlanta, GA         26.3 %      $1,843      2.1 %       $3,154                 2.3 %\n Boston, MA          21.2 %      $2,987      2.3 %       $5,926                 6.0 %\n Phoenix, AZ         43.0 %      $1,720      1.0 %       $3,400                 3.1 %\n San Francisco, CA   66.9 %      $3,445      11.8 %      $8,931                 7.1 %\n Riverside, CA       26.9 %      $2,533      2.9 %       $4,689                 4.5 %\n Detroit, MI         8.4 %       $1,514      4.2 %       $2,267                 5.5 %\n Seattle, WA         7.7 %       $2,250      1.8 %       $5,817                 2.3 %\n Minneapolis, MN     21.0 %      $1,736      3.5 %       $3,341                 5.4 %\n San Diego, CA       29.1 %      $2,967      2.2 %       $7,308                 4.8 %\n Tampa, FL           23.2 %      $1,991      0.4 %       $3,128                 2.8 %\n Denver, CO          19.6 %      $1,900      0.0 %       $4,457                 2.2 %\n Baltimore, MD       -6.1 %      $1,937      2.7 %       $3,337                 4.2 %\n St. Louis, MO       -1.1 %      $1,427      4.1 %       $2,377                 6.8 %\n Orlando, FL         21.1 %      $1,929      0.8 %       $3,301                 2.3 %\n Charlotte, NC       17.6 %      $1,735      1.4 %       $3,057                 3.2 %\n San Antonio, TX     28.7 %      $1,415      -0.7 %      $2,430                 1.8 %\n Portland, OR        15.7 %      $1,803      1.1 %       $4,394                 3.7 %\n Sacramento, CA      22.8 %      $2,269      1.8 %       $4,633                 3.9 %\n Pittsburgh, PA      7.7 %       $1,467      3.5 %       $1,995                 3.9 %\n Cincinnati, OH      0.0 %       $1,522      2.8 %       $2,590                 5.9 %\n Austin, TX          49.3 %      $1,603      0.7 %       $3,696                 -0.6 %\n Las Vegas, NV       16.9 %      $1,732      0.5 %       $3,272                 1.5 %\n Kansas City, MO     12.4 %      $1,534      3.8 %       $2,818                 7.2 %\n Columbus, OH        4.0 %       $1,525      2.9 %       $2,813                 4.9 %\n Indianapolis, IN    24.2 %      $1,528      3.5 %       $2,449                 4.8 %\n Cleveland, OH       -5.5 %      $1,440      4.5 %       $2,217                 7.3 %\n San Jose, CA        82.5 %      $3,812      8.3 %       $11,845                4.3 %\n Nashville, TN       15.0 %      $1,803      1.2 %       $3,558                 3.5 %\n Virginia Beach, VA  40.0 %      $1,886      7.1 %       $3,095                 6.6 %\n Providence, RI      -1.3 %      $2,166      4.2 %       $4,331                 7.4 %\n Jacksonville, FL    35.5 %      $1,680      2.2 %       $3,037                 3.6 %\n Milwaukee, WI       6.1 %       $1,549      5.1 %       $3,364                 8.9 %\n Oklahoma City, OK   14.8 %      $1,384      2.4 %       $2,191                 4.5 %\n Raleigh, NC         23.2 %      $1,669      1.4 %       $3,487                 2.2 %\n Memphis, TN         19.0 %      $1,393      1.1 %       $2,116                 3.7 %\n Richmond, VA        -2.7 %      $1,706      2.5 %       $3,182                 6.5 %\n Louisville, KY      -6.2 %      $1,339      2.0 %       $2,337                 5.3 %\n New Orleans, LA     7.9 %       $1,577      1.7 %       $2,424                 4.8 %\n Salt Lake City, UT  7.4 %       $1,644      0.7 %       $4,337                 5.1 %\n Hartford, CT        -2.9 %      $1,998      3.5 %       $3,580                 8.5 %\n Buffalo, NY         24.0 %      $1,451      3.8 %       $2,274                 7.6 %\n Birmingham, AL      23.9 %      $1,404      2.9 %       $2,116                 6.3 %\n\n*Table ordered by market size\n\nAbout Zillow Group:\n\nZillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home\na reality for more and more people.\n\nAs the most visited real estate app and website in the United States, Zillow\nconnects hundreds of millions of consumers with innovative technology, trusted\nagents and loan officers, and seamless digital solutions. With\nindustry-leading tools and resources, Zillow supercharges real estate\nprofessionals so they can grow their businesses and deliver exceptional client\nexperiences. For renters and housing providers, Zillow offers not only a\nrobust marketplace but a set of end-to-end products and services to streamline\napplications, leases, payments and more.\n\nZillow's ecosystem spans the entire home journey — from dreaming and\nshopping to renting, buying, selling and financing.\n\nZillow Group's affiliates, subsidiaries and brands include Zillow(®), Zillow\nPremier Agent(®), Zillow Home Loans(®), Zillow Rentals(®), Zillow(®) New\nConstruction, Trulia(®), StreetEasy(®), Out East(®), HotPads(®), Follow Up\nBoss(®), ShowingTime(®), dotloop(®) and Zillow(®) Closing.\n\nAll marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow\nHome Loans, LLC is an Equal Housing Lender, NMLS #10287\n(www.nmlsconsumeraccess.org\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=3697657313&u=http%3A%2F%2Fwww.nmlsconsumeraccess.org%2F&a=www.nmlsconsumeraccess.org)\n). © 2026 MFTB Holdco, Inc., a Zillow affiliate.\n\n(ZFIN)\n\n(1) The Zillow Observed Renter Demand Index (ZORDI) is a measure of the\ntypical observed rental market engagement across a region. It tracks\nengagement on Zillow's rental listings to proxy changes in rental demand and\nis smoothed to remove volatility.\n(2) Reflects the typical new home buyer's monthly payment on a typical home\n(Zillow Home Value Index) with 10% down and a 30-year fixed rate, including\nprincipal and interest, property taxes and insurance.\n\n \n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/rental-demand-is-up-20-as-high-lending-costs-stifle-the-for-sale-market-302909472.html\n(https://www.prnewswire.com/news-releases/rental-demand-is-up-20-as-high-lending-costs-stifle-the-for-sale-market-302909472.html)\n\nSOURCE Zillow\n\n\n\nBriahna Healy, Zillow, press@zillow.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS508178/Zillow-v2-Logo.jpg?id=OA3020684\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn64mdhZa-20261015","title":"Rental demand is up 20% as high lending costs stifle the for-sale market","author":"PR Newswire","ticker":"ZG","created":"2026-10-15T12:00:24.612Z","tickers":["ZG"],"exchange":"NASDAQ","article_body":"Rental demand is up 20% as high lending costs stifle the for-sale market\nPR Newswire\n\nSEATTLE, Oct. 15, 2026\n\nWith the typical monthly payment for a new homeowner climbing nearly twice as\nfast as rent, more shoppers are turning to rentals\n\n * Rental demand is up 19.2% year over year nationwide, as measured by the Zillow\nObserved Renter Demand Index (ZORDI).(1)\n * The typical U.S. rent was $1,932 a month in September, up 2.7% from a year\nago.\n * The financial advantage of renting is growing, as the typical new home buyer's\nmonthly payment(2) is climbing nearly twice as fast as rent, up 5% from a\nyear ago to $3,037.\nSEATTLE, Oct. 15, 2026 /PRNewswire/ -- Housing demand doesn't disappear when\nbuying becomes harder financially. Instead, it finds a new home in the rental\nmarket. The Zillow Observed Renter Demand Index (ZORDI), an indicator of\nrental demand, rose 19.2% year over year as elevated borrowing costs push\nwould-be buyers to rent instead, according to the latest Zillow® Rental\nMarket Report\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=2394692557&u=https%3A%2F%2Fwww.zillow.com%2Fresearch%2Fseptember-2026-rent-report%2F&a=Zillow%C2%AE+Rental+Market+Report)\n.\n\nRents are climbing, but buying costs are climbing faster. Typical rent is\n$1,932 a month, up 2.7% from a year ago. By comparison, the typical new home\nbuyer's monthly payment has risen 5%, to $3,037, nearly double the pace.\n\n\"Elevated mortgage rates have pushed home shoppers straight into the arms of\nrentals,\" said Kara Ng, senior economist at Zillow. \"Homeownership has long\nbeen a way for families to build wealth, but with the rise in borrowing costs,\nwe're seeing the rise of the deliberate renter, someone who chooses to bank\nthe difference between a buyer's monthly payment and rent, and build wealth\nwithout owning a home.\"\n\nAnd for many home shoppers, what they still want is a house. ZORDI shows\ndemand for single-family rentals up 21.6% from a year ago, more than double\nthe 10.1% rise for multifamily rentals. At a typical rent of $2,266, renting a\nhouse offers the space and lifestyle shoppers want without a down payment or\nthe hidden costs of owning, and it costs $771 less each month than a buyer's\nmonthly payment.\n\nFor shoppers weighing renting against buying, Zillow's rent vs. buy research\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=571845413&u=https%3A%2F%2Fwww.zillow.com%2Fresearch%2Fbuy-vs-rent-breakeven%2F&a=%C2%A0rent+vs.+buy+research)\n breaks down the break-even timeline by metro, that timeline being the number\nof years a household would need to own before buying comes out ahead.\n\nRental demand surges in the Bay Area and the Sun Belt\nRental demand rose the most in San Jose, where ZORDI is up 82.5% from a year\nago, followed by San Francisco (66.9%), Austin (49.3%), Miami (48.9%) and\nPhoenix (43%).\n\nRent growth over the past year was also fastest in California's Bay Area,\nwhere typical rent is up 11.8% in San Francisco and 8.3% in San Jose. In the\nother markets where demand has jumped the most, rent growth was more moderate,\nat 0.7% in Austin, 1.8% in Miami and 1% in Phoenix, as new construction has\nkept supply in step with demand.\n\nNot every market is following the national trend. ZORDI is down year over year\nin markets that include Louisville (down 6.2%), Baltimore (-6.1%), Washington,\nD.C. (-5.6%) and Cleveland (-5.5%).\n\nAffordability holds steady for renters\nThe median household spends 26.3% of its income on a new rental, essentially\nunchanged from a year ago, compared with 41.3% spent by a new homeowner. A\nhousehold needs an income of $77,278 to afford a typical rental versus\n$121,496 to afford a typical home, a gap of more than $44,000.\n\nFor renters who are ready to make a move, Zillow brings together apartments,\nsingle-family homes and rooms for rent in one place, and Zillow's portable\nrental application\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=3254249237&u=https%3A%2F%2Fwww.zillow.com%2Frent%2Fapply-for-rentals%2F&a=%C2%A0Zillow%27s+portable+rental+application)\n makes applying simpler: one form, one flat fee and 30 days to apply to as\nmany participating properties as needed.\n Metro area*         Zillow      Zillow      Zillow      Typical monthly        Typical monthly\n                     Observed    Observed    Observed    payment for a new      payment for a new\n                     Renter      Rent        Rent        homeowner (10%         homeowner (10%\n                     Demand      Index       Index       down, 30-year fixed)   down, 30-year\n                     Index       (ZORI)      (ZORI),                            fixed), YoY\n                     (ZORDI),                YoY\n                     YoY\n United States       19.2 %      $1,932      2.7 %       $3,037                 5.0 %\n New York, NY        19.3 %      $3,546      4.2 %       $6,296                 8.6 %\n Los Angeles, CA     25.9 %      $2,929      1.8 %       $7,473                 5.3 %\n Chicago, IL         21.6 %      $2,163      4.7 %       $3,120                 8.5 %\n Dallas, TX          38.9 %      $1,659      0.7 %       $3,205                 1.6 %\n Houston, TX         32.2 %      $1,638      0.1 %       $2,665                 1.9 %\n Washington, DC      -5.6 %      $2,407      1.4 %       $4,673                 4.1 %\n Philadelphia, PA    13.1 %      $1,903      3.3 %       $3,335                 6.1 %\n Miami, FL           48.9 %      $2,654      1.8 %       $4,259                 3.8 %\n Atlanta, GA         26.3 %      $1,843      2.1 %       $3,154                 2.3 %\n Boston, MA          21.2 %      $2,987      2.3 %       $5,926                 6.0 %\n Phoenix, AZ         43.0 %      $1,720      1.0 %       $3,400                 3.1 %\n San Francisco, CA   66.9 %      $3,445      11.8 %      $8,931                 7.1 %\n Riverside, CA       26.9 %      $2,533      2.9 %       $4,689                 4.5 %\n Detroit, MI         8.4 %       $1,514      4.2 %       $2,267                 5.5 %\n Seattle, WA         7.7 %       $2,250      1.8 %       $5,817                 2.3 %\n Minneapolis, MN     21.0 %      $1,736      3.5 %       $3,341                 5.4 %\n San Diego, CA       29.1 %      $2,967      2.2 %       $7,308                 4.8 %\n Tampa, FL           23.2 %      $1,991      0.4 %       $3,128                 2.8 %\n Denver, CO          19.6 %      $1,900      0.0 %       $4,457                 2.2 %\n Baltimore, MD       -6.1 %      $1,937      2.7 %       $3,337                 4.2 %\n St. Louis, MO       -1.1 %      $1,427      4.1 %       $2,377                 6.8 %\n Orlando, FL         21.1 %      $1,929      0.8 %       $3,301                 2.3 %\n Charlotte, NC       17.6 %      $1,735      1.4 %       $3,057                 3.2 %\n San Antonio, TX     28.7 %      $1,415      -0.7 %      $2,430                 1.8 %\n Portland, OR        15.7 %      $1,803      1.1 %       $4,394                 3.7 %\n Sacramento, CA      22.8 %      $2,269      1.8 %       $4,633                 3.9 %\n Pittsburgh, PA      7.7 %       $1,467      3.5 %       $1,995                 3.9 %\n Cincinnati, OH      0.0 %       $1,522      2.8 %       $2,590                 5.9 %\n Austin, TX          49.3 %      $1,603      0.7 %       $3,696                 -0.6 %\n Las Vegas, NV       16.9 %      $1,732      0.5 %       $3,272                 1.5 %\n Kansas City, MO     12.4 %      $1,534      3.8 %       $2,818                 7.2 %\n Columbus, OH        4.0 %       $1,525      2.9 %       $2,813                 4.9 %\n Indianapolis, IN    24.2 %      $1,528      3.5 %       $2,449                 4.8 %\n Cleveland, OH       -5.5 %      $1,440      4.5 %       $2,217                 7.3 %\n San Jose, CA        82.5 %      $3,812      8.3 %       $11,845                4.3 %\n Nashville, TN       15.0 %      $1,803      1.2 %       $3,558                 3.5 %\n Virginia Beach, VA  40.0 %      $1,886      7.1 %       $3,095                 6.6 %\n Providence, RI      -1.3 %      $2,166      4.2 %       $4,331                 7.4 %\n Jacksonville, FL    35.5 %      $1,680      2.2 %       $3,037                 3.6 %\n Milwaukee, WI       6.1 %       $1,549      5.1 %       $3,364                 8.9 %\n Oklahoma City, OK   14.8 %      $1,384      2.4 %       $2,191                 4.5 %\n Raleigh, NC         23.2 %      $1,669      1.4 %       $3,487                 2.2 %\n Memphis, TN         19.0 %      $1,393      1.1 %       $2,116                 3.7 %\n Richmond, VA        -2.7 %      $1,706      2.5 %       $3,182                 6.5 %\n Louisville, KY      -6.2 %      $1,339      2.0 %       $2,337                 5.3 %\n New Orleans, LA     7.9 %       $1,577      1.7 %       $2,424                 4.8 %\n Salt Lake City, UT  7.4 %       $1,644      0.7 %       $4,337                 5.1 %\n Hartford, CT        -2.9 %      $1,998      3.5 %       $3,580                 8.5 %\n Buffalo, NY         24.0 %      $1,451      3.8 %       $2,274                 7.6 %\n Birmingham, AL      23.9 %      $1,404      2.9 %       $2,116                 6.3 %\n\n*Table ordered by market size\n\nAbout Zillow Group:\n\nZillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home\na reality for more and more people.\n\nAs the most visited real estate app and website in the United States, Zillow\nconnects hundreds of millions of consumers with innovative technology, trusted\nagents and loan officers, and seamless digital solutions. With\nindustry-leading tools and resources, Zillow supercharges real estate\nprofessionals so they can grow their businesses and deliver exceptional client\nexperiences. For renters and housing providers, Zillow offers not only a\nrobust marketplace but a set of end-to-end products and services to streamline\napplications, leases, payments and more.\n\nZillow's ecosystem spans the entire home journey — from dreaming and\nshopping to renting, buying, selling and financing.\n\nZillow Group's affiliates, subsidiaries and brands include Zillow(®), Zillow\nPremier Agent(®), Zillow Home Loans(®), Zillow Rentals(®), Zillow(®) New\nConstruction, Trulia(®), StreetEasy(®), Out East(®), HotPads(®), Follow Up\nBoss(®), ShowingTime(®), dotloop(®) and Zillow(®) Closing.\n\nAll marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow\nHome Loans, LLC is an Equal Housing Lender, NMLS #10287\n(www.nmlsconsumeraccess.org\n(https://edge.prnewswire.com/c/link/?t=0&l=en&o=4798668-1&h=3697657313&u=http%3A%2F%2Fwww.nmlsconsumeraccess.org%2F&a=www.nmlsconsumeraccess.org)\n). © 2026 MFTB Holdco, Inc., a Zillow affiliate.\n\n(ZFIN)\n\n(1) The Zillow Observed Renter Demand Index (ZORDI) is a measure of the\ntypical observed rental market engagement across a region. It tracks\nengagement on Zillow's rental listings to proxy changes in rental demand and\nis smoothed to remove volatility.\n(2) Reflects the typical new home buyer's monthly payment on a typical home\n(Zillow Home Value Index) with 10% down and a 30-year fixed rate, including\nprincipal and interest, property taxes and insurance.\n\n \n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/rental-demand-is-up-20-as-high-lending-costs-stifle-the-for-sale-market-302909472.html\n(https://www.prnewswire.com/news-releases/rental-demand-is-up-20-as-high-lending-costs-stifle-the-for-sale-market-302909472.html)\n\nSOURCE Zillow\n\n\n\nBriahna Healy, Zillow, press@zillow.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS508178/Zillow-v2-Logo.jpg?id=OA3020684\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-10-15T12:00:24.662251705Z","server_sent_at_ms":1792065624662},"received_at":"2026-10-15T12:00:24.715Z","source_url":"https://www.prnewswire.com/news-releases/rental-demand-is-up-20-as-high-lending-costs-stifle-the-for-sale-market-302909472.html"},"analysis":{"id":"158466","press_release_id":"170271","analysis_json":{"industry":{"label":"Interactive Media & Services","sector":"Communication Services"},"redFlags":[],"eventType":"operations_update","narrative":"Zillow's Rental Market Report shows rental demand up 19.2% year over year nationwide, driven by elevated mortgage costs pushing would-be buyers into rentals.\n\nTypical rent rose 2.7% to $1,932, while the typical new buyer's monthly payment climbed faster, up 5% to $3,037.\n\nDemand strength is concentrated in single-family rentals (up 21.6%) and in Bay Area and Sun Belt metros like San Jose (ZORDI up 82.5%) and San Francisco (66.9%).\n\nThe data supports Zillow's rentals marketplace positioning, though it is proprietary research rather than a financial disclosure.","sentiment":"bullish","agentHooks":{"shouldPost":false,"suggestedAngle":"Zillow data shows renting $771/month cheaper than buying -- rentals segment tailwind as affordability gap widens."},"keyFigures":{"customDimensions":{"rent_yoy":"2.7%","zordi_yoy":"19.2%","typical_rent":1932,"buyer_payment_yoy":"5.0%","median_rent_income_share":"26.3%","typical_new_buyer_payment":3037,"new_homeowner_income_share":"41.3%","multifamily_rental_demand_yoy":"10.1%","single_family_rental_demand_yoy":"21.6%"}},"quotedText":"Elevated mortgage rates have pushed home shoppers straight into the arms of rentals","namedEntities":{"people":[{"name":"Kara Ng","role":"senior economist at Zillow"}],"products":["Zillow Observed Renter Demand Index (ZORDI)","Zillow Rentals","Zillow Home Loans","Zillow's portable rental application"],"companies":[{"name":"Zillow Group, Inc.","ticker":"ZG","relationship":"filer/author"}],"dollarAmounts":[{"amount":"$1,932","context":"typical U.S. monthly rent, September"},{"amount":"$3,037","context":"typical new home buyer's monthly payment"},{"amount":"$2,266","context":"typical single-family rental monthly rent"},{"amount":"$77,278","context":"income needed to afford typical rental"},{"amount":"$121,496","context":"income needed to afford typical home"}]},"materialImpact":{"score":2,"reasoning":"This is a proprietary research report from Zillow highlighting rental demand strength, which indirectly supports Zillow's rentals marketplace business. 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