The Rise of Gen Z Renters

Author: Kasee Godwin
Date: 01.18.2024

The Rise of Gen Z Renters

As Generation Z (born between 1997 and 2012 and aged 12-27) increasingly enters the rental market, their preferences and behaviors are beginning to reshape the multifamily industry. This demographic, representing around 21% of the U.S. population, or more than 64 million people, is poised to significantly impact how multifamily properties are designed, marketed, and managed.

Gen Z’s Approach to Housing

Living Arrangements

Many Gen Z adults live with their parents, opting to delay moving out to save money and ensure financial stability. A recent Credit Karma survey found that nearly one-third of Gen Z 18 and older have delayed leaving the nest, citing affordability concerns. 

However, when they move out, a significant portion of Gen Z leans towards renting, influenced by various economic factors. Challenges such as high levels of college debt, housing costs, and the competitive nature of the housing market have made the path to homeownership more difficult. While exact percentages fluctuate, it is clear that these hurdles have led many in Gen Z to view renting as a more feasible option in the short term. 

This trend suggests a cautious approach towards long-term financial commitments like homeownership, reflecting the economic realities faced by this generation.

Rental Preferences

Gen Z renters prioritize affordability, with most spending under $1,500 monthly on rent. Beyond cost, this generation exhibits distinct preferences for physical amenities that reflect their lifestyle and technological inclinations. 

High-speed internet is non-negotiable, underscoring their status as digital natives relying heavily on technology for work and leisure. A recent RentCafe survey, Gen Z spends an average of 6.5 hours daily on their phones.  Parking also remains essential, but there’s also an increasing interest in sustainable transportation options, such as bike storage and proximity to public transit.

In contrast to previous generations, Gen Z shows a stronger preference for smart home features, with 62% citing smart-home tech as “important” (comparatively, 15% of the Baby Boomer generation said the same). This includes keyless entry, smart thermostats, and integrated home systems that smartphones can control. Their affinity for technology also extends to communal areas, with a demand for high-tech fitness centers and shared workspaces equipped with robust Wi-Fi and charging stations.

Another notable shift is their emphasis on eco-friendly and sustainable living. Gen Z is likelier to seek out properties with green initiatives such as energy-efficient appliances, recycling programs, LEED certification, and even electric vehicle charging stations. This generation also appreciates outdoor spaces, but with a twist – they prefer aesthetically pleasing and functional areas, like community gardens or spaces for socializing and hosting events.

In terms of design, Gen Z renters lean towards modern, minimalist aesthetics with flexible layouts. They prefer spaces easily adapted for various uses, be it work, relaxation, or social gatherings. This adaptability in living spaces is a departure from the more fixed and traditional layouts favored by older generations.

Technology and Digitalization

Reflecting their status as digital natives, Gen Z renters strongly prefer technology integration in their living spaces, setting them apart significantly from previous generations. This generation’s inclination towards technology is not just a preference but a fundamental lifestyle aspect.

Online Rent Payment and Maintenance Requests

Gen Z’s comfort with digital transactions extends to their housing needs. A recent industry survey shows that many young renters, including Gen Z, strongly prefer online methods for rent payments and maintenance requests. This preference for digital communication channels represents a shift from previous generations who were more accustomed to traditional, in-person interactions.

This generation is also more likely to demand and adopt technological amenities like Pay Later programs and Security Deposit Alternatives.

Virtual and Augmented Reality for Property Tours

Gen Z’s familiarity with VR and AR technology influences how they view and choose rental properties. Virtual tours and AR applications enable prospective tenants to explore properties remotely, which can be particularly appealing to this mobile-first generation. Investing in virtual tour capabilities can be a significant differentiator for developers and operators, especially in attracting tenants from this tech-savvy cohort.

AI and Machine Learning for Personalized Experiences

Gen Z values personalized digital experiences. AI and machine learning can offer customized property suggestions based on a tenant’s preferences and history. For multifamily operators, utilizing these technologies can improve tenant acquisition and retention strategies by delivering more targeted and relevant property options.

E-commerce and Package Management

The e-commerce boom has led to a surge in parcel deliveries, making efficient package management systems necessary. Automated parcel lockers and secure delivery areas have become essential in multifamily properties.

These preferences highlight the distinct differences between Gen Z and the preceding generations. While previous generations may have prioritized more traditional amenities, Gen Z renters are reshaping the market with their strong inclination towards digital solutions and smart technologies. Property managers and developers in the multifamily sector must acknowledge and adapt to these changing preferences to attract and retain Gen Z renters effectively.

Educational and Employment Trends

Generation Z is emerging as the most educated generation, surpassing Millennials in terms of academic achievements. A significant portion of this cohort is pursuing higher education, with a marked interest in engineering, sciences, business, health, and medicine. Their educational pursuits are diverse, reflecting a wide range of interests and a strong desire for specialized knowledge.

As Gen Z begins to make its mark on the workforce, their approach to employment is notably different from previous generations. They are characterized by a tendency to change jobs frequently, a trait driven by their search for roles that align with their values and interests. This pursuit often leads them to explore opportunities across various industries, sectors, and geographies.

Gen Z places a high value on work-life balance and flexibility in their professional lives. They prefer employers who offer flexible working arrangements, including options for remote work, flexible hours, and a healthy work-life balance. This preference is reshaping workplace cultures and expectations.

Educational and Employment Trends’ Influence on Housing Choices:

Flexible Leasing Options

Gen Z’s transient nature in their careers translates to a preference for flexible leasing options in housing. They are more likely to be attracted to short-term leases or rental agreements that offer the freedom to relocate as their career paths evolve.

Remote Work Capabilities

With a growing trend towards remote work, Gen Z renters are seeking homes that can also function as efficient workspaces. This includes a need for high-speed internet, quiet work areas, and spaces that can accommodate home offices.

Access to Co-Working Spaces

The blend of living and working environments has led to an increased demand for co-working spaces within apartment communities. Properties that offer these facilities are desirable to Gen Z professionals who may work remotely but still value community interaction and professional networking opportunities.

Social Media Influence

Gen Z’s heavy reliance on social media for information extends significantly to their housing options. Their approach to finding new homes, reasons for moving, and overall resident experience are deeply intertwined with their social media usage.

Social media platforms influence 80% of Gen Z’s purchases. This figure indicates that the properties Gen Z renters choose are likely part of these socially influenced decisions. Their property assessment often includes scrutinizing the community’s social media profile, posts by the leasing team, and current residents’ opinions.

And social media isn’t just informing Gen Z’ers on where they should sign new leases- it is also influencing the renewal process. Community social media ranks as the third most important factor for residents when deciding whether to renew their lease. This suggests an active and engaging social media presence is crucial for retaining Gen Z renters.

Search Behavior and Preferences

Gen Z renters may not begin their apartment search on social media but will likely use these platforms at some point in their renter lifecyle. The REACH by RentCafe Gen Z Renter Study found that Gen Z averages 4.9 words per search, more than any other generation, and despite their fondness for social media, only 13% start their search there. However, platforms like Instagram, Facebook, and YouTube play a significant role later in their decision-making process.

Implications for Multifamily Developers and Property Managers

The emergence of Generation Z as a significant demographic in the rental market presents challenges and opportunities for multifamily developers and property managers. Here are the critical implications:

  • Design and Amenities: Gen Z’s preference for flexible layouts means developers should focus on creating adaptable living spaces. To meet their expectations, multifamily professionals should prioritize amenities like high-speed internet, smart home features, and eco-friendly initiatives. Outdoor spaces should be functional and aesthetically pleasing, catering to this generation’s desire for sustainability and community interaction.
  • Leasing Strategies: Gen Z’s transient career nature and quest for work-life balance necessitate variable leasing options. Developers and property managers should reconsider the traditional 12-month lease-term model to accommodate the mobility that characterizes this generation’s lifestyle.
  • Technology Integration: Given Gen Z’s status as digital natives, incorporating advanced technology into every aspect of apartment living – from virtual tours and financial amenity packages to AI-driven personalized experiences – is crucial. This integration appeals to Gen Z renters and streamlines management operations.
  • Social Media and Marketing: With Gen Z’s rental decisions heavily influenced by social media, a robust and authentic online presence is vital. Property managers should actively engage on platforms like Instagram, Facebook, and YouTube, showcasing real community experiences and responding promptly to inquiries and feedback. This approach is key to attracting and retaining Gen Z tenants.

To cater to Gen Z renters effectively, multifamily developers and property managers must embrace a holistic approach that integrates technology, sustainability, flexibility, and community engagement into their properties and management practices. By doing so, they can attract and retain this key demographic in the highly competitive rental market.


Kasee Godwin

Position: Director of Marketing
Social Networks

Kasee is the Director of Marketing for Qira. She has nearly 15 years of experience in the real estate marketing industry, including 10 years on the client side. In her spare time, she enjoys reading science fiction, exploring new wineries, and fostering Golden Retrievers.

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