Higher DOM Nationally: How Landlords Can Still Thrive in 2026

It’s a fact: Days on Market are increasing across the country.

The latest numbers—straight from ShowMojo’s private dataset of over half a million listings—paint a picture that’s equal parts challenging and full of opportunity.

With fewer leads, longer vacancies, but spiking rental rates and serious tenants still in the mix, the right strategies can absolutely tip the balance in your favor.

So forget the old playbook.

Here’s a breakdown of the current rental landscape and the data-driven strategies you need to thrive in 2026.

1. The Truth About Days on Market (DOM)

The headline numbers can be deceiving.

While Days on Market (DOM) is trending up year-over-year, the market just experienced the biggest quarterly drop in DOM in recent memory.

Source: ShowMojo

This tells us that while some properties are lingering, proactive landlords are filling vacancies faster than ever.

Why is this happening?
The rental market is experiencing fierce competition.

Sky-high home prices and rising mortgage rates have pushed a new wave of would-be buyers into renting.

This surge in demand, coupled with a national housing shortage, means well-marketed properties are getting snapped up quickly.

Actionable Advice for Landlords:

• Don't Let Your Ads Go Stale: We combat "ad blindness" by rewriting the copy for our rental listings every three days. This constant optimization allows us to test different headlines and descriptions, analyze performance, and ensure our properties stay at the top of renters' minds.
• Monitor Activity Like a Hawk: You must track your listing's web views, inquiries, and showing requests daily. A sudden drop-off is a clear indicator that something—be it the price, photos, or ad copy—needs a logical adjustment. Don’t wait weeks to figure this out.

2. Lead Quality Trumps Lead Quantity

Recent data shows that rental leads have decreased by 19%, and showings are down by 6%.

This quarter actually recorded the lowest number of leads in ShowMojo's history.

Source: ShowMojo

But here’s the kicker: the lead-to-lease conversion rate has soared to 56%, a 15% jump from last year.

Source: ShowMojo

Why is this happening?
The tenant pool is more focused.

With so much competition, casual browsers are staying on the sidelines. The people who take the time to inquire about your property are motivated and ready to sign a lease.

This makes your job easier, if you can attract them.

Actionable Advice for Landlords:

• Measure What Matters: A flood of unqualified leads is a waste of time. A smaller stream of high-quality prospects is far more valuable. You must monitor both lead volume and your conversion rate to get a true picture of your marketing's effectiveness.
• Systemize Your Pre-Screening: Use your rental listing to clearly state your requirements for income, credit, and rental history. This simple step helps weed out unqualified applicants from the start, saving you countless hours.

3. Rents Are Reaching New Heights

According to ShowMojo, "Rent increases are back—and in a big way." In the second quarter of 2025, median rent prices hit their highest point on record.

Source: ShowMojo

Consider these figures:

• The median rent on the platform reached an all-time high of $1,695.
• The typical Q1-to-Q2 rent increase is about $57. In 2025, that jump was $96.
• The year-over-year increase was $100, one of the largest on record.

Why is this happening?
It’s a classic supply and demand problem.

The national housing shortage means there aren't enough units to go around, and increased demand from sidelined homebuyers is pushing prices upward.

Actionable Advice for Landlords:

• Price with Precision: While this trend suggests strong revenue potential, overpricing your rental is a fast track to a long and costly vacancy. You need to find the market's sweet spot.
• Use a Data-Driven Rent Analysis: No single source for rental data is 100% reliable. We triangulate data from multiple sources to determine the optimal market rent for every property, ensuring our clients don't leave money on the table.

4. Location Dynamics Are Evolving

The data shows that while rural properties have leased the fastest recently, the real story for investors is unfolding in urban and suburban areas.

Suburban properties saw the largest drop in DOM, while urban conversion rates have climbed from 39% in 2018 to an impressive 57% today.

Source: ShowMojo

Why is this happening?
The rise of remote and hybrid work means tenants are prioritizing lifestyle over commute times.

Suburbs offer more space for home offices, while revitalized urban neighborhoods in cities like Detroit provide affordability and access to amenities.

Actionable Advice for Landlords:

• Focus on Metro Detroit's "Ring Cities": We consistently recommend suburbs for their ideal mix of affordable property prices and high rental demand. This is the "Goldilocks zone" for many investors.
• Identify Promising Urban Pockets: For those looking to invest in Detroit proper, concentrate on areas with strong demand and relative affordability, such as Morningside, Cornerstone Village, and the North End.

5. Optimize Your Listings with "Less is More"

It seems counterintuitive, but overloading your rental listing with photos can actually hurt you.

The data reveals that listings with 26 or more photos can see a lead reduction of up to 5%.

Source: ShowMojo

Why is this happening?
Prospects suffer from decision fatigue.

A curated gallery of 10-15 high-quality images tells a more compelling story than an exhaustive, unedited collection.

Renters want to see the highlights, not every corner of every closet.

Actionable Advice for Landlords:

• Curate Your Visuals: Select only your best, professional-looking photos. Ensure they are bright, well-composed, and watermarked to protect your listing from scams.
• Nail the First Impression: Your lead photo is the single most important part of your ad. Choose a powerful image that makes a positive statement and encourages prospects to learn more.

6. Leverage Technology for Tours

The type of tour you offer has a direct impact on your leasing funnel.

Source: ShowMojo

3D tours generate an average of five more leads, while self-guided tours result in 20% more scheduled showings.

Why is this happening?
Modern renters demand convenience.

3D tours allow them to pre-qualify a property from their couch, meaning the leads you get are more serious.

Since only 8% of rentals currently offer them, it’s a huge differentiator.

On the other hand, self-guided tours cater to busy schedules, increasing the number of people who see your property.

Actionable Advice for Landlords:

• - Use 3D Tours for a Deeper Applicant Pool: While these listings may take a day longer to lease, they provide a larger pool of qualified applicants. It’s a strategic trade-off for higher-quality tenants.
• - Offer Self-Guided Tours to Increase Showings: Using a system like ShowMojo caters to tenant demand for on-demand access and dramatically speeds up the leasing process.

7. Control What You Can in 2026

You can't control macroeconomic factors like interest rates, inflation, or geopolitical turmoil.

However, these external pressures often create opportunities for savvy landlords.

Tight lending keeps people renting longer, and a slowdown in new construction keeps supply limited.

Actionable Advice for Landlords:

• - Systemize Your Operations: Implement smart maintenance schedules and use automation tools to streamline everything from rent collection to repairs. This reduces costly errors and administrative headaches.
• - Focus on Tenant Retention: A single vacancy can cost you up to $5,000 in lost rent and turnover expenses. Providing excellent service and proactive communication is the most effective way to keep good tenants and protect your cash flow.
• - Be Agile and Data-Driven: The market is changing rapidly. The only way to succeed is to meticulously track your data and make logical decisions. This is where a great property manager proves their worth—by analyzing performance and making informed adjustments to protect your investment.

The rental market of 2026 will reward landlords who are proactive, informed, and focused on quality.

By implementing logical systems and keeping an eye on the metrics that matter, you can turn market volatility into your greatest advantage.

Have you seen DOM increase or decrease across your portfolio? Why do you think that is? 🤔