What Gen Z Renters Want: How to Attract and Retain a Gen Z Audience

Gen Z's demands are transforming the rental market with a focus on digital convenience, sustainability, and flexible amenities.

Their skepticism towards brand authenticity has also challenged PMCs to evolve their marketing strategies, with only 53% finding brands genuine.

This cements the importance of leading with intention to connect with this growing audience.

Here, we dive into tips that not only address Gen Z's preferences but also embody the authenticity they value.

Are you ready to adapt your community for the future?

Who Is Gen Z?

Gen Z encompasses those born between 1997 and 2012, currently between 12 and 27 years old.

Unlike Millennials, who were deeply impacted by the 2008 recession, Gen Z began reaching adulthood during a period of economic growth.

However, the challenges of the COVID-19 pandemic have influenced their perspectives, emphasizing the need for security and convenience in their lives

Key Factors Influencing Gen Z Renters' Choices

Gen Z's choices are shaped by a blend of affordability, cutting-edge tech, and a commitment to sustainability.

Let’s explore why.

Affordability and Value

Gen Z renters seek communities that offer both affordability and value.

They're budget-conscious but also expect their living spaces to provide modern conveniences and flexible terms.

Digital Connectivity and Smart Home Features

Gen Z demands living environments where high-speed internet and smart technology are woven into their daily lives.

From keyless entry to automated climate control, these technologies elevate their unit, merging functionality with a futuristic living experience.

Sustainability and Eco-Friendly Practices

This group prioritizes eco-conscious living, seeking communities with sustainability at their core.

To align with these preferences, PMCs are incorporating features like energy-efficient appliances, recycling programs, and green spaces.

What Are the Top Amenities Gen Z Looks for in a Rental Community?

Based on reports from J Turner Research, the top amenities coveted by Gen Z renters emphasize a blend of digital engagement and sustainable living.

They favor a community app for rent payments and other rental interactions above all, followed closely by keyless electronic entry for enhanced security and convenience.

EnergyStar-rated kitchen appliances also rank highly, reflecting their commitment to energy efficiency and environmental consciousness in their homes.

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The Rise of Co-Living Among Gen Z

Co-living has become popular among Gen Z renters, especially in cities where the pulse of city life meets the need for community.

They’re drawn to the mix of private and shared spaces, finding value in the blend of solitude and social opportunities that co-living environments offer.

The flexibility and networking benefits also align perfectly with the lives of young professionals and students, making co-living a smart, adaptive choice.

How to Attract and Retain Gen Z Residents

Explore effective ways to attract Gen Z renters and keep them satisfied long-term.

Embrace Inclusivity

Foster a rental atmosphere where diversity thrives and every individual is embraced. Gen Z seeks out communities that honor a multitude of cultures and identities.

Establish and highlight practices that ensure equity and respect, affirming your dedication to a community where everyone feels at home.

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Leverage Social Media

To catch their eye, craft authentic, engaging social media content that resonates with their values and lifestyle.

Use platforms, like Instagram and TikTok, to showcase your community’s unique aspects, social events, and the lifestyle that comes with living in your community.

Design a Mobile-Friendly Website

With Gen Z's life virtually tied to their smartphones, a mobile-friendly website is non-negotiable.

Ensure your site is responsive, optimized for SEO, easy to navigate, and provides all necessary information at their fingertips.

Provide 3D Floor Plans and Virtual Tours

Gen Z appreciates a rental experience that starts before they step foot on the community.

Offering 3D floor plans and virtual tours meets their expectation for a tech-driven, convenient viewing process, allowing them to envision their future home from anywhere, anytime.

Prioritize Sustainability

A sustainable home mirrors GenZ’s eco-conscious mindset.

Emphasize your community’s energy-saving features and green policies to resonate with their values.

Craft a living experience that aligns with their commitment to the planet, showing that your community doesn't just exist in the neighborhood—it actively nurtures it.

Offer Flexible Leasing Terms

Offering flexible lease durations, easy subletting options, or customizable spaces can make your community stand out as a forward-thinking, accommodating choice.

To effectively engage Gen Z renters, it's essential to align your offering with their priorities—technology, sustainability, and inclusivity.

By doing so, you’re not just offering them a place to stay, but a community that echoes their values and supports their lifestyles, leaving a true impact on their rental journey.

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