How To Get More Leads & Leases from Gen Z Renters

How To Get More Leads & Leases from Gen Z Renters

Updated 9/8/21

With the oldest representatives of Gen Z now 24 years old, this generation has already redefined the student housing market and is well on its way to doing the same for multifamily. As their coming of age continues to change the student housing and multifamily industries, here’s what you should know if you want to remain at the cutting edge of the industry and future-proof your marketing strategy. We’ll break down who Gen Z is, what motivates Gen Z’s housing choices, and how to market housing to Gen Z. Let’s dive in.

Who Is Gen Z?

First of all, let’s nail down some definitions. Although from a practical standpoint, generational boundaries are more of a guideline, the official birth years for Gen Z fall between 1997 and 2012. That means as of 2021, the oldest Gen Zers (or “Zoomers”) are now 24 years old. As a result, many Gen Zers are now becoming first-time renters in both the student housing and multi-family markets, and within the next decade, the entire generation will be 18 or older.

Besides their years of birth, Gen Z is defined by the digital and cultural trends that formed (and continue to inform) the zeitgeist of their formative years. This generation is dominated by digital natives—i.e. people who have not only never experienced a time without the internet, but who grew up using smartphones, social media, and other digital technologies and platforms. They are on track to be the most educated generation on average and tend to be socially conscious and climate conscious.

In terms of their values, Gen Z is considered to be similar to Millennials but antithetical to the Boomer generation. Many Gen Zers appear to reject the traditional values of the Boomer generation: for example, Gen Z is less likely to value buying a home, marrying young (or marrying at all), having children, achieving traditional career success, or conforming to traditionally-defined gender roles.

What Motivates Gen Z?

 

gen z students using technology

Gen Z’s digital and social sensibilities define their key motivations within the housing market. For example, it should come as no surprise that, even more than Millennials, the digital natives of Gen Z are motivated by smart home tech, access to high-speed internet, and a property’s digital presence. They prefer having the ability to learn about a property online without first having to visit in person and expect online options for lease applications, rent payments, and maintenance requests. In a similar vein, this group—accustomed to having so much of their life at their literal fingertips—appreciates convenience and will choose housing options that cater to it.

Beyond their digital expectations, Gen Z is also highly motivated by affordability. As this generation enters the market during one of America’s most staggering recessions, when tuition costs are higher than ever, and job security is hard to come by, they know they have to be frugal and cautious. For similar reasons, this generation values flexibility and efficiency. They want to get what they need without paying for extra; they want low utility costs and high value, and they want the freedom to change their housing when their needs change, especially during a time of instability.

Additionally, this climate-conscious generation is motivated by sustainability. They are early adopters of sustainable alternatives to everyday goods and services and likely to appreciate brands that they see as contributing to climate solutions rather than to climate problems.

How is Gen Z Changing the Housing Market?

gen z students in apartment

As Gen Z enters the renting market, many developers and property management companies are beginning to see what is most important to these renters as well as what are some of the deal-breakers.

We’ve already seen a shift to online rent payment options, online leasing, and virtual tours. In addition to these changes, we’re beginning to see an incorporation of more smart-home technologies with new developments and upgrades to existing apartments. These changes speak to some of the shared values placed on digital convenience and tech-savvy by Gen Z and Millennials. While the latter have been shaping housing trends for over a decade, Gen Z will likely push these trends even further. In particular, smart-home technologies with phone compatibility are likely to be the next wave of upgrades. Some of the amenities we’re beginning to see in this area include:

  • Smart thermostats
  • Smart door locks and keyless entry (for apartments and amenity spaces)
  • Package lockers
  • Smart speakers (often given as leasing incentives)
  • Smart lights
  • Smart appliances
  • App-based amenity reservation system

On the subject of sustainability, many developers are setting new standards with LEED certification. Since Gen Z values contributing to efforts that protect the environment, we may see an increase in LEED certified buildings and the marketing around these certifications to appeal to the interests of Gen Z renters. Other features and amenities we’re beginning to see in this area include:

  • Vehicle recharging stations
  • LED lighting
  • On-site renewable energy
  • Recycling options
  • Daylighting
  • High-efficiency appliances
  • Community gardens

Another interesting trend that could emerge is co-living. While it’s still a niche industry, co-living may appeal to the convenience and affordability motivators for Gen Z. Younger renters are accustomed to and actively seek out living with a roommate. The housing affordability crisis of today may even motivate Gen Z renters to seek out co-living options in spite of the COVID-19 pandemic and any lingering cultural shift it may create.

How To Market Apartments to Gen Z

Whether you’re marketing student housing or multifamily apartments, appealing to a Gen Z audience requires more than just running some ads on Instagram or creating a TikTok for your property. While most apartment marketers and asset managers already know that social media presence is a must when marketing to Zoomers, there are additional factors you should take into account.

Branding & Positioning for Gen Z

Gen Z likes to see authenticity, social impact awareness, sustainability, and modernity from their brands, and apartments are no exception. For new developments, it’s easier to steer your branding in this direction, but for existing communities, it can be a challenge to adapt to these preferences after the fact. Consider drafting new brand messaging guidelines for everything from your social media posts to your website and ad copy, then update these digital assets accordingly. Gen Z can smell inauthenticity a mile away, so brand voices that are conversational, approachable, and down-to-earth tend to resonate better with this crowd. And after all, there’s something inherently appealing about a brand that appears to “cut through the bullshit” and deliver straightforward facts. While some existing brands can achieve this with just some well-placed tweaks, in some cases, a full rebrand could be the glow-up your community needs to attract Gen Z renters.

Gen Z also tends to prefer a brand look & feel that is colorful, playful, and simple. In general, think organic shapes, minimalist composition, and hand-drawn patterns and textures. By contrast, the ultra-luxe look & feel of metallic accents, moody lighting, and elegant or crisp lines don’t tend to play as well with this audience. That’s not a hard and fast rule though, so consider which of these elements, if any, will play well with your interior design and existing branding.

example of branding for student apartments

Digital Marketing for Gen Z

You already know that a social media presence and social media ads are a must for Gen Zers. To maximize your impact on these platforms, video is a must. TikTok videos, Instagram reels, and Instagram Stories are excellent ways to give quick video tours of your floor plans, show off resident events, introduce your on-site team members, and more.

In addition to these platforms, your website and Google My Business page are also key to earning leads and leases from Gen Z renters. You don’t have to have the fanciest website, but a modern feel with solid UX (including, at a bare minimum, no broken links) can go a long way. That goes double for a GMB page with updated info, a working link to your website, attractive community photos, and positive reviews.

And because most housing searches begin with a Google search, especially among the digital natives of Gen Z, Search Ads are a must if you want to reach your prospects when they are most ready to click and convert.

Want to learn more about how you can adapt your apartment marking strategy for Gen Z? Drop us a line and schedule a chat. We’ve got lots of ideas to share.

Thresh Faces: Emily Barker

Name: Emily Barker

Title: Graphic Designer

Emily takes apartment marketing ideas and turns them into apartment marketing masterpieces. She has been creating next-level multifamily marketing brochures, websites, and logos for Threshold for some time now, and we just want her to have her moment in the sun.

Get to know Emily below!

What are 3 words you would use to describe Threshold?

weird, friendly, evolving

If you had an office nickname, what would it be?

Office Daria

What is your favorite line from a movie?

Listen up, Fives. A Ten is speaking. — Jenna, 30 Rock

If you were stuck on an island, what three things would you bring?

coconut radio, a Kindle full of books, notebook & pens

What is the title of your autobiography?

Why Are These Fonts Not Syncing! The Emily Barker Story

What is/would be your motto or slogan?

You can’t have it all, but you can always have pizza.

If you had a superpower, what would it be?

Flight

What is your hidden talent?

I’m pretty good at using a Chinese Yo-yo

If you were famous, what would it be for?

Making delicious Kimchi

Favorite Austin eats?

Las Trankas for street tacos

Thresh Faces: Haley McCarley

Name: Haley McCarley

Title: Digital Marketing Specialist

Haley takes apartment marketing ideas and turns them into dynamic social media campaigns, effective PPC ads and a whole lot more. Her student housing marketing knowledge helps the entire digital team get a leg up on the competition, keeping CTRs high and spirits even higher.

Get to know Haley below!

What are 3 words you would use to describe Threshold?

Organized, Excited, Inventive

If you had an office nickname, what would it be?

“The lone female on the digital team”

What is your favorite line from a movie?

“Remember Red, hope is a good thing, maybe the best of things, and no good thing ever dies.”

If you were stuck on an island, what three things would you bring?

Paddleboard, Dos Equis, and The Harry Potter series

What is the title of your autobiography?

How Haley Got Her Groove Back

What is/would be your motto or slogan?

Hook ’em horns m/

If you had a superpower, what would it be?

Flying, so I wouldn’t ever have to drive or park in Austin again

What is your hidden talent?

I am pretty awesome at doing makeup, even though I rarely wear it ;P

If you were famous, what would it be for?

Longest Netflix binge in the world

Favorite Austin eats?

Homeslice Pizza and Hopdoddy Burger Bar

NOW HIRING: Digital Marketing Specialist

NOW HIRING: Digital Marketing Specialist

ABOUT THIS POSITION

We are looking for someone to create and help maintain our social media and Adwords campaigns for our clients. The Specialist should have a passion for social media, the internet marketing industry and be in front of the latest trends and tools to help our clients succeed.

  • PPC Management – perform daily account management and of pay per click accounts on Google AdWords, and other search platforms for a variety of clients.
  • Social Media Management – create and post unique content for engagement.
  • Reporting – assist with various reporting tasks each month.
  • Provide creative copy suggestions and graphical ad templates.
  • Communication in a team setting on project development, timelines, and results.
  • Work closely with the other team members to meet client goals

 


 

PROFESSIONAL REQUIREMENTS

 

  • Passion for search and internet marketing.
  • Outstanding ability to think creatively, and identify and resolve problems.
  • Attention to detail and the ability to effectively multi-task in a deadline driven atmosphere.
  • Ability to clearly and effectively articulate thoughts and points.
  • Ability to learn new industries and new business types quickly and can apply this knowledge to internet marketing initiatives and achieving client goals.
  • Excellent analytical, organizational, project management and time management skills.
  • Google AdWords certified preferred.

 

Please email your resume, qualification details, and compensation desired to jobs@thresholdagency.com

 


 

ABOUT THRESHOLD

Threshold Agency is among the top residential full-service marketing and interactive agencies in the country. We help our clients navigate the rapidly changing world of residential marketing and brand building by providing clear strategies that work, brands that resonate with their markets, and the expertise and experience to implement these strategies across all marketing channels.At Threshold, we take pride in partnering with our clients to ensure seamless delivery of superb messaging. We’re not building cookie-cutter approaches to some of life’s biggest decisions.

Thresh Faces: Tyler Holmes

Name: Tyler Holmes

Title: Account Manager

Tyler has been working in student housing marketing since college, and now he’s absolutely brimming with apartment marketing ideas and multifamily marketing strategies. On top of that, he also owns the world’s cutest dog.

Get to know Tyler more below!

What are 3 words you would use to describe Threshold?

Innovative, Fun, and Full of Swagger

If you had an office nickname, what would it be?

The Tyl… Squirrel! 

What is your favorite line from a movie?

Guys, if I don’t bleed to death pretty soon, I’m gonna die of boredom. – Suicide Kings

If you were stuck on an island, what three things would you bring?

Booze, Bacon, and more Booze

What is the title of your autobiography?

My Life with a Side of Bacon

What is/would be your motto or slogan?

It’s all good!

If you had a superpower, what would it be?

Telekinesis (bascially can do anything!)

What is your hidden talent?

I use to sing in showchoir… so yeah… there’s that…

If you were famous, what would it be for?

Dog Rescuing

Favorite Austin eats?

Rudy’s BBQ

Thresh Faces: Billy Wilkinson

Name: Billy Wilkinson

Title: Chief of Everything Else

Billy helps Threshold manage all the little details that go into apartment marketing. Whether’s he’s coming up with student housing marketing ideas or crunching financial numbers, Billy puts in the hard work every day.

Get to know Billy below!

What are 3 words you would use to describe Threshold?

Amazing, Proven, Real

If you had an office nickname, what would it be?

I…have….no…idea…Probably best to ask everyone else this question?

What is your favorite line from a movie?

Do I make you randy baby?

If you were stuck on an island, what three things would you bring?

Pinot Grigio, a lighter, and a boat!

What is the title of your autobiography?

Now you see him. Now you…still see him.

What is/would be your motto or slogan?

The only thing you are guaranteed when you are born is that you are going to die. Your life in between is only as good as you make it.

If you had a superpower, what would it be?

Telepathy.

What is your hidden talent?

Grilling some mean experimental burgers!

If you were famous, what would it be for?

Something business oriented.

Favorite Austin eats?

Whatever’s new. Austin is always opening amazing new eateries to try.

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