What’s In, What’s Out for Gen Z Apartment Marketing

Here’s a look at how multifamily marketers can stay relevant and resonate with this savvy, socially conscious generation.

With the new school year underway, apartment marketers have a prime opportunity to engage Gen Z renters.

Knowing Gen Z’s media habits and values is essential for creating marketing strategies that are both relevant and effective. Image courtesy of RentCafe

This generation is reshaping how industries approach multifamily marketing. To connect with Gen Z, real estate professionals need to understand what’s matters and what doesn’t for this group.

Zoomers, often called “digital natives,” are highly connected and diverse, making it crucial for marketers to adapt their strategies. By focusing on authenticity, personalized content and convenience, apartment marketers can create campaigns that resonate with this next wave of renters and meet their unique needs. Understanding their media habits and values is key to crafting relevant and impactful marketing.

What’s In: Authenticity & Transparency

Gen Z craves authenticity more than any generation before them. A study by McKinsey & Company found that 63 percent of Gen Z prefers brands that show real people in their advertising rather than polished or airbrushed models. In the world of real estate, this means promoting an authentic living experience. Use real residents in Gen Z marketing campaigns, whether in testimonials, video tours, or on social media platforms.

Communities that emphasize transparency about pricing, leasing terms and amenities are also more likely to attract Gen Z. They appreciate honesty and don’t want to feel like they’re being sold a dream that doesn’t match reality.

Sustainability

Sustainability is a core value for Gen Z, with 54 percent of them willing to spend more on sustainable products and services, according to Deloitte’s 2023 Gen Z and Millennial Survey. Green-certified buildings, energy-efficient appliances and community recycling programs are attractive features. Highlighting your property’s eco-friendly features in your marketing materials, from solar panels to bike storage facilities, can help set you apart from competitors.

Additionally, consider partnering with local sustainability initiatives or eco-conscious organizations. Hosting events around environmental issues or supporting green charities can create a strong community bond with younger residents.

Tech-driven convenience

Gen Z has grown up with technology at their fingertips. They expect seamless digital experiences from the apartment search process to daily living in their community. A report by RentCafe found that 57 percent of Gen Z renters would be more likely to sign a lease with properties offering online payments and maintenance requests.

Offerings such as mobile apps for rent payments, keyless entry and virtual tours are no longer optional—they’re expected. Make sure your property website is mobile-optimized and offers interactive features like 360-degree apartment views or live chat options with leasing agents.

Short-form content & user-generated content

Gen Z has a short attention span and consumes content at lightning speed. According to Forbes, they spend an average of eight seconds determining whether a piece of content is worth engaging with. This makes platforms like TikTok, Instagram Reels and YouTube Shorts prime places for Gen Z marketing campaigns.

Encouraging user-generated content is another effective strategy. Invite residents to share their favorite aspects of your property through social media posts, reviews, or short videos. Authentic, resident-created content not only promotes your property organically but also boosts trust.

Social media platforms as search engines

When it comes to finding information, Gen Z isn’t turning to traditional search engines. Platforms such as TikTok and Instagram have become the new go-to tools. Whether it’s finding apartment decor inspiration or learning about local amenities, this generation prefers to search visually.

For apartment marketers, this means your brand must have a strong presence on these platforms. Create visually engaging, useful content that educates potential renters. Apartment tours, decor ideas, or even behind-the-scenes videos can grab attention. Adobe Express, for instance, is tapping into this trend with tailored TikTok tutorials, illustrating how brands can use visual platforms to engage the younger generation.

What’s out: Traditional advertising

Print ads, billboards and even traditional digital ads like banner ads are losing relevance. Gen Z is turned off by inauthentic or overly promotional content, making traditional advertising methods less effective. In fact, eMarketer reports that 51 percent of Gen Z uses ad blockers, meaning a significant portion of your audience may never even see your paid ads.

Instead of relying on intrusive ads, shift your focus toward organic content and influencer partnerships. Influencer marketing—especially with micro-influencers—is highly effective for reaching Gen Z. These influencers feel more relatable and authentic, creating stronger connections with their audiences.

Outdated leasing processes

Gen Z renters aren’t fans of slow or cumbersome leasing processes. The days of scheduling in-person tours weeks in advance or filling out paper applications are fading quickly. If your leasing process isn’t streamlined and digital, you risk losing potential residents to competitors.

Zoomers want the option to tour virtually, sign leases online and handle paperwork digitally. Properties that still rely heavily on in-person meetings and manual paperwork are seen as outdated. To appeal to this tech-savvy generation, invest in proptech solutions that automate these processes.

Generic, one-size-fits-all marketing

Mass marketing that tries to appeal to everyone is a no-go for Gen Z. They value personalization and want to feel like a brand understands their unique needs. This generation is more likely to respond to targeted, personalized content that speaks directly to their lifestyle, rather than blanket statements that could apply to anyone.

Utilize data analytics to segment your audience and tailor messages accordingly. Are you near a university? Highlight study-friendly environments, quiet spaces and group collaboration areas. Do you have young professionals as your target? Focus on work-from-home amenities like coworking spaces or high-speed internet. Personalization shows Gen Z you understand their specific needs.

Ignoring social responsibility

For Gen Z, corporate social responsibility isn’t just a bonus—it’s a requirement. They prefer brands that take a stand on social issues such as racial justice, gender equality and LGBTQ+ rights. Properties that shy away from these discussions risk being seen as out-of-touch.

Incorporating social responsibility into your brand isn’t just about making statements during crises. It’s about aligning your property’s values with your residents’ values on an ongoing basis. This could mean sponsoring local community events, promoting inclusivity in your marketing materials, or even donating a portion of proceeds to relevant causes.

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