Understanding and Attracting Gen Z Renters: A Property Manager's Guide to the Next Generation

The multifamily rental landscape is shifting. Gen Z already makes up at least 25% of the U.S. rental market and is expected to become the largest renter demographic by 2030. As more of them enter the market, they’re bringing new expectations that will fundamentally change how renters engage with property teams.

Born between 1997 and 2010, Gen Z is the first generation to grow up in a world where smartphones, social media, and instant connectivity were the norm. Just as millennials before them, Gen Z will push property managers to rethink their approach to engagement, technology, and amenities.

Why does this shift matter? Because Gen Z sees housing differently. They’ve witnessed economic instability, embraced remote work as standard, and developed a deep understanding of digital interactions. For property teams, refining strategies in adherence to their expectations will be a necessity to remain competitive and keep your portfolio occupied.

In this blog, we’ll explore:

• The unique characteristics of Gen Z renters and what drives their decision-making.
• How to effectively market to this generation.
• The amenities and technology features that matter most.
• The role of AI and automation in meeting their expectations.

At a Glance: The Gen Z Renter Profile

Let’s clear up a common misconception: Gen Z isn’t just an extension of millennials. While both demographic cohorts are tech-savvy, Gen Z’s relationship with technology runs deeper. Millennials witnessed the dawn of the information age and the rise of smartphones, while Gen Z has always lived in a world saturated with technology and social media.

But their defining traits go beyond tech fluency. Their housing choices are shaped by significant life events and evolving priorities:

• Economic uncertainty and climate concerns make them financially cautious and environmentally conscious renters.
• The pandemic reshaped their views on home, work, and community, increasing demand for flexible living spaces.
• The impact of student loan debt on millennials has driven Gen Z to be more strategic about finances and housing decisions.
• The normalization of remote work means home office setups and reliable internet are baseline expectations, not perks.
• Their deep digital literacy makes them skeptical of inauthentic marketing and traditional advertising tactics.

Unlike previous generations, Gen Z is staying at home longer. Nearly 30% of 25-year-olds still live with their parents. But don't mistake this for laziness or lack of independence. This extended stay at home is often a strategic decision influenced by financial realities and changing social norms. When they do move out, they're entering a rental market that's radically different from what their parents knew.

How to Reach Gen Z Renters: Authenticity Meets Digital Excellence

Despite being hyper-connected, Gen Z doesn’t trust traditional digital marketing. Only 39% use Internet Listing Services when searching for apartments, the lowest of any generation. They demand authenticity, transparency, and a seamless digital experience. Here’s how to capture their attention:

1. Content That Feels Real

Gen Z craves authenticity over polished marketing. They seek content that feels genuine, relatable, and aligns with their values. To connect with them, property managers must embrace transparency and community-driven storytelling. The most effective content strategies include:

• User-Generated Content: Resident stories and testimonials build trust.
• Behind-the-Scenes Looks: Showcasing community life fosters transparency.
• Educational Resources: Guides on renting, local neighborhoods, and community living offer value.
• Short-Form Video: Quick, engaging property tours and amenity highlights feel native to platforms they use.
• Community Impact Initiatives: Highlight sustainability efforts and local partnerships.

Gen Z is 130% more likely to rent an apartment if they can tour it virtually first. Providing immersive, informative experiences gives them confidence in their decision-making process.

2. Digital Presence That Delivers

Your digital presence needs to evolve beyond just a website, it should be an ecosystem that provides value at every touchpoint. From immersive virtual experiences to real-time engagement on social media, every interaction should be seamless and informative. Here’s what matters:

Virtual Experience:

• Comprehensive virtual tours and 3D property mapping (67% of prospects want more virtual tours).
• Interactive community maps highlighting local amenities.
• Live video tour options for personalized viewing experiences.

Social Media Strategy:

• Active presence across relevant platforms.
• Regular engagement with current and prospective residents.
• Authentic community highlights and resident spotlights.
• Real-time updates about property events and news.

Website Optimization:

• Mobile-first design for seamless browsing.
• Clear, transparent pricing and availability information.
• Instant messaging capabilities.
• Easy-to-navigate amenity information.
• Quick-access virtual tour scheduling.

3. Communication That Counts

Gen Z expects communication that is fast, clear, and personalized. They value straightforward interactions that feel genuine. Meeting them on the channels they already use will ensure stronger engagement.

Ensure your communication is:

• Immediate: Quick responses across all channels.
• Transparent: Clear, upfront pricing and availability.
• Omnichannel: Text, chat, email, and social media options.
• Authentic: Personalized to their needs (whether generated by AI, humans, or a combination)
• Visual: Rich media, video messaging, and interactive content.

Be mindful, they can spot insincerity a mile away. Every interaction should reinforce your property’s authenticity and community values.

Amenities That Matter Most to Gen Z Renters

When it comes to amenities, Gen Z seeks out those that support their seamlessly blended approach to work and life.

1. Smart Technology Integration

Smart technology isn’t a luxury for Gen Z, it’s expected. Properties that fail to provide them risk being seen as outdated before prospects even tour. Gen Z renters want their living space to be as connected as they are:

• Smart home features (thermostats, locks, lighting) for convenience and energy savings.
• High-speed internet throughout the property.
• Smart security systems with mobile monitoring.
• Package delivery solutions that accommodate frequent online shopping.
• A resident mobile app for seamless service access.

2. Workspace Solutions

Remote work is not a trend for them, it's reality. Creating productive workspace environments means thinking beyond just a desk in the corner – must-have features include:

• Co-working lounges with office-level amenities.
• Private meeting pods for video calls.
• Reliable, high-speed WiFi in common areas.
• Bookable conference rooms for group projects.

3. Community and Lifestyle

While digital connectivity matters, Gen Z also craves physical spaces that foster connection. Winning properties create an environment that fosters community with:

• Social spaces for resident events and casual meetups.
• Outdoor areas that encourage recreation and relaxation.
• Pet-friendly policies and amenities.
• Fitness centers with virtual class capabilities.
• Sustainable features like recycling, bike storage, and energy-efficient appliances.

Properties that understand this holistic approach are the ones that will stand out the most to Gen Z renters.

The Role of AI in Connecting with Gen Z Renters

Having grown up in a digital-first world, Gen Z tends to embrace technological solutions that streamline their daily interactions, including their apartment hunting process.

This technological fluency creates natural opportunities for property teams to incorporate AI tools into their leasing operations. AI-driven leasing solutions can enhance the experience by:

• Providing 24/7 availability for inquiries and tour scheduling.
• Delivering personalized recommendations based on renter preferences.
• Offering instant responses to common questions.
• Automating follow-ups and appointment reminders.
• Keeping communication consistent without losing the human touch.

The key is using AI as an enhancement to the human touch. While Gen Z may be comfortable conducting their initial apartment search at 2 AM, they still expect responses that feel personal and relevant to their specific needs.

The most effective approach is a balanced one: leveraging AI to provide the immediacy and convenience Gen Z expects, while maintaining authentic, human-generated content and interactions throughout the leasing journey.

Embrace the Future of Leasing with Apartment List

As Gen Z continues to reshape the rental market, property managers need to evolve their approach. This is where Apartment List’s Leasing AI comes in, offering exactly what this generation demands:

• 24/7 Lead Engagement: AList-Nurture ensures round-the-clock support across phone, text, email, and chat – turning 40% more leads into tours and 54% more into signed leases.
• Personalized Follow-ups: Keeping prospects connected through timely, relevant communication – achieving an average contact-to-move-in time of just 46 days.
• Seamless Integration: Working alongside your team to enhance, not replace, the human touch and save up to 42 hours per property weekly.

The future of property management isn't about choosing between digital efficiency and personal touch, it's about using tools like Apartment List’s AList-Nurture Leasing AI to deliver both. By understanding and adapting to Gen Z's preferences now, property managers can position themselves for success with this growing demographic cohort.

Ready to transform your leasing strategy? Contact Apartment List today to explore how AList-Nurture can transform your approach. Your future residents are waiting… it's time to exceed their expectations.