MHN Executive Council: Tips to Attract Gen Z Renters
Zoomers crave authenticity. Here's how to achieve that.
Move over, Millennials. Gen Z now accounts for the largest growing group of renters, with 7.9 million renters in 2022 alone. Are you doing everything you can to attract them? This month, the MHN Executive Council shares their strategies for attracting Zoomer renters.
Value Their Values
Gen Z renters are attracted to properties that reflect their unique values. Understanding these is the first step to planning and designing spaces that suit their lifestyle. Creating meaningful, branded experiences aligned with their priorities is also essential.
Purpose-driven and brimming with authenticity, Gen Zers search for truth, value individual expression and avoid gimmicks and labels. They’re passionate about their place in the world along with sustainability, so they value cutting down on consumption and eliminating excess and waste. They’re conscientious spenders and respond to well-thought out decisions.
Gen Zers respond to practical, well-thought out designs that mirror their affinity for simplicity—not excessive ornamentation. Eco-friendly materials and finishes are also appealing. Design details that reflect sensitivity to their values ensure an authentic living experience they appreciate. —Mary Cook, President, Mary Cook Associates
Community Engagement
To attract Gen Z renters, we focus on social-first, value-driven communication. Gen Z is drawn to content that reflects a brand’s purpose and values, so we emphasize community engagement, resident-first initiatives, and the benefits of single-family rentals compared to traditional apartments. Platforms like Instagram and TikTok are key for showing day-to-day life in our communities—whether it’s a resident enjoying a backyard BBQ or a furry friend at one of our pet spas. Additionally, we highlight the convenience of our resident app and seamless leasing process, which align with Gen Z’s tech-savvy lifestyle. —Jordan Kavana, Founder & Chairman, ARK Homes for Rent
Be Authentic
To attract Gen Z renters, we focus on curating engaging, authentic content across social channels and meeting them where they spend their time online. Our strategy emphasizes relatable, value-driven content that resonates with their preferences, whether showcasing lifestyle benefits, highlighting community stories, or addressing practical considerations like flexibility and amenities. We combine this with precision-targeted paid campaigns to build awareness and nurture interest, ultimately guiding Gen Z prospects from exploration to decision-making with a mix of genuine connection and data-driven marketing that stays aligned with their expectations. —Jim Love, Vice President of Marketing & Brand, Draper and Kramer
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
