Reaching Gen Z: Marketing to the Next Faces of Renting

The oldest of Generation Z, also known as zoomers, are now in their 20s. If you haven’t already done so, now is the time to redirect at least some of your marketing strategy to meet the demands of these new renters.

If you think the same thing that worked with millennials will also work with Gen Z, you might not get very far in attracting zoomers to your community. Despite their many similarities, such as growing up in the era of social networking and vocalizing societal issues, there are key differences between millennials and zoomers. That’s why you need to make sure you have the technological capabilities and marketing campaigns you’ll need to reach this rising demographic.

So, who is Gen Z?

• Those born between 1995 and 2012
• They tend to be tech-savvy, goal-oriented, and self-aware
• They’re the first generation born in the internet era

As more and more members of this new generation become renters, it’s important for multifamily marketers to understand, engage, and advertise to them effectively. Because of Gen Z’s affinity for media, online content will be a huge driver in the way apartment communities need to advertise.

Here are some tips to help you market to Gen Z.

Make video content a priority

Dynamic content, such as videos, will resonate more with zoomers. This demographic prefers shorter, faster snippets of information, so leveraging tools they regularly use, such as YouTube, TikTok, and online streaming, will capture their attention in a meaningful way. Without shareable videos, you may find it difficult to reach this group of renters.

Generation Z welcomes production quality of all types but focuses primarily on ad authenticity. They don’t have time for gimmicks. They prefer 100% transparency and to-the-point videos.

Focus on marketing through online channels

Out-of-home and direct mail advertising are strategies of the past when it comes to reaching Generation Z, who prefer social media, email and online ads.

Nearly 40 percent of Gen Zs make their purchasing decisions based on social media influence, according to a study conducted by McKinsey & Company. That’s higher than millennials at 25 percent, Gen X at 13 percent, and baby boomers at 6 percent.

Snapchat, Instagram, and YouTube are extremely popular social platforms to direct your marketing message. Think about the actual product (amenities, apartment interiors, proximity to neighborhood nightlife) more than the “apartment living” experience — that’s what they’re looking for.

It’s essential that your apartment advertisements are responsive in design and look great on mobile devices. According to a Mediatool study, 75 percent of Gen Zs said mobile phones were their device of choice, and 25 percent are spending more than five hours a day on their mobile devices. They use their phones for everything, including shopping, texting, playing games, reading news, and doing research — lots and lots of research.

In fact, zoomers research and cross-reference everything. According to McKinsey, Gen Z is on a perpetual hunt for the truth, and they won’t stop researching until they’re satisfied that they’ve found it.

Avoid the hype

Above all else, Gen Z is practical and skeptical. They don’t take anything at face value. This generation is focused on quality and authenticity. They won’t buy into marketing hype. They grew up during a time when deep fakes and “alternative facts” took over the news and airwaves, and they know how to find the truth.

Cater to social and entrepreneurial aspirations

A gym and pool are nice amenities to have, but zoomers want something a little more high-tech. The ability to pay rent and reserve amenities online, take virtual tours, and have text-based conversations are essential to attracting these new renters.

Their entrepreneurial spirit will also come into play here. Since many zoomers are gig workers, digital nomads, and hospitality service workers, they don’t necessarily keep a traditional 9-to-5 schedule and will need access to things at odd hours. Smart package lockers and keyless access to amenities like the pool, fitness center, and laundry room will be important.

When it comes to Gen Z, the phone is always in hand (or in pocket), and social media is an integral part of their daily routine. They want spaces that are Instagram-worthy, so look around. Do your common areas need a refresh? How well do they photograph? And, even more important, how’s your Wi-Fi signal?

Because they are so social, Gen Z will spend less time in their apartments and more time out and about. They want lounges, communal workspaces, and amenities that cater to their creativity. Think:

• Craft rooms
• Bike repair stations
• Game rooms
• Conference or work rooms
• Computer labs with all the latest software

By increasing your community’s focus on rich media content, digital marketing, and the ability to create an environment that appeals to Gen Z’s social and innovative aspirations, you’ll be able to capture the attention of this incredibly loyal generation. While they may not have the numbers of the millennials (the largest generation since the baby boomers) or the income of Gen X, creating a bond with this generation now will pay off in the long run.

Technology has made it easy for Gen Z to interact with brands, and they become loyal brand enthusiasts, according to a report by the IBM Institute for Business Value. In fact, one of the ways they differ from other generations is their willingness to share positive opinions. They provide twice more positive feedback than complaints. If they love living in your apartment community, they’ll share that through social media and elsewhere.