Enter your email address for weekly access to top multifamily blogs!

Multifamily Blogs

This is some blog description about this site

Best Ways to Engage With Gen Z as They Enter the Housing Market


The multifamily industry has spent countless hours the past several years diagnosing the tendencies of millennials. But just as the industry has started to understand this diverse generation, a new one is entering the market – Generation Z. Gen Zers are even more tech-savvy than their millennial predecessors and are the first generation to grow up exclusively in the digital age.


Members of Gen Z, born in 1995 or later, have never experienced a world without mobile devices—or texting. They grew up with Facebook and left the social media platform for better options. According to Forrester, 34 percent of teens think Facebook is for “old people.” Facebook doesn’t provide the customized or private experience Gen Zers expect from the brands they engage with via social media. They are more likely to use Snapchat and Instagram for their direct messaging and temporary content.


As Gen Z begins leasing apartment homes, marketers need to recognize these changes and communicate through the channels they use and in the ways they demand. Here are a few tips:


Text – Don’t Call

Communication preferences continue to change across all demographics, but the text evolution is even more magnified for Gen Z. Think mobile first because, Vision Critical has found, Generation Z spends an average of 26 hours per week on their mobile devices.That means they’ll probably search for your community on their smartphone rather than on a desktop. Marketers should make certain that information about their communities is clear and mobile optimized. If Gen Z can’t find the right information within 10 minutes, they are likely to move on to the next community.


Effectively Track the Renter Journey

It is no secret that the multifamily industry has regularly been behind the technology curve, but it is catching up in some arenas—including, notably, lead tracking software. It has become paramount to effectively track today’s fast-moving prospects during their renter journey. If you haven’t done so already, implement technology that can effectively track and manage leads and has the flexibility to evolve with prospect behavior. Be sure to track the various touch points of each prospect to improve conversion ratios and help predict the paths future renters might take.


Message Consistently, Monitor Effectively

Generation Zers are very adept at spotting “brand fraud.” For example, they expect to see negative reviews alongside positive because negative reviews add a layer of authenticity, and they will view them in context. Rather than working to eradicate negative reviews completely - every community is going to have a few disgruntled renters - spend your energy on monitoring and responding to all reviews.


In addition, be consistent with your marketing message across all social channels as well as your community website, because Gen Zers will notice inconsistencies. Bear in mind that this demographic will scour several channels when making a decision and will notice when your tone or content changes dramatically from place to place.


The industry must evolve with the renter. By keeping pace with the changing habits of new generations, you can gain a competitive advantage over your peers and close more leases.

Rate this blog entry:
This comment was minimized by the moderator on the site

Great read John! Completely agree that it is critical to track their journey at each step and to monitor the multiple channels that they can find you on. I've found that they are very visual - so high-quality photos in a gallery and the addition of video can be big wins! Amenities for socializing and neighborhood info with places to go with friends like stores, restaurants, and other things to do nearby also really interest Gen Z.

  Gitel Celnik
This comment was minimized by the moderator on the site

I completely agree with all of the above, Gitel. The growth of mobile environments with very high res screens means a visual experience can be immediately more immersive. Great insight!

  John Thornton
This comment was minimized by the moderator on the site

Great read. It is very important within housing industry to keep up with the trends of new generations.

  Buckingham Apartments

Comment Below

  1. Posting comment as a guest. Sign up or login to your account.
Attachments (0 / 3)
Share Your Location
  STOP ask yourself do you do your follow up calls or thank you cards?!?!?!?  By Jolene Sopalski Leasing Specialist WRH Realty Services If you answered no to that question then I want you to hold up your right hand and pledge the following “ I will  start following up with my prospects no prospect will go un-followed up”. Good now if you are one of the ones that said yes I do my follow up calls and thank you cards I want to give you a big hug so just picture me giving&...
Here comes everybody Above is the clever title to a very brilliant book written by Clay Shirky and I think it relates to a movement that is happening in the multifamily space. I have noticed more and more major players, as of late, using social media to market their apartments. And, it seems like with every passing hour I am reading a new press release, blog post, tweet or Facebook update about someone trying their hand at it. All of which I think is great news for the multifamily space; that is...
If you have shopped enough apartment communities, you will find some leasing consultants who take a "self service" attitude to showing the model apartment to a prospect.  They open the door, announce that "this is the apartment", and then just watch the prospect as he or she walks from room to room.  They expect the apartment to sell the prospect, not themselves, and it often leaves the tour feeling flat and uninspiring. Conversely, today I went to one of my favorite Starbucks, and sa...