The tenant boom and investment surge: Why 2026 is agents’ rental inflection point

As 2025 ends, the U.S. housing market is revealing a new reality. Homeownership is slipping farther out of reach for many, while the pool of renters and small landlord investors expands. For agents, that shift transforms rentals from a fallback option into a primary business opportunity. 2026 will not be another patch year. It will be the year agents fully embrace rentals as a central pillar of their business strategy, client relationships, and long-term growth.

Homeownership Is delaying and renters are staying put longer

A key signal is the median age of first-time homebuyers reaching 40, the oldest on record, according to data by the National Association of REALTORS®. First-time buyers now account for just 21 percent of all home purchases, a historic low.

What this means is clear. Households who once might have bought a starter home are now renting longer, whether by choice or necessity. That creates an increasingly larger renter base. For agents, that translates into more potential clients in that space, recurring transactions, and repeated opportunities, including tenant placement and renewals.

At the same time, small landlords are becoming the most influential owners in the rental market. Historically, these smaller owners have often lacked the infrastructure and tools to manage their properties efficiently. That makes them prime clients for agents who offer guidance, services, and a full rental offering.

The supply of landlords is expanding and agents can fill the service gap

Despite media focus on large institutional investors, the reality is that many single family rental houses remain in the hands of everyday landlords. More than a third of all U.S. rental housing units are owned by mom and pop landlords who manage 10 or fewer properties, according to data by the Urban Institute.

These owners typically lack the systems, capital, or bandwidth to manage tenants, finances, and compliance. This leaves a significant gap in the market.

Agents who step in to fill that gap by offering tenant screening, renter placement, payment and banking solutions, and financial clarity can create deep, lasting relationships with these landlords. For many small investors, an agent is no longer a nice to have but has become an essential.

The rental market is professionalizing and no longer fits the side hustle model

With fewer young buyers entering homeownership and more households renting later in life, the rental market is evolving rapidly. Renters increasingly expect quality screening, transparency, and reliable property management. Landlords, especially small landlords, need support navigating tenant risk, paperwork, compliance, and financial decisions.

For agents, this is a chance to position themselves as full-service rental professionals rather than short-term deal facilitators. The value of agents becomes not just in closing a lease but in providing a full rental ecosystem.

2026: The inflection point for agents who lean into rentals

Putting the trends together creates a clear picture. Delayed homeownership, a rising population of small landlords, and the growing complexity of rental management all point to 2026 as the year agents shift decisively toward rentals. Agents who adapt now can build a diversified and stable income stream anchored in rentals.

This is not just about short-term gain. It is a long-term strategic shift. Agents who embrace rentals now align with how millions live in the U.S., how many landlords operate, and how the housing market is evolving.

Agents who treat rentals as a full-service offering rather than a side gig will emerge as critical advisors for renters and investors alike this coming year.

Michael Lucarelli is the CEO of RentSpree.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners. To contact the editor responsible for this piece: [email protected].