Every generation has its own unique housing preferences and trends. Baby boomers sought out traditional suburban homes while millennials gravitated toward flexible urban living. Now, as Gen Z enters adulthood and the rental market, new housing trends and preferences are surfacing.
Effectively marketing properties to younger renters requires knowledge of these emerging trends. From popular amenities to effective marketing strategies, this guide covers everything you need to know about Gen Z’s role in today's rental market.
Key Takeaways:
- Gen Z is projected to become the largest renter demographic by 2030, with 5.4 million Gen Z households already renting as of 2022.
- Economic barriers like high mortgage rates (6.24% for a 30-year fixed loan) and low entry-level salaries are pushing Gen Z toward long-term renting.
- Affordability tops the list of rental priorities, followed by location, safety, and essential amenities like in-unit laundry and pet-friendly features.
- 67% of renters aged 18–24 are open to signing a lease without an in-person tour, underscoring the importance of strong digital listings and virtual tools.
- Although only 16% of Gen Z renters live alone, 66% would prefer to if budget allowed—highlighting a strong desire for privacy despite financial constraints.
Who Are Gen Z Renters?
Gen Z comprises individuals born between 1997 and 2012, meaning anyone between the ages of 13 and 28. According to the US Census Bureau, Gen Z makes up about one-quarter of the country’s population, signifying their growing influence on today’s societal pillars like pop culture, politics, economics, and, of course, housing.
Gen Z began infiltrating rental markets about ten years ago and has continued to set new precedents over time. This is especially true for Gen Zs who have reached adulthood in the past five years, as changing economic conditions, workplace cultures, and, as we all know, a worldwide pandemic have all impacted their mindset toward renting and homeownership.
Why Gen Z Is Choosing to Rent
Renting over buying is a trending theme among Gen Z renters. According to a 2024 research article by Arbor, Gen Z is set to be the only renter-majority generation. In 2022, there were a reported 5.4 million households of Gen Z renters in the country. By 2030, researchers predict Gen Z will be the largest renter demographic in the U.S. housing market.
This poses the question: Why is Gen Z choosing to rent? Is it because they’re avoiding the responsibilities of homeownership? Or perhaps most are too early in their careers to afford to buy a home? While everyone’s situation is different, most would attribute their homeownership aversions to the following:
Economic pressures
Much of the shift towards renting comes from economic pressures. Current data from Bankrate shows that the average 30-year fixed mortgage interest rate is 6.24%, doubling since September 2020. Rising rates, along with other factors like limited housing supply and higher cost of living, have all made it more difficult for young adults to pursue homeownership. In fact, one in three Gen Z adults considers home ownership to be out of reach, making renting a more suitable, long-term solution.
Career infancy
Most Gen Z professionals are in the early stages of their careers, often facing financial constraints. This likely explains the growing preference for renting over buying a home, as renting requires less financial commitment. According to a 2025 study by ZipRecruiter, 42% of college graduates ended up lowering their lifestyle expectations because their starting salaries were lower than expected. This accentuates the financial limitations that come with early career stages, particularly in today’s economic climate.
Transient lifestyles
Early adulthood often comes with a more transient lifestyle. As Gen Zers are living through their late teens and 20s, they aren’t expected to stay in one place. Life events like college graduation, new career opportunities, or even homesickness can cause younger renters to move. That said, buying a home and planting roots might not be the most practical choice for people at this stage of life, making renting an attractive option.
Top Priorities for Gen Z Renters
Now that we’ve discussed why Gen Z favors renting, let’s talk about what exactly they’re looking for in a rental property. We conducted a survey polling over 100 Gen Z renters, asking what matters to them in their rental search. From the types of amenities on their wish lists to budget expectations, here are some of their responses:
Affordability
Just over 50% of our survey participants listed price and affordability as important factors in their rental search. This doesn’t come as a shock, especially when considering Gen Z’s economic and financial realities from the previous section. Not to mention, many Gen Zers are just starting their careers, meaning they’re far from maximum earning potential. With student loans, entry-level salaries and other financial responsibilities to consider, it’s no wonder affordability is such a high priority for this generation.
As a landlord, being strategic with your pricing will be key to attracting Gen Z renters. Study your local market. How quickly are properties going off the market? Are more people moving to the area? What kinds of new developments are popping up nearby? Answering these questions, along with using a rent comparable report, will help you determine a fair rent price that accommodates renters’ budgets while still yielding a sizable profit.
Location and safety
Next up is location and safety, which received recognition from 44.6% of our survey respondents. Gen Z renters want to be in a convenient part of town – somewhere near work, school, shops, restaurants, and public transportation. They’re also searching for properties that prioritize safety, whether that means being in a low-crime area or a building with enhanced security features.
In a 2023 survey conducted by the National Association of Realtors, 92% of Gen Z respondents said they’d pay extra to live in a walkable community. This further supports our findings, providing another example of how younger renters are prioritizing convenience and accessibility.
If your property isn’t in the most walkable or convenient location, there are still ways to appeal to this market. Consider installing bike storage or creating a home gym. Or provide travel times to the nearest public transportation in your listing. Small details like this may still spark a Gen Zer’s attention, even if your property is a bit out of the way.
Essential amenities
Our survey results showed that 22.8% of Gen Zers value essential amenities, such as in-unit laundry, air conditioning, and access to facilities like gyms and pools. Respondents also recognized the need for pet-friendly amenities, including fenced areas for pets to play, grooming stations, and proximity to parks or walking trails.
Before listing your property, make sure all of your essential amenities, like HVAC and laundry, are working and up to industry standard. If your pet policy is stringent or perhaps non-existent, consider making changes to appeal to a larger demographic of potential tenants. Even minor tweaks and upgrades can significantly increase your property’s value and attract more prospects.
Space, layout, and cleanliness
Last on our list is space, layout, and cleanliness, which received recognition from 17.8% of survey participants. Gen Z renters want homes with some breathing room – properties with an adequate number of bedrooms and bathrooms and functional layouts that meet their needs. They’re also paying attention to the cleanliness and overall condition of the rental, ensuring it’s move-in ready and sanitary.
For landlords, this is where property maintenance comes into play. Keeping the rental in good condition not only meets Gen Z renters’ expectations, but it also protects the property value and minimizes potential issues that could arise during a tenant's lease. This includes regularly inspecting and servicing appliances, addressing any necessary repairs or maintenance tasks promptly, and keeping common areas clean and well-maintained.
How Gen Z Moves and Searches
Gen Z has several nicknames, each alluding to its internet fixation and digital presence. From “Zoomers” to the “iGeneration,” it’s no secret that Gen Zers are tech-savvy and constantly connected. To no surprise, this same digital approach translates to their rental search strategies and habits.
Where they look
A separate survey conducted by Apartments.com found that younger generations primarily keep their apartment searches online. Through platforms like rental search apps, search engines, and even social media, Gen Zers mainly take to their screens to find their next home.
But the online searches don’t stop there. In the same survey, 67% of renters ages 18 to 24 said they were open to signing a lease without ever viewing the apartment in person. This means that now more than ever, your property’s online presence matters. Providing high-quality images, property descriptions, and immersive components like 3D tours are great ways to increase your online appeal. And luckily, each of these steps is quick and easy when you list on Apartments.com. From our AI description generator to our Matterport 3D tour feature, we make digitalizing your listing simple and straightforward.
Who they’re living with
When embarking on a rental search, are Gen Zers flying solo or living with a partner or roommates? The same survey from Apartments.com found that only 16% of renters ages 18 to 24 are living alone. However, is this their choice? Or are market prices and limited income preventing Gen Z renters from living on their own?
In our survey of Gen Zers, only 34% said they preferred to live with roommates. A majority of respondents also said that they’d be willing to rent above their budget if it meant living by themselves. This suggests that the desire for independence and privacy is strong among Gen Z renters, but financial constraints are a major barrier.
How to Target Gen Z Renters
How can landlords better appeal to Gen Z renters? If your property is in a college town or a growing urban job hub, chances are many of your potential renters are from Gen Z. To tailor your listing to their preferences and lifestyle, consider these tips:
Be flexible
Gen Z renters value flexibility in their leases. Landlords who offer negotiable terms, such as rent, pet policies, or subletting options, appeal to this generation's often unpredictable schedules and lifestyles. For instance, college student tenants might need the option to sublease during breaks or take on roommates to share costs. Accommodating these needs can attract and retain Gen Z renters.
Embrace tech and convenience
Technology is another big thing for Gen Z tenants. As mentioned earlier, this generation likes to do things online, including tasks like paying rent, requesting maintenance, or submitting a rental application. Therefore, prioritizing digital convenience in property management is crucial. Make it easy for your tenants to communicate their needs and fulfill their obligations by offering electronic rent payments, lease management, and similar digital solutions.
Try new marketing tactics
Marketing is the last piece of the puzzle when targeting Gen Z renters. Unsurprisingly, digital marketing is one of the best ways to reach this generation. This means investing in paid digital ads, promoting your listing through social media, and even partnering with online figures to maximize your reach.
If digital advertisements aren’t your style, think of other out-of-the-box ways to connect with younger renters. Collaborate with local businesses or organizations that cater to Gen Z interests and values. Or host an open house with free merchandise from popular Gen Z brands. The key is to be creative, diverse, and authentic.
Attract New Tenants with Apartments.com
Now that you know what Gen Z renters are looking for, it’s time to help them find you. Listing on Apartments.com makes this easy. Showcase your property to millions and increase leads with our state-of-the-art listing tools. Whether your unit is pet-friendly, has utilities included, or is in a prime location, our platform lets you highlight all key selling points to maximize renter appeal.
Beyond our listing platform, explore our other Rental Tools for your property management needs. From expense tracking to tenant screening, Apartments.com is a one-stop shop for all your rental business needs.
Disclaimer: Data in this piece was collected by Apartments.com in September 2025. Any mention of renter preferences refers exclusively to survey data collected by CoStar Group.
FAQs
What do Gen Z renters look for in an apartment?
Gen Z renters prioritize affordability, convenience, and quality. They are often looking for spaces that allow them to live alone, even if it means stretching their budget. Proximity to work or school and modern conveniences are also highly valued.
How can landlords attract Gen Z tenants?
Landlords can attract Gen Z tenants by offering flexible lease terms and embracing technology for communication and rent payments. Highlighting modern amenities and engaging with them through digital marketing tactics are also effective strategies.
Why is Gen Z renting instead of buying?
Gen Z is renting due to financial constraints, including high housing costs and student loan debt, which make homeownership difficult. They also value the flexibility and lack of long-term commitment that renting offers.
Are Gen Z renters reliable tenants?
Gen Z renters can be reliable tenants, especially if landlords offer clear communication and convenient payment options. They are often tech-savvy and appreciate landlords who are responsive and transparent.
