Say hello to the new wave of renters. The youngest renter generation — Gen Z — is growing up. Members of this generation, born between 1997 and 2012, are leaving the nest, heading to campus, and moving to new neighborhoods and cities to help their careers take off.
As even the youngest members of Gen Z reach adulthood in the next five years, this generation will hit the prime period for household formation.
And Gen Z renters aren’t just a younger version of millennials. Gen Z have distinct needs and priorities in their rental search. From their top values to their preferred communication styles, here’s what you need to know about this key generation of renters, based on the latest Apartments.com research.
Keep it personalized and real
Gen Z has grown up streaming their favorite shows and music at the touch of a button. Seven in 10 Gen Z renters report streaming music and videos every day, according to the latest Apartments.com survey. They’re used to personalized playlists, algorithms that reflect their interests, and custom recommendations.
When it comes to renting an apartment, they’re looking for the same ease and specificity.
Gen Z renters don’t want to see generic photos or videos of a model unit. They’re looking for media specific to the advertised unit. Accuracy and genuineness are essential.
In the words of a 24-year-old renter in Portland: “Using images of a generic room is misleading.”
Six in 10 Gen Z renters will just keep scrolling if a listing doesn’t feature photos of the specific unit. Compared to non-Gen Z renters, they’re 14 percent more likely to consider the lack of unit-specific photos a deal-breaker.
And it’s not just photos. Compared to other generations, Gen Z is also more likely to expect videos and 3D tours to feature the exact unit advertised.
It’s not (just) an apartment — it’s a lifestyle
When it comes to spending money, Gen Z adults are willing to pay for experiences — and they want to share those experiences with the world. Snapping a selfie is second nature, and they’re comfortable crafting a social media persona to show friends, family, and followers what they’re up to.
Over half of Gen Z say they splurge on experiences, compared to only 29 percent of baby boomers, according to a 2024 McKinsey analysis of generational attitudes towards travel.
From Netflix subscriptions to car-sharing apps, they opt for access over ownership — which makes the renter lifestyle a natural fit.
And Gen Z wants to enjoy the best of what apartment living has to offer, from “Instagrammable” spaces to high-end amenities. Nearly half of Gen Z renters rank amenities as a top consideration in choosing a place, according to the Apartments.com survey — compared to only 36 percent of renters in other generations.
When Gen Z renters choose a place to live, they’re also picking a neighborhood that matches their lifestyle. Four in 10 say they need to live close to dining, and another four in 10 want to live near hiking opportunities.
Get more Gen Z insights
Explore what else sets Gen Z apart — and how best to market to them. Check out the latest insights from Apartments.com.
What about other renters?
For more takeaways from the latest Apartments.com research, dive into these resources:
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