Generation Z is no longer an emerging renter segment- they are growing larger year after year and are projected to be the largest renter generation by 2030. Gen Z renters added 6.7 million households to the market between 2019 and 2024. In 2026, Gen Z now heads 10.4 million households and accounts for 23 percent of all renters. This growth signals that Gen Z is not only influencing niche market segments but also reshaping the broader rental ecosystem. With demographics shifting, how are Gen Z renters changing the rental landscape?
Key Takeaways
- Gen Z renters are 14 percent more likely to prioritize location and amenities when looking for their next rental compared to the general renter population.
- Gen Z renters are more likely to be swayed by rent concessions, with a preference for a 12-month discounted rate.
- Compared to the general renter population, Gen Z renters are 32 percent more likely to lease a property sight unseen.
- Gen Z renters are 30 percent more likely to want to see unit-specific 3D tours and videos online for a rental listing than the general renter population.
- 27 percent of Gen Z renters reported using social media in their rental search.
- Gen Z renters added 6.7 million households to the market between 2019 and 2024, and now head 10.4 million households, accounting for 23 percent of all renters.
Gen Z Renters Prioritize Location and Convenience
Location is an important factor to consider when searching for your next rental. Apartments.com found that Gen Z renters are 14 percent more likely to prioritize location and amenities when searching for their next rental compared to the general renter population.
Proximity to essentials drives rental choice
According to an Apartments.com 2025 Q4 renter survey, Gen Z renters are more likely to consider proximity to school (63 percent), grocery stores (55 percent), and work (50 percent) when searching for their next rental property. Gen Z renters have a convenience-first mindset and prefer to live closer to the places they frequent rather than commuting long distances.
Walkability and shorter commutes influence decisions
In 2023, the National Association of Realtors conducted a survey and found that Gen Z renters prioritize proximity to public transit more highly than closeness to the highway. In addition, Gen Z renters would rather live in a small apartment with walkability and an easy commute than a detached single-family home with a large yard that requires driving everywhere. NAR found that roughly 90 percent of Gen Z and Millennial renters would pay more for a walkable community, with one-third of respondents stating they would pay a lot more.
This shift signals that Gen Z renters are willing to make trade-offs in space and square footage to support a more convenient lifestyle.
Amenities play a role in rental decisions
Apartment amenities help attract renters, especially those included in rent. According to the Apartments.com survey, air conditioning (68 percent), in-unit laundry (64 percent), fitness centers (23 percent), and furnished units (19 percent) are some of the top amenities that Gen Z renters look for when searching for their next rental property.
Gen Z Renters Want a Digital-First Seach Experience
Gen Z grew up with technology and is one of the most tech-savvy generations, so it’s no surprise that these renters expect technology to be integrated into their apartment search. As technology evolves, renters expect faster, more seamless ways to find and lease an apartment.
Online rental tools and virtual touring
As the rental landscape evolves, the way renters search for an apartment has changed. An Apartments.com survey found that 55 percent of Gen Z renters prefer to book apartment tours online and 77 percent of renters prefer submitting applications online rather than in person. In addition, 41 percent of Gen Z renters would rather communicate with a leasing agent via chat or instant messaging, more than any other generation. Gen Z renters value ease and communicate this with their preference for a mobile-first rental experience.
Gen Z renters and other generations alike are increasingly looking for convenience, and online tools can take the stress out of apartment hunting. Gen Z renters have introduced the world of social media leasing into the rental market, with 27 percent of Gen Z renters stating that they used social media in their apartment search. This adds another layer to the apartment search experience, as social media integration is becoming more prominent as Gen Z becomes the renter majority.
Unit-level details are also important to Gen Z renters, as they want to know what the apartment looks like before they step on the property. Ninety-nine percent of Gen Z renters want unit-specific details listed online and 42 percent want unit-specific virtual 3D tours. Compared to the general renter population, Gen Z renters are 32 percent more likely to lease a property sight unseen, making these unit-level details, photos, and videos valuable.
“I feel like without pictures you have no idea what to expect and words can make it sound way better than what it is. Although pictures can be deceiving, they help a lot.”
21-year-old female in Spokane, WA
This shift toward fully digital leasing gives renters more control, flexibility, and confidence throughout the apartment search process.
Transparency and Trust Matter More Than Ever
With affordability concerns on the rise, renters are looking for clear, upfront information. This includes transparent pricing, deposits, and any additional fees. Gen Z renters want a full picture of their monthly costs before making a decision.
Reviews influence Gen Z decision-making
Apartments.com found that Gen Z renters have a strong preference for seeing reviews of apartment communities online and are more likely to sign a lease if reviews are available. Ninety-nine percent of Gen Z renters care about apartment reviews and ratings and are 16 percent more likely to search for an apartment using word of mouth, and this is where reviews play an important role.
“It is extremely likely for me to lease an apartment that I never toured in person…the reviews also have to be pretty high. I’m obviously not expecting perfect, but having more good reviews than bad definitely calms my nervous system when having to choose an apartment that I didn’t get to tour.”
20-year-old female in Houston, TX
Reading reviews from other renters can help paint a picture of what it’s like to live in a community before signing a lease and aids Gen Z renters who may have to sign a lease sight unseen.
Pricing transparency is a priority
Gen Z renters are 6 percent more likely to prefer seeing the total monthly price of an apartment on a listing rather than just the base rent, according to Apartments.com. Gen Z renters want to see the total monthly price (base rent plus any added fees like utilities, internet, trash, parking, etc.) to understand how much they will be paying monthly.
“I think the more transparent a landlord is, the more I’ll trust them. I don’t want to waste my time with an apartment that won’t work for me because there’s no information about it.”
18-year-old female in Iowa City, IA
Pricing Incentives Impact Lease Decisions
With a focus on affordability, Gen Z renters are always looking for the best deal. Pricing incentives, like rent concessions, are more likely to appeal to this renter segment. Apartments.com found that Gen Z renters are more likely to tour or sign a lease for an apartment community that offers a concession. Specifically, they are 12 percent more likely to prefer a 12-month discounted rate.
Rising rents and living costs make affordability a top concern for Gen Z renters. For renters, these discounts can help reduce upfront costs and make a new apartment more attainable.
Gen Z renters value flexibility and lifestyle
Along with rent discounts and pricing incentives, Gen Z renters are 134 percent more likely to live with roommates or housemates. Living with roommates can help reduce monthly rent and make living in desirable areas more affordable.
At the same time, many Gen Z renters prioritize lifestyle choices. Apartments.com found that 44 percent of Gen Z renters live with a pet. These insights show that Gen Z renters balance affordability with personal preferences when choosing a home.
Why Gen Z Renting Preferences Impact Today's Rental Landscape
Gen Z renters have a convenience-first mindset and prioritize lifestyle ease over the space and size of their next rental. They consider walkability, location, and proximity to daily essentials to be most important when searching for an apartment.
Gen Z also adapts quickly to technology, and because of this, the rental market continues to evolve. These renters expect a digital-first experience with online virtual 3D tours, unit-level photos and videos, and property reviews. Gen Z renters are mobile-first and expect a digital-first rental search experience.
Affordability is a main concern for Gen Z renters. Transparent pricing and clear monthly costs help renters plan their budgets more effectively. Incentives like rent concessions can also make a difference when comparing options.
Gen Z renters don’t just have preferences when it comes to their apartment search- they are fundamentally changing the rental landscape. These trends being promoted by Gen Z create a more renter-friendly, transparent, and tech-driven apartment search experience.
Methodology
This article is based on findings from an Apartments.com 2025 Q4 survey, conducted between November and December 2025, with 1,480 respondents. Of those surveyed, 83 percent identified as Generation Z. Data was also retrieved from the Apartments.com “Are You Ready for Gen Z?” White Paper, published on the Apartments.com Grow Learning Center. External housing research includes insights from the National Association of Realtors on renter preferences and walkability, as well as Harvard University’s America’s Rental Housing 2026 report.
Apartment Search Made Simple with Apartments.com
Gen Z renters are reshaping renter expectations across the broader rental ecosystem, and Apartments.com offers tools designed to make your apartment search easier. With integrated online tools like Matterport 3D tours and AI Smart Search, Apartments.com helps renters find apartments that match their lifestyle and budget. Start your apartment search on Apartments.com today!
FAQs
What do Gen Z renters want in an apartment?
Apartment preferences differ from renter to renter, but Gen Z renters often prioritize location and proximity to daily essentials like school, grocery stores, and workplaces. Gen Z renters also prefer amenities, like air conditioning, in-unit laundry, fitness centers, and furnished units.
Why are Gen Z renters different from other renter groups?
Gen Z renters are different from other renter groups because they have unique expectations for the apartment search process. Gen Z renters are shifting towards a digital-first apartment search experience, with online leasing, virtual apartment tours, detailed unit-level photos and videos, and using social media in their rental search.
How are Gen Z renters changing the rental market?
Gen Z renters prefer a digital-first apartment search experience. They want to book apartment tours online, see 3D virtual tours on the property website, and browse unit-level photos and videos before touring the apartment in person. Gen Z renters also want clear, upfront pricing and transparency before signing a lease to understand exactly how much they’ll pay each month.
