Goodbye Millennials, Hello Gen Z

Lisa Trosien, president of, discussed anticipating the arrival of Generation Z renters at the 2015 NAA Education Conference & Exposition in Las Vegas.

By Andie Lowenstein, Associate Editor

Las Vegas—Just as we start to believe we have the wants and needs of Millennials figured out, we’re now tasked with anticipating the arrival of Generation Z renters. Lisa Trosien, president of, dove head first into this topic during her education session at the 2015 NAA Education Conference & Exposition in Las Vegas.

Trosien discussed that Generation Z is a “higher species” in that they only know a digital world. This generation has a sense of urgency and craves authenticity – so it’s your job to give it to them.

Marketing to Gen-Z starts with a digital and mobile-first strategy. Your SEO is extremely important in that you want your website to appear at the top of search engine lists. Consumers are most likely to click on the top few hits. Once they find your website, you want to give them a great first impression. If your site includes lengthy paragraphs and few images, I can guarantee you they won’t read it. This upcoming generation wants short, punchy lines, bullet points and plenty of imagery. Brands that create succinct, memorable content will stand out and consumers will love it.

Gen-Z doesn’t want to be surprised – they want to see what they’re getting before they walk through the door. Put your properties on social media platforms like Snapchat, millennialInstagram and Facebook. Once you reel in a potential renter, you want to continue keeping them engaged. Create a sleek, modern and friendly vibe in your leasing office. Touchscreens are very popular among this generation because it allows them to feel like they’re collaborating with you. Take advantage of what smartphones have to offer – Make FaceTime tours available. The consumer can conveniently attend a tour without inconveniencing their schedule and you can efficiently progress the leasing process. Sounds like a win-win to me!

Trosien said one other thing to consider is that this generation is very involved in recycling and living a Green lifestyle. Cater to this trait by providing eco-friendly offerings on your properties. Anything from recycling bins to environmentally friendly amenities will be noted and appreciated.

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