Gen Z renters are reshaping multifamily marketing and operations around digital-first, authentic, and experience-driven approaches. Gen Z is tech-native, expectations are high for online transactions, and amenities must support social and connected living. Their priorities include online tours and applications, transparent pricing, targeted digital communications, and a lifestyle narrative over mere apartment features.
Gen Z profile and renting trajectory
Born roughly 1997–2012, Gen Z is entering prime renting years and will be a dominant segment through the late 2020s. They are digital natives who expect fast, seamless online interactions across channels, including tours, applications, lease signing, rent payments, and maintenance requests. Their media consumption centers on streaming video and social platforms, with strong influence from peers and online content when evaluating brands and properties.
Marketing and online experience
Gen Z prioritizes mobile-first web experiences with unit-specific listings, interactive pricing tools, and easy online scheduling, applications, and lease execution. The multifamily industry should use multi-channel digital communications (text, email, in-app notifications, social) to reach Gen Z where they are most active and responsive. To market to Gen Z create authentic, bite-sized content for social channels; avoid generic marketing imagery. Real photos and transparent, peer-like voices outperform polished stock visuals.
Amenities and community design
Experiences are prioritized over material possessions: these renters value amenities that enable sharing, social interaction, and access over ownership. Multifamily properties should highlight experiences in marketing and offer co-working spaces, social lounges, and well-designed common areas. Pet-friendly policies with practical amenities (dog parks, grooming, pet relief areas) support Gen Z’s high pet ownership and preference for inclusive communities. Gen Z desires community: events, social calendars, and neighbor connections; they want resident stories and neighborhood assets to reinforce belonging.
Pricing transparency and tools
The multifamily industry should provide clear, unit-specific pricing and offer an online cost calculator to personalize total costs for each unit, increasing trust and reducing inquiry friction. Gen Z seeks effortless leases and payments online, reducing friction in the decision-to-move process. Gen Z prefers online interactions for tours, applications, and leases.
Brand voice and authenticity
Gen Z values authenticity and real-user perspectives. User-generated content, testimonials, and transparent reviews influence decisions more than traditional marketing messages. Property owners should avoid stock content; emphasize real community life and peer experiences. Partnering with local micro-influencers can effectively offer an inside look at living in the community.
Implications for owners and operators
Multifamily management should invest in immersive, high-tech experiences such as 3D tours and professional photography to showcase individual units and neighborhood context. They should expand digital curb appeal and ensure the property is discoverable and compelling across social platforms and search channels favored by Gen Z. Aligning policies and operations with Gen Z preferences can include flexible leasing options, online tenant portals, and responsive digital communications.
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Image above: Pixabay.com
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