What Landlords Need to Know About Gen Z Renters

If you haven’t been renting to Generation Z yet, you will be soon. Gen Z is rapidly moving towards renting rather than homeownership because of where they are career- and salary-wise. As with every different generation and age bracket, things change, so you need to manage your expectations. Despite economic stability, Gen Z tends to have different values than Gen X or Millennials. Not knowing these can cause your property to get left in the shadows in favor of others in the same area. As a landlord, it’s crucial to understand the market you’re trying to advertise and rent to, so here is what you need to know about Gen Z renters.

via Pexels

Search Online

Most, if not all, Gen Z renters use the internet to find their next apartment. Gone are the days of posts in the newspaper or flyers around town. Gen Z renters like and, at this point, expect to see and do everything online to prepare for their new apartment. First, they find the listings online through one of many real estate listings. Utilize these sites and showcase your rental properties in the best way with high-quality pictures that accurately present them!

Most of these sites even allow renters to apply and communicate with you directly, all electronically. Not only does this widen your reach by marketing to Gen Z, but online processes can help streamline your whole process as well. If you’re not used to it, there can be a bit of a learning curve, but it’s worth it. Your older renters are starting to buy homes, so you must upgrade and adapt in order to survive.

Affordability is Key

As mentioned before, Gen Z isn’t at a super stable part of their career. A large percentage of Gen Z workers are in entry or mid-level positions, leaving much to be desired. Given the current state of the economy, riddled with rising inflation and heavy student loans to shoulder, Gen Z doesn’t have a whole lot of money to spend on rent. This means they are looking for the most affordable living situations, so you might want to consider lowering your rent.

I’m not denying that your rental has a high property value, but if your rent is too high, you’re probably not going to see many or any Gen Z renters applying or inquiring about it. Unfortunately, you can’t just choose a rent that sounds good to your own wallet. Look into the current property market and the average rent in the area. It’s best that you match similar properties and units to your own and choose fair and accurate rent.

Make it Personal

Many Gen Z renters want to come home to a place that truly looks and feels like their home, not just a place to lay their head at night. In order to attract more, allow customization options. While your priority is protecting your property and preserving its longevity, there are many renter-friendly ways you can encourage customization. This includes fun wall colors and accent walls, or even minor upgrades such as changing the lighting, types of curtains or blinds, or other options you can imagine providing. Gen Z will be drawn towards a place that allows them to be themselves instead of like they’re walking on eggshells in their own home!

The Right Amenities

After rent, you’ll find that Gen Z renters value their time and convenience, meaning they will be looking for the best amenities to increase the overall quality of their lives. If they’re paying for a place to live, they want to enjoy it to the fullest. One to consider, if not yet applicable, is in-unit or on-site laundry. Taking the time to travel to a laundromat leaves much to be desired for Gen Z, when they would be doing almost anything else!

Gen Z also has a deep love and respect for their pets. Who doesn’t? They’re not going to leave their pets behind to move into a new place. A great pet policy paired with pet-friendly amenities is a great way to draw in Gen Z renters. If you have any way to prepare for dog parks or walking areas, do it! This is again another way Gen Z can stay comfortable without going far.

Lastly, Gen Z greatly values community. Take the time and effort to foster a community between your renters with these community spaces or events every now and then. Become more than just a landlord, but become a community builder for your renters!

Preparing to market your properties as a landlord towards Gen Z may seem daunting, but now that you know everything that you need to, it’ll be a breeze. Morph your property into one that Gen Z genuinely wants to live in by adhering to their values and make it easy to find by utilizing the internet.