What do Gen Z renters want, and how can multifamily owners and operators meet the needs of this increasingly important generation?
In a recent joint webinar between Apartments.com and Matterport, Erica Byrum shared her top recommendations for appealing to Gen Z renters.
In conversation with a panel of Matterport experts, the assistant vice president of social media for Apartments.com discussed how the latest renter insights translate into multifamily marketing strategies for improved leasing outcomes.
Gen Z demands transparency
Gen Z renters don’t want to wait, whether they’re ordering dinner or looking for an apartment. The generation that grew up streaming TV and music wants to have clear, on-demand information in their rental search, too.
“If your listings don’t answer all of their questions immediately, they’re already moving on,” Erica Byrum said.
To meet their expectations, multifamily operators should add detailed, comprehensive information about their units to their listings. One simple way to do so is featuring a Matterport 3D tour for each available unit.
Virtual tours can help Gen Z renters visualize themselves in the unit and answer questions they might have about the space.
Plus, they’re a great timesaver.
“I certainly don’t want to have to drive across town if I don’t know very, very well that this could be the place,” moderator Amir Frank said, explaining the Gen Z mindset.
Compared to any other generation, Gen Z renters are the most likely to want to see unit-specific 3D tours. A full 44 percent of Gen Z renters want to see unit-specific tours, according to the latest renter survey from Apartments.com.
That’s compared to only 37 percent of millennials, 30 percent of Gen X, and 22 percent of baby boomers.
Authenticity matters
For a generation steeped in social media and seeking connection, authenticity is key.
For multifamily marketers, this means leaning away from polished marketing — think stock photos — and towards real stories from residents and staff.
“They trust real people, those real experiences, and content that feels human versus overly polished,” Erica Byrum said.
What can marketers do to tap into Gen Z’s need for authenticity? Create social media content that stars staff and residents, she said, and partner with local influencers to offer an inside look.
It’s not just an apartment — it’s a lifestyle
Gen Z renters care about experiences over possessions, Erica Byrum explained. She noted that over half of Gen Z splurge on experiences, compared to less than a third of baby boomers.
“It’s really more than just the unit,” she said. “It’s really about a lifestyle.”
While only 38 percent of all renters rank amenities among their top three considerations when choosing a place, for Gen Z it’s 46 percent, according to the current survey.
Properties should show off their community and neighborhood amenities, whether they’re highlighting their rooftop deck and firepit or featuring the nearby walking trails and restaurants in their area.
Watch the full webinar
To get more analysis and tips, check out the full conversation, available for free on demand.
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