The rental market is changing fast and Gen Z is driving the shift. Born between the mid-1990s and early 2010s, this tech-native generation is now entering the rental market in full force. And they come with new expectations, digital habits, and values that differ from the generations before them.
To stay competitive and build long-term tenant relationships, property managers need to understand what matters most to Gen Z—and how to meet them where they are: online.
You Must Be Online (and On-Point)
Gen Z doesn’t just use technology—they live in it. According to IBM, 74% of Gen Z spends more than 5 hours a day online. That means your first impression needs to happen on their screen.
According to IBM's research, a staggering 74% of Gen Z individuals dedicate five or more hours each day to online content engagement. As the digital realm increasingly becomes the preferred playground for young people, it underscores the critical importance of an online marketing strategy for property managers seeking to capture the attention and interest of this tech-savvy demographic.
Here are some strategies on how to do so:
Conduct an Aggressive Social Media Campaign
With Gen Z representing nearly a quarter of the U.S. population, maintaining a thriving social media presence is vital. Gen Z renters are active on platforms like Instagram and TikTok. Craft content that resonates with their values and aspirations.
Showcase the lifestyle your properties offer, and make sure your brand aligns with the values that matter to Gen Z. If you can establish a strong brand identity, you'll have Gen Z renters eager to live in your properties
Create Compelling Video Content
Online videos are Gen Z's preferred form of content consumption. Craft engaging video stories that showcase your properties and the unique lifestyle they offer. Create virtual property tours to allow prospective tenants to explore your listings remotely.
Consider conducting interviews with current tenants and staff to humanize your brand and build trust. Embrace platforms like TikTok to reach younger audiences through shareable video content.
Create Accessible Digital Platforms
Gen Z expects digital convenience in all aspects of life, including renting a property. Establish an online portal for inquiries and applications, allowing prospective tenants to access information and interact with your team seamlessly.
Provide an online chat option on your website and social media channels to promptly address inquiries and provide information. Allow tenants to electronically fill out applications and sign leases via their smartphones.
Allow Tenants to Pay Rent Online
Streamline the rent payment process by enabling digital rent payments. Gen Z prefers digital transactions, and the archaic process of writing checks or obtaining money orders can be a turn-off. An online rent payment option is no longer a recommendation but an expectation.
Appeal to Gen Z Values
Gen Z places a high value on individuality and self-expression. Provide platforms for them to connect and express themselves. Consider creating online quizzes that help prospective tenants find the perfect apartment or compatible roommates based on their preferences.
Community boards, events, and resources that foster friendships and self-expression can set your properties apart and appeal to Gen Z's need for individuality.
Show Renters You Care About the Environment
Gen Z is environmentally conscious and values sustainability. They are more likely to choose eco-friendly housing options, so property managers should consider implementing green practices in their properties.
This could include energy-efficient appliances, recycling programs, and the use of renewable energy sources. Highlighting these features can make your property more appealing to Gen Z renters.
Make It Easy to Apply, Sign and Pay
This generation expects efficiency—and paperwork is not their language. Gen Z wants to apply online, sign leases digitally, and pay rent through apps or online banking.
Don’t just offer these options—promote them. They’re deal-makers.
Be Authentic
Be transparent about rental costs and fees. Gen Z renters appreciate honesty and are more likely to trust property managers who are upfront about all expenses associated with renting a property. Avoid hidden fees or surprises in the leasing process.
Be upfront with lease stipulations, communicate clearly, and empathize with your tenants. Even in challenging situations, your honesty and transparency will be appreciated.
Build Community, Not Just Units
Gen Z craves connection. Create intentional spaces and opportunities for interaction.
Gen Z renters seek positivity and community engagement. Showcase your property's role in the community and the environment. Consider hosting events that align with Gen Z values, such as charity fundraisers or environmentally-focused initiatives.
But it's not all about serious causes – have fun, too! Organize events like pool parties or movie nights to provide opportunities for Gen Z renters to connect and enjoy themselves. Create spaces within your properties that encourage interaction, such as common areas, communal kitchens, and outdoor gathering spaces. These community events and activities can also help foster a sense of belonging among your Gen Z tenants.
Gen Z isn’t just the future of renting—they’re already here. And they’re shaping the market in real time.
By investing in the right platforms, aligning with Gen Z’s values, and creating real community experiences, property managers can build long-term loyalty with these next-gen renters.
