Is Your Listing Gen Z Ready? Strategies to Stand Out

7 Ways to Optimize Your Listings for Gen Z Renters

Gen Z is growing up. As this generation becomes a major force in the renter population, their preference and expectations are changing the game for multifamily marketers. 

In a recent webinar from Apartments.com, Erica Byrum explored the key trends defining Gen Z renters. Byrum, assistant vice president of social media, explained what sets these renters apart — and how multifamily properties can adapt their listings to appeal to this generation.

1. Think like a smartphone native

Gen Z has grown up with smartphones in their pockets, and they expect fast, digital solutions to everything from grabbing dinner to finding a place to live.

This means multifamily marketers need to answer renters’ questions upfront.

“Their attention is short,” Byrum said. “If your listing doesn’t answer their questions immediately, they’re already moving on.”

2. Make it personal

From Netflix to TikTok, Gen Z is used to getting personalized content on demand. When it comes to their apartment search, they want the same kind of personalization.

Six in 10 Gen Z renters say they’ll stop considering a property if the listing doesn’t show a photo of the exact unit they’re considering.

To resonate with these renters, provide unit-specific media, including photos, videos, and 3D tours of your available units.

3. Help them stay on budget

Financial pressures are top of mind for this generation.

“The economic picture is tough for Gen Z,” Byrum said.

Price transparency — such as displaying the total price rather than the base price and spelling out all potential fees — can build trust with Gen Z renters and help them select an apartment that fits their financial needs.

4. Embrace authenticity

Does your property have ratings and reviews? Gen Z renters are looking for them — more than any other generation.

To give Gen Z the social proof they’re seeking, ask your residents to leave reviews. And remember to respond to your reviews — including negative ones — with thoughtful feedback.

“Gen Z doesn’t need perfection,” Byrum said, “but they’re looking for information that feels real.”

5. Lead with lifestyle 

Experiences matter to Gen Z renters. From community amenities to nearby dining options, Gen Z renters are looking for experiences they can remember — and capture on social media.

“You want your spaces to look so good that your renters can’t help but pull out their phone and take a selfie!” Byrum said.

She recommended identifying the lifestyle your community represents — such as serious foodies or fitness fanatics — and highlighting this in your listing.

6. Remember four-legged residents

Renters love their pets — and for Gen Z renters, pets are especially important. Forty percent of Gen Z renters live with a pet, and this generation is the least likely to exclude pet-friendly communities from their search.

Make it clear in your listing which pets are allowed, including any limitations on breeds, sizes, or number of pets per household, and whether any pet fees apply.

And don’t forget about pet-friendly amenities.

“Show off those dog parks, washing stations, and pet spas!” Byrum said. 

7. Highlight community and connection

Two-thirds of Gen Z describe themselves as lonely. The generation that grew up on social media is looking for social connections in real life.

“This is your opportunity to highlight the social aspects of your community,” Byrum said.

She recommended highlighting community-oriented amenities, like rooftop decks and game rooms, as well as hangout spots in the local neighborhood.

Learn more about Gen Z

Your listings aren’t the only way to attract Gen Z renters. For a deep dive on everything Gen Z, check out the latest guide from Apartments.com. You’ll discover the key findings about this generation, along with actionable tips for your marketing strategy, including your listings, social media channels, and property website.

Get the guide